Customer Feedback

Checklist Guide


Customer feedback is information provided by clients about whether they are satisfied or dissatisfied with your product or service and about general experiences they had with your company.

Companies that listen to their customers grow faster. Customer feedback helps you to:

  • Improve your products and services.
  • Improve your customer relationships.
  • Make your customers feel valued and important.
  • Develop new products or services.
  • Generate personal referrals and recommendations.
  • Acquire new customers.

Top performing companies understand the important role that customer feedback plays in business. They consistently ask for feedback using customer feedback surveys.

If you want to stay ahead of competition you should never stop asking for, listening, and responding to customer feedback whether it is positive or negative.

1. We have an embedded customer feedback process that ensures that feedback is sought from every client throughout their customer journey, at the appropriate stages and the appropriate frequency.
Why is this item important?

If you are not consistently seeking and receiving feedback from all of your customers you run the risk of missing opportunities to leverage positive feedback and to mend broken fences when things go wrong.

How can I tell if I meet this item in my business?
  • Do you have a system in place to ensure every customer is asked for feedback at least once in their customer journey?
  • Does this apply across all of your products and services?
  • Have you confirmed that your timing is appropriate for your ideal clients?  More on this in the Checklist Item that looks at whether your feedback process matches the expectations of your ideal clients.
What do I need to do to meet this item? 
  1. Track your customer journey and identify all of the points or stages when it is appropriate to ask for feedback.
  2. Determine your feedback process for each for each step in the customer journey across each of your products and services. You may find it helpful to use a cloud based automated customer feedback system to ensure that your system is embedded so that it happens consistently and automatically.
  3. Review all of the feedback points to check that you have set up the ideal frequency for your ideal clients.
  4. Customise the way that you ask for feedback at each step of the customer journey so that it makes sense to your client.  You can ask far more often when you ask the right way, but this only happens when you have a deep understanding of their customer journey.

You may want to ask one of our Customer Relationship Specialists for help with tracking your customers’ journey.  It will help you achieve best practice across all of your Customer Relationship Checklists.

2. We respond promptly to customer feedback so that our customers know they have been heard and listened to.
Why is this item important?

There is nothing more frustrating from a customer perspective than taking the time to give feedback and having it disappear into a void.

If the feedback is negative and you act and respond quickly and effectively then you may turn an unhappy customer into a raving fan.

How can I tell if I meet this item in my business? 

Do you have a system in place which you are completely confident ensures that every piece of feedback is responded to in a timely and appropriate way?  If so you can check this item as complete.

What do I need to do to meet this item?

The easiest way to ensure that customer feedback is followed up on in a prompt and effective manner is through the use of an automated system.

Automation doesn’t mean that your follow up is automated.  What it means is that your customer gets an automated response acknowledging that their feedback has been received and that you get an automated notice when customer feedback is received so that you can take appropriate follow-up action.  The lovely thing about automation is that it frees you up to build personal connections.

3. We make use of relevant online review sites as part of our customer feedback strategy.
Why is this item important?

Having easy access to the web has radically changed the way people shop for almost everything today.

From mobile phones to dentist services, it’s rare to blindly make a purchase decision without reading through several online reviews. In 2016, 90% of shoppers read at least one online review before deciding to visiting a business.

More importantly, 94% of online shoppers reported that a negative review has convinced them to avoid visiting a business.

This means that whatever your industry, having a positive online presence gives you several key advantages, which is why it’s a key part of building a best practice business.   

How can I tell if I meet this item in my business?

You use at least one relevant online review site which is widely accessed by your ideal customers AND you have strategies in place with consistently drive your customers to leave reviews on those sites.

What do I need to do to meet this item? 

Here’s a link to a great article on how to get more online reviews for your business

4. We use the results of customer feedback to inform our strategic planning process, including the development of new products and services.
Why is this item important?

It’s a bit of a no brainer isn’t it?  One of the key benefits of seeking customer feedback is to identify ways that your business can improve, so you can attract new clients, retain existing client, generate more referrals and get your existing clients buying more, and more often.

Customer feedback is a great way to learn more about your existing clients so you can achieve all of these objectives. However that only happens if you use the results of your customer feedback to inform your strategic planning and your future product and service development. 

How can I tell if I meet this item in my business? 

It’s a simple YES or NO… do you incorporate a review of your customer feedback results in your annual strategic planning process?  You do have an annual strategic planning process don’t you? 

What do I need to do to meet this item?

Add a customer feedback analysis and review section to your strategic planning agenda, particular in relation to improving systems and process and in relation to improvement of products and services or the development of new products or services. 

5. We track our customer feedback results to make sure that our results are improving over time.
Why is this item important?

What you don’t measure you can’t improve right?  And if you’re not measuring your customer feedback results and constantly looking for ways to improve them, you can count on it… you competitors will be!

How can I tell if I meet this item in my business?

Measuring something means you need some sort of assessment system. The most common measurement system used for customer feedback is the Net Promoter Score.

  1. Do you use a measurement system such as the Net Promoter Score to measure customer feedback results?
  2. Do you review your customer feedback results on a regular basis (for most businesses this will be monthly as part of the monthly review process)

 What do I need to do to meet this item?

  1. Implement a feedback system that includes some form of measurement process.  The most common system is the Net Promoter Score. 
  2. Incorporate a review of your feedback results into your monthly and annual planning review process. 
6. We link the results of our customer feedback processes with our marketing and customer referral strategy
Coming soon
7. We use customer feedback to inform our staff training, staff feedback and performance management practices.
Why is this item important?

 Customer feedback is a great way to help staff see and appreciate the importance of their job and their ability to realise their impact on company outcomes. 

It’s also a great way to recognise staff achievements and measure staff performance and tie them directly to customer centric performance indicators

How can I tell if I meet this item in my business?

How confident are you that you have robust systems and processes in place to ensure that it happens? 

Are there customer feedback indicators included in performance appraisals for relevant staff? 

Are all your staff aware of your company customer feedback results?  Is customer feedback, the bad and the good, shared at team meetings?  

What do I need to do to complete this item? 

Why not spend 15 minutes with one of our HR specialists for some ideas on how to effectively link customer feedback to performance appraisal and management, rewards and recognition and employee engagement. It will be 15 minutes well spent. 

8. Our customer feedback policy and processes are fully documented.
Why is this item important?

 When your business is new and there is only you it’s easy to ignore or put off the need for detailed documentation. 

However if you want to scale and create a saleable business which works without you every system needs to be carefully documented.

 How can I tell if I meet this item in my business?

 Ask yourself, if I was to employ a customer feedback team member tomorrow, would they be able to pick up the documentation and hit the ground running, or would they need my input in order to do their job effectively. 

What do I need to do to complete this item?

Documenting any system takes time and effort.  It’s the thing most of us put off because it’s always quicker and easier to “just do it”. 

We recommend that you grab a 15 minute session with one of our systems specialists to get some guidance on the best way to start documenting all of the systems in your business. 

9. Our customer feedback process is consistent with our Brand Identity and matches the expectations of our ideal clients

Coming soon

10. We use customer feedback to improve our systems and processes for the future.
Why is this item important?

 There’s not much point asking for feedback and then doing nothing about it!  Customer feedback is great for improving your product and services, improving your customer service processes and developing new products and services. However, it can also be useful for improving your business systems and processes. 

How can I tell if I meet this item? 

You will know that this item is 100% true in your business if you have a documented and systemised process in place to ensure that all feedback is evaluated on a regular basis to see whether the feedback indicates ways that your business systems and processes could be improved.  

And of course these findings need to be acted on! 

Here’s an example

You receive a lovely feedback message saying how much your customer loves their new product. It is everything they were looking for. However they comment that the delivery service you used did not follow the instructions they left about where to leave the item.  Obviously you need to respond to the customer to let them know how sorry you are and what action you are taking or have taken. However you also need to take action to determine why the mistake happened and work out how to prevent it happening in the future.

What do I need to do to meet this item?

The easiest and best way to implement this item in your business is to set up a feedback review process to ensure that all feedback is acted upon in a timely and appropriate manner. 

Here’s a suggested feedback review and follow up checklist

Complete the checklist below for every piece of feedback received by your company

  • Has the customer been responded to in an appropriate and timely manner?
  • Has the customer feedback been linked to their record in your CRM? 
  • If the customer provided a testimonial, has this been published on your website?
  • If the customer provided negative feedback, suggestions for improvement or other constructive feedback of any sort: e.g. product or service feedback, customer service feedback, systems and processes feedback; has this feedback been included for review at your next strategic planning meeting?
  • If the customer provided feedback, positive or negative, which links directly to a specific section or staff member, has this feedback been passed on to the appropriate section for action? 

Previous article

Next article

Marketing Plan