OpenAI CEO Sam Altman recently revealed that OpenAI spends “tens of millions of dollars” processing the small “please” and “thank you” messages that people type into ChatGPT. It’s an intriguing look at how courtesy generates tangible costs in the digital realm. However, whereas AI companies may measure politeness in terms of server costs, retailers do so using customer lifetime value.
As P.T. Barnum pointed out in his 1880 book Art of Money Getting: “Politeness and civility are the best capital ever invested in business. Large stores, gilt signs, flaming advertisements, will all prove unavailing if you or your employees treat your patrons abruptly.” This wisdom is still relevant today, especially in the post-purchase journey.
The hidden economics of courtesy
The post-purchase journey is the final chapter in a customer’s shopping experience, but it frequently receives the least attention in customer experience strategy. This oversight is especially striking given that delivery and returns interactions are disproportionately memorable. A friendly courier, thoughtful packaging, or a considerate returns policy can turn a one-time customer into a devoted advocate.
According to research, customers who have positive delivery experiences spend more money with retailers in the long run. According to PwC, customers are willing to pay up to 16% more for products when they have a positive customer experience, which includes courteous service. Furthermore, Accenture discovered in 2018 that 91% of consumers prefer to shop with brands that recognise and remember them while also providing relevant recommendations.
The effect becomes even more pronounced with premium retailers, where the expectation of white-glove service extends beyond the storefront to the doorstep.
When WISMO becomes a brand problem
“Where is my order?” enquiries are much more than just a contact centre challenge. As explored in our recent analysis ’Why WISMO isn’t just a contact centre problem’, these enquiries are frequently symptomatic of larger supply chain communication issues rather than the disease itself.
The financial implications are significant. Each WISMO contact typically costs between £4 and £6, but the reputational damage goes far beyond these direct costs. Customers often abandon purchases due to poor customer service experiences. When delivery communication fails, customer service teams are forced to engage in reactive damage control rather than proactive relationship building.
The most successful retailers understand that courteous, proactive communication about potential delivery issues significantly reduces WISMO contacts. These businesses turn what could be a frustrating customer experience into an opportunity to demonstrate attentiveness, transforming potential disappointments into moments of loyalty.
Transforming notifications into conversations
The humble delivery notification has progressed from a simple alert to an important touchpoint for brand communication. Progressive retailers now see these messages as opportunities to reinforce brand voice, rather than just operational necessities. Consider the difference between these two delivery updates:
“Your order #12345 will be delivered on 22/04/25 between 2-6 PM.”
Versus:
“Good news! Your new kitchen essentials are on their way to you. Your friendly driver will arrive between 2-6 PM tomorrow. We’ll send another update when they’re nearby.”
The second message serves the same functional purpose while providing a more personalised and considerate experience. This approach pays measurable dividends: retailers who use conversational, courteous tracking communications experience fewer WISMO contacts and significantly higher open rates on subsequent marketing messages.
According to our musicMagpie case study, implementing proactive and transparent delivery communications reduced WISMO queries by 63%, demonstrating the importance of clear, courteous customer communication.
Building resilience through respect
The UK Institute of Customer Service’s Customer Satisfaction Index consistently shows that effective complaint handling is strongly linked to customer loyalty, with courtesy and first-contact resolution being critical factors. In January 2025, the report stated:
“Factors that show the strongest correlation with high levels of customer satisfaction relate to emotional connection and perceptions about an organisation’s customer ethos, care for customers, openness, transparency and reputation.”
This viewpoint is consistent with what logistics experts are increasingly recognising: resilience in retail is more than just preventing problems; it’s also about building relationships that can withstand occasional disappointments. Courtesy acts as a shock absorber, protecting customer relationships from inevitable operational bumps.
Technology that enables human connection
Modern delivery management platforms now include sophisticated features designed specifically for maintaining courtesy at scale. These systems allow retailers to communicate in their authentic brand voice throughout the delivery process, even when sending thousands of notifications per hour.
There is now technology that can automatically calibrate the tone of communication based on the circumstances. A standard delivery may receive a positive message, whereas a delayed package receives a more empathetic notification with clear resolution steps. This contextual courtesy reflects how people naturally communicate and significantly improves customer service.
“We’ve moved beyond basic tracking to create genuine conversations with customers throughout their delivery experience,” said a supply chain director at a multinational retailer. “Our systems now recognise when someone has experienced multiple delays and adjust communication accordingly. The result is fewer complaints and higher satisfaction scores.”
As our analysis of WISMO issues shows, addressing the underlying causes through improved communication is far more effective than simply managing the aftermath in contact centres.
Measuring what matters
Unlike OpenAI’s millions spent on computational politeness, retailers can precisely calculate the return on courtesy investments using several key metrics:
First, reduced contact rates result in direct cost savings. Each WISMO call avoided saves approximately £4-6 in operational costs. For large retailers processing thousands of orders per day, courteous proactive communication can save hundreds of thousands of dollars in customer service costs each year.
Second, when retailers prioritise courteous communication, their Net Promoter Scores for delivery experience tend to improve. This improvement is strongly associated with repeat purchases and positive word-of-mouth.
Finally, when customer service teams have access to comprehensive delivery information delivered via courtesy-focused systems, their first-contact resolution rates improve dramatically. This efficiency leads to increased agent satisfaction and lower turnover, which is a significant advantage in today’s competitive labour market.
The future of courteous commerce
As retail evolves, courtesy in logistics is likely to become an even more important competitive differentiator. Brands that invest in systems that support contextual, appropriate politeness throughout the delivery journey will strengthen customer relationships while lowering operational costs.
Perhaps retail can learn something valuable from the millions of people who say please and thank you to AI assistants. These small courtesy gestures are extremely important. They demonstrate respect, build connections and significantly improve outcomes. In an increasingly automated world, the human touch of politeness may be the most beneficial investment that retailers can make.