Customer identity resolution
Create a single, complete view of every customer, no matter how they interact with your brand
What is customer identity resolution?
Customer identity resolution is the process of determining that different interactions and identifiers, like an email address, a phone number, and browsing activity, belong to the same person, then consolidating that information into a single customer profile.
Most brands have customer data scattered across different systems. Someone might browse your site anonymously, then sign up for emails, and later subscribe to text messages. Without identity resolution, those look like 3 different people. Identity resolution connects the dots, so you can make smarter decisions behind the scenes.
Why does customer identity resolution matter?
Personalization requires knowing who you're talking to. When data is fragmented across systems, you end up treating the same person as multiple strangers.
A complete view of each customer is the foundation for messages that feel one-to-one and service that reflects what each person actually needs. And identity resolution is the foundation of a complete view of each customer.
When you know the full story of each customer, every marketing decision gets sharper. You can build more precise segments, trigger more effective automations, and serve every customer across every channel from the same accurate profile. The more interactions you connect, the more relevant every message becomes.
Why choose Klaviyo for customer identity resolution?
Deterministic matching for accuracy
Klaviyo, the autonomous B2C CRM, uses deterministic identity resolution to link profiles based on definitive zero-party data your customers provide directly, like an email address and a phone number they submit together during check-out, or first-party data you observe through your owned channels, like someone’s device ID while browsing. That means your data is built on confirmed identifiers rather than probabilistic inference, so every profile is accurate.
Anonymous activity backfill
Klaviyo tracks anonymous website visitors and links their browsing behavior to known profiles once they identify themselves through a form submission, email click, or check-out.
Immediate action on resolved profiles
Because identity resolution is built directly into Klaviyo Data Platform (KDP), you can act on your complete profiles immediately. There's no need to export data to another provider to provide personalized marketing or customer service.
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 identity resolution
Feature | Description | Available on Klaviyo |
|---|---|---|
Cross-channel tracking | Captures customer activity across email, text messaging, mobile push, and your website, connecting interactions that happen on different devices or at different times | |
Automatic profile merging | Automatically merges separate profiles into one record when they share a common identifier, like the same phone number or email address | |
Anonymous activity backfill | Backfills someone’s previous on-site activity to their profile once they identify themselves, giving you a complete historical view | |
How to get started with customer identity resolution in Klaviyo
- Connect your data sources. Integrate your ecommerce store and other tools with Klaviyo to start collecting customer data from every touchpoint.
- Install on-site tracking. Add the Klaviyo tracking snippet to your site to capture events for both anonymous and identified visitors.
- Launch sign-up forms. Use forms to collect email addresses and phone numbers. Klaviyo automatically links each visitor's identity and browsing history to their new profile.
- Build better segments and flows. Customer segments and automation triggers are smarter when they’re based on unified profiles that reflect complete customer behavior across channels, not just one touchpoint.
- Personalize your marketing and customer service. Tailor messages to someone’s full history, like what emails they’ve engaged with, which products they’ve browsed, and what they’ve purchased, and send fewer duplicate sends across channels.
Ready to build your complete customer database in Klaviyo? Get started with KDP today.