# Customer Review Request Playbook | 121 CRM > 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. ## Review request: the working sequence Illustrative playbook — names, organisations and activity are fictional. ## Capabilities explained ### 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 a business would use it:** Makes asking for feedback a consistent step after appropriate customer interactions. **Limitations:** Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary. **Human responsibility:** A person must approve content and handle negative feedback, policy issues and publishing failures. ### 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 a business would use it:** Helps a team see new feedback without checking every connected profile separately. **Limitations:** Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary. **Human responsibility:** A person must approve content and handle negative feedback, policy issues and publishing failures. ### 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 a business would use it:** Keeps public responses visible and assigned while retaining human judgement for sensitive feedback. **Limitations:** Platform policies, connection expiry, delivery, public responses, usage and add-on charges can vary. **Human responsibility:** A person must approve content and handle negative feedback, policy issues and publishing failures. ### 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 a business would use it:** Gives a team one place to understand who a customer is and what has happened. **Limitations:** The platform does not make imported, duplicated or incomplete data accurate without review. **Human responsibility:** A data owner must define the record model and resolve quality, ownership and access exceptions. ## 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. ### Accountable owner Name the person or queue that accepts the work, monitors exceptions and can stop 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. ### 5. Handle feedback humanely Thank reviewers and route service concerns to an accountable person. ## 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. ### Open complaint Suppress the request and continue the service-resolution process. ### Incentive or selective gating Stop the campaign design and obtain governance review. ### Negative review received Respond under the approved public-response policy; do not argue or disclose personal data. ## 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. ## Frequently asked questions ### 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. ### 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. ### 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. ### 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. ## Related CRM pages - [/crm/guides](https://121.direct/crm/guides) - [/crm/guides/customer-follow-up-automation](https://121.direct/crm/guides/customer-follow-up-automation) - [/crm/features/reviews-reputation](https://121.direct/crm/features/reviews-reputation) - [/crm/features/surveys](https://121.direct/crm/features/surveys) - [/crm/guides/reputation-management](https://121.direct/crm/guides/reputation-management) - [/crm/playbooks/customer-reactivation](https://121.direct/crm/playbooks/customer-reactivation) This Markdown alternative contains public product information only. It provides no access to CRM accounts, records, credentials or payment execution.