Collecting and analyzing feedback

Internal and external

How should you collect feedback?

Internal and external sources of feedback are equally important. All the data should be collected and fed into next year’s reporting process.

A common practice for collecting external input is to include a reply card in the report that can be sent back with comments and questions to relevant managers in the company. Yet, the return is usually very low. A reply form can also be posted on the Internet. Telephone calls from the report’s users along with their questions or remarks is yet another way to gain such data.

In the case of local workshops or meetings with important stakeholder groups, feedback will be more direct. Companies can also seek feedback from external bodies that rate sustainable development reports. Last but not least, companies can also compare their reports with either those of competitors or companies known as ‘good reporters’ in order to improve their own report the following year.

How should you use feedback to improve the reporting process?

Feedback should be summarized and analyzed to serve as input for the next reporting process and to set new goals. The team mresponsible for developing the report should meet to discuss the pros and cons of the process. Questions to consider include:

• What was done right?
• What might be done differently next time?
• How can the reporting process be improved and simplified?
• What internal development is needed to gather and analyze data?
• What kind of information do stakeholders lack?

The lessons learned from such discussions will then be fed into the company’s internal strategy to guide future sustainable development activities.

What can you learn from the independent assurance providers?

Assurance providers usually give feedback both on the report content and the reporting process. Information can often be found in the so-called ‘management letter’ submitted by the assurance providers to the company. Normally, also, a dialogue between the company and the assurance provider is valuable to provide input on how the business can improve both its reporting process and the way it collects, manages and analyzes sustainable development information and data.