Customers are asked to rate everything - from their morning coffee to their latest online order. It’s no wonder your get ignored. If your feedback request feels like a chore, it won’t get finished.
The solution isn’t to ask more questions. It’s to ask better ones. Here’s how to design feedback requests that get opened, get answered, and give you insights you can actually use.
1. Know what you’re asking for
Every feedback request should start with a clear goal. Without it, you’re collecting data for the sake of it — and that’s a fast track to low engagement and unusable responses
Before you hit send, ask yourself:
- Are you trying to improve a product feature?
- Spot service gaps?
- Build trust with future buyers?
If a question doesn’t link to a decision or outcome, it doesn’t belong. A clear purpose turns feedback into action
2. Keep it short
Length is one of the biggest barriers to survey completion. Customers are busy, and long forms feel like a commitment. The shorter your request, the more likely it is to be completed
Aim for five questions or fewer in your first touchpoint. You can always follow up with more detailed questions later — especially with engaged customers or brand advocates
3. Cut the clutter
It’s easy to fall into the trap of asking everything you’re curious about. But curiosity isn’t a strategy. You need clarity — and that means being ruthless about what you include
Use this filter to decide what stays:
- Does this question inform a business decision?
- Will the answer help future customers?
- Can you act on the response?
If the answer is “no” — cut it. Every question should earn its place
4. Ask better questions
Vague questions lead to vague answers. “How was it?” doesn’t tell you what worked or what needs fixing. Specificity is what turns feedback into insight
Here’s how to sharpen your questions:
- Product insight: “Did the item fit as expected?”
- Journey friction: “Was the checkout process smooth?”
- Service quality: “Was your issue resolved quickly?”
The more precise your question, the more useful the answer
5. Nail the subject line
Even the best-designed survey won’t help if it doesn’t get opened. Your subject line is your first impression, and it needs to be clear, relevant, and personal
To boost open rates:
- Personalise it: “Sarah, how did your booking go?”
- Be clear: “Tell us what you thought of your new boots”
It pains me to say it but skip the clever wordplay. Clarity wins
Final thought
You don’t need more data. You need better data. By asking fewer, smarter questions, and respecting your customer’s time, you’ll get insights that you can actually use
Ready to turn more feedback into action?
Whether you're looking to improve your customer journey, boost response rates or make smarter decisions with better data, we’re here to help
Watch the whole masterclass on How to Collect Better Feedback or read our guide for more useful content
For more insights about how to display this feedback, sign up to our next Masterclass
FAQS
Why do my feedback requests get ignored?
Most customers are overwhelmed with requests to rate everything — from their coffee to their latest purchase. If your survey feels long or irrelevant, it becomes a chore. The key is to make it short, purposeful, and easy to complete.
How many questions should I include in a feedback request?
Keep it brief. Aim for five questions or fewer in your initial survey. You can always follow up later with more detailed questions for engaged customers or brand advocates.
What makes a good feedback question?
Specificity is everything. Vague questions like “How was it?” lead to vague answers. Instead, ask targeted questions such as:
- “Did the item fit as expected?”
- “Was the checkout process smooth?”
- “Was your issue resolved quickly?”
How do I decide which questions to include?
Every question should earn its place. Ask yourself:
- Does this inform a business decision?
- Will the answer help future customers?
- Can we act on the response?
How can I improve survey open rates?
Your subject line matters. Make it clear, relevant, and personal:
- “Sarah, how did your booking go?”
- “Tell us what you thought of your new boots” Skip the clever wordplay — clarity wins every time
