Getting feedback from clients: Why you should and 4 ways to get more

For small businesses, client feedback isn’t just a nice-to-have - it’s a roadmap for growth. Every comment, review, or suggestion gives you insight into how your customers experience your business and where you can improve. Unlike large companies that rely on formal research or big marketing budgets, small businesses thrive by staying close to their customers and adapting quickly. 

When you ask for feedback and show that you act on it, clients feel heard and valued. This builds stronger relationships and repeat business. A happy client becomes an advocate who tells others about your products or services. After all, “88% of global respondents trust recommendations from people they know more than any other channel,” according to a Nielsen study.  

On the flip side, honest criticism helps you spot weak points early before they become bigger issues. Regular, structured feedback keeps your business relevant, responsive, and trusted. 

Ask for Feedback While the Experience Is Fresh 

The best moment to ask for feedback is right after a sale or service when your business is still top of mind. A quick follow-up email or text message can make all the difference. For example, after completing a job or sending an order, email your client with a simple message like: 

“Thanks for choosing us! We’d love to hear how we did - your feedback helps us improve and serve you better next time.” 

Include a short link to a Google review form or an online survey. For service-based businesses, following up within 24–48 hours keeps responses authentic and detailed. 

Offer Incentives to Encourage More Reviews 

Sometimes, clients need a little motivation to share their thoughts. Offering small perks can encourage participation without feeling pushy. Try providing a discount on a future purchase, entry into a small prize draw, or a free add-on service in exchange for a review. 

For example, a café might offer “Upsize your drink for free when you leave us a Google review,” or a retail store might offer a sticker for clients who complete a feedback form. Just make sure they know your incentive is genuine - the goal is to encourage honest feedback, not just positive reviews. 

Use Multiple Channels to Collect Feedback 

Different customers might prefer different communication methods. Some might like quick digital surveys, while others will share more through a casual conversation. Use a mix of approaches to reach everyone. 

Send short surveys through tools like Google Forms or Typeform, include a “Share Your Feedback” section on your website, and ask for reviews on platforms like Google Business or Facebook. For retail shops or services with storefronts, a printed card at checkout with a QR code to a review link can work well. 

Show Clients That Their Feedback Makes a Difference 

A great way to keep clients giving feedback is to prove that it matters. If you make a change based on a suggestion, like extending business hours, adding a new service, or improving your booking system, share that update. Post it on social media or mention it in your email newsletter so your customers know that you’re not just reading their feedback, but working to better meet their preferences as well.  

Clients feel appreciated when they see that their input directly shapes your business. This transparency builds trust and encourages more people to share their opinions next time. Even when feedback is negative, responding promptly and professionally shows that you value honesty and are committed to doing better. 

Turn Feedback Into an Ongoing Habit 

Gathering feedback shouldn’t be a one-time task. Schedule quarterly feedback reviews, analyze common themes, and adjust your products or services accordingly. You might even highlight a “Client of the Month” or “Feedback Feature” in your marketing to show appreciation. 

When feedback becomes part of your routine, your business can evolve faster, your clients can stay more engaged, and your reputation for excellent service can grow naturally. 

For more business advice, remember that Community Futures Howe Sound is always available for one-on-one sessions at no cost to you (although we may ask for feedback after your visit!).