Introduction
Review Collection Journeys allow you to automatically gather customer feedback directly through WhatsApp — at the right moment, with the right message. Whether you want to capture post-purchase satisfaction, follow up after a support interaction, or run an ongoing feedback loop, charles makes it easy to collect, sync, and act on reviews at scale.
This article covers everything you need to know to set up and get the most out of your Review Collection Journey.
What Can a Review Collection Journey Do?
A Review Collection Journey is designed to help you:
Collect reviews directly from customers Ask for feedback right where your customers already are: WhatsApp.
Sync responses with your CRM Automatically push collected data back into your CRM system to keep customer records up to date.
Support segmentation and VIP identification Use review responses to tag, segment, or flag high-value customers for targeted follow-up campaigns.
Escalate unhappy customers Automatically detect negative sentiment or low scores and trigger an escalation flow to a human agent or dedicated retention journey.
Save on review collection costs With higher engagement rates than email, WhatsApp lets you collect more reviews organically and at a lower cost per response.
(Optional) Incentivise reviews + generate revenue - Reward customers for leaving a review with a discount code or exclusive offer to boost response rates and generate conversions.
Requirements
Before setting up a Review Collection Journey, make sure you have the following in place:
Purchase-Related Integrations
Integration | Purpose |
CRM | Sync review data and trigger journeys based on customer records |
Shopify | Trigger post-purchase journeys based on completed orders |
💡 Note: At least one of these integrations is required to trigger purchase-related review journeys. Both can be used simultaneously for a more complete setup.
Review Collection Use Cases
There are three types of Review Collection Journeys available, depending on when and why you want to collect feedback:
Post Purchase
Triggered automatically after a customer completes an order. Ideal for collecting product reviews and measuring purchase satisfaction.
Post-Assistance
Triggered after a customer support interaction is resolved. Perfect for measuring service quality and CSAT scores.
Generic
A flexible, always-on journey not tied to a specific event. Use this for periodic brand sentiment checks or standalone feedback campaigns.
KPIs & Benefits
Implementing a Review Collection Journey helps you track and improve key metrics:
KPI | Description |
NPS (Net Promoter Score) | Measure customer loyalty and likelihood to recommend |
Star Rating | Capture product or service satisfaction on a simple scale |
CTR/Engagement Rate | Track how many customers open and interact with your review request |
Revenue (if incentives are enabled) | Measure the uplift driven by review-linked discount codes or offers |
How it Works
Triggering the Journey
Review Collection Journeys can be triggered in two ways:
Event-based trigger - Automatically initiated when a customer completes an order (via Shopify or CRM integration).
Always-on campaign - Set up as a continuously running journey that triggers based on defined rules or audience segments.
📌 Message type: Review Collection Journeys are sent as utility messages by default. If you include an incentive (e.g. a discount code), the message may be classified as a promotional message - make sure your WhatsApp template is approved accordingly.
Collecting Responses
Once the journey is triggered, customers are prompted to leave their feedback. The following response types are supported:
Response Type | Use Case | Example |
Star Rating | Product or service satisfaction | ⭐⭐⭐⭐⭐ |
Text Answer | Pre-defined words as response | “How did you like your order?” ”Great”, “Okay”, “Not at all” |
Number (NPS) | Net Promoter Score on a 0–10 scale | "How likely are you to recommend us?" |
Text String | Free-form input (note: parsing may require additional setup) | Custom open-text responses |
⚠️ Heads up: Free-text string responses can be powerful but may require additional configuration to process and analyse effectively. Reach out to your charles contact for guidance.
Escalation Logic
If a customer submits a low score or negative response, the journey can automatically:
Flag the customer in your CRM
Notify a human agent
Trigger a dedicated recovery or retention journey
This ensures unhappy customers are never left without a follow-up.
Summary
Review Collection Journeys are a powerful way to turn customer conversations into actionable insights — all within WhatsApp. By automating feedback collection, syncing data with your CRM, and reacting intelligently to responses, you can improve customer satisfaction, identify your most loyal customers, and protect your brand reputation.
Ready to get started? Contact your charles onboarding specialist or visit the Journey Builder in your dashboard to set up your first Review Collection Journey.
Have questions? Reach out to our support team or explore related articles in the Help Center.