How to Ask Customers for Reviews, Testimonials, and Feedback

These days, most buying decisions start with a quick online search — even for local services. If someone types in “plumber near me” or “fire alarm servicing Dublin,” what often makes the difference isn’t the lowest price. It’s trust. And trust, more often than not, comes from social proof.

That could be a glowing Google review, a short quote on your website, or a detailed case study with photos and real results. No matter the format, customer feedback holds more weight than any advert. It shows that real people have had a good experience with your business, and that you know how to deliver consistently.

Research backs this up. According to Trustpilot, nearly 70% of people say they feel more confident choosing a company that has strong reviews. In competitive industries like field service, that confidence can be what wins or loses you the job.

But great reviews and testimonials don’t usually land in your inbox by accident. You’ve got to ask and timing is everything.

Table of Contents:

• When to Ask for Reviews: Getting the Timing Right
• How to Ask Without Feeling Awkward
• How to Collect Reviews Easily
• Getting Testimonials and Video Feedback
• Turning Reviews into Case Studies
• Handling Negative or Neutral Feedback the Right Way
• How to Keep Feedback Flowing

When to Ask for Reviews: Getting the Timing Right

The best moment to ask for a review is right after the job is finished and your customer is still feeling good about the work. That’s when they’re most likely to respond positively.

Wait too long and the moment passes. They get busy, forget the details, or the buzz fades. Ask too early, before they’ve seen any results, and it can come off as a bit too keen.

Here’s what tends to work well for field service teams:

• Right after completion: As you wrap up the job, simply say, “If you’re happy with how everything went today, I’d really appreciate a quick review on Google. It helps others find us.”

• Later that day: Follow up with a thank-you message. A short text or email with the review link makes it easy and keeps the tone friendly.

• After repeat visits or contract check-ins: If it’s a longer-term job or a maintenance contract, a review request after a good inspection or report is a natural time to ask.

You can also pop a QR code on your job sheet or invoice that links directly to your Google or Trustpilot review page. It saves time and makes the whole thing quick and convenient.

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How to Ask Without Feeling Awkward

Asking for a review can feel a bit uncomfortable at first. No one wants to sound like they’re begging for compliments. But if you’ve done a good job, most customers are happy to say something nice, especially if it helps your business.

The key is to keep it casual and genuine. Avoid robotic or overly formal language. You’re not writing a corporate memo, you’re just having a normal conversation.

Here are a few easy ways to say it:

• “If you were happy with how things went today, would you mind leaving us a quick Google review? It really helps local businesses like ours.”

• “We’re trying to grow our online presence a bit, your feedback would be hugely appreciated. It only takes a minute.”

• “Would you be okay with us sharing your comments on our website as a testimonial?”

You don’t need a script. In fact, it’s better if you don’t sound scripted at all. Speak the way you normally would. A polite, relaxed approach works every time.

Avoid stiff phrases like “Please provide your feedback at your earliest convenience.” It sounds cold and distant. A friendly tone will always get you further.

How to Collect Reviews Easily

Once you’ve delivered great service and asked at the right time, the next step is making it dead simple for your customer to leave a review. The fewer steps they need to take, the more likely they are to follow through.

Here are a few tips to make it easier:

1. Share Direct Links to Your Review Page

For Google reviews, you can create a short, shareable link from your Google Business Profile. Look for the “Ask for reviews” option in your account. Or use a tool like a Google review link generator.

Then, share the link by:

• Including it in thank-you emails or texts

• Adding it to your email signature

• Printing it as a QR code on business cards, invoices, or job sheets

When the customer only has to click once and start typing, you’ll get more reviews. Simple as that.

2. Use SMS for Better Results

Text messages have sky-high open rates, which makes them perfect for review requests. People are far more likely to read and respond to a message on their phone than an email they might never open.

Keep the message short and friendly. For example:

“Hi Sarah, thanks again for choosing [Business Name]! If you were happy with today’s service, would you mind leaving a quick Google review? It helps others find us 😊 [link]”

Skip the sales pitch. Keep it human and straight to the point.

3. Automate Follow-Ups (But Keep It Personal)

If you’re using job management software like Fieldmotion, you can set up automated messages that go out once a job is marked complete. This means every happy customer gets a thank-you and a quick review request — without your team needing to remember each time.

Automation is great for staying consistent, but don’t forget the power of a personal ask. When someone from your team, like the engineer or account manager, asks face to face or over the phone, it usually carries more weight.

The most effective approach? Combine both. Let the software handle the follow-up, but still encourage staff to ask directly when the moment feels right.

Getting Testimonials and Video Feedback

Google reviews are fantastic, but if you really want to take things up a notch, go after testimonials. When someone shares their experience in their own words, especially with a name, photo, or video — it adds a whole new level of trust.

Here’s how to make the process simple for your customers:

• Give options: Some people love writing a few lines. Others are comfortable filming a short video on their phone. Let them choose what works best.

• Use prompts: Give them a few easy questions to guide their response. For example:

  • What problem were you dealing with before you got in touch?

  • What was the best part of working with our team?

  • How has the service helped you or your business?

• Offer a little thank-you: If it feels appropriate, offer a small gift — maybe a coffee voucher or a discount on future services.

The best testimonials often come from your happiest, most loyal customers. They already believe in your work and want to help you succeed.

Turning Reviews into Case Studies

Once you’ve got a few solid reviews or testimonials, don’t just leave them sitting on Google. Turn them into something more powerful i.e. case studies.

A case study tells a simple story that shows how your business solves real problems. It doesn’t need to be long or complicated. Just cover three key parts:

• The problem: What challenge was the customer facing?

• The solution: What did your team do to help?

• The result: What changed afterwards? This could be quicker service, fewer breakdowns, reduced costs, better compliance, or just peace of mind.

Add a short quote from the customer, include a couple of before-and-after photos, and pop your logo at the top. You can use these stories on your website, in sales meetings, or on social media to show exactly how you deliver results.

Real examples are more convincing than any sales pitch. They show people what working with you actually looks like.

Handling Negative or Neutral Feedback the Right Way

Even the best businesses get the occasional review that’s not glowing. It’s nothing to panic about — what matters is how you respond.

In fact, a calm, thoughtful reply can actually boost trust. It shows you care about your customers and that you’re willing to listen and improve.

Here’s how to respond well:

• Start by thanking them: Let them know you appreciate the feedback.

• Keep your tone calm and respectful: Don’t get defensive, even if you think they’re being unfair.

• Address the concern: Offer to fix the issue or invite them to get in touch to talk it through.

• Finish on a positive note: Remind them you take feedback seriously and want to make things right.

For example:

“Thanks for your feedback, John. We’re sorry to hear the installation took longer than expected. We’ve reviewed our scheduling process to help avoid similar delays in future. If there’s anything more we can do to help, please feel free to reach out directly.”

Often, when you handle a complaint well, the customer appreciates it and may even update their review.

How to Keep Feedback Flowing

The best field service businesses don’t just ask for feedback once and forget about it. They make it part of their everyday process.

Here are a few easy ways to keep that feedback coming in:

• Add a feedback link to every invoice or email: This keeps the door open for comments without needing a formal request every time.

• Send out short surveys after each job: A quick 1 to 5 star rating or a comment box is all you need. Keep it simple so people are more likely to respond.

• Review feedback regularly: Look for patterns. Are customers praising a specific team member or service? Are there areas you could tighten up?

This kind of ongoing feedback loop helps you stay sharp and provides a steady stream of positive comments you can use in quotes, proposals, or marketing materials. In field service, word of mouth is everything. These days, reviews and testimonials are how word of mouth spreads online.

If you ask at the right time, keep the process easy, and respond with care, you’ll build a solid collection of feedback that builds trust and shows off what you do best. You don’t need to overthink it. Most happy customers are more than willing to leave a review — all you have to do is ask in a friendly way.

And when you turn that feedback into stories, testimonials, and case studies, it becomes proof of your skill, your reliability, and the results you deliver day in and day out.