Personalizing marketing and service

Automating the customer experience

Creating omnichannel experiences

Supporting customers 24/7/365

Offering self-service

1. Personalize marketing and service with customer data

According to Klaviyo’s future of consumer marketing report, 74% of consumers expect brands to offer more personalized experiences. 

The personalization they expect relies on behavioral and psychographic customer data. For small businesses that can’t rely solely on ad spend with third parties to generate revenue, it’s important to start collecting customer data you can own and operationalize.

That means collecting not only zero-party data, like email addresses, phone numbers, and personal preferences, but also first-party data, like website behavior, purchase history, marketing engagement, and customer service interactions.

To gather this data, use: 

• Sign-up and other web forms
• Website behavioral data
• Cross-channel marketing engagement data
• Quizzes and surveys
• Customer support conversations
• A self-service customer hub

With your data collection infrastructure in place, all centralized in a B2C CRM, you can start to improve the customer experience by creating a marketing-service feedback loop that drives the entire customer lifecycle.

When customer service and marketing are pulling from the same data foundation, every agent and marketer gains access to a 360-degree view of the customer and the ability to:

• Up-sell during service conversations. When support conversations are going well, both AI and human agents can use past purchase and browsing data to suggest complementary products. 
• Send automated marketing follow-ups after service conversations. Depending on the outcome of a conversation, follow up with messages that reflect real support interactions.
• Pause marketing messages during open support tickets. Be considerate of your customers by automatically pausing promotions until support issues are resolved. 
• Remind customers about loyalty points. Pull loyalty data into customer support interactions to remind shoppers to save money with their rewards.

When haircare brand Briogeo integrated their loyalty platform with the CRM that also housed their marketing automation, they gained the ability to insert loyalty specifics into their text message marketing, like the recipient’s available points and rewards. The reminders have helped incentivize customers to keep buying, and contributed to a 26% period-over-period drop in Briogeo’s SMS unsubscribe rate.”

2. Create consistent interactions across channels

Our future of consumer marketing report shows that the No. 1 frustration consumers have when shopping across channels is inconsistent pricing and promotions.

Consistency builds trust. On the back end, that means integration infrastructure that informs every touchpoint with customer data. On the customer’s end, that looks like a smooth customer experience instead of fragmented one.

Consistent experiences start with unified infrastructure and processes that are shared between marketing and customer service teams. Here are a few ways to improve omnichannel experiences for customers:

• Maintain a single product catalog across your website, physical store, and app.
• Use a CRM that stores real-time data in unified customer profiles and makes it available for personalization across email, text message, WhatsApp, your website, and your mobile app.
• Encourage customers to reach out on any channel, and manage those conversations within a CRM-embedded, AI-powered helpdesk that’s shared by AI and human agents.
• Send messages to customers on their preferred channels with AI that analyzes engagement patterns and makes predictions accordingly.

Drinkware brand Corkcicle reduces message fatigue by sending messages to customers where they’re most likely to engage. Since optimizing their channels with AI, they discovered that their most efficient segment is customers who prefer email and have engaged in the past 90 days.

3. Automate certain parts of the customer experience

Marketing and support automation is how small brands can scale their business without losing the personalized experiences their customers have come to appreciate. 

Let’s say a customer recently moved. They may start shopping for skincare products in a new climate. Or, if a customer’s child recently grew, they may go from shopping in the infant category to toddler. 

Automation connects the dots for you, so your team can keep up with shifting customer needs. To automate parts of the customer experience:

• Set up basic nurture flows. Create welcome flows and ongoing educational series to help customers learn more about your products and get the most out of their purchases. Use an AI marketing agent to keep content fresh and relevant to your audience.
• Bring customers back with purchase reminders. Use personalized abandoned cart and abandoned browse flows to remind customers what they’ve left behind. Use historical data to send messages at the time when customers are most likely to engage.
• Support customers with post-purchase messages. Automate transactional messages like order confirmations and shipping notifications. Once a customer receives a product, follow up automatically with a survey that includes personalized product recommendations for their next purchase. 
• Send replenishment reminders. Use predictive analytics to anticipate when a customer will make their next purchase, and send a reminder to nudge them toward a sale.
• Collect social proof. Send automated review requests timed to product usage, and create incentives that encourage detailed reviews with photos.

Fashion brand MS. READ automates review requests that help drive repeat purchases. Customers earn loyalty points if they leave a review, which they can redeem for vouchers. The automation has boosted repeat purchases and revenue.

4. Support customers 24/7/365 with an AI customer agent

Klaviyo’s recent AI trends report found that 90% of marketers believe that AI helps them improve the customer experience faster than they could on their own. 

Customers are open to chatting with AI agents for support, too. Klaviyo’s 2025 AI shopping index found that 68% of consumers prefer AI over human help for instant answers, and 48% prefer it for post-purchase support. 

Here’s how an AI customer agent can help improve the customer experience:

• Answer common questions instantly. AI agents can answer questions right away, like “Where’s my order?” or “Is this product in stock?”, freeing up your human support team for high-value interactions. 
• Personalize the shopping experience. AI agents that have access to customer and product catalog data can make personalized recommendations based on past purchases and browsing behavior.
• Guide shoppers to purchase. When someone is about to abandon a cart or a product page, an AI agent can pop in to answer quick questions about sizing, color, shipping, availability, and more. By handling objections quickly and efficiently, AI can actually nudge people toward completing their purchase.

Home fragrance brand Happy Wax improves their customer experience with an AI agent. Within 90 days of implementation, more than 50% of conversations handled by their AI agent were fully resolved without any service team involvement. 

“We’ve seen a dramatic reduction in support tickets. This is especially valuable heading into BFCM, when inquiries surge,” says Rachel Fagan, VP of marketing at Happy Wax. “Customers get instant answers, and our team gains bandwidth for high-touch moments. That’s setting us up for success.”

5. Offer a self-service option

As a small team, you can’t be everywhere at once. But the good news is that customers enjoy serving themselves when it’s easy: Microsoft research found that over 90% of consumers expect businesses to have online self-service options.

As we’ve seen, AI plays a big role here by resolving simple customer inquiries so they never have to get to the point of opening a ticket. But sometimes a great customer experience means shoppers can find answers about their order without interacting with anyone at all, including AI. Instead, the information they need is available in their account, through your website, at all hours of the day. 

This is a win-win for customers and small brands: self-service cuts down on support tickets while creating more opportunities to sell with a personalized on-site experience.

To start improving the customer experience with self-service, launch a customer hub that makes it easy to:

• Track orders and shipping status.
• See past orders.
• Manage returns.
• Discover new products through personalized recommendations.
• Update subscriptions.
• Get help through live chat or FAQs.
• Wishlist items for later.
• Explore coupons and loyalty rewards.

Now that Ministry of Supply has implemented an AI customer agent alongside a self-service customer hub, customers of the officewear brand have completed over 12,000 self-serve support interactions. The hub has also helped the brand increase their revenue per session through product recommendations.

Elevate your customer experience with Klaviyo Service

Improving the customer experience is a revenue driver for small businesses. A great experience can turn one-time shoppers into loyal customers and can help increase order sizes among existing customers. 

With Klaviyo Service, you can deliver connected, personalized customer experiences across multiple channels. Klaviyo Service connects marketing and service with:

• Klaviyo Customer Hub: a personalized, on-site self-service platform where customers can manage their orders, wishlist items, discover products, and reach out for help without leaving your online store
• K:AI Customer Agent: a 24/7 personalized customer assistant that can instantly answer questions, make recommendations, and route customers to human agents
• Klaviyo Helpdesk: an AI-powered workspace where your AI and human agents can work together to resolve customer issues, offer omnichannel support, and deliver personalized service with full context