How do businesses manage customer feedback? The feedback could arrive in a letter, a phone call, a face-to-face meeting, or a formal customer satisfaction survey. In most organizations, business focus nearly all of the organization’s time and energy on what the feedback tells us didn’t go well or areas in which the business fell short of a competitor. Effort is needed to attack these problem areas and correct them. The goal is to be the best at earning a customer’s business every day. The thinking is that if we eliminate any “negatives” then the customers will want to continue doing business with you.