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Customer Feedback Loop

Updated May 26, 20263 min read

After a DELIVERED event fires, Carriyo can prompt the customer for feedback on the delivery experience. The response (a star rating plus optional follow-up) is captured against the shipment and visible in reports.

The data feeds into reporting and reaches your own systems via webhook events. Use it to act on patterns: a carrier producing low scores, a region where deliveries arrive but customers aren't happy, or a delivery type that consistently underperforms.

How the prompt reaches the customer

Two paths:

  • Standalone feedback page. Carriyo sends a feedback notification (email, SMS, or WhatsApp) with a link to a hosted feedback page. The customer rates and submits there.
  • Embedded in the tracking page. When the feedback widget is enabled on the tracking app, the customer can rate the delivery inline on the shipment tracking page after delivery, without leaving tracking.

The standalone page is served standalone. It can't be iframed elsewhere. The embedded mode is the only way to show the feedback form inside another page.

The model

Feedback is configured in CX Apps → Feedback, per merchant:

  • Ratings. A five-star scale. Each star carries a label ("Bad", "OK", "Great") configurable per language.
  • Questions. Follow-up questions, each tied to one or more star ratings. So "What went wrong?" can target 1 and 2 stars; "What did you love?" can target 4 and 5. Each question is marked Positive or Negative.
  • Reasons. Each question comes with predefined answer chips ("Late delivery", "Damaged packaging", "Friendly driver"). The customer picks one or more.
  • Page strings. Title, thank-you, footer; all localizable.

A given star can only be targeted by one question. The Dashboard greys out stars already in use by another question when authoring.

What gets captured

Each Feedback Response stores:

  • Star rating (1–5).
  • The question shown, and the reasons the customer selected.
  • An optional free-text comment.
  • A submission timestamp.
  • The shipment it was given against (used for joining to carrier, delivery type, region, etc.).

When the prompt fires

Configurable, but the standard pattern is N hours / days after DELIVERED. Too soon and the customer hasn't unboxed; too late and the moment has passed. Most merchants land at 24–48 hours after delivery.

What to do with the data

Three common patterns:

  • Operational triage. Low scores tagged by carrier / region / delivery type help spot operational issues fast. A single carrier producing a string of 1-stars is a service incident before it shows up in delivery KPIs.
  • Customer recovery. A low score plus a negative reason ("never delivered") is a chance to reach out before the customer churns or escalates publicly. Subscribe to the feedback webhook event and route low scores to support automatically.
  • Loyalty signals. High scores feed customer segmentation: happy customers get loyalty offers, surveys, or beta invites.

Reports

Dashboard → Reports → Feedback lists every response with score, reasons, shipment, carrier, delivery type, and region. The MCP report_customer_feedback tool exposes the same dataset for analytical queries.

How it fits with other modules