The Evolution
From feedbackto feelback
The word "feedback" has become toxic. It represents everything wrong with how businesses relate to customers. It's time for something human.
feedback
• Information extraction
• Transactional coldness
• Customer as data point
• 12% response rates
feelback
• Emotional understanding
• Human connection
• Customer as whole person
• 78% response rates
How we lostthe human element
Customer feedback started with good intentions. But decades of technological "progress" turned human connection into data extraction.
1950s
Customer Surveys Born
Market research discovers they can ask customers questions. Simple, direct, human.
The fundamentaldifference
This isn't just about changing a word. It's about completely reimagining the relationship between business and customer.
Foundation
Old Way (Feedback)
Information extraction
New Way (Feelback)
Emotional understanding
Why It Matters
Feedback seeks data points. Feelback seeks human truth.
Customer Experience
Old Way (Feedback)
47 questions, 12 minutes
New Way (Feelback)
3 shapes, 3 seconds
Why It Matters
Feedback exhausts customers. Feelback respects their time and intelligence.
Response Quality
Old Way (Feedback)
Random answers to finish
New Way (Feelback)
Honest emotional truth
Why It Matters
Feedback gets whatever customers give to escape. Feelback gets genuine feelings.
Business Value
Old Way (Feedback)
Charts that gather dust
New Way (Feelback)
Insights that drive action
Why It Matters
Feedback creates reports nobody reads. Feelback creates understanding that transforms businesses.
Design Philosophy
Old Way (Feedback)
Functional forms
New Way (Feelback)
Aesthetic experience
Why It Matters
Feedback accepts ugly interfaces. Feelback demands beauty that honors human dignity.
Relationship Impact
Old Way (Feedback)
Transactional interaction
New Way (Feelback)
Emotional connection
Why It Matters
Feedback treats customers as data sources. Feelback treats them as whole humans.
The business casefor feelback
This isn't just philosophy. When you move from feedback to feelback, every business metric improves.
Higher Response Rates
Before (Feedback)
12% completion (industry average)
After (Feelback)
78% completion (feelback average)
Impact: 550% more customer insights
Better Customer Relationships
Before (Feedback)
Customers feel interrogated
After (Feelback)
Customers feel heard and respected
Impact: 23% increase in customer retention
Actionable Insights
Before (Feedback)
Complex data requiring interpretation
After (Feelback)
Clear emotional patterns
Impact: 40% faster decision making
Team Alignment
Before (Feedback)
Debates about what data means
After (Feelback)
Shared understanding of customer emotions
Impact: 31% improvement in team efficiency
Why the languagematters
The Problem with "Feedback"
The word "feedback" comes from engineering—it's about systems, circuits, mechanical loops. Cold. Technical. Inhuman.
When you ask for "feedback," you're positioning the customer as a quality control mechanism in your business machine.
It implies their job is to help you fix what's broken, not to share how they feel.
The Power of "Feelback"
"Feelback" is about emotion, humanity, the full spectrum of human experience. Warm. Personal. Real.
When you ask for "feelback," you're acknowledging that customers are complete humans with feelings that matter.
It signals that you care about their emotional experience, not just their evaluation of your performance.
"How was our service?"
vs
"How did that make you feel?"
Same question. Completely different emotional contract.
Feelback becomesgeometric truth
When we honor feelings, we discover they follow perfect geometric laws. Circle. Square. Triangle. The pure mathematics of human emotion.
How did that make you feel?
good
neutral
bad
Pure feelback. Perfect geometry. Infinite understanding.