How Tapcart achieved 100x more customer feedback by letting AI do the work

In today’s mobile-first world, shoppers expect seamless, personalized experiences at their fingertips. For Tapcart, the platform that’s revolutionizing mobile commerce much like Shopify transformed e-commerce, staying ahead of customer needs isn’t just important—it’s existential. The company powers mobile shopping apps for industry leaders like Overstock, Pier One Imports, Princess Polly and over 2,000 other brands, processing more than $7 billion in sales. But as their platform grew more sophisticated and their customer base more diverse, they faced a challenge that’s familiar to many scaling companies: how to maintain a genuine connection to customer needs while moving at the speed their market demands.

The challenge of scale

As Tapcart underwent rapid growth, Alex Young, VP of Product, found himself wrestling with a common paradox—the more customers they acquired, the harder it became to truly hear what those customers were saying. The traditional methods of collecting and processing feedback were breaking down under the weight of scale.

“We used to maybe get one piece of feedback in Productboard per day, resulting in only a handful of insights in a month across all go-to-market calls,” explains Alex Young. “Now our team finishes a call and we’ve got eight pieces of feedback.”

Before implementing Twine, Tapcart faced several critical challenges:

• Manual feedback collection: The most immediate challenge was the inefficiency of manual feedback collection. The team was capturing a small amount of feedback despite having numerous customer conversations. This heavy reliance on manual note-taking and data entry not only consumed valuable time but also meant that many crucial insights were slipping through the cracks, lost in the flow of daily conversations.
• Fragmented tools: The problem was compounded by a fragmented toolset. Tapcart was using multiple disconnected systems—ProductBoard, Chorus, and Gainsight, Salesforce—with each department maintaining its own separate tool for customer feedback. This siloed approach meant that valuable insights remained trapped within individual teams, making it impossible to develop a unified, comprehensive view of customer needs and priorities.
• Validation challenges: Perhaps most frustratingly, the team struggled with validation challenges. Without a systematic way to verify the scope of customer requests or quantify their impact on revenue, product decisions often relied more on intuition than data. The team found themselves unable to effectively prioritize feature requests, lacking the concrete evidence needed to make confident decisions about which customer needs should take precedence in their roadmap.

Sam Barati, VP of Customer Success, describes the situation: “We have a lot of theories on what to do product wise. Twine helps us guide the roadmap in a way that aligns with real customer demand.”

Transforming feedback collection with AI

The turning point came when Tapcart discovered they could automate their feedback collection process. The implementation was straightforward, with Alex noting, “Setting up Twine was super simple and we started seeing value immediately which was impressive.”

A few key capabilities transformed their approach.

• Automated intel extraction: The foundation of Tapcart’s transformation was automated intel extraction. From day one, the system began analyzing historical calls, providing immediate value without waiting for new data to accumulate. Each customer conversation was automatically processed to capture multiple types of feedback, and the AI proved remarkably accurate at identifying critical moments and potential risks, catching important signals that might have previously gone unnoticed.
• Business intelligence integration: Equally transformative was the seamless integration with business intelligence systems. By connecting directly with Salesforce, the team could finally see customer feedback in its full business context. This integration enabled them to filter insights by customer segments and, crucially, understand the revenue impact of specific feature requests or pain points—transforming abstract feedback into concrete business opportunities.
• Actionable insights: Perhaps most importantly, the system delivered truly actionable insights. Weekly digests surfaced key feedback themes across the organization, making it easy for every team member to stay informed about customer needs and sentiment. The ability to track patterns across different customer segments helped inform strategic decisions, while video clips provided authentic customer voice—allowing teams to not just read about customer needs, but hear them expressed firsthand. This combination of aggregated insights and raw customer testimony proved powerful in driving alignment and action across the organization.

“Most offerings out there require customer success, sales, and product to take a moment to capture and share their insights with said tool,” notes Alex Young. “Twine rides along on all your calls with customers and automatically distills product feedback, service feedback, customer love, and pricing/packaging concerns, so the effort for data collection is near nothing.”

Cultural transformation

Beyond the metrics, Tapcart experienced a fundamental shift in how they approach customer feedback. The ability to surface positive feedback has improved team morale, while the objective nature of AI-collected feedback has helped remove emotion from decision-making.

“It takes the emotion out of decision making and puts the customer in the forefront,” reflects Alex Young. “I think that’s where in my experience, we’ve all probably been on the other side of a heated customer, a passionate executive, or a peer. I think that’s where Twine has clearly solved a problem for us.”

The transformation has also fostered better collaboration between product and go-to-market teams. Sam describes how the tool helps them move from theoretical discussions to data-driven decisions: “We’d rather say like, ‘Oh, okay, if ~200-300 of our customers want this specific thing, or a large portion of our ARR wants this specific thing, let’s take the guesswork out of it and just go build that.’”

Looking ahead

For Tapcart, Twine is more than just a feedback tool – it’s a platform for making better, more customer-centric decisions, as a collective team. As they continue to revolutionize mobile commerce, having an automated system for capturing and analyzing customer feedback ensures they can maintain their innovative edge while scaling efficiently. By automating the capture and analysis of customer feedback, they’ve created a more objective, data-driven approach to product development that benefits both their team and their customers.

Want to learn how Twine can help your product team make better decisions? Book a demo.