Disrupting Mature Categories with Customer Intelligence

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: 

• ‍How The Browser Company reimagines the internet and closes the loop with Enterpret‍
• How Feeld uses Enterpret to actively listen to community feedback during a product launch

Watch the full discussion on YouTube here.