Feedback management refers to the collection, processing and use of feedback. In business, it is a tool that is used both in the relationship with customers and in communication with employees. As the latter are the first ambassadors of the brand, is feedback management the right solution for a manager who wants to get the most out of their work team?
The culture of feedback, the philosophy of an ambitious company
Even if it remains a goal for all, perfection is difficult to achieve. In order to get closer, if not better, it is essential to consider the feedback from the actors with whom we interact, whether they are customers or employees.
A principle inherited from customer management…
Feedback management is much better known as a method of improving customer satisfaction. It then consists of analyzing the returns in the context of a sale or a service, which relates to the customer experience or the quality of the product / service. From this analysis, conclusions emerge that indicate actions to be taken to guarantee better quality both in the relationship with the customer and in their purchasing journey. The same principle is implemented when it comes to employee feedback management.
… to better manage interactions with employees
In order to improve the quality of the work performed by employees, it is important to make them aware of both their qualities and their shortcomings. For the management of the performance of his company to be successful, such awareness is certainly triggered through feedback. However, it can only be sustainable if returns are effectively taken into account and measured, in order to deduce appropriate actions.
Feedback management in companies leads to a series of decisions, supposed to make each member of the team more efficient, and the company more productive. If the manager intelligently conducts their communication with employees and this result is actually achieved, then feedback management is a reliable solution for all companies.
What is the use of feedback to employees?
When the manager decides to use communication as a development lever for their employer brand, feedback serves the cause of the company from several angles (better employee experience, increased productivity, etc.). However, the definition of feedback management implies that the effect of feedback on the employee, as a person and as a worker, is just as decisive.
Feedback in the context of the company comes in three main forms:
- reflective feedback;
- correction feedback;
- approval feedback.
These three types of feedback have in common that they can trigger a change in attitude in the employee. For the first, they questions themselves and act to become better (training, request for advice, etc.). In the second case, they directly apply the feedback received to become better, whether in terms of soft skills or technical skills. For the third type of feedback, they understand the relevance of an act they have taken or a job they have performed. They respond and, motivated to see their work approved by a manager, undertake to maintain high standards.
When the feedback is well given, you can expect positive effects. It is appropriate for any company to establish a culture of feedback, at all levels.
Quality feedback management: returns must be bilateral
For your employees to help improve your brand image, the feedback culture in your company must include the opportunity for them to provide feedback.
Encourage feedback from the employee to the manager
When a company evaluates various options to find ways to improve its employer brand in a sustainable way, the most appropriate solution is to give employees a voice. The company wins twice rather than once. Internally, employee contributions are used to refine production or management processes. Externally, their opinions consolidate trust in the brand, both among customers and potential future employees.
Employee feedback via review platforms, a lever to exploit
The characteristics of good feedback
Positive feedback from a manager to his employee, or from an employee to a hierarchical superior, must have as a major characteristic its accuracy. Properly contextualized and formulated to fit one of three types of feedback, it will indeed prove useful.
As for negative feedback, it is logically present in exchanges with customers and influences the NPS (net promoter score ). In business, however, it should be transformed into positive feedback, and always aim to bring value, even when it starts from a mistake. An article written by Marcus Buckingham and Ashley Goodall in the March-April 2019 Harvard Business Review agrees: “Neuroscience explains that we get better when others focus on our strengths.” In order to lead the management of its talents in the right direction, that of the evolution of the company, the valorization of their skills must therefore take precedence over the highlighting of their weak points.
Finally, quality feedback must exclude any mention related to the person (physical, personality, etc.), and address only the action. It must also be issued with a minimum of the effects of time; The traditional annual interview is not the only framework for feedback.
Rules and tools of feedback management in a company
There are certain principles that should guide you when you choose to implement feedback management. Among other things, it is important to keep in mind that each return has value and ultimately serves the company’s objectives. In addition, to effectively manage returns, it is important to know how to organize them according to the aspect they affect.
These feedback management tools are the most frequent:
- a file of the employee, including the history of their interviews and major feedback concerning them;
- indicators for qualification and categorization of feedback, so that it is actually useful;
- 360° feedback cycles on projects or one-off missions;
- thematic surveys to collect spontaneous feedback.
By adopting a feedback management strategy within the company, you can easily put feedback at the service of the employer brand and ensure the growth of your brand.
FAQs
Is feedback management an effective solution for a manager who wants to get the most out of their work team?
Yes, feedback management is an effective solution for managers. It improves the relationship with customers and communication with employees. By collecting and analyzing feedback from the actors involved, whether customers or employees, the manager can take steps to improve the quality of products/services, optimize team performance, and strengthen the employer brand. The feedback culture also encourages employees to improve, support each other and contribute to the company’s success.
What is the use of feedback to employees?
Feedback is valuable for employees on many levels. It takes three main forms: reflection feedback, correction feedback and approval feedback. This feedback helps employees become aware of their strengths and weaknesses, encouraging them to improve and maintain high standards. By encouraging feedback from the employee to the manager, a feedback culture is established within the company, promoting the improvement of internal processes and strengthening the trust of customers and future employees towards the brand. Quality feedback should be accurate, positive, and action-oriented rather than person-oriented.
