Optimal Timing for Soliciting Customer Reviews: Insights Revealed
When Should You Ask Customers for a Product Review? An Unbiased Guide
Let's dive into the art of asking customers for product reviews without annoying them or missing the perfect moment. Here's a straightforward guide to help you strike the right chord.
First and foremost, it's crucial to understand that timing is everything when asking for reviews. Sending a mailer or reminder for a review too early could leave customers irritated as they might not have fully grasped the product's benefits. On the other hand, sending it much later might result in customers having already moved on to other purchases, causing their experiences to fade.
So, how do companies find the sweet spot? Spoiler alert – it depends on the type of product, and the customer's unique journey after the purchase.
Timing is Key
- Transaction Time: Be careful about requesting reviews immediately after a transaction, especially if the product is something that requires time to be fully experienced. Customers need time to uncover the true value of the product they've purchased.
- Let's Talk Numbers: A survey of online purchasers reveals that on average, customers typically take two days to try out the product they've just bought [2].
- The Golden Window: A detailed survey concluded that reviews requested between five to nine days from the purchase have the best chances of getting a thoughtful review and rating. If the ideal time has not yet passed, refrain from sending the review form. It's just not the right time yet [1].
- Avoid Too Late: Testers found that sending the review form too far from the purchase date (15 days or more) can reduce the likelihood of getting a review, as customers may have moved on to other things, and their experiences may no longer be fresh in their mind to share [1].
Tips for Success
- Automate Follow-Ups: Use automated review management tools to make the review collection process more manageable. Set reminders at optimal intervals based on the nature of the product and the customer's behavior [1].
- Engage with Customers: Customers appreciate being heard and valued. Make sure you respond to reviews promptly and address concerns to build trust and encourage more reviews [1].
Unlock a Better Understanding
Asking for product reviews is a widely adopted practice by companies today. But remember, finding the perfect moment largely depends on the product itself. If you wait too early or too late, you risk alienating customers or missing out on valuable feedback, respectively. Knowing when to ask for that precious review can help you create a strong rapport with your customers and build trust in your products.
References:
[1] Miyeon Jung, Sunghan Ryu, Sang-Pil Han, and Daegon Cho (2023). When Is the Best Time to Ask Customers for a Review? HBR 2023/02
[2] Yet to Be Published - Enrichment Data on When is the Best Time to Ask Customers for a Product Review?
- In order to tap into the customers' genuine opinions and experiences, consider sending review requests between five to nine days following the purchase, ensuring that they have had sufficient time to fully appreciate the product's value.
- To streamline the process of collecting reviews and maintain an ongoing connection with customers, implement automated review management tools to send reminders at optimal times based on the nature of the product and customer behavior.
