A guide to 360

A brief introduction to 360 degree feedback systems and their potential uses, by David Cooper


1. What is 360 degree feedback?
360 degree feedback (or multi source feedback) was first introduced in its current form in the 1970s and has its roots in executive management and leadership performance improvement.

The overall aim of the feedback exercise is to raise awareness of the participant to their known and unknown strengths and additionally to appropriate opportunities for development and continuous performance improvement.


The underpinning concept is to provide participants with the opportunity to see themselves as others see them. Quantitative and qualitative feedback about HOW the person does their job is collected from multiple sources (normally their manager[s], colleagues, direct reports and customers). A feedback report is then produced that allows the participant to compare their view of themselves with the feedback from others. The majority of programmes will allow this to be an anonymous process (so that comment can be honest).

2. What should you expect from the latest generation of 360 tools?
Early iterations consisted of internally driven, generic, paper based questionnaires that were manually processed and thus prone to error, sometimes causing those participating to distrust the process. Today, the best 360 degree feedback tools are:

Fully automated - They use a rigorously tested online system that guarantees the accuracy, quality and confidentiality of the whole process.

Proven Questionnaires – They use questions that are valid and have a sound theoretical foundation, measuring the things that differentiate high performing managers from the rest.

Flexible - Enabling all aspects of branding, process implementation, client support, design, development and questionnaire / report formats to be easily adjusted to meet the client's needs.

User friendly - Today's feedback reports must be easily interpreted yet comprehensive; no longer is it acceptable to provide reports containing cryptic data that appear confusing, overwhelming and require an analyst to decipher! Feedback reports should be clear, concise, understandable and easy to interpret.

3. Where can 360 degree feedback tools add value?
360s are viewed as critical components in a wide range of management development interventions. Below are some of the most common applications where 360s are used to add real value:

Performance Coaching - Used at the beginning of a coaching relationship, a 360 degree feedback report can be a powerful 'accelerator' and 'alignment' tool. By clustering and prioritising any undesirable feedback results the subject and coach can quickly gain a clear picture of where their coaching sessions should focus, ensuring key development issues are recognised and addressed. This approach to performance coaching ensures a needs driven focus based on valid, factual, accurate behavioural information.

Personal Development - Used as part of a 'life coaching' programme or as an annual development tool, 360 feedback can be used to provide genuine insight into an individual's working style across a spectrum of leadership and management behaviours and into how their 'personal brand' is perceived. The feedback report can be used to provide clarity of direction for future personal development and career planning. We are also starting to see a trend for using 360s to supplement and provide qualitative evidence in CVs!

Performance Management - A common trend is to use 360 feedback to provide an 'all round view' of performance as part of the appraisal process. The feedback is used by line managers to inform appraisal ratings and contribute to the development discussion. Used in this way, the tool can also act as a management strength benchmark, as well as highlighting individual personal strengths and problem areas.

Development Programmes - Used at the beginning of a leadership or management development programme, 360 degree feedback tools can be used to:

Inform (or determine) programme content - The feedback data from a group of people can be combined into a Group Summary Report that provides an aggregated view of the group's strengths and key development areas. Using 360s in this way enables programme designers to effectively tailor their programme content to meet specific identified needs.

Individual alignment - Providing programme participants with feedback against what is expected of them in their role and then supporting them to convert their lower ratings into a meaningful personal development plan for the programme is a great way of making the programme 'real' for them and ensuring that they start their development journey with a clear picture of what success from the programme will look like for them.

Talent Management - Whilst 360 degree feedback provides insight into a manager's past and current behaviour, when the framework of questions used includes those attributes and qualities needed to work at more senior levels they can also acts an an indicator of future performance and growth potential. 360 feedback can be a powerful component within a talent management programme and is often used to:

- Identify those individuals who have the potential to operate at the next level.
- Highlight how ability and potential can be developed.
- Act as a progress measure.
- Provide evidence based data for any prospective 'chessboard' talent management process.

Team Feedback - Just as an individual 360 provides a snapshot of how the participant is seen by those they work with, a team 360 feedback report collects feedback from groups of stakeholders from across the organisation. There are tailored survey that can provide excellent feedback for use in team development sessions and can be used to help teams gain clarity of purpose and direction, understanding the expectations of stakeholders and providing a clear picture of a team's strengths and weaknesses.

To find out more about how Lumus™ 360 Degree feedback tools can support your development intervention, visit the Complete Trainer 360 resources or for bespoke solutions email davidcooper@lumus.com