The Ops Playbook for Post-Purchase Feedback

Merchants usually know they should ask for reviews after purchase. The harder question is when, for whom, and under what operating conditions. A generic send schedule is rarely enough once product mix and fulfillment complexity increase.

Build a review request operating model

Teams should define the events that make a request eligible, the windows where the product has had enough use, and the cases where sending a request would create avoidable frustration.

• Tie requests to meaningful fulfillment or delivery milestones.
• Exclude orders that are in support recovery or refund motion.
• Keep reminder logic visible so teams can explain why a buyer received a follow-up.

Moderation is part of the loop

The review request system should connect cleanly to moderation and publishing. A collection flow without a publishing discipline creates inventory, not trust.