The Language of Appreciation: How to Ask Customers for Reviews and Respond Appropriately
November 5, 2025
In business, appreciation might not show up as a straightforward “thank you” card in the mail. Sometimes it appears as a five-star review, a quick testimonial, or a thoughtful comment about the difference you made. Treat each review as an act of gratitude. Do you want to know how to ask customers for reviews? Reframe customer feedback as a language of appreciation.
On a ship, captains keep a consistent log that records navigation information, voyage details, maintenance updates, supply status, and other significant events. These logs document the ship’s history and provide guidance on troubleshooting problems. Customer reviews do the same. Every review, testimonial, or bit of feedback becomes a modern-day expedition log.
“According to a study conducted by BrightLocal, up to 98% of consumers read reviews before making a purchase. Moreover, customers tend to trust companies with a higher volume of reviews” (Dima Raketa, “How Reviews and Ratings Affect Clients’ Buying Decisions, Forbes, July 11, 2024). This is Business 101. Unfortunately, many business owners see reviews as simple grades on a report card. An “applause meter” that says you’re doing okay.
But that’s not quite right.
Every review narrates a small moment when your company crossed paths with your customer. It’s a story. And it’s one that someone cared enough to take the time to record in the log.
When you start seeing reviews through that lens, something shifts. Feedback stops feeling like judgment and starts looking like gratitude. Reviews are proof that people noticed and felt something. They left a record.
Reading the Log Differently
Most businesses scan their reviews for stars, not stories. They chase five-star ratings and brace for the one-stars, missing the terrain that lies between. Read between the lines. Set any defensiveness or excuses aside. Ask yourself, “What went well? How can we improve?”
A glowing review celebrates the passage you cleared for someone else. A critical one shows where the swells turned rough. Both matter. Both guide you forward. When you treat feedback like navigation coordinates rather than grades, you get better direction.
You begin to see patterns – recurring words, repeated emotions, themes that surface time and again. When you pay attention, you see your strengths and the areas your business can improve. Use the feedback wisely. Look for meaning, not just validation.
The Gratitude Hidden in Feedback
Every review begins as a form of gratitude, even the scorching ones. Someone paused their day to reflect and write. They could have scrolled on, but they didn’t. That effort says, “You need to know about my experience.”
Recently, social media personality Dave Portnoy visited Provo, UT in anticipation of the 2025 BYU/Utah college rivalry game. His company, Barstool Sports, reviews local eateries and hotspots in the lead-up to game days. He stopped at the BYU Creamery on 9th after he heard about the local hype. On social media, he rated the ice cream 9.4/10 and raved, "This is spectacular ice cream! No wonder they have a line around the corner! Best campus ice cream I’ve had – ever! Provo’s doing it for me!!!"
Whew! With a review like that, the line is likely to grow a little longer by the end of the day.
When he highlighted Nico’s Pizza, they sold so many pizzas, they ran out of dough BEFORE the normal Saturday rush.
Positive reviews shine like a beacon on the darkened sea. They’re warm, energizing, and bright. The negative ones, though harder to face, often light the way toward your next improvement. They push you to test your assumptions and improve the situation.
Try replying to each review with an authentic thank-you instead of a script. Remind your customers that you actually listen. According to Forbes, “88% of consumers are more likely to buy from a company that replies to all its reviews, both negative and positive. Engaging with reviews not only shows that the company cares about its customers but also helps build trust and strengthen its reputation” (Dima Raketa, “How Reviews and Ratings Affect Clients’ Buying Decisions, Forbes, July 11, 2024).
A simple line can do it. Thank you for sharing this. Your feedback helps us grow. That one sentence turns criticism into connection. It keeps the conversation alive.
How to Ask Customers for Reviews
Asking for reviews works the same way. You extend an opportunity, not as a bonus transaction, but as an invitation to co-author your story.
When you ask a client for feedback, you really mean, Your voice matters. That invitation feels different from a link and a star rating thrust under their nose. Keep it simple and human. We’d love to know what stood out to you. Invite people with sincerity; they will respond with honesty. Honesty fills your expedition log with stories worth reading.
Make it easy for them to share. Automate it with a call to action (CTA) or QR code. Offer a path that takes less than a minute to walk – a direct link, a text, a thank-you for their time. This is especially important for B2C companies. Most people don’t need an incentive; they just need a reminder and a clear, easy-to-follow path. If you want to add this simple automation to your processes, the JamboJon team can help!
Share What You Discover
Display your business reviews as social proof, especially if the words come from an influencer or someone instantly recognizable. Be sure to collect the customer feedback and use it to spark conversation. Share that “validation from the masses” with your team, not just your audience. Let them remind your people why the work matters. When a customer writes about how your team made them feel seen or supported, that story becomes your team’s momentum for the next day.
You can also share reviews outwardly, not as trophies, but as thank-yous. Write, “We’re grateful for customers like Jordan, who trusted us with his vision,” instead of “See how great we are!” That humble, human tone keeps your message aligned with gratitude rather than ego.
Leaving Notes for the Next Traveler
Gratitude goes both ways. When another business, partner, or vendor serves you well, leave them a review. Reviews are golden! Let them know how they helped you move forward. Take a minute to let them know you appreciate them. Gratitude grows stronger when you give it away.
Writing reviews for others also sharpens your awareness of the feedback you receive. You start noticing what makes a review meaningful – specificity, warmth, and story. Carry that same awareness back to your own brand. Stop bribing your clients for a five-star review with a free piece of garlic bread. Instead, listen for the narrative within the words.
The Journey Ahead
Over time, your collection of reviews will tell an epic tale – not just about your product or service, but about the kind of experience you create. Each one marks a point on the map of your brand’s growth.
When you read them together, you can trace your progress – the early missteps, the breakthroughs, the loyal fans who stuck with you through both. It’s your expedition log, written in the voices of the people you’ve served.
Whether your next review seems glowing, blunt, or somewhere in between, picture it as a simple thank-you. Set the rating aside. View it as gratitude. A connection between two travelers. One exploring, one guiding, both learning from each other.
Keep your log open. Keep thanking.
Your next great discovery may already be waiting there, written in someone else’s words.
