APT Initiatives
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Established in 1999

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Feedback

A response to a message received. This is perhaps the most important part of the communication process. It is essential in letting the sender know whether the message has been received, correctly interpreted and understood. The sender psychologically requires this feedback in order to satisfy his or her own safety / security and ego needs. He / she needs to know whether the task of communicating has been carried out correctly. More importantly, failure to provide feedback could be very costly to an organisation, resulting in, for example, incorrect deliveries which lead to delays in production, and ultimately, dissatisfied customers, lost sales and lower profits.

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