Customer data enrichment
Build richer customer profiles that power smarter marketing
What is customer data enrichment?
Customer data enrichment is the automatic process of adding valuable details to the customer information you already have. It transforms a basic contact record into a complete customer profile that your team can use immediately.
For example, a customer might sign up for your newsletter with just an email address. As they interact with your brand across channels, your CRM adds context like their expected lifetime value, churn risk, and when they're most likely to purchase next. That’s customer data enrichment in action.
Why does customer data enrichment matter?
Incomplete customer profiles force brands to send generic messaging. The same email, text message, or push notification goes out to everyone, regardless of where they are in the customer journey.
Customer data enrichment solves that challenge. When your customer’s recent actions and predicted behaviors automatically populate in one place, every decision gets sharper. You can prioritize your highest-value customers, re-engage those at risk of leaving, and time your offers to match when each person is most likely to buy.
Why choose Klaviyo for customer data enrichment?
Unified data from 350+ integrations
Klaviyo, the autonomous B2C CRM, runs on a built-in customer data platform that pulls from your ecommerce store, point-of-sale system, loyalty program, and more. Between Klaviyo Data Platform and an ecosystem of 350+ pre-built integrations, that means information from across your tech stack is constantly feeding a single, real-time view of every customer that’s clean, organized, and updated continuously, ready to enrich from day one.
AI-powered predictive properties
Klaviyo automatically generates predictive properties for every customer profile, like predicted customer lifetime value (LTV), churn risk, next order date, and more.
No-code data transformation
Format, standardize, and merge profile properties without writing any code. Data transformation makes sure your enriched data stays clean, consistent, and ready for accurate segmentation and personalization.
Conversational enrichment
Every conversation with K:AI Customer Agent captures information on what customers ask about and care about. This data then flows back into your customer profiles, giving you insights for future personalization and messaging across both marketing and customer service.
Key features of Klaviyo's customer data enrichment
Feature | Description | Available on Klaviyo |
|---|---|---|
Klaviyo Data Platform | Unifies real-time data from across your tech stack, so customer profiles are always up to date with the latest information | |
Predictive analytics | Forecasts historic, predicted, and total LTV, as well as churn risk, average time between purchases, and predicted number of orders for each customer profile | |
Data transformation | Formats, standardizes, and merges profile properties without code, so enriched data is clean and ready for segmentation | |
Conversational enrichment | Automatically enriches customer profiles with information from live conversations they have with an AI agent | |
How to get started with customer data enrichment in Klaviyo
- Connect your data sources. Connect your ecommerce store and other platforms across your tech stack to bring all your customer data into Klaviyo Data Platform.
- Explore profile properties. Navigate to any customer profile to see information on past and real-time behaviors, plus predictive properties like LTV, churn risk, and next order date.
- Build enriched segments. Based on the qualities you observe in your enriched customer profiles, build segments to target groups like high-value customers, those at risk of churning, or customers approaching their best cross-sell date.
- Trigger more relevant flows. As data auto-updates in each customer profile, use it to trigger automated messages based on someone’s recent actions, like sending an abandoned cart email containing a 5-star review for the product someone left behind.
- Personalize your marketing and customer service. Use your enriched data to inform email and text message campaigns as well as customer service conversations, tailoring your content, offers, and timing based on each person’s actions and interests.
Customer data enrichment in Klaviyo turns raw contact records into rich profiles that power every message and decision.
Ready to start building richer customer profiles? Get started with Klaviyo Data Platform.