Continuous Feedback: Definition, Performance Management and Benefits

“Don’t just criticize, condemn or complain, but instead give constructive feedback” – Dale Carnegie

Continuous feedback: definition

Continuous feedback is defined as a mechanism or process whereby employees of an organisation receive continuous feedback in a systematic way. The key words here are "continuous" and "systematic". The challenge of any company is to actually apply continuous feedback in a systematic way. This is no easy task, especially in large companies with distributed locations and a large number of employees. Feedback must be continuously and systematically recorded and evaluated, which can be difficult from a purely organisational point of view.

Continuous feedback and performance management

According to a study conducted by Forbes, almost 75% of employees think continuous feedback is important, but less than a third receive it, and lack of time is often cited as the reason. Yet the process of continuous feedback can basically be completely automated, employees are no longer interested in annual reviews and demand continuous feedback. Therefore, companies have had to change the whole system of how and when employees receive their feedback. In this technology-driven world, companies need to make sure that they focus more on processes and programmes that are designed to retain talent and give them the opportunity to develop.

Let's look at this mechanism from the employee's perspective. Imagine you are wearing a fitness device and your device tells you your step count at the end of the year, not every day. You would have no reason to change your diet plan or exercise routine, and the results you are prepared to achieve will be a distant dream.

It is no surprise that employees feel the need for timely and continuous feedback and due recognition. It is an attribute, a prerequisite for them to perform better at work. They see this as an opportunity to steer their career in the right direction. Implementing a performance management programme with continuous feedback allows companies to give employees what they really want, so that employees can derive maximum benefit from the ongoing feedback and in turn allow their development to flow into the company.

Measures to introduce continuous feedback in performance management

1. Don't make continuous feedback a scary process: The human brain is hypersensitive to anything it thinks is a threat. In organisations where employees are afraid to admit their mistakes, this only leads to a culture of doubt. No organisation would want to foster a culture where leadership does not trust its employees or vice versa.

To avoid this, do not make the feedback process a scary process. Continuous feedback is not a mechanism for constantly pointing out mistakes to staff and taking "confessions" about why they could not achieve their goals. Continuous feedback is a process to help both employees and the organisation improve. Keep this process simple and subtle, so that it becomes something perfectly normal, then continuous feedback really makes sense!

2. Give feedback more often: An overwhelming majority of all employees want continuous feedback from their managers, but only a handful of them actually receive it. It is important for managers to provide effective and timely feedback on employee performance. Continuous and especially short feedback cycles can revitalise an organisation. Many organisations are successfully transitioning their annual reviews to a continuous feedback process. With this process, managers can help employees improve their work and also help them pave a way for their long-term goals.

3. Remove any bias from feedback: Bias based on gender, ethnicity, sexual orientation or even past experiences with employees can hinder the flow of helpful feedback. Managers who rely on their memory and experience to conduct appraisals, rather than following the actual progress of employees, are considered to have a bias. To remove any bias from feedback, the process should be based on facts, statistics and relevant attributes.

4. Managers Should Be Coaches: Managers cannot be successful in helping their employees improve unless they really have it in mind. Managers should be coaches: Managers cannot be successful in helping their employees improve if they don't actually have that in mind. In the same way, a coach cannot help an athlete win every battle on the field if he or she is not thinking about success. It is important that managers think like coaches. Continuous feedback is a common denominator between managers and employees. It gives managers the opportunity to coach their employees to perform better at their jobs. When managers learn how to give feedback continuously and in real time, it becomes easier for employees to implement requirements and goals.

Benefits of continuous feedback

Feedback can come from multiple supervisors or managers, which leaves room for miscommunication. When an organisation introduces a culture of continuous feedback, it is important that everyone is on the same page. Continuous feedback is a dialogue, meaning that not only does the organisation get to give feedback to the employees, but the employees can also give feedback to the organisation. This helps to identify potential problems and generate a quick response. The following are the benefits of continuous feedback:

1. Continuous feedback helps to create a healthy workplace culture: It is important that employees are willing to talk about their strengths and weaknesses on a regular basis. This promotes a culture of continuous learning and development within the organisation. Continuous feedback helps employees to excel in the workplace.

2. Continuous feedback helps staff and the organisation to set better goals: Organisations that set quarterly targets achieve 30-35% better results than organisations that set annual targets. Feedback within shorter cycles helps to set achievable goals and also to review these goals at shorter intervals.

3. Continuous feedback boosts morale: Giving your employees the opportunity to give feedback not only boosts their morale, but also makes them feel personally responsible for the company. When employees feel they are being heard, they are confident that their feedback will be acted upon.

4. Continuous feedback should not only be limited to internal improvements, customers should also have the opportunity to provide continuous feedback so that the organisation can continue to improve. If there are changes in systems or processes that directly affect customers, feedback can be sought from them before these changes are implemented.

Continuous feedback software – QuestionPro's Feedback App

Why give your employees feedback once a year when you can do it anytime, anywhere with the QuestionPro Feedback App? This nifty app is packed with features that allow managers to conduct feedback processes in real time. With competency frameworks designed by our experts and colour-coded attributes to describe each performance, you can easily have an instant report generated on your dashboard. Save yourself the tedious work, valuable time and overwhelming frustration by using QuestionPro's Feedback App today!

1:1 live online presentation:
Create continuous feedback with QuestionPro's Employee Experience Management platform

As part of a 1:1 live online demo, we will show you how you can use QuestionPro to easily and effortlessly establish mechanisms for continuous feedback in your company.

Make an individual appointment now.

Do you have questions about continuous feedback?

Simply contact us using the contact form. We look forward to the dialogue!

Try software for continuous feedback now for 10 days free of charge!

SHARE THIS ARTICLE