[Excerpt] The role of feedback in the employee experience is well entrenched. However, until relatively recently, its role in not only evaluating performance, but in shaping and improving it, has been largely misunderstood and misapplied. This includes not only giving meaningful feedback to employees, but receiving it as well. A recent survey conducted by Deloitte reports that 79% of companies survey employees annually or less. While conventional practices lead companies to meet the needs of shareholders above other stakeholders, turning attention to employee needs such as providing adequate feedback systems can enable companies and employees to better take care of customers, who in turn take care of shareholders in a reversal of the stakeholder arrangement.