Feedback is the backbone of any service-oriented business.
It provides a clear understanding of customer expectations, helps identify
areas of improvement, and ultimately drives business growth. However, many
companies, especially in the service industry, have created an environment
where employees fear negative feedback rather than embracing it as a tool
for improvement. This fear-driven approach is a silent threat to long-term
success.
The Problem: Fake Good Feedback
A recent experience at a car service Centre perfectly
illustrated this issue. After the service, the employees repeatedly requested a
high rating. They even offered free visits and discount coupons to ensure a
positive review. However, what stood out was their desperate plea to avoid
negative feedback. Why? Because they feared repercussions from
management—perhaps even the risk of losing their jobs.
This behavior is not an isolated incident; it is a systemic
problem. When employees manipulate feedback instead of focusing on service
improvement, the company gets an illusion of excellence while real issues
remain unaddressed. This “fake good feedback” is a slow poison. It
may not show immediate damage, but over time, it erodes service quality,
customer trust, and brand reputation.
Misaligned Incentives and Short-Term Thinking
The root of this issue lies in how management perceives and
handles feedback. If employees are punished for negative ratings, they will do
whatever it takes to avoid them—including suppressing real feedback. This
creates a culture where:
Employees
focus on securing high ratings rather than improving service quality.
Customers
hesitate to provide honest feedback, knowing it might harm employees.
Management
operates under the illusion that everything is running smoothly.
While this approach may seem beneficial in the short term,
it sets the company up for long-term failure. Without real insights into
service gaps, businesses cannot make meaningful improvements. Over time, this
results in declining customer satisfaction, increased churn rates, and
potential brand damage.
The Missed Opportunity for Growth
There is no such thing as “good” or
“bad” feedback—there is only valuable feedback. Every piece of honest
input from a customer is an opportunity to understand what is working and what
needs improvement. Management should crave genuine feedback, not just positive
ratings.
what companies should focus on instead:
Create
a Safe Feedback Culture – Employees should not fear negative
feedback. Instead, they should be encouraged to see it as a learning
opportunity.
Train
Employees to Seek Honest Insights – Rather than begging for
ratings, employees should be trained to have meaningful conversations with
customers about their experience.
Decouple
Feedback from Punishment – Negative ratings should not
automatically lead to penalties. Instead, they should trigger discussions
on how to improve service quality.
Act
on the Feedback Received – The most crucial step is to use
feedback to make real changes. Customers should see that their input leads
to tangible improvements.
Shifting the Culture: From Fear to Growth
At its core, this problem is not about employees
manipulating feedback—it is about the culture set by management. Employees work
within the environment provided to them. If they fear feedback, it’s because
management has made it something to fear. The solution, therefore, lies in
shifting from a culture of fear to one of continuous improvement.
A company that genuinely listens to its customers and acts
on their feedback will always outshine one that focuses solely on maintaining a
high rating. True excellence comes not from suppressing negative feedback but
from using it to build a stronger, more customer-centric business.
It’s time for businesses to rethink how they handle
feedback. The choice is simple: embrace honest insights and grow, or ignore
them and slowly decline. The future belongs to those who listen.