40-Day Feedback Window

A strategy for gathering honest customer feedback while protecting business interests through strategic timing of customer outreach.

Core Strategy

• Wait 40 days after purchase before requesting customer feedback
• Time feedback requests to occur after return window closes
• Email every customer to gather product feedback
• Ask two key questions:
  • Do you like the product?
  • If not, why?

Key Benefits

• Prevents return requests triggered by feedback outreach
• Gets more honest feedback since customers can't return anymore
• Maintains high response rates from customers
• Helps identify product issues and improvements
• Builds understanding of what customers value

Implementation Details

• Schedule automated emails for day 40 post-purchase
• Account for shipping time (5 days) in timing
• Request both positive and negative feedback
  • Positive feedback → Ask for review
  • Negative feedback → Direct response to company

Results & Learnings

• Gathered feedback until reaching $550k revenue before hiring first customer service rep
• Used insights to improve product formulation
• Learned about customer beliefs (e.g., probiotics perceived as effective)
• Helped understand product efficacy from customer perspective
• Enabled direct customer communication while protecting business interests

Key Insight

• Strategic timing of customer outreach can balance between:
  • Getting honest feedback
  • Protecting business from unnecessary returns
  • Building customer relationships
  • Improving products