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How Cloudpillo cut WISMO tickets by 42% without losing a beat on customer satisfaction
Cloudpillo, the Dutch sleep brand behind the promise "we only sleep when you sleep well," has grown fast: two-time Webshop of the Year, 1.5 million customers, and active in 10 markets. As order volume climbed, "where is my order?" (WISMO) became Cloudpillo's number one reason for customer contact.
With Sendcloud's Post Purchase Solution, Cloudpillo turned real-time shipping data into proactive, on-brand communication through Klaviyo and Gorgias to tackle WISMO. The result: 42.4% fewer WISMO tickets, 38% fewer messages per ticket, and customer satisfaction that held steady.
RETO
24-48 hour visibility gap fueled WISMO tickets
Cloudpillo ships with their own carrier contracts and set of carriers, but missed a way to turn that shipping data into proactive communication. That's the gap Sendcloud's Post Purchase Solution helped to close.
Before automating, WISMO was Cloudpillo's top reason for customer contact, ahead of returns and reviews. The trigger point sat early in the journey: a 24 to 48 hour gap between handover to the carrier and the first scan, during which customers had no visibility and no way to tell if anything was wrong.
A delay or missed scan was often the first signal a customer got, and by then they had already called, emailed, or left a negative review. Trustpilot ratings are shaped disproportionately by delivery experience, so unresolved WISMO tickets carried a cost well beyond support hours.
"Especially when a delivery is delayed or something goes wrong, we notice that customers want to be actively kept informed." — Brenda van der Boom, Director of Operations, Cloudpillo
SOLUCIÓN
One Post Purchase Solution, two communication flows
Cloudpillo plugged in Sendcloud's Post Purchase Solution, connecting tracking updates, delivery statuses, and exceptions directly into their customer communication stack, without changing how they ship.
Instead of one generic tracking experience, the team built two flows around that data: a happy flow for orders on track, and an unhappy flow for anything that isn't.
When everything goes to plan, Klaviyo delivers personal, on-brand updates from one centralized flow, in Cloudpillo's own tone of voice, and only asks for a review once a customer has actually received their order. When a shipment hits a snag, Gorgias takes over with CS flows built per exception type, while the Sofie AI agent resolves standard cases automatically and takes action directly in Cloudpillo's systems.
The result is one consistent brand experience, whatever is happening with the parcel: customers stay informed and reassured when things go smoothly, and have their expectations proactively managed the moment something doesn't.
"Sendcloud helps us handle that communication better and sooner, so customers are less likely to need to contact us themselves." — Brenda van der Boom, Director of Operations, Cloudpillo
RESULTADOS
42% fewer WISMO tickets, with customer satisfaction just as strong
Comparing two equal 67-day periods before and after switching to Sendcloud, WISMO tickets dropped from 2,288 to 1,319, a 42.4% decrease. Messages within those tickets fell by 38%, meaning fewer emails, calls, and follow-ups for the customer service team. WISMO fell from Cloudpillo's number one reason for contact to number two.
Customer satisfaction stayed just as strong across both periods. That's the result Cloudpillo cares about most: the goal was never just fewer contacts, but cutting contact volume without giving up an inch of service quality. A result made possible just by layering Sendcloud's Post Purchase Solution onto their existing shipping setup.
Looking ahead, Cloudpillo is now refining when it asks customers for reviews, aligning the trigger to actual delivery rather than a fixed 14-day window, so customers aren't asked to review before their order has arrived. As that data matures, the team expects it to sharpen the link between delivery experience, reviews, and long-term loyalty.
"The most important benefit for us is the reduction in WISMO tickets and its ripple effect across the entire customer journey. We see fewer emails and phone calls about package status, but we also reduce the risk of frustration, extra follow-up, and negative reviews." — Brenda van der Boom, Director of Operations, Cloudpillo
Proactive communication, expected
Customers want to be kept informed the moment something looks off with their delivery.
Brenda van der Boom
Director of Operations, Cloudpillo
"Especially when a delivery is delayed or something goes wrong, we notice that customers want to be actively kept informed."
Fewer calls, sooner reassurance
Proactive updates mean customers rarely need to reach out themselves.
Brenda van der Boom
Director of Operations, Cloudpillo
"Sendcloud helps us handle that communication better and sooner, so customers are less likely to need to contact us themselves."
A ripple effect across the journey
Fewer WISMO tickets also means less frustration, follow-up, and negative reviews.
Brenda van der Boom
Director of Operations, Cloudpillo
"The most important benefit for us is the reduction in WISMO tickets and its ripple effect across the entire customer journey. We see fewer emails and phone calls about package status, but we also reduce the risk of frustration, extra follow-up, and negative reviews."
Cloudpillo's story shows what happens when you turn shipping data into a genuine customer experience. Fewer WISMO tickets, fewer support messages, and a great customer experience.
By connecting Sendcloud's Post Purchase Solution to Klaviyo and Gorgias, Cloudpillo replaced anxious waiting with proactive, on-brand updates, so the promise "we only sleep when you sleep well" carries through the whole delivery journey.
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