Questions
Reviews are one use. Ask anything, at the moment it matters - and get the reason, not a tick-box.
Abandoned checkout
They built the basket and left. The question isn't how to drag them back - it's why they went. That answer is worth more than the order.
Cancellation
Something changed their mind. One open question in the right place finds out what.
The enquiry that went quiet
They asked, you answered, then nothing. One message finds out whether it was price, timing or something you can fix.
The answer, configured
The common objections - delivery, returns, sizing, timing - can each carry a configured reply, sent the moment the reason appears. The customer gets their answer straight away; you get the reason on record.
A dropdown returns the five reasons someone guessed in advance. An open question returns the one nobody thought of.
Basket figures shown are illustrative.