# Customer Feedback Calls: The Post-Match Replay

> Football teams study the replay after every match. Customer feedback calls do that for a business: what to ask, how ratings come back, and what to fix.

Source: https://business.mysmartassistant.ai/blog/customer-feedback-calls · Published 2026-11-02 · Language: English · Publisher: MySA Business (https://business.mysmartassistant.ai)

![MySA's AI calls a salon customer the day after her visit in Hinglish, asks how the haircut went and for a rating out of 5, hears about a long wait, and the salon gets a summary with the rating, the complaint and a hand-over to the manager](/blog/customer-feedback-calls-flow.svg)

Customer feedback calls are short calls made after a purchase, a visit or a service, to ask the customer how it went, take a rating and hear anything that went wrong while it is still fresh. With MySA Business, an AI call campaign rings each customer in Hinglish, Hindi or their own language, asks the questions you wrote, and gives you back a summary, sentiment, tags and the recording for every call, with unhappy customers routed to a person on your team.

## The replay every team watches

On 1 November 2026, Arsenal beat Liverpool 1-0 at Anfield, Kai Havertz scoring in the 16th minute ([ESPN match page](https://www.espn.com/soccer/match/_/gameId/401879246/arsenal-liverpool)). Whichever side you support, the next part is the same in every football club: the coaches go back to the footage. Which pass went astray, which run nobody tracked, what to change before the next game.

Most businesses never watch their own replay. A customer leaves the salon, collects the bike from service or takes the sofa home, and the shop hears nothing more unless the customer is angry enough to post a review. The ones who were mildly unhappy simply do not come back. A feedback call is the post-match analysis: one call per customer, the same few questions every time, and a list of what to fix.

## What to ask on a feedback call

Keep it short. A customer gives a minute to a feedback call, not five. Three to four questions work best:

1. **How did it go?** An open question first, so the customer says what is on their mind.
2. **A rating.** "1 se 5 mein kitna denge?" gives you a number you can compare week to week.
3. **One thing to improve.** "Kuch aisa jo hum behtar kar sakte the?" This is where the real complaints come out.
4. **Anything pending.** A bill question, a part to be replaced, a next appointment.

Write this as the campaign **Purpose** in plain words, for example: "Customer kal {var1} ke liye aaye the. Poochho visit kaisi rahi, 1 se 5 mein rating lo, aur ek cheez jo behtar ho sakti thi. Kuch bechna nahi hai. Agar customer naraz hai ya kisi se baat karna chahta hai, to note karo." Save it under **Business → Purposes** so every branch uses the same wording. More on writing purposes in [Assistants and purposes](/docs/assistants).

Do not add an offer to the same call. A customer who was just asked for honest feedback and then pitched a package will trust the next call less.

## Who to call, and when

Call the day after, not the same evening and not two weeks later. The visit should be fresh, and the customer should have had time to use the product or see the haircut in daylight.

- **Daily list upload.** Export yesterday's bills or bookings as an Excel file with `destination` (the mobile number), `customer_name` and columns such as `var1` for the service, `var2` for the stylist or technician and `var3` for the branch. Upload it as a **CSV Upload** campaign each morning. See [Campaigns](/docs/campaigns).
- **Straight from your system.** If your billing or booking software can send a webhook when a visit closes, a **Webhook** campaign calls each customer automatically. Set **Max calls to one customer / day** and **Minimum gap between calls** so nobody is rung twice. See [webhook campaigns](/features/webhook-campaigns).
- **A long backlog.** A **Scheduled** campaign with **Split over days** spreads last month's customers over a week, so the team can handle what comes back.

Calls that fall inside your [DND hours](/docs/dnd) are held and go out after the quiet window, so a list uploaded late at night does not ring anyone at night.

## Example: a salon asks how the visit went

> **AI:** Namaste Priya ji, main ABC Salon se bol rahi hoon. Kal aapka haircut hua tha, bas do minute feedback lena tha. Kaisa laga?
>
> **Customer:** Cut accha tha, Neha ne bahut dhyan se kiya. Par appointment ke baad bhi 40 minute wait karna pada.
>
> **AI:** Maaf kijiye, wait lamba tha. 1 se 5 mein aap visit ko kitna denge?
>
> **Customer:** Teen. Aur main manager se baat karna chahti hoon, ye pehli baar nahi hua.
>
> **AI:** Ji, samajh gayi. Main aapko abhi manager se jod rahi hoon.

The salon is made up. If call transfer is set up, the AI rings the manager's number, briefs them in Hinglish on who is calling and what she wants and connects the two. If it is not set up, the AI says the team will call back, and a **Call from a person** follow-up appears with Priya's own words.

A showroom can run the same call after a delivery: "Sofa time par aaya? Fitting theek hui? 1 se 5 mein delivery ko kitna denge?" A service centre asks about the bike, the bill and whether the problem is fixed.

## VAR for your business: what comes back from every call

Each finished call lands in **Call Logs** with:

- **AI Summary.** "Haircut good, stylist Neha praised. Waited 40 min after appointment time, second time. Rating 3/5. Asked for manager." The rating the customer gave is in the summary in their own terms; there is no separate rating column, so ask for it the same way on every call.
- **Sentiment.** Positive, Neutral, Negative or No response, filterable in the list.
- **Outcome and interest chips**, and **Needs a human** on calls that need a person.
- **What happened**, **Suggested next step** and **What the customer asked**, where the AI had something to say.
- **Tags.** On the **Tags** page, add your own such as "Long wait", "Staff praised", "Billing issue" or "Product fault". The AI applies only tags from your list. See [Call logs](/docs/call-logs).
- **The recording**, to play when the summary is not enough. That is your VAR check: listen to the moment yourself before you decide anything about a staff member.

On **Campaigns Analytics**, **Did the call do its job** splits calls into **Achieved** and **Not Achieved** against your purpose, which tells you how many customers actually gave feedback rather than hanging up.

![Campaign analytics: Talked vs billed, and Did the call do its job with Achieved and Not Achieved](/docs-media/ca-talked-billed.png)

For a whole week in one table, the [Detailed Report](/docs/detailed-report) carries **Sentiment**, **Purpose outcome**, **Tags**, your variables and the AI **Summary** per call, and downloads as a CSV. Because `var2` holds the stylist's name, you can sort the file by stylist and see whose customers mention the wait.

## Unhappy customers go to a person, quickly

A feedback call that collects a complaint and then does nothing is worse than no call. Decide in advance who handles them.

- **Call transfer, during the call.** In your **Live** workspace, the Owner sets up **Phone system → Call transfer** with named numbers, for example "Manager: when the customer is unhappy or asks for the manager". The AI picks the number by that line, briefs your colleague and connects the customer. See [Call transfer](/docs/call-transfer) and our guide to [AI call transfer to a human](/blog/ai-call-transfer-to-human).
- **Call from a person.** Without transfer, the customer's request shows on **Follow-ups** with the time they were promised, usually about half an hour. MySA never dials these rows itself. With Lead Feed enabled, **Tell me when a customer asks to speak to a person** alerts you at once. See [Follow-ups](/docs/follow-ups).
- **Negative sentiment each evening.** Filter **Call Logs** by **Negative** and ring those customers yourself, even if they did not ask.
- **"Abhi busy hoon, shaam ko call karo".** The AI adds a follow-up for the time they gave; with **Auto-callback** on, it calls then. Our article on [handling "call me later"](/blog/how-to-handle-call-me-later) covers this.

## From replay to training session

The replay only helps if something changes before the next match. Once a week:

1. Open the **Tags** breakdown for the last 7 days and note the top two complaint tags. Click a tag to see its calls. The [call tags](/features/call-tags) page shows how the board works.
2. Download the Detailed Report and compare branches or staff using your variables.
3. Fix one thing: an extra stylist on Saturday mornings, a delivery-slot call the day before, a clearer bill.
4. Keep the same purpose for the next few weeks, so the ratings stay comparable.

Ratings over time tell you whether the fix worked. That part is still a spreadsheet job; MySA records the answers, your team draws the conclusions.

## What works today, and what it does not do

| Works today | Does not do |
| --- | --- |
| Calls your customers after a visit or purchase with your questions | Post a Google review or ask the customer for one on your behalf |
| Summary, sentiment, tags, purpose outcome and recording per call | Store the rating as its own number; it sits in the summary |
| Hands an unhappy customer to a named person in **Live**, if transfer is set up | Decide whether a complaint about a staff member is fair |
| Creates a follow-up when the customer wants a call later or a person | Issue refunds, discounts or replacements |
| Holds calls during your DND hours | Send SMS or email |

These are scenarios, not customer stories. Hear your feedback call on your own phone before any customer does.

## Getting started

1. [Create a workspace](/signup) and verify your mobile number to get ₹100 of Test credit in the separate **Test** environment.
2. Write your Business Details and save the feedback purpose under **Business → Purposes**.
3. Press **Try now**: the AI rings your own phone, so you hear the questions as a customer will.
4. Go **Live**, top up the prepaid wallet, set up **Call transfer** for the manager, and upload yesterday's visit list.

Calls of 10 seconds or less are free; longer calls are billed per started minute. The rate for your workspace is shown in the console. [Talk to sales](/contact) for volume pricing.

## Frequently asked questions

### When is the best time to make a feedback call?

The day after the visit or delivery, during normal hours. Same-day calls feel rushed, and calls weeks later get vague answers.

### Can the AI take a rating out of 5?

Yes, if your purpose asks for one. The customer's answer appears in the call summary, so keep the question identical on every call to compare ratings later.

### What happens when a customer complains on the call?

The call is marked in sentiment and the summary. If call transfer is set up in Live, the AI can connect the customer to your manager; otherwise a Call from a person follow-up waits for your team.

### Will the AI argue with an angry customer or offer compensation?

No. It listens, notes the complaint and follows your purpose. Refunds, discounts and replacements stay your team's decision.

### Can I see which staff member's customers are happiest?

Put the staff name in a variable column such as var2 in your upload. It appears in the Detailed Report beside each call's sentiment and summary, so you can sort by it.

### Can feedback calls be made in Tamil, Telugu or Marathi?

Set the campaign language, or add a language column to rows that need a different one. Test the call in that language on your own phone first.