Customer Segments

Updated 3 months ago by Sofia Quintero

When it comes to customer feedback, not all feedback is created equal. Just as important as the content of the feedback is the person who provided it.

Here's a quick video about how to create customer segments easily 🎥

By segmenting feedback based on user type, behaviors, or specific properties (what they do with the product), you’ll see the data in more strategic ways.

For example, If your business is a SaaS company, you may want to create the following segments:

  • Trialist
  • Enterprise customers
  • Customers on plan A
  • Customers on plan B
  • Customers on plan C
  • Churned/canceled customers
  • Customer who tried but did not convert

This will help you understand whether or not you want to prioritize certain work or monitor requests from specific groups of users. 

All tags from feedback given by users in segment "Enterprise"

Several of our integrations can bring not only feedback but also user data into NomNom. Currently, the following integrations provide full synchronization of user properties (email, name, custom attributes, company attributes and so on):

The following integrations synchronize basic customer information (email and name):

Deeper integrations are coming soon! We are working on making each integration as deep as possible so you can bring extra meta-data to your NomNom account easily. We are planning to expand Desk, Help Scout, Delighted, Wootric and more.

Additionally, you can manually add user information to any document in NomNom by clicking on "Add User" button:

Adding customers manually When you add users manually like the example above, you enable NomNom to match that customers across multiple sources. We will never contact your customers on your behalf.

Now that your user information is in NomNom you can start creating user segments
You can now group user based on what they do in your app or any other filter available in your account.

Creating segments

To get started, navigate to People tab and click on Create Segment button. From there you can use any valid NomNom query to define a segment.

For example by using the following query:

user:company.plan:Enterprise and (jira or tag:jira-integration)

You can define a segment of all Enterprise customers who requested or talked about Jira integration.
Queries will depend on the data that's in your account.

If you've connected Intercom, you have access to customer tags and company attributes created in Intercom. Based on those you can create segments in NomNom. For example:

user:company.sub_status:active and user:company.documents_count:[1000 to *]

would group users who's company subscription status is "Active" and that company has more than 1000 documents:

Using segments

Once created segments will show up in the user profile. Clicking on any of the segments will trigger a search and find feedback from all users in said segment

You can also use our Query Language - to search by segment use the following syntax:


In your search area you can activate the filter called USER and check which users properties are available in your account. If you can't find specific properties, please get in touch, we would love to help you build useful segments.

Imported Segments

Integrations such as Intercom will also import segments into NomNom and synchronize their state periodically.
Just like with tags or user properties - not all segments will be relevant in NomNom. You can hide unwanted imported segments by clicking on 'eye' icon.

This will remove the segment from:

  • segment list
  • suggestions for user:segment: search query
  • from user profiles

Segments are not removed and you can bring them back any time.

Need a hand? If you need any help with user properties and segments - let us know! We're more than happy to help you get set up. Simply send an email to

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