{"id":8097,"date":"2024-12-11T13:51:33","date_gmt":"2024-12-11T03:51:33","guid":{"rendered":"https:\/\/www.reckon.com\/reckon-blog\/?p=8097"},"modified":"2025-06-27T13:27:13","modified_gmt":"2025-06-27T01:27:13","slug":"use-customer-feedback-to-improve-your-small-business","status":"publish","type":"post","link":"https:\/\/www.reckon.com\/au\/blog\/use-customer-feedback-to-improve-your-small-business\/","title":{"rendered":"Research & Design: using customer feedback to improve your small business"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.23″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” width=”100%” custom_padding=”||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ module_class=”table-contents” _builder_version=”4.23″ background_color=”#f3f2f6″ custom_padding=”25px||25px||true|false” sticky_position=”top” sticky_limit_bottom=”section” sticky_position_tablet=”top” sticky_position_phone=”none” sticky_position_last_edited=”on|desktop” pac_dcm_carousel_specific_module_num=”0″ border_radii=”on|24px|24px|24px|24px” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.23″ text_font=”||||||||” global_colors_info=”{}” background__hover_enabled=”on|desktop”][\/et_pb_text][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” pac_dcm_carousel_specific_module_num=”0″ global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.27.4″ header_2_font_size=”32px” header_2_font_size_tablet=”30px” header_2_font_size_phone=”26px” header_2_font_size_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n

Getting feedback from your customers is a great way to understand how you can improve your business. Your customers will have opinions on what works and what doesn\u2019t. But it\u2019s not always clear how to take valuable impressions of your business and turn them into something tangible. So, how do you use customer feedback to improve your business?<\/p>\n

We sat down with our research and design gurus, Kelly Jennings, Head of Research & Design and Kristina Hedberg,\u00a0 Product Designer, to discuss their recent award for research excellence and how someone can use customer feedback to understand and improve their small business.<\/p>\n

This interview was edited for clarity<\/em><\/p>\n

What is research and design?<\/h2>\n

Hi Kelly and Kristina, Thank you for speaking with me. Kelly, what does Reckon’s Research and Design team do?<\/em><\/strong><\/p>\n

Our main focus is to research with, and design for, our customers. We want to best support them as they run their business, whether they use our products constantly, or infrequently. At the heart of what we do is understand the root cause, or problem, of what\u2019s needed.<\/p>\n

The best way to do that is by getting input from our customers by a variety of research methods. With new designs come change, so we mitigate change shock through communications \u2013 onboarding journeys, help articles and resources.<\/p>\n

The importance of customer feedback<\/h2>\n

Kristina, at Reckon, we really value customer feedback. How does this feedback inform your R&D process, and how does it translate to improving our products?<\/em><\/strong><\/p>\n

Customer feedback helps us focus on solving the right problems and creating features that really matter to our users. We use feedback throughout the entire process to help challenge our assumptions, refine ideas, test designs, and make sure we\u2019re on track with user needs.<\/p>\n

After a feature we\u2019ve worked on is released, we keep the conversation going by collaborating with customer-facing teams and monitoring feedback channels. This allows us to make ongoing improvements to ensure the products continue to meet user needs.<\/p>\n

Award-winning methods<\/h2>\n

Typeform<\/a> is a software company that provides services for online survey building. You both have won their 2024 Research Excellence Award for your work on our Reckon Annual Customer Survey. Kelly, what was your team\u2019s approach that snagged you the prize?<\/em><\/strong><\/p>\n

This was a really great honour from Typeform, recognising our inaugural Reckon Annual Customer Survey we sent out earlier this year. We started with our research approach and outlined our outcomes:<\/p>\n