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All Customers: search, filter and export your customer list
All Customers is a table with one row per customer. Use it to find specific customers and to export a list. Open it at Insights > Customers, then select the All Customers tab.
Problem and intended user
A retention marketer (the person who runs email and repeat-purchase campaigns) needs named customers to contact, such as the ones most likely to leave or the ones worth the most. An ecommerce manager (the person who runs the store) uses the list to look up who sits in a segment.
Without a list of named customers you either treat every customer the same or pick names by instinct. Either way, a message can miss the people it was meant for.
Current workflow
Most merchants start from the customer list in the Shopify admin or an export of it. They add order counts and last-order dates in a spreadsheet and work out each customer's average order value by hand.
To tell which customers are valuable or at risk, they build their own groups with spreadsheet formulas or filters. Then they copy the result into an email tool or an ad platform. They repeat this when the data changes.
Prerequisites
- Data: your order and customer data is imported. Your customer list comes from it.
- Data: your RFM segments are built. Each customer's Segment comes from your RFM groups. To change the groups, see RFM groups and score mapping.
If your order and customer data is not imported yet, or Nexus is still building your segments, the Customers page shows a message about it instead of the tab.
How Nexus works
Nexus reads each customer from your order and customer data. Predicted revenue is an estimate from Nexus, and Nexus shows it as it comes. Nexus works out Propensity and Churn Risk with fixed rules. The rules compare the days since the customer's last order with that customer's usual gap between orders. AI writes none of these values. Fixed rules also apply your filters, search and sort.
You approve nothing in this tab. Nothing leaves Nexus until you select Export to CSV.
Open the list from a segment
You can open this tab from the Segment Overview tab. Select a segment card or a segment name. Nexus opens All Customers with that segment already checked in the Segment filter. To see all customers again, select Clear filters.
Filter the list
The filter row sits above the table.
| Filter | What it does |
|---|---|
| Segment | Shows customers in the segments you check. |
| Churn Risk | Shows customers at the risk levels you check: Low, Medium, High or Critical. |
| Propensity | Shows customers at the levels you check: Very High, High, Medium, Low or Dormant. |
| Predicted revenue | Limits the list to a range of predicted revenue. |
| Orders | Limits the list to a range of order counts. |
| AOV | Limits the list to a range of average order value. |
| Days | Limits the list to a range of days since the last order. |
Drag the two ends of a range to set it. Filters combine, so each filter you add narrows the list.
Use the search box to find a customer. Its hint reads Search customers by name, email, segment.... Nexus applies the search together with your filters.
Select Clear filters to reset everything. The button appears when a filter or a search is active.
Sort the list
Use the sort menu next to the filters. Each option starts with Sort:, for example Sort: Predicted revenue (highest). It has four options.
- Predicted revenue (highest)
- Orders (most)
- Most recent order
- AOV (highest)
The list starts sorted by Predicted revenue (highest).
Export to CSV
Warning: the export covers every customer that matches your filters. It does not stop at the page you see.
- Set the filters, search and sort you want.
- Select Export to CSV.
The button is disabled when no customer matches. The file has the columns Email, Name, Segment, Predicted revenue, Last order date and Order count. It has no Propensity or Churn Risk column.
Exact output
The tab shows a filter row, a search box, the sort menu, the Export to CSV button and a table with one row per customer.
Read the columns
| Column | What it shows |
|---|---|
| Name | The customer name. |
| The customer email. | |
| Segment | The RFM group of the customer. |
| Predicted revenue | An estimate from Nexus, based on your order data, of what this customer will spend over their lifetime. It is revenue, not profit. |
| Total Orders | The number of delivered orders the customer placed, over their whole history, with no date range. The Orders filter, the Orders (most) sort and the Order count column in the CSV export use the same figure. This header has no tooltip. |
| AOV | The average order value across all purchases. |
| Days Since Order | Days since the customer's last order. Your live store shows this column. Demo Mode shows a Last Order date instead. |
| Propensity | How likely the customer is to buy soon. |
| Churn Risk | How likely the customer is to become inactive. |
A dash means Nexus has no value for that customer.
Under the table, Page X of Y shows where you are, with the number of customers in brackets. Use Previous and Next to move between pages.
What to do with it
| What you see | Decision or action | Owner |
|---|---|---|
| Customers with Churn Risk High or Critical and a high Predicted revenue | Plan a win-back message for them. Select Export to CSV and use the file in your email tool. That step happens outside Nexus. | retention marketer |
| Customers with Propensity Very High or High | Decide who gets a reminder or an offer now. | retention marketer |
| A segment you opened from Segment Overview | Review who sits in it, then export the list. | ecommerce manager |
| A list you want to show in ads | Build an audience in Performance > Audiences. This tab has no audience button. See Build an audience. | retention marketer |
| Segments that do not fit your store | Change the groups in Settings > RFM. | ecommerce manager |
Expected value and measurement
The tab can help you choose which customers get a message, from one filtered list.
To check the effect, open Insights > Customers > All Customers. Filter the list, for example to Churn Risk High or Critical, and note the customer count in brackets after Page X of Y. Check it again later and compare. To see how customers move between segments, open Insights > Customers > Transitions. See Transitions.
Warning: a count can change without any action from you, because new orders and updated customer data change who matches. Campaigns, sales and seasons also run at the same time, so you cannot isolate the effect of one message.
Limitations and exceptions
- Estimates. Predicted revenue is an estimate from Nexus, shown as it comes. It can be wrong for a customer with few orders, and it is revenue, not profit. Propensity and Churn Risk come from order timing, not from a forecast of one person.
- Missing values. A dash means Nexus has no value for that customer. A customer with no known usual gap between orders shows Medium for Propensity and Churn Risk.
- Privacy. The export leaves out customers who have a privacy-deletion record.
- No customers found. With filters on, No customers found means no customer matches. Clear the search or a filter.
- No customers yet. No customers to show yet means Nexus has no customer data for your store. Wait for the first import to finish, or contact support.
- Applying filters. While a filter, sort or page change applies, the table dims and shows Applying filters….
- Export failed. If the export fails, Nexus shows Export failed with a message. Follow the message. For example, when more than 100,000 customers match, the message reads "This filter matches more than 100,000 customers. Narrow the filters (segment, search, or a range) before exporting." It can also tell you to try again when customer data is briefly unavailable.
- Demo Mode. Demo Mode shows sample customers. It adds a Location filter, a P(alive) column and a Last Order date column. It has no sort menu and no Days Since Order column. Your live store does not show these. Under the table, Demo Mode shows Page X of Y with a row count, where your live store shows a customer count.