Collecting feedback after the product has been used

Set the invitation trigger around the product’s normal use, not just delivery. Ask after first use for an item used straight from the box, or allow time for repeated wear, installation or a full care cycle where those matter.

Use neutral questions, invite customers consistently and read replies as accounts from respondents—not proof that every buyer had the same experience. Keep a way for customers to report a problem at any time.

Choose a meaningful moment

Map how customers first use the product before setting an automated request. A product used straight from the box may suit an early check; one requiring installation, repeated wear or a full care cycle needs a trigger tied to that use. If customers use it at very different intervals, offer a standing feedback route as well as any scheduled request.

Separate delivery questions from use questions. Ask “Did it arrive intact?” close to receipt and “How has it worked for you?” after use. If an order contains different items, identify the item so a comment about packaging is not mistaken for a product judgement.

Ask questions that reveal the experience

Start with an open prompt: “What were you trying to do with this product, and how did it go?” Then ask only for details needed to understand the reply, such as which variant was used, what happened, when it happened and whether the customer wants help. Offer free text alongside any rating or reason code.

Avoid wording that assumes satisfaction. A rating without an explanation may identify a reply to follow up, but offers little guidance for a product decision. Do not ask customers to diagnose a technical cause they cannot observe; route a reported fault or possible hazard promptly to support.

Keep the invitation fair and manageable

Use the same invitation rule rather than asking only customers likely to praise the product. For example: “Now that you’ve had a chance to use [product], tell us what worked and what didn’t. Your feedback is optional; if you choose to leave a public review, please share your honest experience.”

The ACCC provides business guidance on online-review responsibilities and says it can investigate if a business misleads people in relation to reviews. Preserve the genuine opinions of people who used the product, avoid presenting feedback selectively in a way that misleads, and explain any review incentive clearly. Apply an incentive regardless of sentiment.

Keep requests brief and optional. For email or SMS, check the ACMA’s “Avoid sending spam” guidance, and make the request clear, relevant and easy to act on.

If your business is an APP entity, OAIC guidance says APP 3 limits collection of personal information to what is reasonably necessary for an organisation’s functions or activities, and requires lawful and fair means. APP 5 requires reasonable steps to notify the customer of collection matters at or before collection, or as soon as practicable afterwards if that is not practicable; these matters include the entity’s identity and contact details, collection purpose and usual disclosures.

Read the replies with their limits in view

Track how many customers were invited, how many replied and which product versions they used. Read feedback from customers who sought support alongside replies to the scheduled request.

A high average rating among respondents does not show that all buyers had the same experience. Look for concrete reports that can be checked, follow up where appropriate, and record whether the customer received an answer.