Harbourline Logistics · 2025
Replacing a phone tree with a tracking page nobody has to call about
A self-service shipment tracking experience that removed two thirds of inbound support calls without adding a single feature to the product.
- Where-is-my-shipment calls
- 68% fewer
- Handling time saved per avoided call
- 4.6 min
- Net promoter score movement
- +22
Where it started
Harbourline's support line took 4,000 calls a month, and 71% of them asked one question: where is my shipment. The data to answer it already existed. It was buried four clicks deep behind a login most customers had never been given.
What we did about it
- 1
Follow the call, not the roadmap
We listened to 60 recorded support calls before designing anything. The pattern was not a missing feature but a missing entry point: customers had a reference number and nowhere obvious to type it.
- 2
Put the answer behind zero clicks
A public tracking page keyed to the reference number, no account required, with the shipment state written in the language customers used on the phone rather than the internal status codes.
- 3
Make the exceptions legible
Delays are the reason people call twice. Every exception state now explains what happened, what happens next and when, which turned the worst moment in the journey into the one that builds the most trust.
What changed
The support team was redeployed onto exception handling rather than status lookups, and the tracking page is now the most visited surface the company operates.
- Where-is-my-shipment calls
- 68% fewer
- Handling time saved per avoided call
- 4.6 min
- Net promoter score movement
- +22
“We assumed we needed a customer portal. What we needed was one page that answered one question. That reframing saved us a year of build.”
