Automatic Feedback Service (AFS) 2.0 setup guide

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Automatic Feedback Service 2.0 is one of many tools that we offer to automate the collection of reviews. With AFS 2.0, you can automate the collection of both product and service reviews.

What is AFS?

AFS automatically sends email invitations to your customers after they purchase something or have a service experience. With AFS, you'll receive more reviews and get better insight into what your customers think – and you can use those insights to improve customer satisfaction.

When a customer purchases something on your website, you send them an order confirmation. If you include Trustpilot as a BCC on the confirmation email , AFS is triggered and sends a review invitation to your customer.

AFS 2.0 settings on Trustpilot

When you first try out AFS 2.0, start with a basic setup. Once you get a feel for how to use it, try enhancing your invitations with structured data snippets.

To start using Automatic Feedback Service 2.0, select the Automatic Feedback Service tab in the Get reviews menu. You will need your AFS email address to create invitations for your customers. For more on this, please see the Creating Invitations step below.

You can also edit your default invitation settings.

Please note that you may have to upgrade your account to access some of these settings.

  • Invitation template is the email template that will be used for inviting your customers to leave a review. You can choose one of our optimized templates, or any custom templates you have created in the Template Editor.
  • Sender Name is the name that appears in the From: field when your customer receives the invitation email.
  • Reply-to Email is the email address that your customers' responses will be sent to, should they choose to reply to an invitation email. By default the Reply-to Email is set to the email address of the user who created your company’s Trustpilot business account - this is configurable.
  • Sender Email is the email address that appears in the From: field when your customer receives the invitation email. By default, your invitations will be sent from the email You can also choose to have the emails sent from your own domain. To do this, you may have to set up your SPF record so that Trustpilot is able to send emails on behalf of your domain.
  • Trigger domains specify the domains that are allowed to send emails to Trustpilot in order to create the invitations for your customers. By default, AFS allows all domains to send emails and trigger invitations from your profile. To limit this, you can create a whitelist of specified domains.
  • Landing page is the country-specific website where you want your customers to write the review. E.g., for the UK.
  • Set a Delay to specify how many days we should wait from the time the invitation is triggered until we send it to your customer. By default, the delay is set to 7 days. Choosing a delay of 0 days will cause the invitation to be sent immediately after it has been triggered (by, e.g., the order confirmation sent to your customer).
  • You can choose to Send invitations at a specific time of day. The date settings are based on your chosen delay, and if you specify a time of day, the review invitation will be sent out at that time of day on that date.

Create invitations

To begin sending invitations to your customers, you need to copy your unique AFS email address from the Automatic Feedback Service settings page. Add this email as a BCC recipient on the order confirmations you send to your customers.

When customers place an order, they receive their order confirmation by email. Because Trustpilot is a BCC recipient of this email, our system is able to use the email to create an invitation. To ensure that we pick up the correct data, please make sure that your customer’s email address is in the To: field of the email, and that there is only one email address in the To: field.

If the invitation was created successfully, you will be able to see it in your Invitation History under Get reviews. You can click on an invitation to expand it and view the invitation settings. You can also change the delivery date, sender name, and reply-to address on the invitation while it is queued for delivery.

Note: If you can't include Trustpilot as a BCC recipient in the email that you send to customers, you can send the trigger email directly to your AFS address. If you do this, you must include the Structured Data Snippet.

Enhance your invitations with Structured Data Snippet

By default, Automatic Feedback Service 2.0 only picks up the customer’s email address, which will be used as the recipient of the invitation email. The customer’s name and reference ID will not be picked up.

You have the option of including a Structured Data Snippet in the source code of your order confirmation. This will allow you to supply additional data to the invitation, such as the customer’s name or reference ID, and even change the settings for that particular invitation when it is created.

Here is an example of what the Structured Data Snippet could look like:

<script type="application/json+trustpilot">
"recipientEmail": "CUSTOMER EMAIL",
"recipientName": "CUSTOMER NAME",
"referenceId": "REFERENCE ID"

Use placeholders from your CRM system to make sure that the customer’s email, name, and reference ID are included in the data snippet. Our system will identify the data snippet and use the data on your invitation.

You can use the Structured Data Snippet to change many parameters in your invitation. For example, you can specify the exact invitation template you'd like to use based on your customer's preferred language. You can even pre-tag your invitations so that tags are already added to the review as soon as it is posted. Tags can later be used for analyzing your reviews.

For more information on our Structured Data Snippet, please read more here.