Tattle helps restaurants and hospitality companies systematically gather and act on customer feedback. Over 12 years, they've grown from a founder-led operation to a team of 35+ employees.
As Tattle grew, particularly after its Series A funding, CEO Alex Beltrani adjusted from managing 70 accounts himself to overseeing a larger team. While this gave the company bandwidth to reach more customers, it also created a familiar problem: a game of "telephone" when it came to customer conversations. Updates now had to pass through multiple levels before reaching leadership, creating visibility gaps and lagging indicators for when executive intervention was needed.
"At one point, I was managing 70 accounts and could easily plug feedback directly into the roadmap. As we grew, I realized we weren't in the trenches anymore, and it became harder to act on what customers were actually saying."
— Alex Beltrani | CEO
The disconnect affected every part of the business, from product decisions to operational efficiency and culture. There was a clear need for a system that could consolidate inputs from every department.
Tattle turned to BackEngine to centralize feedback across all departments, giving leadership visibility into both day-to-day operations and strategic priorities. They could make sure their customer-facing teams were running their playbooks to a T, without having to shadow their every move.
The platform allowed the team to aggregate inputs from sales, customer success, and product in real time, automatically highlight trends and recurring challenges, and curate insights by department while ensuring critical issues remained visible to the CEO.
BackEngine allowed Tattle's CEO to fortify all communication channels, bringing customer insight from every department directly to leadership. From engineering to culture, every team could see how feedback affected their work, and the CEO could collect and connect the dots without micromanaging his team.
By centralizing insights, BackEngine helped close the distance between Tattle and its customers. Leadership could recognize impactful work, understand feature adoption, and detect opportunities for improvement without relying on manual updates or scattered reports.
BackEngine made it easy to track the effects of new features or operational changes, ensuring leadership could make timely decisions and pivot quickly if needed.
"I view BackEngine like a news network. Do you want sports? Stock market? World events? Weather? Each department is like its own channel, but I get the full picture, which helps me stay close to the company and our customers."
— Alex Beltrani | CEO
Leadership now receives customized insights from every department, keeping the CEO close to both the frontlines and strategic operations.
From engineering to customer success, each team leverages BackEngine differently—yet all insights flow to a single, centralized view for leadership.
BackEngine enables leadership to recognize achievements across teams while staying informed on issues, gaps, and opportunities in customer experience.
CEO able to stay connected to customer feedback while managing a 35-person team
Fortified all department communication channels into a centralized system
Provided a real-time, curated "news network" for strategic decisions
Improved alignment between frontline feedback and leadership action
"BackEngine allows me to dictate the intake and know exactly what's happening across the company and with our customers. I can stay close at scale."
— Alex Beltrani | CEO