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How to Ask Customers for Reviews: 12 Effective Strategies

Posted by Kevin Yun | Last updated Jun 13, 2024

In today's digital marketplace, customer reviews are invaluable for businesses. They provide social proof, boost credibility, and influence purchasing decisions. But how do you go about asking customers for reviews without seeming pushy or desperate? This comprehensive guide will walk you through 12 effective strategies to encourage customers to leave reviews, along with best practices and tips to make the process smooth for both you and your customers.

Table of Contents

  1. Understand the importance of customer reviews
  2. Time your request strategically
  3. Utilize email campaigns
  4. Leverage SMS messages
  5. Optimize your Google Business Profile
  6. Harness the power of social media
  7. Create a seamless review process
  8. Train your staff to ask for reviews
  9. Use personalized video messages
  10. Offer incentives (carefully)
  11. Follow up with happy customers
  12. Respond to all reviews
  13. Best practices for asking for reviews
  14. Common mistakes to avoid
  15. Conclusion

Understand the importance of customer reviews

Before diving into strategies for soliciting reviews, it's crucial to understand why they matter. Customer reviews:

  • Build trust and credibility
  • Influence purchasing decisions
  • Improve search engine rankings
  • Provide valuable feedback for your business
  • Increase conversion rates

Studies show that 93% of consumers read online reviews before making a purchase, and 91% of 18-34 year olds trust online reviews as much as personal recommendations. With such significant impact, developing a strategy to consistently gather customer reviews should be a priority for any business.

Time your request strategically

Timing is everything when it comes to asking for reviews. The ideal moment to request feedback is when your customer is most likely to be satisfied with your product or service. This could be:

  • Immediately after a positive interaction with customer service
  • Once a customer has achieved a desired outcome with your product
  • After a repeat purchase
  • When a customer has referred someone to your business

For products, allow enough time for the customer to use and experience the item before asking for a review. For services, consider reaching out shortly after the service has been completed, while the experience is still fresh in the customer's mind.

Utilize email campaigns

Email remains one of the most effective channels for requesting reviews. Here are some tips for crafting effective review request emails:

  1. Keep it concise and personalized
  2. Clearly state the purpose of the email
  3. Make the process as simple as possible with direct links
  4. Express gratitude for their business and potential feedback
  5. Consider using a drip campaign for follow-ups

Here's a sample template you can adapt:

Subject: Your thoughts matter to us, [Customer Name]

Hi [Customer Name],

We hope you're enjoying [product/service]. Your feedback is incredibly valuable to us and helps other customers make informed decisions.

Would you mind taking a moment to share your experience? It'll only take a minute or two.

[Direct link to leave a review]

Thank you for your time and for choosing [Your Company Name].

Best regards,
[Your Name]

Remember to test different email formats and subject lines to see what resonates best with your audience.

Leverage SMS messages

With open rates as high as 98%, SMS can be an excellent channel for requesting reviews. Keep these messages short, friendly, and to the point:

Hi [Name], thanks for choosing [Your Company]. We'd love to hear about your experience! Could you spare a minute to leave a quick review? [Review link] Thank you!

Ensure you have permission to contact customers via SMS and always provide an opt-out option.

Optimize your Google Business Profile

For local businesses, Google reviews are particularly important. To maximize your chances of receiving Google reviews:

  1. Claim and verify your Google Business Profile
  2. Keep your business information up-to-date
  3. Use Google's review link shortener to create a direct link to your review page
  4. Display this link prominently on your website, in email signatures, and on receipts
  5. Encourage customers to be specific in their reviews, mentioning particular products or services

Remember, Google prohibits soliciting reviews in bulk or offering incentives for reviews, so be sure to ask individually and organically.

Harness the power of social media

Social media platforms offer unique opportunities to engage with customers and encourage reviews:

  1. Create a Facebook reviews tab on your business page
  2. Use Instagram Stories to showcase positive reviews and encourage others to share their experiences
  3. Respond to mentions and tags on Twitter, thanking customers for their feedback
  4. Use LinkedIn to request reviews from B2B clients

Consider creating shareable graphics that feature customer testimonials, which can inspire others to leave their own reviews.

Create a seamless review process

The easier you make it for customers to leave reviews, the more likely they are to do so. Here are some ways to streamline the process:

  1. Provide direct links to your review profiles in all communications
  2. Use QR codes that lead directly to review pages on physical materials
  3. Implement a review management system that allows customers to leave reviews on multiple platforms from one interface
  4. Offer the option to leave a review directly on your website
  5. For e-commerce sites, send automated review requests after a specified period post-purchase

Remember, the goal is to remove as many barriers as possible between the customer's intention to leave a review and the act of doing so.

Train your staff to ask for reviews

Your employees can be your best advocates for gathering reviews. Train them to:

  1. Recognize opportune moments to ask for reviews
  2. Use appropriate language that doesn't pressure the customer
  3. Explain the value of reviews to the business and other customers
  4. Provide customers with easy-to-follow instructions for leaving reviews

For example, a staff member might say:

"We're so glad you had a positive experience today. If you have a moment, we'd really appreciate it if you could share your thoughts in a review. It helps other customers and allows us to keep improving our service. Would you like me to send you a quick link to do that?"

Use personalized video messages

Video messages can add a personal touch to your review requests and help you stand out. Consider using a tool like Bonjoro to send personalized video messages to customers. In your video:

  1. Thank the customer by name
  2. Reference their specific purchase or interaction
  3. Explain why their feedback matters
  4. Provide clear instructions on how to leave a review

This approach can be particularly effective for high-value customers or after significant interactions.

Offer incentives (carefully)

While it's important to note that many review platforms (including Google and Yelp) prohibit offering incentives for reviews, there are still ways to encourage feedback:

  1. Enter reviewers into a monthly prize drawing
  2. Offer a small discount on a future purchase after leaving a review (regardless of whether it's positive or negative)
  3. Donate to a charity for each review received

Always make it clear that the incentive is for leaving a review, not for leaving a positive review. And be sure to check the terms of service for each review platform before implementing any incentive program.

Follow up with happy customers

Customers who have expressed satisfaction with your product or service are prime candidates for leaving reviews. Implement a system to flag these customers and follow up with them. This could include:

  1. Customers who have given high ratings in satisfaction surveys
  2. Repeat customers
  3. Customers who have referred others to your business
  4. Those who have provided positive feedback to your support team

When following up, reference their positive experience and explain how their review could help others make informed decisions.

Respond to all reviews

Engaging with reviews, both positive and negative, shows that you value customer feedback. It can also encourage others to leave reviews when they see that you're actively responding. When responding to reviews:

  1. Thank the reviewer for their feedback
  2. Address specific points they mentioned
  3. For negative reviews, offer solutions or ways to make things right
  4. Keep responses professional and courteous

Here's an example of a response to a positive review:

"Thank you so much for taking the time to share your experience, [Name]. We're thrilled to hear that you enjoyed [specific aspect mentioned in the review]. Your feedback helps us continue to provide great service to all our customers. We look forward to serving you again soon!"

Best practices for asking for reviews

As you implement these strategies, keep these best practices in mind:

  1. Be consistent in your efforts to gather reviews
  2. Make it a part of your overall customer experience strategy
  3. Never pressure customers or make them feel obligated
  4. Be transparent about how you'll use the reviews
  5. Respect the customer's time – keep the process quick and simple
  6. Show gratitude whether or not the customer leaves a review
  7. Use a variety of methods to cater to different customer preferences
  8. Always comply with the guidelines of review platforms and local regulations

Common mistakes to avoid

When asking for reviews, steer clear of these common pitfalls:

  1. Asking for reviews too early in the customer journey
  2. Sending generic, impersonal requests
  3. Making the review process complicated or time-consuming
  4. Ignoring negative reviews or responding defensively
  5. Focusing solely on positive reviews and not learning from criticism
  6. Violating platform guidelines by offering inappropriate incentives
  7. Overwhelming customers with too many review requests
  8. Failing to provide context on why reviews are important

By avoiding these mistakes and following the strategies outlined in this guide, you'll be well on your way to building a robust collection of authentic customer reviews.


Asking for customer reviews is an art that requires tact, timing, and persistence. By implementing these 12 strategies and adhering to best practices, you can significantly increase the number and quality of reviews for your business. Remember, the goal isn't just to accumulate positive reviews, but to gather authentic feedback that helps you improve your products or services and build trust with potential customers.

Consistently requesting and engaging with reviews shows that you value customer opinions and are committed to providing the best possible experience. Over time, this approach will not only boost your online reputation but also provide valuable insights to help your business grow and thrive.

Start implementing these strategies today, and watch as your customer reviews become one of your most powerful marketing tools. Remember, every review is an opportunity – to learn, to improve, and to connect with your customers in meaningful ways.

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