AI Workflow for Customer Review Requests

Difficulty: Beginner · Setup time: 25 min · Steps: 4

Most customers who had a great experience don't leave reviews simply because they're never asked at the right moment. This workflow waits until 7 days after a Shopify order is fulfilled (when the product has been received and experienced), then sends a personalized review request email via Klaviyo — dramatically increasing your review volume without any manual effort.

What to Expect

  • 3–5× — more reviews collected vs. no automated follow-up
  • 7 days — post-delivery is the optimal timing for highest review response rates

Tools Used in This Workflow

How It Works — Step by Step

  1. Step 1: Trigger on Shopify order fulfillment

    Tool: Shopify

    Zapier listens for the order.fulfilled event in Shopify, which fires when a tracking number is added and the order status changes to Fulfilled. The customer's email, order items, and fulfillment date are captured.

  2. Step 2: Schedule 7-day delayed email in Klaviyo

    Tool: Klaviyo

    The customer is added to a Klaviyo review request flow with the order items passed as dynamic properties. Klaviyo waits exactly 7 days from fulfillment before sending the email, referencing the specific product purchased.

  3. Step 3: Direct to custom review form

    Tool: Jotform

    The email includes a link to your Jotform review form pre-filled with the customer's name and product. The form captures a star rating, written review, and permission to use the review publicly — all in one short form.

  4. Step 4: Log reviews to Airtable

    Tool: Airtable

    Jotform submissions are automatically synced to an Airtable base where your team can manage reviews — filtering by star rating, approving for public display, and tracking which products get the most positive feedback.

Pro Tips for This Workflow

  • Include the specific product name and an image in the review request email — generic emails get significantly lower response rates than product-specific ones.
  • Add a filter to skip review requests for orders with open support tickets (check Zendesk via API before sending) — avoid asking for a review from a frustrated customer.
  • Route 4–5 star reviews to your Google Business Profile or Trustpilot review page — route 1–3 star reviews to an internal feedback form instead of a public platform.

What You'll Need

  • Shopify account — Fulfillment trigger
  • Klaviyo account — Timed review request email
  • Jotform account — Review collection form
  • Airtable account — Review database
  • Basic automation experience, or a vetted expert to build it for you

Related Video Tutorial

Automate Customer Review Collection for Shopify Stores

Frequently Asked Questions

Can I route positive reviews to Google and negative ones to an internal form?

Yes — and this is a best practice. In your Jotform form, branch the submission based on star rating: 4–5 stars shows a 'Thank you — please share on Google!' page with a direct Google review link; 1–3 stars shows an internal feedback form. Make or Zapier routes the responses accordingly.

What's the ideal delay before sending the review request?

7 days after fulfillment (shipping confirmation) is the widely recommended sweet spot — long enough for the product to arrive and be used, but short enough that the purchase is still fresh. For digital products or services, 3–5 days after delivery is more appropriate.

How do I prevent sending review requests to the same customer multiple times?

Klaviyo's suppression lists prevent re-sending to any email that's already in an active flow. For extra safety, log each reviewed customer's email to an Airtable 'Reviewed' table and add a Make filter step at the start that skips anyone already in that table.

Does this workflow work with platforms other than Shopify?

Yes — WooCommerce, BigCommerce, and Squarespace all have order fulfilled webhooks or API endpoints that can replace the Shopify trigger. The Klaviyo, Jotform, and Airtable steps remain identical. Replace the Shopify trigger step only.

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