Your step-by-step guide to meaningful customer feedback

accelerateonline • March 9, 2021
  1. 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.
  2. 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.
  3. 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.
  4. Find the themes.
    Once you have all the feedback in front of you, segment it by theme ie: customer service, processes, or marketing.
  5. 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.
  6. 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.
  7. 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.

What Lies Beneath offers client feedback with depth as well as a masterclass for those who want to learn the tricks and bring client feedback skills in-house.

“Predominantly, customer feedback is more positive than negative. You’ll always have wins and gain clarity, direction, and newfound confidence in what you do after talking to your customers.”

Ange Wallace, director of What Lies Beneath , client feedback specialists.
By Withers Admin December 7, 2025
Accelerate December 2025 As 2025 draws to a close, we’d like to thank you for your continued support this year. Our team is taking a well-earned break from Friday 19th December and will return to the office on Monday 12th January 2026. But before you switch on the out-of-office, take a moment to get your business ready for the holiday season. In this issue, we’ve included tips to help you manage the summer cash flow crunch, a guide on what you can (and can’t) claim back for festive spending, advice for compliant Christmas promotions, and a timely reminder to look after your team’s mental health as the year wraps up. Wishing you a safe, sunny, and successful holiday season! How to survive the Christmas cash flow crunch While retailers race through their busiest time of year, not every business benefits from the Christmas rush. Many service-based, wholesale, or manufacturing businesses might even face a sharp decline in orders just when holiday pay, bonuses, and annual shutdowns see expenses rise. 1. Forecast to February Projecting your income and expenses well into the new year helps you spot potential shortfalls and take action before they become problems. 2. Invoice early, follow up now Send invoices before your shutdown period and chase outstanding debts while clients are still around. 3. Prioritise essential spending Identify what expenses are necessary and what can wait until revenue picks back up. 4. Prepare for January’s tax obligations The 15 January due dates for PAYE, GST, and provisional tax can feel like a Grinchy surprise. Set aside funds now to avoid starting the new year under pressure. Worried about the summer squeeze If this season feels tight, get in touch.  Our financial advisors can help you plan ahead, manage your cash flow, and explore IRD instalment options to lighten the load. Tis the season for giving... but what can you claim back Gifts, bonuses, parties, and more: here’s a brief breakdown of what you can and can’t claim this festive season. Employee gifts Gifts that are not subject to the entertainment tax rules (vouchers, hampers, flowers) are fully deductible and exempt from Fringe Benefit Tax (FBT) if they cost less than $300 per employee per quarter, and the total for all staff stays below $22,500 a year. However, gifts that do fall under the entertainment tax rules, like food hampers or wine, or taking your team to a show or event, are 50% deductible, and not liable for FBT. Cash bonuses Bonuses are classed as income, so PAYE and other payroll taxes apply. These “lump sum” payments are taxed at a flat rate based on your employee’s income bracket. Client gifts Food, drink, or entertainment gifts are 50% deductible. Other gifts (flowers, movie tickets, a book) are 100% deductible Workplace events Christmas parties, client dinners, or team drinks are 50% deductible, while morning teas, office lunches, and charitable donations are fully deductible.
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