GUIDE · 6 min read · Updated August 2026
Automated Feedback and Survey Calls
Written surveys in India are answered mostly by two groups: people who loved it and people who are furious. The quiet middle — which is where your churn actually comes from — does not fill in forms. They will, however, answer a ninety-second call.
Ratnam, Founder · Vyora AI
August 2026
Definition
A feedback call is a short outbound call placed after a purchase, visit or service interaction, asking one rating question and one open question about how it went.
The rating is what you track. The open answer is what you act on. A feedback call that collects only a number tells you something changed but never why.
The four-part feedback call script
Ninety seconds, two questions. Longer surveys do not produce more information — they produce more abandonment partway through, and a half-finished survey is worse than a short complete one.
Identify the business and the interaction
Name the business and the specific visit, order or service. "Calling about your service on Tuesday" gets a far better response than "calling for feedback".
Ask one scaled question
A 1-to-5 or 1-to-10 rating. One number, tracked over time. Do not ask three rating questions — completion falls with each one.
Ask one open follow-up
"What would have made it better?" This is the only part that tells you what to change, and it is the part written surveys almost never get answered.
Say what happens next
Tell them the feedback goes to the team, and route strong negatives to a person. Feedback collected and visibly ignored is worse than not asking.
When to call
24 to 48 hours after the interaction. Late enough that the experience has concluded, early enough that the person still remembers specifics rather than a general impression.
A week later you get “it was fine”. The day after, you get “the technician came two hours late and did not call ahead” — which is the sentence you can actually do something with.
Where feedback calls earn their cost
After a service or repair visit
The interaction is discrete and recent, and problems surface while they are still cheap to fix.
After a clinic or diagnostic visit
Patient experience feedback that is otherwise invisible, since almost nobody fills in the form at reception. AI calling for healthcare.
After delivery of an order
Catches damage, wrong items and delivery problems before they become returns or a public review. reducing COD returns.
After a demo class or trial
The reason someone did not convert is worth more than the rating, and they will say it on a call when they will not type it. AI calling for edtech.
Post-cancellation or churn
The most useful feedback call there is, and the one almost nobody makes. People are candid once they have already left.
What to capture
The open-text answer should come back as its own field, not left inside a transcript. A rating you can chart plus a reason you can read is the whole point of doing this by phone rather than by form.
Where an AI agent is the wrong tool here
Feedback calls surface complaints — that is their function. So they run into the AI’s weakest area more often than any other call type.
Build the rule in from the start: a strongly negative response gets acknowledged, captured, and routed to a person. An agent that carries on with question two while someone is describing a bad experience does more damage than not calling at all.
The same handoff principle applies across call types — see telecalling software for where human and AI calling each belong.
The rules in India
Feedback calls to existing customers are service or transactional calls. Under TRAI TCCCPR 2018, amended February 2025, they need DLT registration, must originate from the 160 series, and lists must be DND-scrubbed.
One trap worth naming: do not attach an offer to a feedback call. The moment it pitches, it is a promotional call, which changes the number series and the consent rules that apply. Detail in what is DLT registration in India and the TRAI compliance guide.
Frequently asked questions
What is a feedback call?
A feedback call is a short outbound call placed after a purchase, visit or service interaction to find out how it went. The useful version asks one rating question and one open question — the rating gives you something to track, the open answer gives you something to fix.
What should a feedback call script include?
Four parts: identify the business and the specific interaction, ask one scaled question, ask one open follow-up, and close by saying what happens next. Keep it under ninety seconds. Long surveys get abandoned partway through, and a partial survey is worse than a short complete one.
Why call for feedback instead of sending an SMS or email survey?
Response rates. Written surveys in India are typically answered by a small and unrepresentative minority — usually the very happy and the very angry. Calls reach the quiet middle, which is where most of your churn risk sits. The trade-off is cost per response, which is higher on a call.
When is the best time to make a feedback call?
Within about 24 to 48 hours of the interaction, while it is still specific in the person’s memory. After a week you get generic impressions rather than the concrete detail you can act on. Avoid calling immediately after — people need the experience to have concluded.
Do feedback calls need DLT registration in India?
Yes. Feedback calls to existing customers are service or transactional calls under TRAI TCCCPR 2018 as amended February 2025 — they need DLT registration, must originate from the 160 series, and lists must be DND-scrubbed. Do not attach a sales pitch to a feedback call; that reclassifies it as promotional.
Can an AI agent handle an angry customer on a feedback call?
Poorly, and it should not try. Feedback calls surface complaints by design, so the setup needs a clear rule: if the response is strongly negative, capture it, acknowledge it briefly and route to a person. An AI that keeps working through a survey while someone is upset makes the situation worse.
Set up a feedback agent
Two questions, ninety seconds, structured answers back. 50 free credits, no card required.