Survey timing determines the quality of the data you receive: send at the right time when remember customers the experience → accurate answers; sent too early (not done) or too late (customer forgot) → distorted data. Principle: survey transactions and send immediately after completion, periodically survey and choose a stable time, avoid sending when customers are busy. Zenify recorded a 21% increase in conversion rate (approved) when businesses conducted timely surveys.
TL;DR
- The time of sending determines the accuracy of the data.
- Transaction survey: send as soon as the job is done.
- Too early (not done) or too late (forgot) = distorted data.
- Periodic surveys: choose stable hours, avoid busy hours.
- Guest just had a bad experience → handle first, survey later.
Why timing is important
Survey data depends on guests' memory and mood:
Sent too early: customer has not completed the experience (order not yet delivered) → no reply or guessed answer.
Send at the right time: Customer just finished → still remembers, still interested in answering → correct data.
Sent too late: customer forgets details, only remembers general feeling → fuzzy data.
Timing for each type of survey
Survey type | Best times | Reason
Post-Trade (CSAT) | As soon as work is done | Guests still remember the experience
After support (CES) | Immediately after resolving the ticket | Measuring is really easy
Periodic (NPS) | Fixed, stable hours | Compare Fair Trends
Churn (after leaving) | 1-2 weeks after leaving | Customers reduce their emotions and answer the real reason
Avoid 4 timing mistakes
Sent as soon as the order is placed — the customer has not received the goods yet, there is nothing to evaluate yet.
Send as soon as the complaint has been processed — the customer is still upset and responds quickly.
Send when customers are busy — weekends with F&B, rush hour... customers brush it off.
Sending late after many days — customers forget, scores are no longer meaningful.
Principle of choosing the right time
1. Associated with experience milestones
Completed purchase → wait to receive goods → receive goods + 1-2 days → ask for review.
One question per milestone — do not combine.
2. Complaints: handled first, investigated later
The customer's complaint was resolved well → wait 1-2 days until the customer has calmed down before asking.
Surveying right when the customer is upset = "minus points" do not reflect the truth.
3. Choose your free time
B2C: evenings or weekends are often easier to answer.
B2B: office hours before 11am, after 2pm.
4. Automatically follow landmarks
The system sends automatically at the correct milestone — regardless of "remembering".
As soon as customers finish their work, they will immediately receive the survey (see Survey design).