[...] Feedback and service re-design have become very common topics in e-government policy over the last years. Almost all e-government strategies include emphasis on the adoption of public feedback on service redesign, as a tool for co-creation of public services. Yet, it appears from the discussion with stakeholders that this is more a goal than a reality. There is a lack of strategic approach to feedback: too often it is considered as a goal in itself or as a target to achieve. This leads to inappropriate usage of feedback data and distortion of public policies to achieve predefined targets (such as % of positive feedback). Instead, it should be clear that feedback is one tool for service improvement, that should be gathered and used strategically and using professional techniques.