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The Customers page is where the people behind your feedback become real accounts you can reason about — who they are, what they’ve asked for, and how much they’re worth. It’s also the layer that gives Prioritization its teeth: the revenue and tiers you keep here are what let Lane weigh a Signal by the business behind it, not just the volume. The page has two tabs:
  • Company — your customer accounts, with fields like revenue, tier, status, and domain.
  • Users — the individual contacts linked to each company: name, email, and role.

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How customers get here

You rarely have to build this list by hand:
  • Automatic linking. When feedback arrives with an email — through Slack, Intercom, Email, the Portal, or a CSV — Lane matches the person to a contact and the company by email domain, creating the records if they don’t exist. Every piece of feedback ends up tied to the right account without manual work.
  • CRM sync. Connect HubSpot, Salesforce or Attio and your companies and contacts flow in from your CRM, kept in sync so Lane reflects the source of truth.
  • Manually. Add a company or a contact yourself from the + next to Customers in the sidebar, or import a list via CSV.
Lane fetches company logos from the domain automatically, so your list stays visually organized. Logos provided by Logo.dev

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Customer fields

Each company record supports: Each contact (user) record supports Name, Email (used for matching), Role, Company, and Source. Define your own statuses and tiers to match how you segment accounts under Settings → Customers.

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Customer stats

Two cards at the top of the page give you a quick pulse on where follow-up is needed:
  • Open Requests — customer-linked feedback that’s still open.
  • Loop Not Closed — customer-linked feedback where the work has shipped but the customer hasn’t been told yet.

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Customer page

Click any customer to open its page. On the left is the account at a glance:
  • What needs attention: when they last gave feedback, a renewal coming up, and how much of their feedback hasn’t shipped yet.
  • Details: status, tier, revenue, renewal date, size and domain, editable inline. If the customer is synced from a CRM, a Synced from badge appears and CRM-mapped fields are locked so your CRM stays the source of truth.
  • Users: the people at the company Lane has heard from, with how much feedback each has given.
On the right are three tabs:
  • Activity: the account’s story, newest first. Feedback as it arrives, Signals accepted or shipped, customers told their request shipped, users added, changes to the account’s details and who made them, a CRM starting or stopping to sync it, and notes.
  • Signals: the Signals this customer’s feedback is part of.
  • Feedback: every piece of feedback linked to this customer.
Use Mark as Important on a customer to flag an account that matters. Lane takes it into account when it answers questions in Ask Lane and in AI apps connected through the MCP server. To have Lane keep a closer eye on specific accounts, add them to Accounts to watch in Context. With PostHog connected, Lane can also tell you how a customer actually uses your product: who’s active, what they use, and when they were last seen.

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Notes

A lot of what your team knows about an account never lands in a field: the champion who’s leaving, why the account is at risk, what usage looked like last month. Notes keep that knowledge on the customer, in a sentence or two, so the next person, or the next conversation with Lane, starts from it instead of working it out again.
  • Lane keeps them as it works. When Ask Lane or an agent learns something about a customer that’s worth remembering, like a usage summary from PostHog or a decision about where the account stands, it can leave a note. AI apps connected through the MCP server can leave notes too, as you.
  • Lane reads them back. When Lane or a connected AI app looks up a customer, the latest notes come with it, so a weekly health check picks up where last week’s left off.
  • Add your own. On the Activity tab, click Add note, give it a one-line title and, if it needs one, a few lines of detail.
  • Keep them current. Hover a note and click … to edit or delete it. An edited note keeps who wrote it and shows who changed it.
Notes are short by design: a fact or a decision worth remembering, not a meeting transcript. What the customer said in their own words belongs in Feedback. Contributors can read notes but can’t add, edit or delete them.

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Renewal dates

A renewal is when an account decides whether to stay. Knowing when each one comes up lets you walk into that conversation knowing what the customer asked for, what shipped for them and what’s still open, and lets you weigh their requests while there’s still time to act on them.
  • Set it on the customer. On the customer’s page, click the date next to Renewal (it reads Not set until you pick one) and choose the day. To clear it, hover the date and click the ×.
  • See who’s coming up. Add the Renewal date column to the Customers list and sort by it: the soonest renewals come first, and customers without a date come last.
  • Bring them in at once. Map a renewal date column when you import customers by CSV, or map your CRM’s renewal field from HubSpot, Salesforce or Attio. A date mapped from your CRM is kept current on every sync and locked in Lane.
  • Ask about it. Ask Lane, or an AI app connected through the MCP server, can answer “which customers renew this quarter, and what have they asked for?”. When some customers have no renewal date, Lane says how many, so the answer is never quietly incomplete.

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Working with customers

  • See who’s asking for what. A customer’s Feedback tab is the fastest way to understand an account’s needs before a renewal or QBR.
  • Weight prioritization by revenue. Because Signals carry the customers behind them, keeping tier and revenue current means your Signal ranking reflects real business impact.
  • Close the loop with the right accounts. When the work ships and its Signal is closed, the customers behind it can be told automatically in the place they asked. See Closing the loop.

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Best practices

  • Keep revenue and tier current. They directly shape how Signals rank — stale numbers mean a skewed roadmap.
  • Let auto-linking do the work. Feedback that arrives with an email links itself; you mostly just keep the account attributes fresh.
  • Connect your CRM. With HubSpot, Salesforce or Attio synced, customer data stays current without manual upkeep.

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FAQs

Q: How does auto-linking work?
A: When feedback comes in with an email, Lane matches the sender’s domain to a company (creating it if needed) and links them automatically. Q: What is the Source field?
A: How the record was created — Manual, HubSpot, Salesforce, Attio, or Portal. Q: Can I edit fields on a CRM-synced customer?
A: Fields mapped from your CRM are locked to prevent conflicts. Unmapped fields stay editable in Lane. Q: Can I import customers from another tool?
A: Yes — via CSV import, or by syncing HubSpot, Salesforce or Attio. Q: What’s the difference between the Company and Users tabs?
A: Company shows accounts (companies); Users shows the individual contacts linked to them. Q: What’s the difference between a note and feedback?
A: Feedback is what the customer said, in their own words, and Lane analyses it into Signals. A note is what your team or Lane wants to remember about the account, like a decision, a finding or something to check next time. Notes aren’t analysed into Signals. Q: Where does a customer’s renewal date come from?
A: You can set it on the customer, import it by CSV, or map it from your CRM. Once your CRM maps it, it updates on every sync and is locked in Lane; a date cleared in the CRM leaves Lane’s date as it was.