I saw this in a presentation to customer-support personnel.

Problem:
The word “back” is redundant in this expression.

Explanation:
The expression was part of advice to customer-support personnel:

“Come to work with a smile on your face! That smile then brightens everyone’s day[,] which reflects back to our customers. A smile goes a long way over the phone when providing Best in Class Service.”

The “re” in “reflect” means back. Therefore, one could argue that a “reflects back” action would never reach the intended recipient.

Solution:
“… which reflects to our customers.”
OR, even better, given the full sentence,
“… which is transmitted to our customers.”