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Original 2026-01-01

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1 + In this guide

1 <ul><li><a>Complete customer view</a></li>

2 <ul><li><a>Complete customer view</a></li>

2 <li><a>AI-powered personalisation</a></li>

3 <li><a>AI-powered personalisation</a></li>

3 <li><a>Unified marketing and support</a></li>

4 <li><a>Unified marketing and support</a></li>

4 <li><a>Two-way customer conversations</a></li>

5 <li><a>Two-way customer conversations</a></li>

5 <li><a>Better customer lifecycle management</a></li>

6 <li><a>Better customer lifecycle management</a></li>

6 <li><a>Cross-channel loyalty and LTV</a></li>

7 <li><a>Cross-channel loyalty and LTV</a></li>

7 <li><a>Attribution measurement to understand ROI</a></li>

8 <li><a>Attribution measurement to understand ROI</a></li>

8 </ul><h2>1. Creating a complete view of every customer across channels</h2>

9 </ul><h2>1. Creating a complete view of every customer across channels</h2>

9 - Klaviyo’s recent<a>online shopping report</a>found that 77% of omnichannel consumers regularly use 3-4 channels when buying non-essential products. The task for marketing and service teams is bringing all the data from every channel together.

10 + Klaviyo’s recent<a>online shopping report</a>found that 77% of omnichannel consumers regularly use 3-4 channels when buying non-essential products. The task for marketing and service teams is bringing all the data from every channel together.

10 - That’s where unified customer data comes in. By integrating information from every customer interaction and touchpoint, an omnichannel CRM with a<a>built-in customer data platform</a>(CDP) gives you a<a>single view of your customers</a>-and more opportunities to engage them meaningfully.

11 + That’s where unified customer data comes in. By integrating information from every customer interaction and touchpoint, an omnichannel CRM with a<a>built-in customer data platform</a>(CDP) gives you a<a>single view of your customers</a>-and more opportunities to engage them meaningfully.

11 An omnichannel CRM consolidates real-time customer data from every channel and interaction into a single customer profile, including:

12 An omnichannel CRM consolidates real-time customer data from every channel and interaction into a single customer profile, including:

12 <ul><li><a>Zero-party data</a>from<a>web forms</a>, surveys, preference centres, interactive quizzes, and<a>customer reviews</a></li>

13 <ul><li><a>Zero-party data</a>from<a>web forms</a>, surveys, preference centres, interactive quizzes, and<a>customer reviews</a></li>

13 <li>First-party data from purchase history, website behaviour, and marketing engagement, like email, text messaging, and web chats</li>

14 <li>First-party data from purchase history, website behaviour, and marketing engagement, like email, text messaging, and web chats</li>

14 <li>Social media and digital ads</li>

15 <li>Social media and digital ads</li>

15 <li>Loyalty and rewards programs</li>

16 <li>Loyalty and rewards programs</li>

16 <li>Customer support insights like ticket history and conversation context</li>

17 <li>Customer support insights like ticket history and conversation context</li>

17 - </ul>With these unified customer profiles, brands can understand who each customer is, what they care about, and how to best engage them next.

18 + </ul>With these unified customer profiles, brands can understand who each customer is, what they care about, and how to best engage them next.

18 - When meal subscription brand<a>Daily Harvest</a>consolidated 4 ecommerce tools to create a single source of truth for customer data, they cut<a>tech costs by 18%</a>and opened up operational efficiencies. Similarly, grooming subscription brand<a>Dollar Shave Club</a>consolidated multiple high-maintenance systems into one-an email marketing platform, a standalone CDP, and a pop-up tool-and reduced their<a>total cost of ownership by 30%+</a>.

19 + When meal subscription brand<a>Daily Harvest</a>consolidated 4 ecommerce tools to create a single source of truth for customer data, they cut<a>tech costs by 18%</a>and opened up operational efficiencies. Similarly, grooming subscription brand<a>Dollar Shave Club</a>consolidated multiple high-maintenance systems into one-an email marketing platform, a standalone CDP, and a pop-up tool-and reduced their<a>total cost of ownership by 30%+</a>.

19 “We can do things we’ve never been able to do before because everything is under one roof,” says Melanie Fox, director of lifecycle marketing at Dollar Shave Club. “We can find our best customers and treat them like our best customers.”

20 “We can do things we’ve never been able to do before because everything is under one roof,” says Melanie Fox, director of lifecycle marketing at Dollar Shave Club. “We can find our best customers and treat them like our best customers.”

20 <h2>2. Personalising omnichannel marketing with AI</h2>

21 <h2>2. Personalising omnichannel marketing with AI</h2>

21 According to Klaviyo’s future of consumer marketing report, 74% of consumers expect greater personalisation in 2025. Here are a few ways an AI-powered omnichannel CRM can help you better meet that expectation:

22 According to Klaviyo’s future of consumer marketing report, 74% of consumers expect greater personalisation in 2025. Here are a few ways an AI-powered omnichannel CRM can help you better meet that expectation:

22 - <ul><li>Timing optimisation:Use AI to predict when each customer is most likely to engage with a<a>marketing message</a>or web form, maximising open, click, and sign-up rates. </li>

23 + <ul><li>Timing optimisation:Use AI to predict when each customer is most likely to engage with a<a>marketing message</a>or web form, maximising open, click, and sign-up rates.</li>

23 <li>Content and channel optimistion:Use AI to analyse patterns and<a>predict which email</a>or text variant is most likely to convert, or<a>which channel</a>a customer is most likely to engage on.</li>

24 <li>Content and channel optimistion:Use AI to analyse patterns and<a>predict which email</a>or text variant is most likely to convert, or<a>which channel</a>a customer is most likely to engage on.</li>

24 - <li>Targeted messaging:Use generative AI to come up with<a>email subject lines</a>,<a>email content</a>, and<a>text message campaigns</a>more likely to appeal to specific key audiences. </li>

25 + <li>Targeted messaging:Use generative AI to come up with<a>email subject lines</a>,<a>email content</a>, and<a>text message campaigns</a>more likely to appeal to specific key audiences.</li>

25 - <li>AI-generated segments and flows:AI can save you time<a>building segments</a>and<a>flows</a>based on natural language prompts. </li>

26 + <li>AI-generated segments and flows:AI can save you time<a>building segments</a>and<a>flows</a>based on natural language prompts.</li>

26 <li>Customer sentiment analysis:Synthesise<a>feedback from reviews</a>and reach out to customers who have had positive or negative experiences.</li>

27 <li>Customer sentiment analysis:Synthesise<a>feedback from reviews</a>and reach out to customers who have had positive or negative experiences.</li>

27 </ul>Luxury blanket brand<a>Saranoni</a>, for example, uses AI to generate location-based segments from a text prompt,<a>saving 10-30 minutes</a>per segment.

28 </ul>Luxury blanket brand<a>Saranoni</a>, for example, uses AI to generate location-based segments from a text prompt,<a>saving 10-30 minutes</a>per segment.

28 <h2>3. Turning service into a revenue driver by unifying marketing and support</h2>

29 <h2>3. Turning service into a revenue driver by unifying marketing and support</h2>

29 Our future of consumer marketing report found that 81% of consumers now expect a response from customer service within 24 hours. But support is no longer just a reactive function. It’s a key part of the customer experience.

30 Our future of consumer marketing report found that 81% of consumers now expect a response from customer service within 24 hours. But support is no longer just a reactive function. It’s a key part of the customer experience.

30 When brands handle issues well, they can turn frustration into loyalty and even drive new revenue. And when marketing and support teams operate from the same data in an omnichannel CRM, every customer interaction becomes an opportunity to trigger automated marketing flows and personalised outreach.

31 When brands handle issues well, they can turn frustration into loyalty and even drive new revenue. And when marketing and support teams operate from the same data in an omnichannel CRM, every customer interaction becomes an opportunity to trigger automated marketing flows and personalised outreach.

31 For example, you can:

32 For example, you can:

32 <ul><li>Send a follow-up survey via email, text, or WhatsApp after resolving a support ticket.</li>

33 <ul><li>Send a follow-up survey via email, text, or WhatsApp after resolving a support ticket.</li>

33 <li>Use<a>predictive analytics</a>to understand which customers are at-risk, then reach out proactively over email, text, or WhatsApp with an exclusive reward or offer of support.</li>

34 <li>Use<a>predictive analytics</a>to understand which customers are at-risk, then reach out proactively over email, text, or WhatsApp with an exclusive reward or offer of support.</li>

34 <li>Pause promotional marketing messages for customers who have open support tickets.</li>

35 <li>Pause promotional marketing messages for customers who have open support tickets.</li>

35 <li>Provide a<a>self-service portal</a>where customers can access order information, initiate returns, change marketing preferences, get personalised product recommendations, and chat with an AI service agent.</li>

36 <li>Provide a<a>self-service portal</a>where customers can access order information, initiate returns, change marketing preferences, get personalised product recommendations, and chat with an AI service agent.</li>

36 </ul>After implementing a self-service portal, home fragrance brand<a>Happy Wax</a>saw a<a>75% drop in support tickets</a>while also increasing repeat purchases. Similarly,<a>Ministry of Supply</a>customers performed<a>650+ self-serve support interactions</a>in just 4 months after the brand launched a self-service portal, and the officewear brand has seen fewer escalated support tickets from customers requesting “basic information.”

37 </ul>After implementing a self-service portal, home fragrance brand<a>Happy Wax</a>saw a<a>75% drop in support tickets</a>while also increasing repeat purchases. Similarly,<a>Ministry of Supply</a>customers performed<a>650+ self-serve support interactions</a>in just 4 months after the brand launched a self-service portal, and the officewear brand has seen fewer escalated support tickets from customers requesting “basic information.”

37 <h2>4. Guiding two-way conversations with robust data</h2>

38 <h2>4. Guiding two-way conversations with robust data</h2>

38 Consumers these days expect conversations, not just one-way campaigns. A recent study from<a>WARC and Meta</a>found that 71% of consumers are more likely to buy from brands that offer two-way messaging. And Klaviyo’s 2025 BFCM forecast found that 53% of consumers would rather get instant, 24/7 help from an AI customer service agent than email a human representative.

39 Consumers these days expect conversations, not just one-way campaigns. A recent study from<a>WARC and Meta</a>found that 71% of consumers are more likely to buy from brands that offer two-way messaging. And Klaviyo’s 2025 BFCM forecast found that 53% of consumers would rather get instant, 24/7 help from an AI customer service agent than email a human representative.

39 With unified customer data, you can make those conversations more relevant and meaningful. An omnichannel CRM allows you to have two-way conversations across<a>WhatsApp</a>,<a>RCS</a>,<a>SMS</a>,<a>web chat</a>, and<a>AI agents</a>that pull from a customer’s history and your product library, instantly.

40 With unified customer data, you can make those conversations more relevant and meaningful. An omnichannel CRM allows you to have two-way conversations across<a>WhatsApp</a>,<a>RCS</a>,<a>SMS</a>,<a>web chat</a>, and<a>AI agents</a>that pull from a customer’s history and your product library, instantly.

40 Here are a few ways you can chat with your customers in real time to deliver better customer experiences:

41 Here are a few ways you can chat with your customers in real time to deliver better customer experiences:

41 <ul><li>Use automated WhatsApp conversations to guide product discovery and offer personalised recommendations.</li>

42 <ul><li>Use automated WhatsApp conversations to guide product discovery and offer personalised recommendations.</li>

42 <li>Send RCS messages with suggested replies and actions-pre-set response buttons (e.g., “Yes, I’m interested” or “Remind me later”) that make customer replies intuitive, fast, and trackable.</li>

43 <li>Send RCS messages with suggested replies and actions-pre-set response buttons (e.g., “Yes, I’m interested” or “Remind me later”) that make customer replies intuitive, fast, and trackable.</li>

43 <li>Use keyword matching and fuzzy logic to enable both multiple-choice and open-ended<a>SMS replies</a>from customers. For example, instead of asking “Would you like A, B, or C?”, you might ask “We have Chinese, pizza, and sushi available tonight-what sounds good to you?” This approach encourages more natural, engaging interactions, making customers feel heard rather than guided toward a scripted response.</li>

44 <li>Use keyword matching and fuzzy logic to enable both multiple-choice and open-ended<a>SMS replies</a>from customers. For example, instead of asking “Would you like A, B, or C?”, you might ask “We have Chinese, pizza, and sushi available tonight-what sounds good to you?” This approach encourages more natural, engaging interactions, making customers feel heard rather than guided toward a scripted response.</li>

44 <li>Trigger automatic follow-ups via SMS, RCS, and WhatsApp based on how customers respond, like sending gift guides or product carousels when customers ask for suggestions.</li>

45 <li>Trigger automatic follow-ups via SMS, RCS, and WhatsApp based on how customers respond, like sending gift guides or product carousels when customers ask for suggestions.</li>

45 <li>Share FAQs in web chats with customers so they can access instant information, then escalate the conversation to a support agent if they need.</li>

46 <li>Share FAQs in web chats with customers so they can access instant information, then escalate the conversation to a support agent if they need.</li>

46 </ul><h2>5. Improving customer lifecycle management, from awareness to retention</h2>

47 </ul><h2>5. Improving customer lifecycle management, from awareness to retention</h2>

47 - An omnichannel CRM gives you the visibility and tools you need to manage the full customer lifecycle in one place. Here’s how you can better guide customers from first interaction through to long-term loyalty.

48 + An omnichannel CRM gives you the visibility and tools you need to manage the full customer lifecycle in one place. Here’s how you can better guide customers from first interaction through to long-term loyalty.

48 <ul><li>Automate lifecycle stage engagement to deliver timely, personalised experiences.Set up lifecycle stage automation to trigger personalised flows based on real-time customer behaviour. For example, create a welcome series for first-time subscribers or a win-back series for lapsed customers.</li>

49 <ul><li>Automate lifecycle stage engagement to deliver timely, personalised experiences.Set up lifecycle stage automation to trigger personalised flows based on real-time customer behaviour. For example, create a welcome series for first-time subscribers or a win-back series for lapsed customers.</li>

49 <li>Use predictive analytics to keep customers moving forward.Use AI-powered<a>predictive analytics</a>to anticipate when customers are likely to convert, churn, or re-engage. Then, proactively adjust your messaging, timing, and offers to match their intent.</li>

50 <li>Use predictive analytics to keep customers moving forward.Use AI-powered<a>predictive analytics</a>to anticipate when customers are likely to convert, churn, or re-engage. Then, proactively adjust your messaging, timing, and offers to match their intent.</li>

50 <li>Monitor every customer touchpoint and address issues as they come up.Keep a pulse on where your customer experience may be lacking across channels by<a>automatically monitoring</a>drops in key engagement or deliverability metrics-like flow triggers, messages sent, or bounce rates. Then, act quickly before issues impact performance.</li>

51 <li>Monitor every customer touchpoint and address issues as they come up.Keep a pulse on where your customer experience may be lacking across channels by<a>automatically monitoring</a>drops in key engagement or deliverability metrics-like flow triggers, messages sent, or bounce rates. Then, act quickly before issues impact performance.</li>

51 </ul>From an omnichannel CRM, fragrance brand<a>Happy Wax</a>, for example, created a sophisticated review request flow for customers who leave reviews with less than 3 stars. In that case, the flow pings the internal customer service team to reach out and offer a new scent, free of charge.

52 </ul>From an omnichannel CRM, fragrance brand<a>Happy Wax</a>, for example, created a sophisticated review request flow for customers who leave reviews with less than 3 stars. In that case, the flow pings the internal customer service team to reach out and offer a new scent, free of charge.

52 In their abandoned cart and win-back flows, meanwhile, Happy Wax is A/B testing dynamic review quote blocks, which use AI to select and highlight the review quote most relevant to each customer (for instance: a testimonial about the SKU they just abandoned). So far, both flow versions with review blocks are driving<a>more clicks and revenue per recipient</a>.

53 In their abandoned cart and win-back flows, meanwhile, Happy Wax is A/B testing dynamic review quote blocks, which use AI to select and highlight the review quote most relevant to each customer (for instance: a testimonial about the SKU they just abandoned). So far, both flow versions with review blocks are driving<a>more clicks and revenue per recipient</a>.

53 <h2>6. Building cross-channel loyalty and growing lifetime value</h2>

54 <h2>6. Building cross-channel loyalty and growing lifetime value</h2>

54 Klaviyo’s 2025 BFCM forecast found that the top reason consumers stay loyal to their favorite brands when shopping with them during the holiday season is consistently great prices, overall value, and special deals or discounts.

55 Klaviyo’s 2025 BFCM forecast found that the top reason consumers stay loyal to their favorite brands when shopping with them during the holiday season is consistently great prices, overall value, and special deals or discounts.

55 Across every touchpoint, your customers need to feel seen, rewarded, and motivated to keep engaging. Value-based loyalty programs can help re-engage existing customers, bring in new customers, and encourage repeat purchases that lead to larger CLVs.

56 Across every touchpoint, your customers need to feel seen, rewarded, and motivated to keep engaging. Value-based loyalty programs can help re-engage existing customers, bring in new customers, and encourage repeat purchases that lead to larger CLVs.

56 With an omnichannel CRM, you can build<a>tailored customer loyalty programs</a>for your audience rather than relying on one-size-fits-all reward tiers. When you manage your program from a single platform, rewards members can access their points and offers from any channel. On the marketing and support side, this means you can keep track of customers’ loyalty status and send updates across any channel, too.

57 With an omnichannel CRM, you can build<a>tailored customer loyalty programs</a>for your audience rather than relying on one-size-fits-all reward tiers. When you manage your program from a single platform, rewards members can access their points and offers from any channel. On the marketing and support side, this means you can keep track of customers’ loyalty status and send updates across any channel, too.

57 - For example:

58 + For example:

58 <ul><li>Automatically trigger loyalty points reminders via text message or email for customers who haven’t purchased in the last 30 days.</li>

59 <ul><li>Automatically trigger loyalty points reminders via text message or email for customers who haven’t purchased in the last 30 days.</li>

59 <li>Send mobile app notifications when customers’ rewards points are about to expire.</li>

60 <li>Send mobile app notifications when customers’ rewards points are about to expire.</li>

60 <li>Reward customers who reach a new tier with personalised offers via WhatsApp or text.</li>

61 <li>Reward customers who reach a new tier with personalised offers via WhatsApp or text.</li>

61 <li>Send early-access notifications for sales or new product drops to loyalty members via text.</li>

62 <li>Send early-access notifications for sales or new product drops to loyalty members via text.</li>

62 <li>Mention unused loyalty points when a customer reaches out via web chat or to an AI agent.</li>

63 <li>Mention unused loyalty points when a customer reaches out via web chat or to an AI agent.</li>

63 </ul>Health and wellness retailer<a>Elite Supps</a>, for example, built a custom 5% cashback rewards program covering in-store and online purchases. They used Klaviyo to surface real-time cashback balances and expiration alerts through email, SMS, and mobile push notifications, incentivising repeat purchases and re-engaging customers across touchpoints.

64 </ul>Health and wellness retailer<a>Elite Supps</a>, for example, built a custom 5% cashback rewards program covering in-store and online purchases. They used Klaviyo to surface real-time cashback balances and expiration alerts through email, SMS, and mobile push notifications, incentivising repeat purchases and re-engaging customers across touchpoints.

64 The results speak for themselves: in 2024,<a>67% of online cashback redemptions</a>was attributable to Klaviyo.

65 The results speak for themselves: in 2024,<a>67% of online cashback redemptions</a>was attributable to Klaviyo.

65 <h2>7. Measuring attribution across every customer interaction to understand ROI</h2>

66 <h2>7. Measuring attribution across every customer interaction to understand ROI</h2>

66 Understanding what drives revenue means looking beyond isolated touchpoints like the first or last click. An omnichannel CRM lets you track attribution across every interaction so you can see which moments actually influence conversions and long-term value.

67 Understanding what drives revenue means looking beyond isolated touchpoints like the first or last click. An omnichannel CRM lets you track attribution across every interaction so you can see which moments actually influence conversions and long-term value.

67 Here’s how to get a clear picture of ROI and improve your metrics:

68 Here’s how to get a clear picture of ROI and improve your metrics:

68 <ul><li>Use omnichannel, linear multi-touch attribution.While last-click attribution is the most common<a>marketing attribution model</a>, it’s not realistic for today’s customer journey. Instead of over-crediting the last interaction, omnichannel,<a>linear multi-touch attribution</a>spreads the credit evenly across all meaningful touchpoints, paid or owned.</li>

69 <ul><li>Use omnichannel, linear multi-touch attribution.While last-click attribution is the most common<a>marketing attribution model</a>, it’s not realistic for today’s customer journey. Instead of over-crediting the last interaction, omnichannel,<a>linear multi-touch attribution</a>spreads the credit evenly across all meaningful touchpoints, paid or owned.</li>

69 - <li>Spot revenue-driving service moments.Go beyond traditional reporting with advanced insights into the value of post-support purchases using customer hub analytics-for example, track when a customer buys a product after a live chat or agent recommendation. </li>

70 + <li>Spot revenue-driving service moments.Go beyond traditional reporting with advanced insights into the value of post-support purchases using customer hub analytics-for example, track when a customer buys a product after a live chat or agent recommendation.</li>

70 - <li>Get a picture of the full customer experience.Use an<a>intuitive analytics platform</a>to uncover trends, track the impact of marketing activations and customer service efforts, and map out the most promising next moves with personalised benchmarks, testing, and recommendations. </li>

71 + <li>Get a picture of the full customer experience.Use an<a>intuitive analytics platform</a>to uncover trends, track the impact of marketing activations and customer service efforts, and map out the most promising next moves with personalised benchmarks, testing, and recommendations.</li>

71 </ul><h2>Develop personalised relationships with Klaviyo, the omnichannel B2C CRM</h2>

72 </ul><h2>Develop personalised relationships with Klaviyo, the omnichannel B2C CRM</h2>

72 Connection isn’t just about sending the right message. It’s about delivering it at the right moment, on the right channel, with the right context. And that kind of experience isn’t possible without a tech-driven, omnichannel approach.

73 Connection isn’t just about sending the right message. It’s about delivering it at the right moment, on the right channel, with the right context. And that kind of experience isn’t possible without a tech-driven, omnichannel approach.

73 - When brands connect data across touchpoints and stay one step ahead of their customers, they can turn one-off interactions into meaningful moments that build lasting relationships.

74 + When brands connect data across touchpoints and stay one step ahead of their customers, they can turn one-off interactions into meaningful moments that build lasting relationships.

74 - Klaviyo B2C CRM is your omniverse for growth, built to:

75 + Klaviyo B2C CRM is your omniverse for growth, built to:

75 <ul><li>Bring all your customer data into one place, so every interaction starts with full context.</li>

76 <ul><li>Bring all your customer data into one place, so every interaction starts with full context.</li>

76 <li>Embed AI across every function and channel to fuel deeply personalised experiences.</li>

77 <li>Embed AI across every function and channel to fuel deeply personalised experiences.</li>

77 <li>Remove the barriers between marketing and service so teams can deliver consistent customer experiences.</li>

78 <li>Remove the barriers between marketing and service so teams can deliver consistent customer experiences.</li>

78 <li>Launch fast with an intuitive, flexible platform built to grow alongside your business.</li>

79 <li>Launch fast with an intuitive, flexible platform built to grow alongside your business.</li>

79 </ul>With<a>Klaviyo B2C CRM</a>, you don’t have to choose between speed or scale. You get everything you need to make delivering personalised, connected customer experiences your new standard-on one platform.

80 </ul>With<a>Klaviyo B2C CRM</a>, you don’t have to choose between speed or scale. You get everything you need to make delivering personalised, connected customer experiences your new standard-on one platform.