Customer Feedback Loop fit

“Your most unhappy customers are your greatest source of learning.” Bill Gates

Bill, really hit the nail on the head with that one. Your customer is your worst critic and your greatest ambassador.

There are a million quotes as to the success that comes with listening to your customers but it’s one thing to collect feedback, it’s an entirely different thing to pick out the learnings and act on it.

That’s what we’re diving into today. We’ll see how a good story can win hearts and a bad one can… well you know.

It’s called a customer feedback loop. There are many different types but in this article, we will focus on how feedback loops can be used to further your brand like Misfit Market and by how ignoring them can cause customers to leave as in the case of Movie Pass.

The Story of Misfit Market: Turning Feedback into a Feast

Misfit Market delivers quirky-looking but perfectly edible groceries. When they first started, they had a hunch that people would go for cheaper, odd-looking produce if they understood the quality and value. Misfits turned out to be right with their customer base but now they needed to get the word out. Misfits turned their customer feedback into their core messaging.

Here’s what they did:

  • Listening: Misfits set about talking to their customers, listening to what they liked and what they didn’t like. But most importantly they read in between the lines.
  • Sharing: They shared actual customer feedback on social media. For example, this tweet “Just made my first meal with produce from @MisfitMarket. Never thought veggies this bumpy would taste this good!” which perfectly summoned up, in their customers own words.
  • Visual Proof: Alongside the stories, they posted vibrant photos of the produce and the dishes made from it. Seeing was believing.
  • Engaging Content: They asked customers to share their own “ugly produce” stories.

These acts helped misfits to strengthen the community feel around the brand and provide social proof to new customers.

Misfits used the customer feedback loop to build their brand, capture more of the market and bring to hone their customer proposition, but what happens when you ignore the customer?

Where MoviePass Missed the Mark

MoviePass started with a bang in 2011, offering unlimited movie tickets for a flat fee but as they scaled, they forgot the promise made to customers and didn’t listen to their customer point of view.

Where did they go wrong?

  • They stopped listening: As they grew, scalability became an issue so they made changes—like limiting movie choices and viewing times—without making it clear why. Customers felt confused and ignored.
  • They missed telling their ongoing story: Every change was a chance to communicate and improve. Instead, MoviePass made changes quietly, missing the chance to keep their audience in the loop and engaged.

Takeaway? Whether you’re selling movie tickets or misshapen melons, how you use customer feedback can make or break your brand story.

Misfit Market’s success wasn’t an accident. They listened and adapted, turning customer feedback into a positive brand narrative. MoviePass, though, missed the chance to keep their audience engaged and on board with changes.

Keep it simple, keep it honest, and keep your ears open. Your customers have stories worth telling—use them wisely!

Can you guess who said this ? – We have two ears and one mouth so that we can listen twice as much as we speak.

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