The playbook
Customer Feedback Collection: Checklist
Use this customer feedback collection checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect actionable feedback resolved. Check an actual customer or opportunity record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
Ask about a recent specific experience, such as onboarding or support resolution. Follow a rating with a question about what caused it. Assign actionable concerns and tell the customer what happened when a response is appropriate.
Before you use the checklist
Name the exact item being checked and its purpose. Gather customer moment, question, response, action. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Ask focused questions at meaningful customer moments | A dated observation showing how customer moment was verified | sales operations lead |
| Record context and distinguish opinion from observed behavior | A dated observation showing how question was verified | record owner |
| Close the loop on actionable concerns | A dated observation showing how response was verified | sales manager |
Check the failure path
- Look specifically for this failure: collecting scores without learning what caused them.
- Pair ratings with specific questions and a follow-up process. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check action.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Ask focused questions at meaningful customer moments,” a meeting about the subject is not the evidence itself. Retain the relevant customer moment and question, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents gather feedback that can guide a concrete product or service decision deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow actionable feedback resolved using a consistent definition so later reviews can connect execution quality with useful results.
Preserve the context of the last meaningful conversation. The next owner should know what was promised, what remains unresolved, and who is expected to act. A stage label alone rarely supplies enough information.
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