Home Asking for customer feedback

Steal My Customer Feedback Process

Get step-by-step video instructions to implement your customer feedback process with Encharge. You'll get shareable links to copy my automation flows in seconds, tweak to your needs, and start getting customer feedback to jumpstart your marketing engine.

Asking for customer feedback

This is part 2.0 of the practical customer feedback process.

Here’s a high-level view of each component we will cover in asking for customer feedback and how to automate it.

Flowchart: Asking for customer feedback via email

graph TB
    subgraph 1.0 Order Complete
    A[fa:fa-tag Trigger when tag is added] --> B((fa:fa-hourglass-half Wait 1 Day))
    style A stroke:#52CBD1,stroke-width:4px
    style B stroke:#FDB855,stroke-width:4px
    subgraph 2.0 Asking for Customer Feedback
    B --> C(fa:fa-envelope Send Email - A) 
    style C stroke:#77D152,stroke-width:4px
    C --> |On Delivered| D((fa:fa-hourglass-half Wait 3 days))
    style D stroke:#FDB855,stroke-width:4px
    D --> E[/fa:fa-envelope Check Email Activity - A/]
    style E stroke:#A37A42,stroke-width:4px
    E --> F(fa:fa-envelope Send Email - B)
    style F stroke:#77D152,stroke-width:4px 
    E --> G(fa:fa-envelope Send Email - C)
    style G stroke:#77D152,stroke-width:4px 
    F --> |Not Opened| H((fa:fa-hourglass-half Wait 3 days))
    G --> |Opened, Not Clicked| H
    style H stroke:#FDB855,stroke-width:4px
    H --> I[/fa:fa-envelope Check Email Activity - B/]
    style I stroke:#A37A42,stroke-width:4px
    H --> J[/fa:fa-envelope Check Email Activity - C/]
    style J stroke:#A37A42,stroke-width:4px
    I --> |Not Clicked| K(fa:fa-bolt Send Webhook)
    style K stroke:#333333,stroke-width:4px
    J --> |Not Clicked| K

When to ask for customer feedback

Wait until your customer transaction is fulfilled before asking for customer feedback.

A good rule of thumb is to wait 1 day after your customer order is complete before asking for their feedback.

Where to ask for customer feedback

There are a number of communication channels to ask for customer feedback.

Here’s a short list of some of the most common channels:

  1. Email
  2. SMS
  3. Phone call
  4. Face-to-face
  5. Kiosk
  6. Paper form

Since Elon hasn’t figured out how to automate humans yet (tick tock, Mr. Musk), I will be using email as the communication channels to ask for feedback in this post.

(I’m wrenching on asking for customer feedback via text SMS and will publish next)

Does your customer feedback channel make sense?

Before you ask for feedback, ask yourself: Is the channel appropriate for asking my customer for their feedback?

In other words, is it weird to ask for your customer’s feedback via email in your specific situation?

How about a text message?

This goes back to the human check to ensure what you’re asking feels natural and fits the context of your customer interaction.

High contrast example:

Would a health practitioner ask for feedback the same way as an ecommerce store?

Of course not.

Do a gut check when choosing your customer feedback channel.

How to ask for customer feedback via email

How you ask for customer feedback is critically important.

You get this part wrong and you’ll get no response to move on to the next step in the customer feedback process (3.0 Customer feedback survey).

Ask as if you were face-to-face with your customer

Even though this customer feedback process is mostly automated, the customer touch points must feel human and empathetic. You know, like you’re talking to real people.

Consumers seem to get bombarded every day with feedback requests.

Act like you give a damn and treat your customers with empathy and respect.

Keep this in the forefront of your mind as you build out your process.

If you’re ever in doubt, ask yourself, “Would I act like this if I was face-to-face with my customer?

Before you ask for customer feedback via email

Make sure you button up your emails before sending out your request for customer feedback.

graph LR
    A[Email Recieved] --> B[Subject Line]
    B --> |Open Rate| C[Email Body]
    C --> |Clickthrough Rate| D[Click Survey Link]

Email server reputation & deliverability

Checking to see if your emails are actually arriving to your intended recipient’s inbox is grossly underrated.

Avoid checking your email deliverability at your own peril.

It’s worth evaluating your email reputation with tools like Mail Tester before investing in setting up this process.

Email deliverability is a silent killer because half your emails can be getting zapped before they make it to your customer’s inbox.

Check spam words in the subject and body of your email

Check for common spam words in the subject and body of your email before hitting the send button.

Here’s a list of 189 spam words in a text file you can refer to.

Also, here’s a free spam checker tool from the kind folks at Mail Meteor.

Email subject line

Once your email has successfully been delivered to your recipient, your email subject is up to bat.

Email subject lines have one job: to get your customer to open your email.

Using questions is effective at getting people to open your emails.

Aim to have your subject line be less than 7 words and avoiding spam trigger words.

Subject: Tell us how you really feel

Email From Field

The From Field matters when asking for customer feedback via email.

Your email should be coming from someone with high authority in your company.

For example, the owner of the company or someone in high management (ex: Director of Customer Happiness).

If your email is coming from a generic company address like support@acme.com you can expect to receive less responses because your email will seem less sincere, people connect more with people than with company names.

Email body message

After your customer decides to open your email, the body of your email has one job: to get your customer to read line by line and then click on the link to start your customer feedback survey.

The main goal with your emails is to get your customer to invest their time in clicking on the link to the customer feedback survey to share their experience with you.

Email body message format

Your message should not be in rich text format with fancy images and illustrations.

It should be in boring plain text.


Because when you send an email to a friend, do you insert fancy formatting?

Highly unlikely.

Keep your email format boring to get more response.

Structure of your email body message

Respect your customer’s time and keep your message concise.

3-5 sentences should do.

Here’s an example:

Hi Alice,

Would you be open to share your feedback with me your regarding stay at XYZ Rentals?

It's a [short, 2-minute survey] with 2-3 questions. 

Your feedback will help my team make your next stay with us even better.

Thank you for considering,

Director of Guest Happiness
XYZ Rental Company

The job of the first sentence is to get your customer to read the next sentence and so on.

The idea is to persuade them to provide their feedback.

One persuasion tactic is to ask your customer if they are open to sharing their feedback.

More people would consider your suggestion rather than giving you a “yes” right off the bat.

The second sentence gives your customer an expectation of how much time is required to complete your feedback request.

The third sentence tells them what’s in it for them:

  • They will be heard by someone with authority.
  • Their next experience can be even better.
  • The cost is only a few minutes of their time.

The email signatures conveys the email is coming from a person with a authority.

This incentivizes the customer to provide feedback to someone that is likely to take action on their behalf and listen to their experience.

Getting your customer to click on the link to start your customer feedback survey is the main goal of your email.

It’s important to send your emails from marketing automation software like Encharge where you can listen if the link was clicked and set rules if it wasn’t.

Automated follow-up emails improve your customer feedback response rates

This is a key part of asking for customer feedback.

If your customer didn’t click on the link to start the customer feedback survey, send a follow-up email after a few days.

You can see in the flowchart I displayed the max number of emails your customer will recieve is three:

  1. The initial email requesting customer feedback.
  2. If the customer didn’t open the first email after 3 days, resend but with a different subject line.
  3. If the customer opened the first but didn’t click the link to the customer feedback survey, send a reminder email a few days later.

Figure out what cadence makes sense for your follow-up emails.

The idea is to give your customer a little nudge without being too aggressive or off-putting.

Key Takeaways

  • Don’t be wierd. Ask for customer feedback like you would in a face-to-face conversation.
  • The medium is the message. Make sure you choose the right customer feedback channel that makes sense for your business.
  • Boring, plain text emails get more response. Verify with testing.
  • Before you ask for customer feedback, it’s worth checking your email reputation so your email land in your customer’s inbox.
  • Marketing automation is key for sending automatic follow-ups to increase your response rate without draining your time.
This post is licensed under CC BY 4.0 by the author.