Sending a product usage survey to customers who have made a purchase aims to gather feedback on their experience with the product and to assess its quality.
Table of contents
- 01 What does a product usage survey deliver?
- 02 Why are opinions and reviews after purchase important?
- 03 What tips will increase a survey's effectiveness?
- 04 Summary
01 What does a product usage survey deliver?
Sending product usage surveys contributes to:
- reducing customer churn;
- stimulating web traffic;
- driving a second purchase;
- increasing revenue from active customers.
By collecting feedback through automation with product reviews, you'll gain valuable insights that will help you improve the customer experience.
02 Why are opinions and reviews after purchase important?
1. Identifying satisfied and dissatisfied customers
One of the greatest benefits of collecting feedback is the ability to identify and segment your brand/store promoters as well as dissatisfied customers. Thanks to the feedback, you can assess how likely it is that a customer will leave a positive or negative review about their purchase.
2. Spot new opportunities
Product usage surveys allow you to understand how customers use and value your products. Feedback is important because it helps you develop and improve products so they better meet customers' needs.
3. Collect confirmation of your reliability and quality
Over 60% of online shoppers rely on product ratings to judge the value of an item they're interested in. That's why it's worth striving to have as many positive reviews as possible.
4. It makes consumers feel appreciated
It's important to nurture relationships with customers and give them the sense that they matter to your brand. Requests for opinions and reviews after purchase are one of the best ways to achieve this.
03 What tips will increase a survey's effectiveness?
- tell the customer why their rating matters - without this they may ignore your message;
- personalize the email based on recent purchases; don't send a generic message;
- reward the customer for giving their opinion after purchase, for example with a special discount coupon for their next purchases;
- send at least two follow-ups requesting feedback - one on the day the package is delivered, and another 24h after the package is received;
- prepare a special message for a VIP customer who has been buying from you for a long time;
- the customer didn't respond to the emails? Send them an SMS request to leave a review with an embedded link to the page;
- the customer didn't react to the email or the SMS? Try to reach them on social media, for example with a paid Facebook ad;
- the customer returned the product? Check what the reason was. If the situation keeps repeating, it may indicate there's a carrier handling shipments improperly.
The cosmetics brand Huron, in exchange for leaving a rating of their shaving set, offers the chance to enter a lottery where you can win a gift card worth $50.
The brand Truelinkswear references the specific product the customer bought and explains why feedback is important. It's worth noting the attempt at cross-selling - suggesting three products from the assortment that complement the purchased product.
04 Summary
A product usage survey is not just a way to gather ratings but a real source of knowledge about how customers use your offer and what they feel is missing. It lets you catch both brand promoters and dissatisfied customers before they leave a negative review. The key is to personalize the request, explain to the customer why their opinion counts, and plan well-timed follow-ups across different channels.