For a company selling to thousands of clubs, we had a surprisingly hard time answering a simple question: where is any given customer actually at? Healthy, stuck, or about to churn? The answer existed. It was just smeared across half a dozen tools, so no one could see it in one place.
Three versions, one idea
Goose Whispering has been around almost as long as I have at CrewLAB. I built the first version years ago in Airtable: a scrappy customer-success tracker for keeping tabs on active customers. Dominic upgraded it substantially in 2024. Then in 2026 I came back and rebuilt it from the ground up, because the company had outgrown a tracker. What it needed was a single source of truth.
Consolidating every source
The whole point of v3 was consolidation. Customer reality was scattered: HubSpot held the CRM, BigQuery held the product data, Stripe held payments, Intercom held support conversations, and the original Airtable held the rest. Each tool had a piece of the truth, and none of them had all of it.
Goose Whispering pulls those sources into one dashboard, so a single customer's full picture lives on one screen: who they are, what they're paying, how they're actually using the product, and what they've been telling support. One place, one version of the truth.
From "no idea" to one screen
Before this, the honest answer to "where's this customer at?" was a shrug and twenty minutes of tab-switching. After it, the answer is a screen. That's the difference between a team that finds out about churn after it happens and one that can see it coming and do something.
It's also a quietly personal build. The scrappy Airtable tracker I made in the early days grew into something the whole customer-success function now runs on. Coming back in 2026 to rebuild it as a real, consolidated platform was a chance to give a tool I started the foundation it had earned.
The stack
- Consolidates HubSpot, BigQuery, Stripe, Intercom, and Airtable into one view
- v1 built in Airtable (me) → v2 substantially upgraded by Dominic (2024) → v3 rebuilt for full consolidation (2026)
