Feedback Strategy · 21 April 2020

Our 8 step Feedback Strategy to Grow repeat-purchases at your business by 30% and online reviews for your business by 50%.

Niek Ritzen
CEO and Co-founder qrite | The Feedback Revolution

Let’s dive into the qrite’s Feedback Strategy. This strategy is a method developed over the years and based on extensive experience in the healthcare, hospitality and retail sectors. It creates new reviews and repeat purchases.

Online marketing of the last decade has focused mostly around search engine optimization, content management, reviews, promotions, and discount tools. But over the past years, we see a steady increase in businesses that have started to use the power of feedback and customer satisfaction to increase their revenues.

Since we started qrite, we’ve helped a lot of customers implement our qrite Feedback Strategy. At the start, almost all customers identify two main business challenges. The first: “How can I grow my customer reviews across different platforms?” And the second: “How do I get more repeat customers?”

With these 8 simple steps, your business can grow by almost 30% in repeat-purchases customers and increase reviews received via online platforms by 50%.

To do that, we combine the efforts of the last decade, and invite you to jump on the feedback train!


Our 8 step Feedback Strategy to Grow repeat-purchases at your business by 30% and online reviews for your business by 50%.


The Feedback Revolution has only just begun for most businesses. Typically, we see that most of the feedback collected is about numbers. Typical questions are “Can you rate the quality of the product?” – or – “On a scale from 1 to 10 how satisfied were you with your received customer care?”.

Numbers matter, for sure. But it’s only a part of the feedback that you need. It gives you an overall score. But what if you can make feedback much more meaningful for your customers? How do you deepen the understanding of your customers and obtain feedback more efficiently than most? That’s the challenge.

 Want to get started right away?  Book a live qrite demo instantly.

.  .  .

1. Ask for feedback everywhere to get the best insights

If you want insights about every aspect of your business, ask for feedback everywhere. We recommend using QR-codes as the optimal method to add a link to any product or location. QR-codes are all the buzz right now but have a longer history than most of us know. Founded in Japan in the ’90ties, but has really taken off globally as of 2015, according to Dutch researchers, about 87% of people know how to use QR-codes.

There are a lot of options for both online and offline based businesses to gather feedback, my favourites spots:

  • Print a QR-code on the receipt
  • Print the QR-code on the bag
  • Give your customers a flyer
  • Display a QR-code at the exit or at the cash register
  • Print the QR-code on the box
  • Print the QR-code on payslips or invoices
  • Include feedback links in your delivery messages

To get the best results, you should have unique QR-codes for each location. This way you can easily identify where attention might be needed. qrite automates this for you with minimal efforts.

.  .  .


2. Ask for feedback “in the moment”

Have you ever wondered about the best moment to ask for feedback? When are your customers closest to you, if you ship lots of products? We’ll tell you when. It’s the moment their delivery comes in, and they unbox and start using their new product for the first time. At that moment, your (online) service, delivery, packaging and product all come together into an experience that is only had then and there. So, there’s no better time to ask for feedback. Capture the moment and ask for feedback. Make it easy for your customer.

Most of all: stop asking people for feedback afterwards, when they’re busy with something else. Ask yourself the question: Is my service or product really top of mind after a few days?

By collecting customer input ‘in the moment’, data will be more reliable, and you’ll also be much more able to remedy a sub-par experience proactively. Wijnpakhuis, one of our clients, is a great example of how to do this.


Because it’s so easy for my customers to share their feedback, my conversion is much higher versus e-mail surveys I used to send.Lionel owner Wijnpakhuis

.  .  .


3. Reward your customers for giving their feedback

Incentives are everything. Especially when asking for feedback. Most online retailers already use discount codes. For example, for signing up for the newsletter, or free delivery for a customer’s first purchase.

Discounts are the small incentive you can use to nudge your customers to give feedback; we recommend doing this to help skyrocket the amount of feedback you receive. A discount or free shipping on their next order will greatly increase the amount of feedback given. While you’re at it, ask your customer to subscribe to your newsletter as part of the process as well. Use your existing discount offers, and really put them to work for you.

qrite’s “incentive module” allows you to add the incentives on the thank you page. This way, you’ll get the feedback you’re looking for before you give the reward.

Rewards will not only help you increase conversion on feedback. We’ve seen with our clients that it also helps attract new customers to shop directly at your (online) store. It allows you to build trust and rapport with your customers, so the next time they buy, it’s directly from your store, instead of from Amazon, Facebook, or any other marketplace.

.  .  .


4. Use the Customer Satisfaction score (CSAT) or the Net Promoter Score (NPS) question to better understand your customers’ satisfaction.

Dreadfully long questionnaires aren’t working. If you take your customers and their time seriously, make sure that you ask very specific questions about their experience. It’s recommended to start by asking about overall satisfaction, before asking anything else. There are two types of questions that yield good results for you: a Customer Satisfaction score (CSAT) question and the Net Promoter Score (NPS) question.

Customer Satisfaction Score (CSAT)

CSAT is measured by asking: “How would you rate your overall satisfaction with the [product/service] you received?” Or “Overall, how satisfied were you with [company]?”.

Your customers can give feedback on a scale from 1 to 5. We usually recommend to opt for easy one-word answer options:

  • 1 = Poor
  • 2 = Fair
  • 3 = Average
  • 4 = Good
  • 5 = Excellent

To make it even easier to answer you can use a rating between 1-5 stars. At qrite we use this so-called CSAT score question, which looks like this:

Net Promoter Score (NPS)

NPS is an industry-trusted method, which uses a scoring mechanism that ranges from -100 to 100. A question measures the willingness of customers to recommend your company or its product/service to others. The usual question is: “How likely are you to recommend [company/product/service] to a friend or a colleague?”.

Answers are given on a numeric scale of 0-10. Based on their answer, the respondent’s area is either considered: ‘detractors’, ‘passives’ or ‘promoters’.

Detractors are customers on the scale between 0 and 6. They are not satisfied enough to recommend your business. They won’t purchase again and could potentially damage the company’s reputation through negative word of mouth.

Passives gave a score of 7 or 8. They are satisfied. But are not directly a repeat-purchase customer. They probably wouldn’t spread any negative or positive recommendation for your company.

Promoters gave a score of 9 or 10. They love your company, product and services. The promoters will most probably recommend your company to others. These are your potential repeat-purchase customers.

qrite automatically calculates your NPS score for you, but you can also use the following formula:

(Percentage of promoters – the percentage of detractors) x 100 = Net Promoter Score

NPS qrite dashboard

NPS in report section qrite feedback tool

.  .  .

5. Don’t just ask for a number, ask for the WHY feedback behind.

You now know how satisfied your customer is overall. Great for you, but that didn’t help your customer at all. So, next, you’ll want to understand why your customers gave you that score, whether it’s positive, neutral, or negative. The best way to do this is to ask them straight after they gave their score.

A follow-up that has done miracles for your clients is: “Thanks for sharing your opinion! Can you tell us a bit more about why you chose this score?”. It is an open question, which gives a customer the ability to really speak their mind: to explain why they are a detractor or a promoter.

This data is crucial for you. It gives you the opportunity to understand why the customer is happy or unhappy and to make the bridge to our next step: to fix any potential issues!

.  .  .


6. Fix the customer’s problems

Give your unsatisfied customer the attention that they deserve.
A good feedback system will only work if you have a customer care team with a proactive approach. Ask your customer care team to take action when a customer is not satisfied. Instantly. Send an e-mail or even better, call the customer and ask: “Can we help you?”. Give your unsatisfied customers the attention that they deserve. After all, they put their trust in your business. Really caring will help your business grow in the short and long term. And trust us: offering good service always repays itself.

You will quickly see that this approach will help your business create more promoters. You are turning unsatisfied customers into satisfied ones, and differentiating yourself from the competition. Of course, there are always customers that you will still not satisfy. But, in the long term, you give people an extra service. You build trust. You will reduce the number of detractors and by acting instantly, AVOID many of the negatives comments they may have left if you hadn’t reached out. In many cases, we see in fact that detractors turn into promoters, who happily share their experience with the amazing service they got, after initially having a poor experience with your company.

Trust us when we say: this really works. Also, trust the numbers. Looking at some of the data released to us by our customers, we saw in several cases that almost 30% (!) of customers who have an initial issue, and give feedback via qrite’s QR-code, become repeat-purchase customers when their issue gets resolved proactively. We’re positive we can help you achieve this as well.

.  .  .


7. Ask for reviews at the right time.

Is your customer not satisfied? Your product and service are not delivered yet. You may send the customer the product or delivered the service. But if your customer care team is not finished, why asking for a review already?

If you’re looking for increasing reviews, timing is crucial. Combine asking reviews with your feedback process. Combine the power of feedback by asking feedback during of after use. Add a label with a QR-code, or – ask them to register their purchase with you in exchange for an incentive – and ask for feedback then. For each product category, stop and think about how and when your customers will use it – and make sure they’re easily reminded at that time, to give their opinion.

I recommend, based on qrite’s Feedback Strategy to  ask satisfied customers directly after ending the feedback questionnaire for a review.  Is the customer still in process with your customer care team? Ask a customer after the contact for a review.

.  .  .


8. Use your data for direct marketing and increase repeat-purchasing customer base

Marketing has always been all about data and using what you know, or what marketing platforms know, to better target your customers. Using an extensive feedback system like qrite will allow you to build your own dataset and make you less reliant on big marketing platforms. You will get to know your promoters and be able to send them targeted e-mails or create ads with specific content they will love. This is another valuable way to create trust and rapport with your customers, making them feel understood by you.


Start putting these steps into action today and grow your business
qrite can help you collect, analyze, and understand customer feedback. We can usually integrate our approach into your business operation within 24 hours. If you start today, you’ll start collecting more, and better feedback tomorrow. Join The Feedback Revolution! Book a demo with us, and I’ll happily show you how it works. Book a demo!