> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Review program

**Published:** 2026-09-12 · **Last reviewed:** 2026-09-12 · **Reading edit:** 2026-09-12

You want more people to hear from customers who have used the product. A review program gives those users a straightforward invitation to describe their experience, including the parts that could be better. Plan the invitation and response process before setting a target for review volume.

## Define the eligible invitation

Choose users with enough product experience to comment meaningfully. Use a consistent invitation rule across sentiment, rather than sending happy customers to a public platform and diverting unhappy customers into a private-only route.

## Operate the program

1. **Check the destination's current rules.** Platforms differ on incentives, solicitation methods, identity, and moderation. Apply the platform's requirements as well as applicable law; disclosure does not make every incentive permissible.
2. **Use a neutral request.** Ask for an honest account of use, including strengths and limitations. Do not supply a fabricated review or require a particular rating or wording.
3. **Handle incentives cautiously.** Where permitted, make the terms independent of sentiment and disclose the connection appropriately. Never condition a reward on a positive review or removal of criticism.
4. **Preserve reviewer independence.** Users should submit their own experience through the platform's process. Offer logistical help without taking over their identity or editing away criticism.
5. **Respond constructively.** Acknowledge concrete issues, protect confidential information, and route support privately when needed. Do not pressure a reviewer to change a rating as a condition of assistance.
6. **Learn and maintain.** Tag recurring product or service themes, share them with owners, and request updated reviews only through an appropriate neutral process after meaningful changes.

## Worked example

A fictional vendor invites all eligible administrators who completed a defined period of active use. Some describe easy setup; others mention a reporting limitation. The team answers the limitation accurately and creates a product follow-up.

It does not remove those customers from future invitations because they were critical. A later review of the program asks whether the invitation population was consistent and whether feedback led to action, alongside reviewing the listing's completeness.

## Review operations checklist

| Control                                            | Evidence |
| -------------------------------------------------- | -------- |
| Experience-based eligibility, not sentiment gating |          |
| Current platform policy checked                    |          |
| Neutral invitation and any permitted disclosure    |          |
| Independent submission                             |          |
| Response and support owner                         |          |
| Feedback themes and follow-up                      |          |

## Report honestly

Show review volume, recency, distribution, and themes with context. An increase in average rating after changing who receives invitations may reflect selection rather than a better product. Avoid presenting a curated quote set as the complete distribution of customer opinion.

## Try it with your own work

Read your current invitation. Would someone with a mixed experience feel equally welcome to respond? Check the destination platform’s rules before changing incentives or the recipient list.

## Sources and scope

* [FTC: soliciting and paying for online reviews](https://www.ftc.gov/business-guidance/resources/soliciting-paying-online-reviews-guide-marketers?ref=b2b-playbook) provides US guidance; check the relevant platform and current applicable requirements as well.

The example is fictional; any numbers illustrate the method rather than a benchmark. Adapt the worksheet to your own situation.

## What to read next

[Review sites](https://b2-b-playbook.mintlify.app/playbooks/04-channels-and-distribution/review-sites) · [Customer advocacy](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing/customer-advocacy) · [Proof and claims](https://b2-b-playbook.mintlify.app/playbooks/02-product-marketing/proof-and-claims)

[Chapter guide](https://b2-b-playbook.mintlify.app/playbooks/08-lifecycle-and-customer-marketing) · [All playbooks](https://b2-b-playbook.mintlify.app/playbooks)

***

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Canonical source: [github.com/weilun88313/B2B-Playbook](https://github.com/weilun88313/B2B-Playbook)