Your step-by-step guide to meaningful customer feedback

Jun 23, 2021

Using customer knowledge and insights for growth

Your clients or customers experience your business in a way you never can. They’re an incredible source of knowledge and insight.

Push away any fears you have of gaining genuine feedback and use this step-by-step customer feedback guide to propel your business forward.

Here’s How…

  • 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.
  • Wait – 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.


  • Suzanne Walker

    Suzanne Walker is the founder of one of Australia’s leading public accounting firms, Clear Path Accounting, and has built her results-based reputation as a transformational business advisor over the last 25 years. She holds the philosophy that accounting is more than just tax returns and compliance and believes that accountants can have a profound impact on the lives of their clients.

    Suzanne began her career after completing her degree in Commerce from the University of South Australia. She started out working for a large accounting firm in Sydney before deciding to make the bold move of starting her own practice. Since then, she has helped countless business owners achieve their financial goals through her sound advice and guidance.

    Establishing a career as a young mum of three, in a male-dominated industry has also gifted her with a passion for helping other women in business. Motivating her to co-create courses and business mastermind groups specifically to empower women with the skills they need to find their own version of success.

    In addition to her work at Clear Path Accounting, Suzanne is also the Vice President of the Penrith Valley Chamber. She regularly attends and often hosts meetings, events and seminars, in an effort to support others in her local business community.

    Suzanne is passionate about helping her clients achieve financial success, taking a personalised approach to every engagement. Her dedication to her clients and her commitment to excellence have made her a trusted advisor to many businesses in Australia.