Customer Segments

Customer Segments let you group customers into named cohorts — such as "Enterprise," "SMB," or "Churned" — and then filter all of Deck's analytics by those segments. This makes it easy to compare how different customer groups experience your product and where each group's feedback is trending.

How Segments Work

Each segment is a named group with an optional color and a set of rules that determine which contacts belong to it. Deck automatically classifies contacts and insights into the correct segments using a combination of:

1. Rule-based assignment — contacts are matched by attributes such as email domain, company name, or plan type
2. AI classification — when no rule matches, an LLM classifier reads the content of an insight and assigns the most appropriate segment
3. Manual assignment — you can assign a segment directly from any insight detail view

Once a contact is in a segment, all of their insights inherit that segment, so filtering is always consistent.

Creating a Segment

1. Go to Settings → Segments
2. Click New Segment
3. Enter a name and choose a color
4. Optionally add rules (see below)
5. Click Save

Your new segment is immediately available as a filter across the app.

Segment Rules

Rules let you automatically assign contacts to a segment without any manual work. Each rule targets one attribute and one value:

You can add multiple rules to a segment. A contact is placed in the segment if any rule matches.

After saving a new rule, Deck can retroactively apply it to your existing contacts — just confirm when prompted.

Integration Rules

Integration rules match feedback based on where it came from and properties of the source ticket or conversation.

• Source only — match all feedback from a given integration (e.g., all Zendesk tickets).
• Tags — match Zendesk or Intercom tickets that carry a specific tag (e.g., enterprise, billing).
• Custom attributes — match Zendesk or Intercom tickets where a custom field equals a specific value (e.g., customer_tier = Gold). Custom attribute keys and values are matched case-insensitively.
• Slack channels — match Slack messages from a specific channel (e.g., #vip-customers).

When you save an integration rule that uses tags or custom attributes, Deck can backfill existing tickets by fetching the latest metadata from the source integration before re-evaluating the rule.

Segment Analytics

Navigate to Settings → Segments to see a cross-segment view of your feedback:

• Overview cards — total insights, average NPS, and top themes per segment
• Trend chart — how each segment's feedback volume changes over time
• Comparison chart — side-by-side NPS or theme breakdown across segments

Use the date range picker to focus on a specific period.

Filtering by Segment

A Segment filter appears at the top of:

• Themes
• Categories
• Insights Hub
• NPS Score
• Theme detail pages

Select one or more segments to narrow every view to that audience. Your selection is reflected in the URL so you can share filtered views with teammates.

Segment Assignment on Upload

When uploading a CSV or user interview, you can assign a default segment during the upload wizard. Any insights created from that upload will inherit the selected segment.

Similarly, PostHog survey integrations let you specify a segment so all responses from that survey are pre-classified.

Managing Segments

From Settings → Segments you can:

• Edit a segment's name, color, or rules
• Delete a segment — deleting removes the segment and all assignments; contacts and insights are not deleted

Best Practices

1. Start broad — create segments that match your highest-level customer tiers (e.g., Free, Pro, Enterprise) before adding finer-grained ones
2. Use email domain rules — for B2B customers this is the most reliable automatic classifier
3. Review unassigned insights — after setting up segments, check if there are insights with no segment and add rules to capture them automatically
4. Compare NPS by segment — the segment comparison chart quickly reveals which customer tier is driving promoter or detractor trends