Disrupting Mature Categories with Customer Intelligence

Tiffany Go

Head of Product Marketing

August 14, 2023

Recently our CEO, Varun Sharma, sat down with two experts who know a thing or two about using customer feedback to break into tough markets: Dina Mohammad-Laity, VP of Data at Feeld, and Adena Bauer, Head of Membership at The Browser Company.

Their conversation was an action-packed discussion about how real companies are using it to outsmart the competition. Watch the full discussion on YouTube here.

Here are some of the rountable highlights:

Disrupting Markets That Don’t Like to Be Disrupted

Mature markets? They don’t change easily. But Feeld and The Browser Company have found ways to crack them wide open.

Dina shared Feeld’s approach: “Our vision is to create a world where everyone is more intimately connected to each other and themselves.” Feeld isn’t just another dating app. They’ve built a community-first platform that allows people to foster meaningful connections, driven by values and personal growth.

Adena explained The Browser Company’s game plan: “We’re building a browser called Arc, aimed at meeting internet users where they are today. Browsers haven’t changed much in 20 years, but our internet usage has.” Arc isn’t just about speed—it’s about making browsing personal and comfortable. That’s what users want, and that’s what they’re delivering.

Customer Pain Points: Why Your Feedback Strategy Might Be Failing

Here’s the thing: understanding your users and fixing their problems at the right time is hard. Both Feeld and The Browser Company felt the pain of clunky feedback systems.

For Adena, manual tagging and sifting through user comments at The Browser Company was inefficient: “It's always been challenging to understand what people want and fix things at the right time.” They needed a tool to make sense of the chaos—Enterpret came in and helped them quantify feedback, making it visible to the entire team.

Dina’s experience at Feeld was similar: “We realized we needed to invest in hearing our members more effectively. By integrating feedback into a centralized system like Enterpret, we democratized access to this data, allowing all teams to benefit from it.” Feedback isn’t just for support teams anymore—it’s for everyone.

Making Feedback Actionable: The Difference Is in the Data

Once the feedback floodgates opened, both companies saw major changes. Suddenly, it wasn’t just noise—they could spot patterns and take action. Dina shared a win at Feeld: “It’s become much faster to synthesize qualitative feedback into quantitative observations, helping us prioritize what to work on.” Case in point: they improved their chat functionality, a top user request.

Adena had a similar experience at The Browser Company: “Being able to show objective data on user feedback helps prioritize and address issues effectively.” When a bug became the top complaint, they fixed it fast—and with the entire team on board.

Balancing Feedback and Vision

Here’s the balancing act: listening to customers is great, but you’ve still got a company to run. So how do you do both?

Adena explained how The Browser Company keeps things in check: “We evaluate our priorities every six weeks, balancing user feedback with new initiatives.” This way, they stay nimble, fixing what’s broken while still building for the future.

Dina emphasized that at Feeld, user outcomes are baked into their goals: “Our goals are based on user outcomes, so we prioritize feedback that aligns with those goals.” They use a mix of metrics to decide what feedback gets acted on.

Getting the Full Picture: Multiple Feedback Channels

Collecting feedback isn’t a one-channel job. Feeld and The Browser Company tap into multiple sources—customer support tools like Intercom, CSAT surveys, app reviews, Twitter, and even internal feedback.

“Each channel captures different aspects of user experience, providing a comprehensive view of customer feedback,” said Dina.

For Adena, internal feedback is also key: “Everyone on our team is a user of Arc, so internal feedback is valuable as well.”

Avoiding Recency Bias

Not all feedback should be treated equally. Sometimes the loudest voices don’t represent the broader user base. So, how do you avoid recency bias?

“It’s crucial to balance recent feedback with ongoing themes,” Dina said. Feeld focuses on long-term patterns, ensuring they don’t get distracted by the latest complaints. Adena added: “We rely on the intuition of our customer support team to identify anomalies versus ongoing issues.”

Closing the Feedback Loop (Without Burning Out)

It’s one thing to collect feedback—it’s another to act on it. For Adena, treating feedback as a human interaction has worked wonders: “Treating feedback as a human interaction has been successful.” But manually closing the loop is tough, so automating where possible is the next step.

Dina echoed this, saying that while synthesizing feedback into actionable insights has been effective, “ensuring all teams have easy access to this data” remains a challenge.

Customer Feedback as a Growth Engine

The Enterpret Roundtable drove home one major point: customer feedback is your secret weapon for growth. Feeld and The Browser Company have shown that when you listen and act on feedback, you can innovate, grow, and stay ahead—even in the most mature markets.

As Varun summed up: "Customer feedback intelligence is not just about listening—it’s about transforming that feedback into a competitive advantage."

Learn more about how The Browser Company and Feeld are using Enterpret:

Watch the full discussion on YouTube here.

We chose Enterpret for its intuitive UI and seamless data integrations, which enable us to combine data from all sources and generate deep, multi-layered insights. The Enterpret team ensured a smooth onboarding experience, even increasing data ingestion cadence to provide real-time alerts. The insights we've gained are already driving meaningful change across our organization, and their responsive support and collaborative approach have been invaluable.

Nir Ben Ari

Director, Customer Support, Vimeo

Wisdom saves me hours every week. With 'Summarize with Wisdom,' I can condense feedback with a single click, replacing the tedious process of reading through hundreds of tickets. It’s life-changing!

Jil McKinney

Director of Customer Support, Descript

Before Enterpret, organizing research data took an entire day. Now, research synthesis is 83% faster - it takes just 15 minutes to pull the data and another 15 minutes to start synthesizing. Enterpret removes the manual work, allowing me to focus on strategic thinking with a clear mind.

Mike McNasby

User Research Lead, Descript

We are laser-focused on giving customers more than they expect through a hospitality-first, individualized approach to drive retention and loyalty. Enterpret has allowed us to stitch together a full picture of the customer, including feedback and reviews from multiple data points. We now can super-serve our loyal customers in a way that we have never been able to before.

Anna Esrov

Vice President of Customer Experience & Loyalty

Enterpret allowed us to listen to specific issues and come closer to our Members - prioritizing feedback which needed immediate attention, when it came to monitoring reception of new releases: Enterpret picked up insights for new updates and became the eyes of whether new systems and functionality were working well or not.

Louise Sellars

Analyst, Customer Insights

Enterpret is one of the most powerful tools in our toolkit. It's very Member-friendly. We've been able to share how other teams can modify and self-serve in Enterpret. It's bridged a gap to getting access to Member feedback, and I see all our teams finding ways to use Enterpret to answer Member-related questions.

Dina Mohammad-Laity

VP of Data

The big win-win is our VoC program enabled us to leverage our engineering resources to ship significantly awesome and valuable features while minimizing bug fixes and" keep the lights on" work. Magnifying and focusing on the 20% that causes the impact is like finding the needle in a haystack, especially when you have issues coming from all over the place

Abishek Viswanathan

CPO, Apollo.io

Since launching our Voice of Customer program six months ago, our team has dropped our human inquiry rate by over 40%, improved customer satisfaction, and enabled our team to allocate resources to building features that increase LTV and revenue.

Abishek Viswanathan

CPO, Apollo.io

Enterpret's Gong Integration is a game changer on so many levels. The automated labeling of feedback saves dozens of hours per week. This is essential in creating a customer feedback database for analytics.

Michael Bartimer

Revenue Operations Lead

Enterpret has made it so much easier to understand our customer feedback. Every month I put together a Voice of Customer report on feedback trends. Before Enterpret it would take me two weeks - with Enterpret I can get it done in 3 days.

Maya Bakir

Product Operations, Notion

The Enterpret platform is like the hero team of data analysts you always wanted - the ability to consolidate customer feedback from diverse touch points and identify both ongoing and emerging trends to ensure we focus on and build the right things has been amazing. We love the tools and support to help us train the results to our unique business and users and the Enterpret team is outstanding in every way.

Larisa Sheckler

COO, Samsung Food

Enterpret makes it easy to understand and prioritize the most important feedback themes. Having data organized in one place, make it easy to dig into the associated feedback to deeply understand the voice of customer so we can delight users, solve issues, and deliver on the most important requests.

Lauren Cunningham

Head of Support and Ops

With Enterpret powering Voice of Customer we're democratizing feedback and making it accessible for everyone across product, customer success, marketing, and leadership to provide evidence and add credibility to their strategies and roadmaps.

Michael Nguyen

Head of Research Ops and Insights, Figma

Boll & Branch takes pride in being a data driven company and Enterpret is helping us unlock an entirely new source of data. Enterpret quantifies our qualitative data while still keeping customer voice just a click away, adding valuable context and helping us get a more complete view of our customers.

Matheson Kuo

Senior Product Analyst, Boll & Branch

Enterpret has transformed our ability to use feedback to prioritize customers and drive product innovation. By using Enterpret to centralize our data, it saves us time, eliminates manual tagging, and boosts accuracy. We now gain near real-time insights, measure product success, and easily merge feedback categories. Enterpret's generative AI technology has streamlined our processes, improved decision-making, and elevated customer satisfaction

Nathan Yoon

Business Operations, Apollo.io

Enterpret helps us have a holistic view from our social media coverage, to our support tickets, to every single interaction that we're plugging into it. Beyond just keywords, we can actually understand: what are the broader sentiments? What are our users saying?

Emma Auscher

Global VP of Customer Experience, Notion

The advantage of Enterpret is that we’re not relying entirely on human categorization. Enterpret is like a second brain that is looking out for themes and trends that I might not be thinking about.

Misty Smith

Head of Product Operations, Notion

As a PM, I want to prioritize work that benefits as many of our customers as possible. It can be too easy to prioritize based on the loudest customer or the flavor of the moment. Because Enterpret is able to compress information across all of our qualitative feedback sources, I can make decisions that are more likely to result in positive outcomes for the customer and our business.

Duncan Stewart

Product Manager

We use Enterpret for our VoC & Root Cause Elimination Program. It's helping us solve the issues of aggregating disparate sources of feedback (often tens of thousands per month) and distilling it into specific reasons, with trends, so we can see if our product fixes are delivering impact.