Your step-by-step guide to meaningful customer feedback

Your step-by-step guide to meaningful customer feedback


Make a list of seven key clients or customers to call for feedback.

Decide who is going to make the calls or split them between two staff members. Email in advance explaining how committed you are to improving your customer service and experience, that you value their constructive feedback, and would like to interview them via phone or Zoom. Each call should take 10-15 minutes and be focused on their experience with your business.

Prepare questions.

Don’t be afraid to have deep discussions with your clients – ask open-ended questions such as: “What do we do well? What do you like about working with us/using our service or product?” and “How do you think we could improve?” Take notes during the call or do a Zoom and record it.

Be open with your interviewees.

Reiterate that you’re having the conversation because you want to learn. Tell them that anything they can offer will
help your business so there’s no need to spare your feelings! Remember, any improvements you make to your business based on their feedback is a win for them too. Find the themes.

Once you have all the feedback in front of you, segment it by theme ie: customer service, processes, or marketing.

Engage your team.

Now it’s time to let your management team walk in your clients’ shoes. Schedule a meeting to discuss the feedback themes. Don’t make any decisions at this point, just let everyone digest and discuss.


It’s easy to jump into action but everyone needs time to sit with the feedback. Organise a meeting a week later to look more closely to identify worthwhile changes, then make an action plan.

Embrace the gift of knowledge.

Most of the feedback will be positive and open you up to learning, growing, and tweaking your business for the better. It can be hard to hear constructive criticism but once you reflect on it, you’ll realise how powerful it is for change.