Mobile App Marketing

The Paradox of Growth: The Bigger You Get, the Less You Know I came across something that stuck with me: When companies scale, they gain users — but lose understanding. Not because they stop caring, but because their customer feedback starts living everywhere — support tickets, sales calls, forums, surveys, social media, and app store reviews. That thought really made me pause. I’ve seen this firsthand. When a company is small, every piece of feedback feels personal — every bug report or review has a face behind it. But as you grow, those voices scatter across platforms and departments. Support sees the frustration, sales hears the hesitation, leadership sees the numbers — and somehow, everyone’s looking at the same customers, but no one’s hearing them anymore. That, in my opinion, is the quiet cost of growth. This is the problem Enterpret is solving — by helping teams stay in tune with their customers even as they scale. Here’s how it works: → It collects real-time customer feedback from 55+ channels — support tickets, sales calls, social media (X, Reddit, Instagram, Facebook), app store reviews, community forums, surveys, Slack, and more. → It analyzes all that feedback using AI and tells you exactly what to fix or build next. → It maps everything through a customer knowledge graph that connects feedback, complaints, and requests by channel, user, and payment data. → It even provides a chat interface where you can directly ask questions, and AI agents that flag bugs or issues automatically. That’s why teams like Notion, Perplexity, Canva, Chipotle, and The Farmer’s Dog use it — to make sure customer voices never get lost in the noise. In my view, the real lesson here isn’t about using more tools — it’s about staying close to the people you build for. Here’s how I’d approach it: ✅ Centralize every piece of feedback — even if it’s messy. ✅ Look for patterns instead of isolated complaints. ✅ Use AI systems like Enterpret to uncover the “why” behind what customers say. Because in the end, growth shouldn’t make you deaf. It should make you listen better — just faster. How does your team make sure you’re hearing what customers really mean, not just what they say? #CustomerFeedback #AIProducts #ProductStrategy #VoiceOfCustomer #Enterpret #Leadership

No, Zomato is not sitting there making 50 million separate API calls one by one. If that was the design, the sale would end before the notifications finished sending. The actual question here is: How do you send them without breaking Firebase, your own workers, your app servers, and the user experience? Btw, if you’re preparing for Senior to Principal-level system design interviews, I’ve put together 90+ fundamentals like this into a guide. You can check it out here: puneetpatwari.in Here is how I would think about it: [1] Start with the type of notification If it is the exact same sale notification for a broad audience, you can use topic-based messaging or segment-based campaigns. In that case, Zomato sends one logical message to a topic or segment, and FCM handles the fan-out internally. But if the message is personalized by city, user preference, offer type, language, or restaurant category, then you usually need token-based sending. That is where batching comes in. Instead of 50M API calls, you batch device tokens, for example 500 tokens per call. Now 50M users becomes roughly 100K batch calls. Still huge, but much more manageable. [2] Do not fire all batches at once Even 100K calls should not be blasted instantly. I would create a notification campaign event and push it into a partitioned stream. Workers consume partitions in parallel, build FCM batches, and send them with controlled throughput. Each worker respects: -FCM rate limits -retry budgets -backoff with jitter -failed token cleanup -campaign priority -per-region throttling This gives you controlled fan-out instead of a notification stampede. [3] Stagger delivery to protect your own app The biggest mistake is thinking delivery success is the only goal. If 50M users receive the notification at the same second, even a small percentage opening the app can create a thundering herd. Search, menus, checkout, payments, inventory, and offers all get hit together. So I would spread delivery over 3 to 5 minutes, maybe longer depending on sale criticality. The system can prioritize high-intent users first and delay lower-priority cohorts slightly. [4] Track delivery like a pipeline This system needs observability: -batches created -batches sent -FCM success/failure -invalid tokens -retry count -delivery latency -app open spike -downstream traffic impact The core idea is: You do not send 50M notifications by looping over 50M users. You create a campaign, split it into partitions, batch tokens, send through workers, respect provider limits, retry safely, and stagger delivery so your own app does not collapse when the notification works.

Getting the right feedback will transform your job as a PM. More scalability, better user engagement, and growth. But most PMs don’t know how to do it right. Here’s the Feedback Engine I’ve used to ship highly engaging products at unicorns & large organizations: — Right feedback can literally transform your product and company. At Apollo, we launched a contact enrichment feature. Feedback showed users loved its accuracy, but... They needed bulk processing. We shipped it and had a 40% increase in user engagement. Here’s how to get it right: — 𝗦𝘁𝗮𝗴𝗲 𝟭: 𝗖𝗼𝗹𝗹𝗲𝗰𝘁 𝗙𝗲𝗲𝗱𝗯𝗮𝗰𝗸 Most PMs get this wrong. They collect feedback randomly with no system or strategy. But remember: your output is only as good as your input. And if your input is messy, it will only lead you astray. Here’s how to collect feedback strategically: → Diversify your sources: customer interviews, support tickets, sales calls, social media & community forums, etc. → Be systematic: track feedback across channels consistently. → Close the loop: confirm your understanding with users to avoid misinterpretation. — 𝗦𝘁𝗮𝗴𝗲 𝟮: 𝗔𝗻𝗮𝗹𝘆𝘇𝗲 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 Analyzing feedback is like building the foundation of a skyscraper. If it’s shaky, your decisions will crumble. So don’t rush through it. Dive deep to identify patterns that will guide your actions in the right direction. Here’s how: Aggregate feedback → pull data from all sources into one place. Spot themes → look for recurring pain points, feature requests, or frustrations. Quantify impact → how often does an issue occur? Map risks → classify issues by severity and potential business impact. — 𝗦𝘁𝗮𝗴𝗲 𝟯: 𝗔𝗰𝘁 𝗼𝗻 𝗖𝗵𝗮𝗻𝗴𝗲𝘀 Now comes the exciting part: turning insights into action. Execution here can make or break everything. Do it right, and you’ll ship features users love. Mess it up, and you’ll waste time, effort, and resources. Here’s how to execute effectively: Prioritize ruthlessly → focus on high-impact, low-effort changes first. Assign ownership → make sure every action has a responsible owner. Set validation loops → build mechanisms to test and validate changes. Stay agile → be ready to pivot if feedback reveals new priorities. — 𝗦𝘁𝗮𝗴𝗲 𝟰: 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗜𝗺𝗽𝗮𝗰𝘁 What can’t be measured, can’t be improved. If your metrics don’t move, something went wrong. Either the feedback was flawed, or your solution didn’t land. Here’s how to measure: → Set KPIs for success, like user engagement, adoption rates, or risk reduction. → Track metrics post-launch to catch issues early. → Iterate quickly and keep on improving on feedback. — In a nutshell... It creates a cycle that drives growth and reduces risk: → Collect feedback strategically. → Analyze it deeply for actionable insights. → Act on it with precision. → Measure its impact and iterate. — P.S. How do you collect and implement feedback?

Every company says they listen to customers. But most just hear them. There's a difference. After spending years building feedback loops, here's what I've learned: Feedback isn't about collecting data. It's about creating change. Most companies fail at feedback because: - They send random surveys - They collect scattered feedback - They store insights in silos - They never close the loop The result? Frustrated customers. Missed opportunities. Lost revenue. Here's how to build real feedback loops: 1. Gather feedback intelligently - NPS isn't enough - CSAT tells half the story - One channel never works Instead: - Run targeted post-interaction surveys - Conduct deep-dive customer interviews - Analyze product usage patterns - Monitor support conversations - Build customer advisory boards - Track social mentions 2. Create a single source of truth - Consolidate feedback from everywhere - Tag and categorize insights - Track trends over time - Make it accessible to everyone 3. Turn feedback into action - Prioritize based on impact - Align with business goals - Create clear ownership - Set implementation timelines But here's the most important part: Close the loop. When customers give feedback: - Acknowledge it immediately - Update them on progress - Show them implemented changes - Demonstrate their impact The biggest mistakes I see: Feedback Overload: - Collecting too much data - No clear action plan - Analysis paralysis Biased Collection: - Listening to the loudest voices - Ignoring silent majority - Over-indexing on complaints Slow Response: - Taking months to act - No progress updates - Lost customer trust Remember: Good feedback loops aren't about tools. They're about trust. Every piece of feedback is a customer saying: "I care enough to help you improve." Don't waste that trust. The best companies don't just collect feedback. They turn it into visible change. They show customers their voice matters. They build trust through action. Start small: 1. Pick one feedback channel 2. Create a clear process 3. Act quickly on insights 4. Show results 5. Scale what works Your customers are talking. Are you really listening? More importantly, are you acting? What's your approach to customer feedback? How do you close the loop? ------------------ ▶️ Want to see more content like this and also connect with other CS & SaaS enthusiasts? You should join Tidbits. We do short round-ups a few times a week to help you learn what it takes to be a top-notch customer success professional. Join 1999+ community members! 💥 [link in the comments section]

How would you design a system to send 1 million notifications during a big sale event? You can't just loop through a million users and call your notification API for each one. That would take forever, overload your servers, and almost certainly hit your provider's rate limits. The real design starts with decoupling. Instead of sending notifications directly, you publish each notification request to a message queue, something like Kafka or RabbitMQ. This separates deciding who needs to be notified from actually delivering it, so your main application stays fast and doesn't sit around waiting on a slow provider. On the other side of that queue, a pool of worker services picks up messages and sends the actual notifications. During a big event like a sale, you scale up the number of workers to handle the load, and scale them back down once things settle. Rate limiting matters more here than people expect. Every notification provider has a limit on how many requests you can send per second, and ignoring that gets you throttled or blocked entirely. So your workers send at a controlled pace instead of trying to flood the provider all at once. Batching helps too. Most push notification providers let you send to multiple device tokens in a single API call instead of one call per user, which is far more efficient at this scale. Failures also need a real plan. Some notifications will fail, an invalid token, a temporary provider error, a timeout. Instead of blocking the pipeline, those failed messages go into a retry queue and get retried with exponential backoff, and after enough failed attempts, they move to a dead letter queue instead of getting stuck forever. And realistically, users don't need all 1 million notifications delivered in the exact same second. Spreading delivery over a short window keeps your systems and the provider's systems healthy, and nobody notices a difference of a few seconds anyway. Queue it, throttle it, batch it, retry what fails intelligently. That's the actual system behind that notification you get the second a sale goes live.

That’s the thing about feedback—you can’t just ask for it once and call it a day. I learned this the hard way. Early on, I’d send out surveys after product launches, thinking I was doing enough. But here’s what happened: responses trickled in, and the insights felt either outdated or too general by the time we acted on them. It hit me: feedback isn’t a one-time event—it’s an ongoing process, and that’s where feedback loops come into play. A feedback loop is a system where you consistently collect, analyze, and act on customer insights. It’s not just about gathering input but creating an ongoing dialogue that shapes your product, service, or messaging architecture in real-time. When done right, feedback loops build emotional resonance with your audience. They show customers you’re not just listening—you’re evolving based on what they need. How can you build effective feedback loops? → Embed feedback opportunities into the customer journey: Don’t wait until the end of a cycle to ask for input. Include feedback points within key moments—like after onboarding, post-purchase, or following customer support interactions. These micro-moments keep the loop alive and relevant. → Leverage multiple channels for input: People share feedback differently. Use a mix of surveys, live chat, community polls, and social media listening to capture diverse perspectives. This enriches your feedback loop with varied insights. → Automate small, actionable nudges: Implement automated follow-ups asking users to rate their experience or suggest improvements. This not only gathers real-time data but also fosters a culture of continuous improvement. But here’s the challenge—feedback loops can easily become overwhelming. When you’re swimming in data, it’s tough to decide what to act on, and there’s always the risk of analysis paralysis. Here’s how you manage it: → Define the building blocks of useful feedback: Prioritize feedback that aligns with your brand’s goals or messaging architecture. Not every suggestion needs action—focus on trends that impact customer experience or growth. → Close the loop publicly: When customers see their input being acted upon, they feel heard. Announce product improvements or service changes driven by customer feedback. It builds trust and strengthens emotional resonance. → Involve your team in the loop: Feedback isn’t just for customer support or marketing—it’s a company-wide asset. Use feedback loops to align cross-functional teams, ensuring insights flow seamlessly between product, marketing, and operations. When feedback becomes a living system, it shifts from being a reactive task to a proactive strategy. It’s not just about gathering opinions—it’s about creating a continuous conversation that shapes your brand in real-time. And as we’ve learned, that’s where real value lies—building something dynamic, adaptive, and truly connected to your audience. #storytelling #marketing #customermarketing

Stop sending surveys. Seriously. They're a bad habit that gives you polite, sanitized data, not real insights. I found a way to get a 78% response rate and honest feedback by doing the exact opposite of what every marketing book recommends. Here are 5 customer research methods that beat surveys every single time: 1) WhatsApp Voice Notes > Written Surveys: ↳ People speak faster than they type ↳ Emotion comes through in voice tone ↳ No survey fatigue Method: Send a voice note asking ONE specific question "Hey [Name], quick question - what made you choose us over [competitor]?" 2) Watch Usage > Ask About Usage: ↳ What people do ≠ what they say they do ↳ Behavior reveals truth, words reveal intentions Method: Screen recordings + heatmaps show reality Ask: "How often do you use feature X?" → They say "daily" Data shows: Last used 3 weeks ago 3) Churned Customer Calls > Happy Customer Testimonials: ↳ Satisfaction bias makes happy customers less honest ↳ Churned customers have nothing to lose Method: Call customers who cancelled in the last 30 days "What could we have done differently to keep you?" Most brutal, most valuable insights you'll get. 4) Social Media Stalking > Focus Groups: ↳ Real conversations happen on Twitter/LinkedIn ↳ Unfiltered opinions in natural settings Method: Search "[your brand] OR [competitor] OR [problem you solve]" People complaining/praising without knowing you're watching. 5) Customer Success Team Coffee Chats > Executive Surveys: ↳ Front-line teams hear the real feedback daily ↳ Filter gets removed when it's informal Method: Weekly coffee with CS/Sales teams "What are customers actually saying?" Not the sanitized feedback that reaches leadership. The Pattern I've Noticed: The closer you get to natural conversation, the better the insights. → Formal surveys = What customers think you want to hear → Informal chats = What customers actually think My personal favourite: Join Customer WhatsApp Groups/Communities- I have joined discord & reddit communities Don't moderate. Don't participate initially. Just observe. How they talk about problems. What words they use. Their real frustrations. Pure gold for messaging and positioning. The Reality:Most "customer insights" are actually "customer politeness." People won't tell you your product sucks on a formal survey. They will tell their friend on a WhatsApp call. Your job? Be the friend, not the survey. Which method are you going to try first?

Customers don’t just share feedback; they offer valuable insights. Turning feedback into action is crucial for growth. Listening to your customers can transform your business for the better. Customer feedback is a goldmine. It shows you what’s working and what isn’t. By gathering feedback, you unlock opportunities for improvement. You discover what your customers love and what they dislike. This information is essential for making informed changes. 1️⃣ Start by collecting feedback through surveys and reviews. --> Ask your customers about their experiences. --> Use simple questions to get clear answers. 2️⃣ Once you have their insights, analyse the data. --> Look for patterns and common themes. This helps you understand the bigger picture. 3️⃣ Next, prioritise the feedback. --> Focus on the most pressing issues first. Not all feedback is of equal importance. Some insights may lead to significant changes, while others might be less critical. 4️⃣ Once prioritised, create an action plan. --> Decide which changes to make and how to implement them. --> Involve your team in this process. Their input can help shape effective solutions. 5️⃣ After implementing changes, follow up with your customers. --> Let them know you’ve listened and acted on their feedback. This builds trust and demonstrates that you care. Remember, feedback isn’t just noise. It’s an opportunity to grow and improve. Turning feedback into action can result in better products and happier customers. ✴️ Your business thrives when you listen and take action. Make customer feedback an integral part of your strategy. It will pay off in the long term. ✴️ And if you need help in setting up an effective customer feedback loop - I'm only one DM away 🙂 #LeadershipByAgata

Closing the loop on customer feedback is an art — but a crucial one for driving product growth. Here's how to do it: 1. Open the channels Make it seamless for customers to submit feedback through your product, community, and other touchpoints. 2. Analyze and prioritize Identify the highest-impact issues across your feedback sources. Prioritize those areas accordingly. 3. Acknowledge receipt Even a simple, automated response goes a long way in making customers feel heard when they take the time to share thoughts. 4. Provide updates Keep the conversation going. Follow up with customers who submitted feedback to share how you're addressing their issue. 5. Implement and iterate Take action on the prioritized issues. Continuously improve based on renewed feedback. The bottom line: Customers who feel listened to are more invested in your success. Treat their feedback as a dialogue, not a monologue.

Yesterday I joined a $10M ARR leadership meeting. One voice was clearly missing: the customer’s. No structured interviews. No closed-lost analysis. No exec conversations with real users. The team was smart. Sharp. Aligned. But every strategic decision was based on internal conviction. Not customer insight. And they’re not alone. Most SaaS companies don’t lack intent. They lack a system. If you want your strategy to reflect reality, not internal bias, here are 7 ways to embed the Voice of the Customer across your GTM motion: 1. Create a monthly VoC Council.     CS, sales, product, and marketing in one room. Review Gong clips, CRM notes, win/loss intel. Turn insights into backlog, messaging, and campaigns. 2. Make customer calls a C-level KPI.     Two per month, per exec. No agenda. No sales talk. Just listen. 3. Run structured closed-lost interviews. Don’t stop at “price” or “missing feature.” Dig into decision criteria, unmet expectations, competing priorities. 4. Map buyer journey triggers into your enablement stack. What actually starts a buying conversation? What causes drop-off? Feed that into sales decks, landing pages, onboarding. 5. Launch a real customer advisory board. Quarterly cadence. No product demo. Use it to test messaging, roadmap bets, and positioning shifts. 6. Upgrade feedback tagging. Rebuild your CRM fields. Capture structured qualitative data from sales, CS, and product. Make insights easy to track and analyze. 7. Add a VoC citation rule to all GTM planning. If it’s not backed by a real customer signal, cut it. Evidence-based strategy only. Because when the customer’s voice is missing, assumptions take over. And assumptions don’t scale. What’s one move you’ve made that actually made customer insights part of the system? PS. Later today I’m publishing the full playbook for embedding Voice of the Customer into GTM. Get a free copy on my Substack.