When a file closes and a client provides us with glowing feedback, we respond by thanking them for their feedback and asking them to provide a Google rating or review. We have been doing this for about a month, and so far no one has provided any reviews or ratings. Likewise, we previously had customer survey at the end of files (to establish a NPS), but no one completed them... Are there magic words or a better time in the process to improve engagement?
I agree with a comment made previously that it somewhat depends on the business you're in. A company I'm working with currently offers training to software developers. Good ratings on Google are important for them. But, the feedback is also important as it helps them shape the offering.
We ask for the Google review on the final day of class both in person and with an email that contains a direct link to the form they need to fill out. Google makes this tough to get but it's possible to locate the exact URL that pops up the form automatically without the user trying to find it. I like to make it as easy as possible to leave the feedback.
We also offer a $5 coffee card which I'm sure helps them take a few seconds to fill it out. A reminder email is sent a week after as well if they haven't filled it out.
I also like to make it clear that their feedback is valuable for us not only for ratings but to help us make sure we're offering the best possible experience. I feel people are more eager to do that than just help boost ratings.