The Two Sides of the Feedback Coin
“Feedback” is one of those words everyone agrees is good. Ask anyone, and they’ll say: “Of course, feedback helps us grow!”
But when someone says, “I need to give you some feedback,” our minds instantly jump to: “What did I do wrong?”
Feedback often carries a negative tone — as if it’s only about pointing out mistakes. And that perception can make it harder for businesses to embrace it fully.
The Misunderstood Side of Feedback
When we talk about customer feedback, many business owners feel the same reaction: “More tasks. More complaints. More things to fix.”
It sounds like extra work rather than recognition — and few people associate it with something positive.
But here’s the truth: customer feedback is not only about what needs to be corrected. In fact, most of the time, it highlights what’s working well.
The Corrective Side: What We Don’t See
Every business has blind spots.
A store owner, for example, can’t be in every aisle, at every counter, or in every interaction. Customer feedback exposes those moments that go unnoticed — the things that can be improved to make the experience even better.
The challenge with negative feedback is that it can plant doubt in the minds of other customers and drive them away from your business. Especially today, when online reviews play a key role in shaping reputation, negative experiences can quickly spread and influence potential clients.
That’s why negative feedback should be handled strategically:
Address it quickly to prevent further impact on other customers.
Resolve it privately whenever possible, to protect your brand’s image and overall results.
Handled this way, even corrective feedback becomes an opportunity — not a threat.
The Inspiration Side: Recognition and Innovation
The other side of the coin is recognition. Many customers take the time to express what they love — their favorite employee, the cleanliness of a space, or how smoothly an experience went.
That kind of feedback is powerful. It tells you what to keep doing, what makes your business stand out, and where the real value lies.
Another positive aspect of feedback is that it helps you focus your resources wisely. When you clearly understand what you’re already doing well — from the customer’s point of view — you avoid overspending on areas that don’t need improvement.
Resources are limited, and knowing what truly works allows you to invest in correction or innovation, rather than overinvesting in things that won’t deliver incremental returns.
Capturing feedback also reveals which variables matter most in your customers’ decisions — what makes them choose your business and what might lead them to leave.
Understanding this balance is key: it allows you to innovate around the elements that your customers truly love, continuously surprise them, and strengthen their loyalty over time.
Beyond that, feedback sparks innovation. When you know what customers value most, you can create new experiences that deepen their connection to your brand and keep your business ahead of the competition.
Turning Feedback into Growth
At GlobalMetrics, we believe feedback isn’t just about fixing what’s wrong. It’s about understanding what’s loved, celebrating your team’s impact, and discovering new opportunities to grow.
Because feedback, when measured the right way, doesn’t just correct — it inspires.
Start Measuring Feedback That Inspires
Want to learn how in-the-moment, on-site feedback can help your business grow?
Contact GlobalMetrics today to discover how real-time insights can turn feedback into your most powerful growth tool.
