121 CRM playbook · Review request

Invite honest public feedback at an appropriate moment without gating, incentives or pressure.

A fictional bicycle workshop asks Rosa for an honest review after collection and resolution of any service issue. This playbook turns that kind of situation into an owned sequence with explicit stop points, exceptions and measures. Use only channels, data and capabilities approved for your setup.

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Customer Thread

Review request: the working sequence

Illustrative example

Check eligibility
Provide the correct destination
Handle feedback humanely
Human review

Check eligibility
Confirm completion, contact preference and absence of an unresolved complaint.
Provide the correct destination
Use the approved business profile or feedback route.
Handle feedback humanely
Thank reviewers and route service concerns to an accountable person.
Human review
A person checks the outcome and any exception.
Human decision

Illustrative playbook — names, organisations and activity are fictional.

Fictional workflow demonstration

Follow review request from start to next action.

The coded interface shows an example sequence using fictional data and does not expose a live CRM account.

121

Northstar Joinery

Fictional

See feedback and respond thoughtfully

OverviewRequestsReputationResponsesReporting

See feedback and respond thoughtfully

Bring feedback, response ownership and the request journey into one view.

Average rating

4.7

Illustrative only

New this month

Across example sources

Response due

Owned by Amina

Morgan Lee

Oakfield Homes

Responded

“Clear communication from the first visit to the final check.”

Priya Shah

Marlow Works

Response due

“The team kept us informed when the drawings changed.”

Jamie Clarke

Bramble Studio

New

“Thoughtful advice and a very tidy installation.”

Fair request policy: ask at an appropriate point, give every eligible customer the same route, and never hide negative feedback.

Illustrative 121 interfaceAll people, organisations, dates and activity are fictional. Any figures are illustrative. Controls demonstrate interaction patterns, not enabled account features.

What supports the playbook

See what the CRM can coordinate — and where your team steps in.

The CRM can organise the sequence, but the business still sets the rules, checks consent and handles the moments that need human judgement.

Capability 01

Review requests

Sends configured review invitations by eligible email or SMS journeys using a review link.

How it works: Runs an approved campaign, publishing or reputation process through connected channels and profiles.
Why use it: Makes asking for feedback a consistent step after appropriate customer interactions.
Plan for: Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary.
Your team owns: A person must approve content and handle negative feedback, policy issues and publishing failures.

Capability 02

Review monitoring

Pulls supported connected-platform reviews into a central reputation view.

How it works: Runs an approved campaign, publishing or reputation process through connected channels and profiles.
Why use it: Helps a team see new feedback without checking every connected profile separately.
Plan for: Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary.
Your team owns: A person must approve content and handle negative feedback, policy issues and publishing failures.

Capability 03

Review responses

Supports drafting or publishing replies where the connected platform and permissions allow it.

How it works: Runs an approved campaign, publishing or reputation process through connected channels and profiles.
Why use it: Keeps public responses visible and assigned while retaining human judgement for sensitive feedback.
Plan for: Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary.
Your team owns: A person must approve content and handle negative feedback, policy issues and publishing failures.

Capability 04

Contacts

Stores a person or lead with contact details, activity, ownership and related records.

How it works: Stores or organises supported business data under configured fields, permissions and record rules.
Why use it: Gives a team one place to understand who a customer is and what has happened.
Plan for: The platform does not make imported, duplicated or incomplete data accurate without review.
Your team owns: A data owner must define the record model and resolve quality, ownership and access exceptions.

Entry criteria

Begin with a valid trigger, enough context and one owner

A genuine customer interaction reaches the approved completion point. Before any automated action, confirm that the event, customer record and communication basis are suitable for this playbook.

Trigger

A genuine customer interaction reaches the approved completion point.

Practical scenario

A fictional bicycle workshop asks Rosa for an honest review after collection and resolution of any service issue.

Human decision retained

Accountable owner

Name the person or queue that accepts the work, monitors exceptions and can stop the sequence.

The sequence

Run the review request playbook step by step

Each step should leave evidence a colleague can understand. Timing and channels should follow the customer context rather than a generic high-pressure cadence.

1. Check eligibility

Confirm completion, contact preference and absence of an unresolved complaint.

2. Ask once and clearly

Invite honest feedback without specifying a star rating or suggesting only happy customers respond.

3. Provide the correct destination

Use the approved business profile or feedback route.

4. Capture operational status

Record sent, clicked or responded only to the extent supported.

Close the loop

5. Handle feedback humanely

Thank reviewers and route service concerns to an accountable person.

Owner, timing and exception

Make the operational state easy to review

The supporting view keeps the next action and human checkpoint visible around the automated steps.

121 CRM · Connected operations

Book discovery

October · illustrative availability

MTWTFSS1234567891011121314

11:3014:00

Appointment sequence

Booked

Calendar entry created

1 day before

Reminder scheduled

Exception

Owner reviews a reply

Journey summary

New

Illustrative

Owned

Illustrative

Due

Illustrative

Website

Referral

Direct

Illustrative exampleAll dates, counts and workflow states are fictional. Availability and behaviour depend on the agreed setup.

Exception paths

Stop the normal route when the facts change

Exceptions are part of the process, not failures to be hidden. Route them to a person with the authority and context to decide what happens next.

Human review

Open complaint

Suppress the request and continue the service-resolution process.

Human review

Incentive or selective gating

Stop the campaign design and obtain governance review.

Human review

Negative review received

Respond under the approved public-response policy; do not argue or disclose personal data.

Operational review

Measure whether the work became safer and clearer

Use measures that reveal ownership, service quality and control. Counts of messages, tasks or workflow runs are supporting signals, not proof of customer value.

Eligible requests sent once

Audit duplicates and exclusions.

Response coverage

Use as an operational signal, not a measure of customer worth.

Issues identified and resolved

Connect feedback to service improvement.

Questions about this page

Useful answers, without the sales fog.

1. When should the review request playbook start?

A genuine customer interaction reaches the approved completion point. Confirm the record is eligible and that a named owner or monitored queue is available before allowing customer-facing action.

2. Which channels should the review request playbook use?

Use only configured channels that suit the purpose, customer preference and consent position. Give each channel a distinct role and check provider availability and usage charges before launch.

3. When should review request automation stop?

Stop when the purpose is complete, the customer responds or opts out, the data conflicts, or an exception needs judgement. In this playbook, pay particular attention to open complaint, incentive or selective gating, negative review received.

4. How should we judge whether review request works?

Review eligible requests sent once, response coverage, issues identified and resolved. Combine the numbers with sampled records and customer context; do not treat activity volume as a business outcome.

Read all CRM questions

Continue the journey

Reviews and reputation Customer surveys Reputation management Customer reactivation

Delegate the work. Keep the human.

Ready to organise the customer journey?

Subscribe through the approved secure checkout, or review pricing and responsibilities before you decide.

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