Saturday, October 17, 2015

Meaning of Feedback and Its importance in Business Communication

Meaning of Feedback and Its Importance
The receiver’s response or reaction to the sender’s message is called feedback. Feedback ensures proper and mutual understanding between sender and receiver. Feedback provides primary information about the success of the communication. In other words, feedback is the reaction to the sender message. When receiver answers or responses to the sender’s through a message or information is called feedback. Some definitions of feedback are as follows:

According to Pearson and Nelson, “Feedback is the receiver’s verbal and nonverbal response to the source’s message.”
According to Bovee and others, “Feedback is a response from the receiver that informs the sender how the message is being interpreted and how the communication is being received in general.”
According to Bartol and Martin, “Feedback is the receiver’s basic response to the interpreted message.”
According to S.P. Robbins, “Feedback determines whether or not understanding has been achieved.”
So, feedback is the process of reaction or response of receiver to the sender with regard to the sender’s message.

Importance of Feedback in Communication Process

Communication plays a very crucial role in an organization. In fact, communication is the reason for human existence. Feedback provides primary information about the success of the communication process. It is the basis of proper understanding between sender and receiver. It is especially important in two way communication process. The necessities of feedback are given below:
1. Achievement of goal: Feedback helps to achieve goals of the communication. The main objective of feedback in communication process is to get necessary information from the receiver and hear the receiver’s reaction regarding the subject matter.

2. Basis of problem solving and decision making: Importance of Feedback act as a basis of problem solving and decision making of the organization. Here, communicator or sender can get different information from the receiver which act as evidence and may be needed in decision making.

3. Collection of information: Feedback is a good basis of collecting information for planning on what nest to be done especially statistical report.

4. Coordination of activates: The employees who engaged in various departments have to co-ordinate, contact and send back response as feedback with each other for performing their assign duties.
5. Effective communication: Feedback is a basis for measuring the effectiveness of communication. Whether receiver has shown positive or negative attitude with the sender fully depends on importance of feedback.

6. Practicing democratic approach: Feedback helps to subordinate to express their opinion independently. They can exchange their ideas and opinions freely with superiors. They can also share their creative ideas with superiors which ensure practicing democratic approach in the organization.

7. Better understanding: Feedback ensures better understanding between sender and receiver. When receiver response to the sender, sender can easily evaluate the attitudes of the receiver.

8. Improving labor-management relations: Improved labor-management relationship is essential to every organization. It is prerequisites for organizational success and productivity.

9. Completes the process of communication: Feedback completes the whole process of communication and makes it continuous and sustains communication process.

10. New idea generation: feedback is a main way for new idea generation. It helps to subordinate to express their new and creative opinion freely without any hesitation.

11. Field of expressing opinions: Employees need to be provided with a venue for expressing their needs, concerns and opinions. When an employee has an issue with an experience, they need the proper outlet to provide feedback to be accessible and easy to find.

12. Ensure greater productivity: The more satisfied customers and the more motivated employees ensure more sales and create a favorable bottom line. Feedback will create greater productivity n the long run.


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