In the competitive Australian marketplace, knowing exactly what your customers think is your greatest advantage. Real feedback helps you stop guessing what works and start investing in the services and products that your Brisbane locals actually want and value.
Collecting feedback isn't just about getting five-star reviews; it’s about creating a systematic way to listen, learn, and evolve your business. Whether you run a local café in Paddington or a trade business in Chermside, this guide will show you how to build a professional feedback loop.
Prerequisites
- A Google Business Profile (formerly Google My Business).
- A basic email list or customer database.
- A free or paid survey tool (like Google Forms, Typeform, or SurveyMonkey).
- A clear goal of what you want to improve (e.g., your delivery speed or customer service).
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Step 1: Define Your Objective
Before you send out a single question, decide what you are trying to learn. Are you trying to understand why customers don't return? Or are you looking to improve a specific service you’ve just launched? What you should see: A simple document or note listing 1-2 key goals for your feedback campaign. Avoid trying to solve every business problem at once.Step 2: Choose the Right Feedback Channel
Different channels yield different results.- Post-Purchase Surveys: Best for immediate feedback on a transaction.
- Google Reviews: Best for public social proof and SEO.
- Direct Interviews: Best for deep insights from your most loyal customers.
- Social Media Polls: Best for quick, informal opinions on new ideas.
Step 3: Select Your Survey Tool
For Australian small businesses, we recommend starting with Google Forms (it's free with your Google Workspace) or Typeform (if you want a more premium, branded look). Screenshot Description: On the Google Forms dashboard, you should see a grid of templates. Look for the 'Customer Feedback' template to save time on formatting.Step 4: Craft Effective Questions
The quality of your feedback depends on the quality of your questions. Use a mix of:- Quantitative: "On a scale of 1-10, how likely are you to recommend us?" (This is your Net Promoter Score or NPS).
- Qualitative: "What is one thing we could have done differently to make your experience better?"
Pro Tip: Keep it short. Every question you add reduces the completion rate. Aim for 3-5 questions maximum for an email survey.
Step 5: Optimise for the Australian Context
Ensure your language reflects your brand and your local audience. Instead of "How was our store?", try "How was your visit to our Brisbane studio?" Mentioning local landmarks or using Australian spelling (like 'optimise' and 'service') builds trust and shows you aren't just using a generic offshore template.Step 6: Set Up Your Automated Triggers
Manual feedback collection often gets forgotten. Set up an automation in your CRM (like HubSpot, Mailchimp, or Square) to send a feedback request 24 to 48 hours after a service is completed or a product is delivered. This ensures the experience is still fresh in the customer's mind.Step 7: Incentivise (Ethically)
Sometimes customers need a small nudge. Offer a small discount on their next visit or entry into a monthly prize draw (e.g., a $50 local voucher). Warning: Never offer incentives in exchange for positive Google Reviews. This violates Google’s Terms of Service and can lead to your profile being suspended. Incentives should only be used for private surveys or general feedback.Step 8: Monitor and Respond to Public Feedback
When feedback comes in via Google Reviews or Facebook, you must respond.- Positive feedback: Thank them and mention a specific detail (e.g., "Glad you enjoyed the flat white!").
- Negative feedback: Stay professional. Acknowledge the issue, apologise, and move the conversation offline.
Step 9: Analyse the Data for Trends
Once you have 20+ responses, look for patterns. If three different people mention that your booking system is confusing, it’s time to fix the booking system. Don't overreact to a single outlier; look for the trends that impact the majority of your customers.Step 10: Close the Loop
This is the most forgotten step. Tell your customers what you changed based on their feedback. Send an email or post on social media: "You told us our weekend wait times were too long, so we've added an extra staff member on Saturdays!" This makes customers feel heard and valued.---
Common Mistakes to Avoid
- Asking too late: Sending a survey a month after the service means the customer has forgotten the details.
- Being defensive: If a customer gives negative feedback, don't argue. Use it as a data point to improve.
- Ignoring the 'Quiet' customers: Often, the people who don't complain are the ones who just stop showing up. Proactively reach out to your 'lapsed' customers to find out why.
- Not having an ABN linked: Ensure your Google Business Profile is fully verified with your ABN to ensure your reviews carry weight and authority in local search.
Troubleshooting
"Nobody is filling out my survey." Check your subject line. Is it boring? Try something like "Help us improve [Business Name]" or "Quick question about your visit." Also, ensure the survey is mobile-friendly, as most Australians will open it on their phones. "I'm getting 'spam' or fake negative reviews." This happens occasionally. Report the review to Google via your dashboard. In the meantime, respond politely stating that you have no record of a customer by that name and would love to resolve the issue if they can provide more details. "The feedback is too vague to be useful." Adjust your questions. Instead of "Did you like the service?", ask "What was the most helpful part of our service today?"Next Steps
Now that you've started collecting feedback, the next step is to use those positive comments as marketing material.- Take your best testimonials and add them to your website.
- Create 'Social Proof' posts for Instagram and Facebook.
- If you need help setting up automated feedback systems or managing your local reputation, contact the team at Local Marketing Group.