Why Customer Feedback Is Important and What Business Owners Can Do to Make the Most of It.

Table of Contents

If customers feel you are not listening to their needs, your reputation and your margins will suffer. Feedback is hard to receive; it’s also gold. The importance of customer feedback can’t be overlooked!

So what can you do to make the most of it?

Collect customer feedback regularly

I recommend surveying your customers via text, email or phone call at least once a quarter. Ask what is going well and be curious about any changes you need to make.

Any time a customer says, “I want this,” consider that feedback a gift. Don’t wait until you get a bad review to ask customers what they need.

If you do receive critical feedback from a customer via a survey, a review, or from a conversation with an employee, always be polite—even if they’re not. Whether you or your employees are actually at fault or not doesn’t matter. Always tell an unhappy customer, “You’re right. I hear you. I apologize for the impact that had on you.”

A gracious response turns a terrible experience into a remarkable one that most customers won’t soon forget.

Angry phonecall between customer and owner - importance of customer feedback.

The importance of customer feedback in real-time

I recommended a lawyer I’d had a good experience with to a girlfriend. After meeting with him, my friend called me to complain about their awful process and begged me to never recommend another company like them.

I was surprised because I knew the lawyer knew better. He clearly wasn’t listening. I called the lawyer to share my friend’s feedback, and he didn’t want to hear it. I never recommended him again. 

Accepting bad feedback

Humans don’t like bad feedback. If you don’t acknowledge it, you don’t have to deal with it, right? Wrong. Yes, feedback can be painful. Accept it anyway. We don’t want to feel bad, yet if we ignore bad feedback, we lower our odds of success.

In a successful business, feedback is an essential communication loop. An employee or customer shares their negative experience with you, you actively listen, redesign the affected system, and the experience is improved for next time.

Maybe you pick up the phone, and the first thing a new customer says is they couldn’t find your phone number on your website. What does that tell you? To add it to your site in an obvious place. If one or two customers share feedback with you, chances are hundreds of others have had (or will have) a similar experience.

Until next time, enjoy your Entrepreneurial Journey!

Beverlee Rasmussen e-signature

The Small Business Field Guide

A workbook for small business success.

Written in clear, simple language with actionable steps, pragmatic tools and proven systems.

Click here to learn more.


P.S. Do you have my new book yet?

Increase your own SEO by leaving a review, seriously , it works.

Available now:

I earn a whopping three dollars per book sold, so think of this as a labor of love to the small business owners in my life, you. Find out what all the fuss is about and get yourself a copy.

Amazon #1 Best Seller
Systems Business Coach Logo

The Small Business Field Guide

FREE chapter sent directly to your inbox!

The Small Business Field Guide | Systems Business Coach

The Small Business Field Guide

Written in clear, simple language with actionable steps, pragmatic tools and proven systems.


Small Business, BIG Opportunity

Systematize Your Business, Create Personal Freedom, and Live the Entrepreneurial Dream

Systems Business Coach Logo

Position Agreement Template

Have a reliable and organized team!

Systems Business Coach Logo

Target Market Analysis Template

Boost your sales with this questionnaire and customer profile.

Free Report

How the Canadian Government Supports Small Businesses with Training and Coaching

Systems Business Coach Logo

Top 10 Hiring Mistakes Guide

FREE download sent directly to your inbox!

Newsletter Envelope Icon

Free Download

Enter your email and we will send you our Tech Inventory Database for free!

Systems Business Coach Logo

Use this FREE cash flow planner to prepare for emergencies, hard times or growth. Accurately solve problems with the cash you have, not with the cash you are planning for.