Goal & Purpose
Every successful business understands that key moments shape the customer experience.
But how do you know if you’re hitting the mark?
The goal of this recipe is to create a structured feedback system that captures meaningful insights at pivotal touchpoints, ensuring continuous improvement and stronger client relationships.
Background: Why Feedback Matters
Imagine walking into The Ritz Carlton—one of the gold standards for luxury hospitality.
From check-in to turn-down service, every interaction is designed to leave a lasting impression.
But how does The Ritz know they’ve delivered a memorable experience?
The answer: They ask. And more importantly, they use the insights to enhance future experiences.
In today’s fast-paced, digital-first world, businesses must move beyond outdated feedback mechanisms like comment cards.
By integrating smart, automated feedback collection into the customer journey, companies can validate success, identify areas for improvement, and strengthen relationships—all while making data-driven decisions.
Ingredients for Implementing a Feedback System
Key Client Touch points – Identify pivotal moments where feedback can provide the most value.
Clear & Simple Questions – Craft questions that yield actionable insights.
The Right Feedback Format – Choose a method suited to your audience’s preferences.
Automation Tools – Integrate seamless feedback collection into your client journey.
Actionable Review Process – Use insights to celebrate wins and course-correct when needed.
Steps to Implement the Recipe
Step 1: Identify Key Moments in the Client Journey
Not all moments carry the same weight. Choose strategic touchpoints that define the client experience:
Onboarding: How confident does the client feel after their first session or interaction?
Milestones: At a halfway point, what’s been the most impactful part of the journey so far?
Completion: On a scale of 1 to 10, how likely are they to recommend your service?
Step 2: Craft Clear & Simple Questions
Ensure feedback questions are concise, easy to understand, and quick to answer:
What was the most valuable part of today’s session?
How are you feeling about the progress we’ve made so far?
What could we do differently to improve your experience?
Rate the experience (1-5 Star Rating)
Step 3: Choose the Right Format
Feedback can be gathered in multiple ways. Select a method that aligns with your audience’s behavior:
Online surveys (Tally, Google Forms)
Emails with embedded questions
Quick rating prompts at the start or end of meetings
Community discussion board monitoring
Step 4: Automate the Process
Make feedback collection effortless:
Trigger feedback forms via CRM (e.g., Kit) at key moments (post-onboarding, milestone achieved, project completion).
Store responses in a central database (e.g., Notion, Google Sheets) for easy access and analysis.
Set alerts for low scores (e.g., <3 stars) to take immediate corrective action.
Step 5: Feed the Insights Back into the Product
Gathering feedback is only valuable if you act on it:
Share positive feedback internally to boost morale.
Address critical feedback by adjusting processes.
Close the loop with clients by showing how their feedback led to improvements.
Preparation Notes & Next Steps
Select one key moment in your client journey where feedback would be most impactful.
Design a simple feedback form using Tally or Google Forms.
Automate distribution to ensure every client receives a request for feedback at the right time.
Set a cadence for reviewing and acting on feedback.
Multiply Momentum with MDM
Feedback is a core component of the Million Dollar Machine (MDM) methodology.
By systematically collecting and leveraging insights, businesses can refine their offerings, increase perceived value, and command higher price points.
Want to integrate Feedback into your business strategy?
Book a Strategy Session with our team to explore your options.
When clients feel their feedback matters, they become more invested in your product or service. Designing a feedback system into your customer journey signals a commitment to excellence and co-creation.
Thanks for reading,
Ernesto
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