What is customers in InstinctGTM?

Part 3 · Operate

Customers

Your own users and payers in one list: who signed up, who is on trial, who pays, what you earn a month, and who needs a message from you today.

01What it is

Pipeline, Customers is a list of the people who use what you sell. It fills from your own Stripe (read only), from your app through a key, and from your website script. The top of the screen counts users, who was active in the last seven days, who is on trial and who pays, your monthly recurring revenue and what moved it, churn and how many trials turned into paying. Each number opens the list behind it.

Open anyone for one timeline: when they signed up, what they did in your app, their payments, the messages you sent, and any deal or conversation with the same email.

02Why it exists

Deals and People follow conversations with buyers. Nothing showed the people who already signed up: who is stuck, who went quiet, whose payment failed. Those are the cheapest customers to keep and the easiest to lose by not noticing.

So every hour Customers reads what changed and, when somebody needs you, writes one message in your voice with the reason beside it. Nothing is sent until you approve it, and every message goes out from your own mailbox.

03How to use it

01Open Customers, Connect. Paste a restricted read-only Stripe key, or use the one you already connected in Deals, Connections. Press Read now to import your customers and subscriptions at once.
02Create a key for this venture under Your app and send each signup to POST /api/v1/customers and what users do to POST /api/v1/events. The customers API page has the snippets.
03If your site runs the website script, call instinct.identify after sign-in and instinct.track for what matters. Without a visitor’s analytics consent nothing about them is sent.
04Use the quick filters: Needs you, Trial ending, Stuck in setup, Gone quiet, Paying, Payment failed and Churned. Search by name, email or company, and export the list as CSV.
05Open Needs you. Each row has the reason and a drafted message. Edit it, then Approve and send, I sent it myself, or Not now. A situation never comes back once handled.
06In a customer’s drawer, set the next follow-up date and keep notes for yourself, or write a message when no rule asked for one.
07Delete a customer from their drawer, or every customer of the venture from Connect. Their events and messages go with them; People and Deals keep their own records.

04What good looks like

You give it: A Stripe subscription billed $1,200 a year with a 25% forever coupon, active, and the same customer sent from the app with setup at 2 of 5.
You get: One customer, Paying, MRR $75, setup 2 of 5. A second Stripe read with nothing new changes no field and adds no event.
Why: An annual price is divided by twelve and the lasting discount applied; the customer is matched by Stripe id, then your own id, then email, and only fields that differ are written.

Derived from the rules in the code

05What weak looks like, and what it costs

You give it: An event from your app with only an email, for somebody Customers has never seen, named button_clicked.
You get: Nothing is stored for it; the answer counts it as skipped.
Why: Only an event with your own user id, or a signup-like event with an email, creates a customer. Any other email-only event lands on a customer already known, so a stray address never fills the list.