5 reasons to use continuous feedback in companies.

Yousra Mahros, May 2021

Since the digital transformation has progressively spread within companies, many needs have emerged in order to adapt the tools used to the new requirements. Project managers are increasingly looking for feedback from their employees in order to work hand in hand with them. This is what we call Feedback. We hear more and more about continuous feedback and the tools that support it.

But why is it so important today?

donner son feedback en continu
  • What is feedback in business?
  • 5 reasons why continuous feedback is important
  • Feedback as part of improving your applications.

“Employees who are not satisfied with their business applications are twice as likely to look for another job.”

Gartner, Inc., Cool Vendors in the Digital Workplace, Matt Cain, May 12, 2020.

What is feedback?

In business, feedback is used to describe useful information communicated to an individual (or a group). Indeed, it can be used to adjust and improve actions, behaviors or tools.

Furthermore, this feedback is triggered when a person reacts to an action or behavior. For example, customer feedback is the reaction of buyers to products or services.
On the other hand, continuous feedback contributes to the improvement of an individual, a group, a tool or a company. That is why this information is used to make better decisions. Specifically when the flow of these is constant.

Indeed, they also allow to build and maintain communication with others. This is especially effective by creating communities of users who jointly make their environment evolve by delivering feedback. This is why one of the positive effects of creating a community is the amount of relevant information that companies collect.

écouter les feedback de ses utilisateur en continu

Effective feedback, both positive and negative, is very valuable. It is valuable information that will be used to make important decisions. The most successful companies are successful because they constantly strive to do their best. For these companies, “continuous improvement” is not just a catchline.


It is a real goal based on feedback from all employees and stakeholders. The most successful companies don’t just accept continuous feedback, they demand it! They know that feedback is only useful when it highlights weaknesses and strengths. They rarely talk, but they listen a lot. Indeed, employees are willing to share their opinions under any circumstances.

5 reasons why continuous feedback is important

Effective feedback has benefits for the giver, the receiver and the company as a whole

1. It’s always present

In reality, feedback is all around us all the time. Every time we talk to a colleague, an employee, a customer, a supplier, etc., no matter what medium we use (Slack, email, meeting .. ). In fact, it is impossible not to give feedback. Moreover, it brings the parties together when it is given continuously. Thus, it creates a very relevant collaboration channel for process improvement.

Partage de feedback en continu entre utilisateurs

2. It’s effective listening

Whether the feedback is given verbally, via a survey or through a tool, the person giving the feedback needs to know that they have been understood. Thus, they can consider their feedback to have some value. Giving feedback without getting feedback is the most frustrating experience an employee can have. Their involvement must be rewarded and valued. Continuous feedback will also help to avoid frustrations and incidents. Indeed, they can jeopardize the harmony of the team and have harmful consequences for the project and even for the company.

Travail collaboratif grace au feedback en continu

3. Continuous feedback motivates

Employees like to feel valued, truly involved in their company. They appreciate being asked for continuous feedback that can help them formulate important decisions for the company. The voice of the employee is a gold mine that should not be neglected, especially when a company is engaged in a digital transformation. The involvement of a user in the improvement of his application ensures its use and adoption. Indeed, it was designed in collaboration with him and will therefore perfectly meet his needs.

Communauté d'utilisateur grace au feedback en continu

The 4 keys to give a role to your users

How can you give your users a role in improving your applications and ensure that the feedback is relevant?

4. It improves performance

What is considered negative criticism is actually constructive criticism. It is a better discovery. It is an improvement that can help build good tools, make better decisions to improve and enhance performance. Ongoing feedback must be submitted in a thoughtful manner. The user must measure the relevance of the feedback so that no loss of productivity is contemplated.

Remontée de feedback en continu

5. Continuous feedback is a learning tool

Finally, continuous feedback is important to stay on track, to improve products and relationships, and to build user communities. Continuous learning is the key to improvement. In this case, the communication between the different teams can be questioned because the feedback submitted is not clear enough. Indeed, 40% of development time is spent on “technical doubt” according to APPIAN. (https://www.appian.com/wp-content/uploads/2018/10/whitepaper-future-work-part-2.pd)

Le feedback continu est un outil d'apprentissage

Continuous feedback to improve your applications.

The advantage of having a community that gives you continuous feedback is to always know the real needs of the users. Here, the search for quality is more important than quantity. It doesn’t matter how many users you have in your community, if they don’t help you improve your application and don’t share the same goal as you.


Encourage them to share their opinions, their views in terms of improvement and to point out anomalies on your application. Value their involvement in the improvement of your application, by congratulating them, thanking them or offering them a virtual gift.

The feedback will allow the project manager to measure and follow the performance of his team. It will be the communication tool to exchange with his collaborators and to know at what stage the project is.


The implementation of a continuous feedback system will allow the company and the project managers to continuously improve and adjust the tools according to the needs of the collaborators. This will continuously optimize the employee experience, improving employee satisfaction and increasing employee engagement with the company.