Customer feedback request email templates
Eight feedback request emails for B2B suppliers: after a sample, a first order, a problem fixed, a yearly review and a reply-with-a-number note.
By the PromptLab team31 October 20264 min read
It is easy to learn what a customer thinks only when they complain. By then the buyer may already have decided. Asking early, with a short and specific question, gives you the chance to fix something while it's still small, and shows the buyer you care about the result.
These templates cover the moments that matter: after a sample, a first order, a delivery, a problem and a year of trading. They keep the question small, because a buyer will answer one question and ignore a survey. For the related situations, see customer complaint response email templates and how to handle customer complaints.
After a sample
Subject: How did the [Product] sample perform?
Hi [First name], Your [Product] sample arrived on [Date]. Have you had the chance to test it? I'd value one thing: did it meet your requirement for [Spec or use]? If it fell short, I want to know where. We can adjust the grade or send another. [Your name]
Use it a week or two after the sample lands, or sooner if the test is quick. See also sample follow-up email templates.
After an order
Subject: Your first order: how did we do?
Hi [First name], Your first order arrived on [Date]. I'd like to know how it went. Was the product as expected? Was the delivery on time and the paperwork correct? Just reply with what worked and what didn't. I'll act on whatever you tell me. [Your name]
Use it three to five days after the first delivery.
Subject: One question about your last order
Hi [First name], You've ordered from us [Number] times now, and I'd like to ask: is there one thing we could do better? Delivery, packaging, communication or anything else. A one-line answer is plenty. [Your name]
Use it every few orders for repeat customers. Ask for one thing.
After a problem
Subject: Was the problem with [Order number] fully fixed?
Hi [First name], I wanted to follow up on the problem with order [Order number]. We [Action taken] on [Date]. Is it fully resolved for you now? If something remains, tell me and I'll deal with it today. I'd also like to understand how we could have caught it earlier. [Your name]
Use it a few days after the fix. A buyer who has seen a problem handled well can end up trusting you more.
Reply with a number
Subject: One question, 10 seconds
Hi [First name], On a scale of 0 to 10, how likely are you to recommend us to a colleague? Just reply with a number. If you want to add a line on why, I'd read it. Thank you, [Your name]
Use it as a quick pulse. A number typed into a reply takes less effort than a link to a form. Read each reply yourself, then reply to anyone who scores low.
Hi [First name], it's [Your name] from [Our company]. Your last delivery arrived on [Date]. Did everything go well? If not, tell me what went wrong and I'll look into it.
Use it for buyers who order or chat with you on WhatsApp or Telegram.
Yearly or periodic reviews
Subject: A year of working together
Hi [First name], It's been a year since [Company] started ordering from us. I'd like to look at the year with you: what worked, what didn't and what you need next. Would you have 20 minutes on [Day] or [Day]? If you'd rather answer by email, send me three things: what to keep, what to change and what to add. [Your name]
Use it near the account anniversary or before the budget round. For key accounts, a quarterly business review goes deeper.
Subject: Thank you, and what we're doing about it
Hi [First name], Thank you for your feedback. Here is what I'm doing about it: [Action 1], [Action 2], with a date of [Date]. I'll let you know when it's done. [Your name]
Use it within two days of any reply. Say what you'll change, with a date, then tell them when you have.
How to personalise them
- Ask one question. "Did the sample meet [Spec]?" gets an answer. "Please complete our survey" gets ignored.
- Send from a person. A note from a named rep reads as a person asking, not a "customer care team".
- Close the loop. Tell the buyer what you did with the answer. That's what makes them reply next time.
- Don't ask for a referral in the same email. Ask for feedback first, then, if it's good, ask for a referral.
Send them from your CRM
Frequently asked questions
When is the best time to ask a B2B customer for feedback?
Shortly after something happens: a sample arrives, an order is delivered or a problem is fixed. Asking while the experience is fresh gets better answers than a yearly survey.
How many questions should a feedback request have?
One to three. A single question that a buyer can answer in a line is far easier to reply to than a long form.
Should I use a survey tool or a plain email?
For most B2B suppliers with a few hundred accounts, a plain personal email works best. It reads as a person asking, and you can reply to each answer.
What should I do with negative feedback?
Reply within a day, thank the buyer, say what you will do and by when, then do it. Log it as a note on the account so the next rep knows.
Can I track feedback in my CRM?
Yes. In PromptLab, sample requests carry their feedback, and you can add notes and tasks on the account. Meeting recordings are summarised, so spoken feedback lands in the record too.