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The Customers object helps you keep track of all your customers in one place - who they are, what they’ve asked for, and how engaged they are. It gives your team a shared understanding of high-value, active, or at-risk customers and supports smarter prioritization.

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Setup

The Customers object acts as a foundational layer for tracking and understanding customer relationships across Lane:
  • No special setup is required.
  • Automatic customer linking for Insights - when an Insight is created through integrations like Slack, Intercom, or Email, Lane automatically enriches the record with the correct customer. This ensures every Insight is tied to the right account without manual effort, keeping your data accurate and consistent
  • Customer connections across the product - when Insights are linked to Features, those customers are automatically connected as well. This helps you trace customer needs, follow feature progress, and understand the impact on each account.
  • Holistic customer view - each customer record shows their linked Insights, Features, and statuses, helping you assess engagement, sentiment, and key requests at a glance.
  • Flexible views for decision-making - use filters and sorting to surface the right set of customers, whether you’re identifying high-value accounts, spotting churn risks, or focusing on the most active requesters.

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Customer Fields

Each customer record supports the following fields:
  • Name: The customer or company name.
  • Domain: Unique business domain.
  • Status: Active, Prospect, or Lost.
  • Tier: SMB, Mid-market or Enterprise.
  • ARR: Annual recurring revenue (ARR).

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Adding a Customer

To manually add a new customer:
  1. Click the + icon next to Customers in the sidebar.
  2. Enter the name.
  3. Add additional fields like domain, ARR, status and tier.
  4. Click Add Customer to save.
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Use Cases and Value

  • Identify top-requesting or high-revenue customers.
  • Align product planning with customer needs.
  • Quickly filter for requests from churned or at-risk customers.
  • Close the loop efficiently by tracking linked Features and their release plans.

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Best Practices

  • Track key customer attributes: Keep fields like Tier, Revenue, and Status updated to prioritize feedback from high-value or strategic accounts.
  • Link customers to every Insight: Whenever you capture feedback, ensure it’s tied to the relevant customer. This builds a strong trace of who requested what.
  • Use customer-linked Features for prioritization: The more customers tied to a feature, the stronger the signal for prioritizing it. Use this to drive roadmap decisions.
  • Review customer records regularly: Use filters to find which customers are most active, which ones are quiet, and which accounts need follow-ups.

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FAQs

Q: Can I import customers from another tool?
A: Not yet, but we plan to support imports and integrations soon. For now, customers can only be added manually. Q: What happens if I delete a customer?
A: Deleting a customer will remove them from all associated records. Proceed with caution—historical context will be lost.