Understand the importance of feedback for a company’s success – WAU

Feedback is a response offered to a stimulus as a form of evaluation. There are different types and ways of giving feedback within a company. Understand how this tool allows the growth of your business and the development of your team!

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Feedback is a topic that we at Websites Are Us love to talk about. It is a recurring theme, since it is among our values ​​to promote the growth of the people who work here – creating development opportunities – and of the company itself, so that it grows and is sustainable.

We take this very seriously and do not wait for performance appraisal moments to talk about it, as we understand that it is not possible to promote growth without the collaboration of feedbacks from our peers, leaders, followers and clients.

In this post, we decided to dive into the topic to show how important feedback is to ensure success. See, below, what you will find in this content:

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What is feedback

Basically, feedback is a response to a stimulus offered as a form of assessment. It aims to lead the interlocutor to understand how his behavior was interpreted or received by the other.

Therefore, feedback is communication and we understand it, at Websites Are Us, as a demonstration of investment in the relationship of learning and development.

That is, giving feedback means that you care about each other enough to get out of your comfort zone to have a conversation that needs to be treated with care and care. We understand that feedback needs to be minimally prepared to be effective and transformative.

Because it is a communication, it consists of much more than words. In reality, according to Albert Mehrabian, only 7% of our communication is done through what we actually say. 38% of what we communicate is related to the tone of voice we use.

The remaining 55% are related to our body expression, which is absent in the written text, which makes written feedback even more challenging.

Therefore, it is very important that we take care of our body expression and the intonation we use, so that the message that we would really like to transmit is received by the interlocutor.

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Different types of feedback

We can categorize feedback as positive, constructive and negative. The biggest difference between them is the objective, but they also differ in form.

O positive feedback aims praise an attitude or behavior that had a positive impact and we would like it to repeat itself. The constructive feedback aims to address any behavior or attitude that has had a negative impact and that can be improved. Still, it themes following features:

  • it is carried out in a context of security and trust;
  • addresses elements of constructive feedback – namely, it addresses Context, Behavior; Impact and Expectation (we will talk more about the elements later);
  • leads to greater job satisfaction, higher levels of achievement and greater engagement;
  • can help us become more skilled and more efficient in our roles.

The negative feedback, for didactic purposes, it is that feedback about something that could be improved, but that does not address the other elements sufficiently for the person to really understand what can be improved.

It is only a negative comment that may or may not have an effect on behavior that we believe would be important to change.

How feedback helps your business grow

A company is formed by a group of people who work – perform a series of behaviors – to build a product or develop a service that is delivered to the customer. That set of behaviors may or may not lead to a result expected by customers, an audience that every company must be attentive to satisfy in order to remain competitive and sustainable in the market.

That is why it is so evident importance of collecting feedbacks to improve the product or service we deliver through the company we work for.

The market already understands very well the importance of receiving feedback from customers. Many companies use the NPS – Net Promoter Score – which indicates the degree of customer satisfaction with the services and products.

These evaluations, followed by a call to deepen the note received (which is nothing more than a request for feedbacks) by the Customer Success team, allows our Customer Success Managers to understand the inputs and mobilize improvements internally in the way we deliver services and products to our customers.

The collected feedbacks can support development Customer Success Manager or provide improvements to Websites Are Us products and services, as well as helping to solve problems, open channels of communication and support the development of other people within the company, teams and the organization as a whole.

The importance of feedback is given that we are not always able to perceive for ourselves the impact of a behavior on our work. Therefore, feedback is extremely relevant to bring understanding about blind spots that people have, about the way they act and the impact of that on their daily work.

Still, receive feedback from a colleague or the leadership itself, internally, can be crucial to improving the way people relate to the customer, how they perform their work achieving the expected result in a more efficient way.

Disseminate a culture of feedbacks in the company, in addition to resulting in a higher level of customer satisfaction and their loyalty, impacts the growth of the organization that receives good ideas about its product and service, adjusting its strategy.

And, in turn, growing organizations provide more opportunities for growth and development for employees. It is a virtuous cycle.

How to offer feedbacks

Similar to the format suggested by Craig Chappelow and Cindy McCauley – from the Center for Creative Leadership – in the Harvard Business Review article, we understand that, to be constructive, feedback needs to contain the following elements.


We need to address the situation that actually gave rise to the feedback. It is necessary to be specific, about a specific moment. Ex: “At last Friday’s meeting, with team X”.


It is important to explain the behavior that actually caused the reaction or that caused the impact. Ex: “I realized that you were still raising your voice to your colleague Y, when explaining the incident with customer Z”.


It is necessary to explain in what aspect that behavior impacts you and the consequences you learn from it.

Ex: “This made me very uncomfortable, as I don’t feel it is healthy for us to build this type of relationship here at the company. Talking like that arouses negative reactions also from the other colleague and it is counterproductive to resolve the situation of client Z, who has been waiting for our response for another day, as we had to reschedule to end the conversation at another time ”.


It is desirable to close the conversation, bringing possible solutions to the same situation in the future.

You can ask your colleague if he sees possibilities to resolve the situation in another way or by saying, if he does not bring any possibilities, how you think it could be a good solution in the future.

Ex: “Can we agree to resolve this differently in similar situations? How do you think it is possible to resolve this situation in the future? ” or “I would like to agree with you so that, next time, you try to resolve similar situations without raising the tone of your voice, so that we can resolve the situation in a friendly way, impacting a faster and more appropriate response for everyone – for us colleagues and especially for the customer. Do you believe it is possible to combine in this way? ”.

So, we use the acronym CCIE (Context – Behavior – Impact – Expectation) to remember these elements of constructive feedback to ensure, on our part, that the message will be well conveyed.

You may be interested in these other contents

Performance Management: what is it, what are the methodologies and objectives involved

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What is Assessment and how to use this method in your business?

Organizational climate: how to improve the atmosphere of the company

Internal communication: understand what it is and how it impacts your company

What are the best practices for offering and receiving feedback

There are six important strategies for offer good feedback, according to an article by Jody Michael.

THE first of them is that the feedback is given in time, right after the fact, so that the situation is fresh in the minds of both people who are involved in the feedback.

Here at WAU we use the one week deadline. We understand that by offering feedback in a longer time than that, we may not be able to remember exactly what happened.

However, it is worth mentioning that it is not interesting that it is given at a time when one is emotionally overwhelmed by the situation. It may be better, at times, depending on the situation, to wait for tempers to calm down before offering feedback to ensure that it is constructive.

THE second strategy, according to the article by Jody Michael, is get ready because it’s an important time. Thinking about the elements of constructive feedback (CCIE) and writing the feedback beforehand can help you bring the elements into the conversation more clearly.

THE third strategy is escape the “sandwich technique” that is recognized for failing. It is the practice of inserting a criticism between two compliments. It is known in the market, but it is not effective, according to the article, because when using it to make feedback more digestible, the praise is diluted.

Still, this practice can cause greater anxiety, because whoever is receiving the praise already anticipates that the criticism is coming.

THE fourth strategy is understand the power of constructive feedback. It is extremely important, but the a critic’s impact is six times greater than a compliment offered, according to research by Professor Andrew Miner at the University of Minnesota.

So, it is important to give feedback personally and in a less punitive tone. Still, it is essential that we maintain a culture of praise as we will need to create a basis of security and trust in the relationships to enhance the development relationship present in the feedbacks.

THE fifth strategy, however, is to understand that not everyone prefers positive feedback. The more specialist the professional becomes, the greater the need for constructive feedbacks, according to research raised by the article by Jody Michael.

Finally, according to the aforementioned article, the sixth strategy is to avoid gender bias (and others).

The article cites the Wall Street Journal story about a Stanford University’s Clayman Institute for Gender Research survey that perceived different parameters from managers when it comes to assessing the behavior of women – who have their achievements more perceived as collective than individual, compared to men , and for “getting too heavy” to get what they want while men in the same situation are perceived as “persevering”.

About who receives feedback

However, it is not only the person who is providing feedback that must act actively when it comes to feedback.

Whoever is receiving it also needs to pay attention and act so that this feedback is useful in their development process.

Gregg Walker, a professor at Oregon State University, gives some guidance so that the person receiving feedback really takes advantage of the development opportunity.

First, recognize the value constructive feedback. According to the professor, this feedback can improve relationships and increase productivity.

Still, we at Websites Are Us, understand that the feedback is a gift, an investment by the other person to support our development process, so we try to make the most of this moment to understand the perception that the other is bringing us.

Strive to see the situation from the perspective of the other. Putting yourself in the other’s shoes, understanding the reasons why that in his perspective is important, is essential for you to choose the way that will deal with the situation presented in the future.

Pay attention if the feedback focuses on your behavior and try to transform feedback that appears to be directed at your “person” for specific behavioral issues.

One possibility to do this is to ask the person offering the feedback what specific behavior they think has caused the impact to be presented.

Listen actively. While feedback can sometimes hurt, it is important to try to understand precisely the feedback being presented. Some strategies can help build understanding of the situation and demonstrate that you are really listening to each other.

Actions that can facilitate communication at this time are: to paraphrase what the other is saying, to ask questions to increase understanding and to observe non-verbal cues.

Thank for feedback and use appropriate feedbacks to improve. Often the other person prepared for this conversation and invested energy to support their development process.

So, thank the feedbacks and reflect deeply on them, choosing and using those that will help you to improve.

When receiving feedback, keep in mind that you have the ability and the ability to make your own decisions. Try to focus the other’s feedback on your actions. Try to find the solutions yourself and own them.

Try to make constructive changes in behavior that triggered the feedback. This can demonstrate that you care about each other and your own development process.

Insist on valid feedbacks, that is, that they are directed to behaviors, data in time and specific.

Try to extract elements of constructive feedback – from the acronym CCIE (Context – Behavior – Impact – Expectation) – by asking questions that will help build understanding.

Communicate clearly about how you feel and what you think about the feedback. When receiving feedback, speak on your behalf about what you feel and do not use as a justification that “other people do not see it that way or feel that way”, disregarding that person’s perception.

Guiding us in this way in everyday life, both when offering feedbacks and when receiving them, we will be able to build good relationships of trust and development.

What not to do

It is important when offering feedback to remember the good practices raised above, but there are some behaviors you should avoid when offering them:

  • addressing feedback to the “person itself” in a generic way, not being specific and not structuring around observable behaviors;
  • speak on behalf of other people. This should not be done, as other people are not in the conversation and this can be more confusing than supporting development;
  • offer constructive feedback on points of improvement in public;
  • don’t prepare for feedback;
  • make jokes, because in some cases it can minimize the importance of that conversation;
  • offer running feedback, with no time for a development conversation;
  • make suggestions without being asked or without the person’s endorsement to do so;
  • speak in a punitive tone.

Running away from such behaviors, you will probably have greater success when offering feedbacks in your daily life, with your peers, colleagues, leaders and followers.

How to value the feedbacks your customers give

The best way we have to value the feedbacks that our customers give it is indeed seek change in the behavior of the service, in the processes and / or suggested services, so that we can demonstrate in practice that their opinion is important to us.

However, the same the good practices mentioned above by professor Gregg Waters are valid and can serve as a guide for a conversation with customers at the time of feedback.

In the event that it is not possible to mobilize a change in the company in the short term, it is also interesting to demonstrate to the client what are the efforts to which the company is dedicated and to offer a roadmap of planned deadlines to support the improvement in service.

Spread the culture of feedbacks

Now that we share our good feedback practices, the most important step is put into practice what you’ve learned.

Think of the situations in your day to day what could offer feedbacks and try demonstrate openness and appreciation When receive them. That attitude will be a big differential and maybe the first step to disseminate this culture of development and growth in your company.

Now that you understand the importance of feedback for your company’s culture and development, see how best to provide service to your customers. Download our free ebook and stay on top of best practices!

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