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Jul 30, 2019 12:12:22

Segmenting your customer feedback

by @hum | 422 words | 🐣 | 417💌

Sarah Hum

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At Canny, we strive to make the end-user experience as simple as possible. This is to ensure your team gets as much feedback as possible.

However, you shouldn't just build what has the most votes. There's other information you should factor in when planning your roadmap. One of the most important things is who the votes are coming from. 

Not all users are created equal. Ask yourself which customers you should be focused on right now.

There are many ways you can segment your customers:

  • Customer status (free, paying, churned)
  • Business type (consumer, B2B, etc.)
  • Role (sales, engineer, founder, etc.)
  • Industry
  • Company size
  • Number of web sessions
  • Location
  • Some other metric unique to your product

This customer data that something you already have. We fill in some of the blanks with Clearbit. Married with your feedback data in Canny, you can gain some incredible insights.

What might be your top voted post overall might be a lot less popular depending on the segment.

Here's how segmenting your customer feedback can help you reach your goals.


You work so hard to acquire new customers. Make sure you're doing what you can to keep them.

Look in particular for features that would make your product "stickier".

Paying customers

This is a great one to start with, especially if you have a free plan. People paying less will greatly outnumber your high-value customers.

Keep and eye on what requests are popular among your paying customers. Continuing to provide them increasing value will increase the chances of them staying onboard.

Churned customers

For us SaaS companies, it's important that we keep churn as low as possible. There might be some commonalities in why people are churning. Segment your feedback by churned customers to see if there are any quick wins to address.

When our customers churn, we always ask them why. If it was something in our control, we add it to Canny.

Expansion Revenue / Upsells

New customers are great but acquisition is very expensive. Upsells are about 4x more affordable.

[https://www.priceintelligently.com/hs-fs/hubfs/PI-GraphSlides-v1upsell.001.jpeg?width=1280&name=PI-GraphSlides-v1upsell.001.jpeg from https://www.priceintelligently.com/blog/saas-subscription-expansion-revenue-is-crucial]

Paying customers

What big-ticket items are your paying customers asking for? What areas can you focus on to provide more value to them? 

If you can identify and execute on some key projects, you'll have a much easier time doing upsells.

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