Feedback management is a free tool that can influence business profits. Claims settlement helps maintain an already existing customer base, while positive feedback and recommendations attract new consumers. Feedback also plays a significant role in shaping the internal culture of a company interested in the development and growth of employees. You can't promise and not do, and then be silent in response. Why are people willing to spend time writing reviews? How to motivate customers, partners and employees to give feedback? What effective ways to collect feedback exist and is it worth writing laudatory odes of your company on third-party sites? These questions are answered by Alexandra Horvat, a PR specialist with ten years of experience in reputation management. Alexandra from scratch built an effective system of work with feedback from customers and shared in the book the developments received over the years of the project. A dissatisfied customer is a good fulcrum for improvement.