Post-Purchase Feedback Automation

Use a confirmed order or fulfillment milestone as the start, not an abandoned checkout or an order that may be canceled. Choose a delay that gives the customer time to receive or use the product. The right interval depends on delivery time and product type; test it instead of copying a universal benchmark.

• Confirm which order event is available in your workflow catalog.
• Exclude canceled, refunded, or unresolved orders when appropriate.
• Decide whether one customer can receive more than one request in a short period.

Ask only what your team will use. A satisfaction score plus one optional comment is often easier to complete than a long questionnaire. State that the response is feedback, explain how it will be used, and provide a support route for unresolved issues.

Connect the form submission to a workflow or team inbox, then assign responsibility for reviewing it. If your workflow supports conditions on submitted answers, test each path with known responses. If it does not, send responses to a shared review queue and have a person triage them; do not claim an automated score-based branch that has not been configured.

A low score should prompt a respectful service response, not an automatic discount or review request. A positive response can inform later marketing only when the person is eligible for that communication and the message is appropriate.

Measure delivered invitations, completed surveys, time to review, and the share of responses that receive a useful follow-up. Review opt-outs and complaints alongside completion so that a higher response count does not hide a poor customer experience.