What are Feedback Loops & How Can You Close Them?


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These days brands are using negative feedback loops as well as positive feedback loops so as to effectively manage customer relationships. By implementing positive and negative feedback loops, businesses can focus on issues and find bits of knowledge that will help them to develop strategies and find solutions to improve their processes, products and services.

If said in short, businesses will be able to take out feedback from their customers and employees and will be able to understand their needs, which will lead to the lowest customer churn and a happier workforce.

Feedback loops seem to be a useful tool with regard to improving products/services and envisioning growth. But what is a feedback loop?

Feedback Loop

A feedback loop is a framework that “loops” the output of the system as an input. In business, this means using customer or user feedback to improve products, services, or workplaces: companies use the insights gained from feedback to initiate change.

Customer feedback from surveys, social media, online reviews, etc., and user surveys, or other internal user information, can be of extraordinary help in understanding changes that companies can carry out to make their clients and workers more happy.

Positive Feedback Loop & Negative Feedback Loop

Positive Feedback Loop:

A positive feedback loop in a business is said to be when an organization utilizes employee complaints and reactions to further develop the workplace, organization tasks, or inward functions and processes.

This can also incorporate proper meetings – onboarding or post employment surveys – or surveys with multiple-choice or open-ended questions. Or on the other hand, it very well may be casual, permitting representatives to offer regular complaints or post/think of them secretly.

With regards to finding data that can bring real and positive changes to a work environment or business capabilities, it ought to be noticed that they are uncomfortable to hear, but reactions and complaints normally offer the most helpful bits of knowledge.

It is critical to send regular surveys to clients or let your representatives know that feedback is generally welcome and clarify there won’t ever be any retaliation for presenting negative information.

A positive feedback loop is closed when user complaints are reviewed, and changes are adopted. And, as a result, you’ll see increased employee satisfaction and retention, better processes, and ultimately, increased profits.

Negative Feedback Loop:

A negative customer feedback loop in a business generally focuses on customers’ complaints. It uses customer feedback from sources like social media, emails, chatbots, etc., so as to implement changes and improve products and services, which ultimately will benefit customers and the business.

A recent survey of leading product supervisors says that more than half of their new items and elements are roused by client feedback.

Nobody knows your products or services that you offer, better than your customers, so it is important that you listen to what they are saying and close the loop by telling them that you have carried out changes or have basically been viewed as their complaints.

Negative criticism loop helps create products and services tailored specifically to the needs of your target audience. It helps improve the overall customer experience and increase customer loyalty.

Customer service is extremely important to customers, for example, 32% of consumers say that they would leave a business after only one terrible experience.

When you use an automated review system like patient feedback software, you can track regular customer service complaints in real time to implement immediate changes.

A negative feedback loop benefits organizations since clients feel appreciated and are bound to support your products and services for quite a long time into the future. Also, decreased client churn, obviously, extraordinarily helps your bottom line.

Client feedback can emerge out of internal CRM system data, surveys, social media comments, and online audits, and that’s just the beginning. It’s all valuable information! Scrutinize to sort out some way to make a feedback loop.

Used Cases of Positive Feedback Loop

Let us take the case of a SaaS organization that recently launched a new feature in the market. They sent out a survey to their existing customers to find out how much satisfied they are with the new feature using a customer satisfaction survey.

The results of the survey show that clients are very much satisfied with the product as the majority of them have given thumbs up for their experience.

With automated feedback workflows, the organization can set off messages and SMS to their B2B clients who tracked down value in their SaaS product and welcome them to share their tributes and reviews on outsider channels. This guarantees the closure of a positive feedback loop.

Positive Feedback Loop in Hospitals & Healthcare

A hospital receives around 500-700 patients a week. With the sole point of improving the experience of the patients, it frequently collects feedback on-premises with offline surveys to quantify CSAT.

The information gathered from the Hospital Patient Satisfaction Surveys presume that 70% of the released patients gave positive feedback.

Now the hospital can utilize this data or positive reviews by utilizing computerized triggers of the survey tools so as to send follow-up messages to those released patients through email or SMS, so as to rate the hospital on Google or other platforms.

In the follow-up survey, one can ask questions like:

What would they like to improve in the hospital’s service?

What made you choose our service?

Will they like to recommend the hospital to their friends or loved ones, when in need?

Positive Feedback Loop in Hotels and Resorts

For businesspersons running hotels and the hospitality sector, receiving customer feedback is an essential move toward further developing consumer loyalty and customer service.

Such business owners can gather feedback online or offline from the visitors remaining at the inn, those meeting the café eat-in, or from clients using different services like spas or exercise centers, by utilizing a hotel guest satisfaction survey.

They can then utilize the analytics and reporting tools to break down the outcomes and access noteworthy experiences.

In the event of positive feedback, hotels can set mechanized triggers that convey follow-up surveys and messages to visitors/guests to persuade them to leave positive reviews and tributes on third-party listing platforms. This guarantees a powerful closure of the feedback loop.

Closing the Feedback Loop

Closing the feedback loop begins with dispersing studies like Customer Satisfaction (CSAT) reviews or Net Promoter Score (NPS) overviews to the clients or representatives.

There are many online customer experience management and survey maker platforms that can help you to set up adaptable surveys to assess and further develop client experiences across numerous touchpoints and channels, including websites, SMS, email, Kiosk, QR code, and more.

Those platforms also provide pre-built automated workflows that fast-track the closure of the feedback loop very quickly.


It is now clear that positive as well as negative feedback loops are vital for keeping your customers and workers cheerful. Whether you accumulate information from overviews, inside frameworks, or on the web, you can examine it for genuine bits of knowledge and real-time decisions.

Vinod Janapala
Vinod Janapala - Product (SaaS) Marketing & Customer Analytics Lead. Vinod is keen on such topics as Marketing, Customer Experience, SaaS Challenges, and Personal Growth.


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