Why Happy Customers Don’t Show You The Love

For the last few months, my wife and I have skipped trips to the store and ordered groceries for home delivery. 

You know… the pandemic and all. 

Here in St. Louis, Missouri, USA, we have several options. We prefer one called Shipt. 

Why? Because the shoppers communicate well with us and consistently delight us. 

We get a personal text (not automated) when the shopper begins to shop. 

They text us when they have questions.

They text us when they’re about to check out. 

They text us when they’re on their way. 

They text us when they arrive. 

And then there are the texts about bananas…

One time, our Shipt shopper Terri texted to say, “The bananas are a little soft and have started to develop brown spots. OK to skip for now?” 

We said, “Skip the bananas.” 

Another time, a shopper named Matt wrote, “How do you prefer your bananas today?” 

“Green bananas, please,” we told him. 

Pretty awesome, huh!?

That’s 5-star service. 

But here’s a funny thing: Our Shipt shoppers have never asked us to review their service — even though the website makes it easy for us to do so — and their income depends, in part, on their reviews. 

This morning, I logged on to Shipt to enter a new order, and I noticed I’d forgotten to give Matt a 5-star review. 

This was now 8 days since he brought me those green bananas. And I felt bad for posting my review so late. 

That got me wondering: Is it against Shipt policy to ask for reviews? Or is it up the shoppers? 

My search for an answer led me to an online forum where Shipt shoppers gather to compare notes and — mostly — complain about bad customers. 

One of the discussion topics: Do you ask for reviews? 

The overwhelming response: “Don’t ask for reviews.” 

One of the shoppers put it this way (many said similar things): “I think it’s tacky and I would not feel comfortable (asking for a review). As others have said, if someone had a great experience they are probably already going to give you a good rating…” 

Ummm…probably not. 

I just told you how I forgot to review my outstanding Shipt shopper last week. I caught that mistake, but I’m sure I’ve accidentally skipped reviewing altogether for grocery, restaurant, or other delivery services. 

Customers don’t automatically review — or tip — even when they have a great experience. Even if the delivery app flashes that review screen right in front of them. 

If you ask respectfully, a delighted customer will be happy to post a 5-star review. The customer won’t be offended if you remind them. 

One of the only shoppers in the forum who asks for reviews said this: “Closed mouths don’t get fed…If it’s an order I know went seamlessly I’ll just mention ‘please make sure to review your experience today.’ (If there were issues with the order/service), I do not include that sentence at all.”

That’s smart. 

A few big takeaways for your business: 

1. Closed mouths don’t get fed. If you want reviews (and referrals), open your mouth and ask for them — politely and respectfully.

2. Don’t assume what your customers will think. Test how your customers respond. Most of these shoppers assume customers think a request for a review is “tacky.” How do they know? If they’re worried how customers will react, test the theory. Ask for reviews and see what happens. They may discover that a delighted customer is happy to post a review. They may discover their tips go up.

3. Delight your customers. Communicate consistently. Minimize surprises. Go beyond the call of duty. Choose the right bananas. If you do that, customers will be delighted to act  when you gently encourage them to review or refer.