• Complete customer view
• AI-powered personalization
• Unified marketing and support
• Two-way customer conversations
• Better customer lifecycle management
• Cross-channel loyalty and LTV
• Attribution measurement to understand ROI

1. Creating a complete view of every customer across channels

Klaviyo’s recent online shopping report 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. 

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

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

• Zero-party data from web forms, surveys, preference centers, interactive quizzes, and customer reviews
• First-party data from purchase history, website behavior, and marketing engagement, like email, text messaging, and web chats
• Social media and digital ads
• Loyalty and rewards programs
• Customer support insights like ticket history and conversation context

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

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

“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.”

2. Personalizing omnichannel marketing with AI

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

• Timing optimization: Use AI to predict when each customer is most likely to engage with a marketing message or web form, maximizing open, click, and sign-up rates. 
• Content and channel optimization: Use AI to analyze patterns and predict which email or text variant is most likely to convert, or which channel a customer is most likely to engage on.
• Targeted messaging: Use generative AI to come up with email subject lines, email content, and text message campaigns more likely to appeal to specific key audiences.  
• AI-generated segments and flows: AI can save you time building segments and flows based on natural language prompts. 
• Customer sentiment analysis: Synthesize feedback from reviews and reach out to customers who have had positive or negative experiences.

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

3. Turning service into a revenue driver by unifying marketing and support

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.

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 personalized outreach.

For example, you can:

• Send a follow-up survey via email, text, or WhatsApp after resolving a support ticket.
• Use predictive analytics to understand which customers are at-risk, then reach out proactively over email, text, or WhatsApp with an exclusive reward or offer of support.
• Pause promotional marketing messages for customers who have open support tickets.
• Provide a self-service portal where customers can access order information, initiate returns, change marketing preferences, get personalized product recommendations, and chat with an AI service agent.

After implementing a self-service portal, home fragrance brand Happy Wax saw a 75% drop in support tickets while also increasing repeat purchases. Similarly, Ministry of Supply customers performed 650+ self-serve support interactions 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.”

4. Guiding two-way conversations with robust data

Consumers these days expect conversations, not just one-way campaigns. A recent study from WARC and Meta 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.

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

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

• Use automated WhatsApp conversations to guide product discovery and offer personalized recommendations.
• 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.
• Use keyword matching and fuzzy logic to enable both multiple-choice and open-ended SMS replies 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.
• 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.
• Share FAQs in web chats with customers so they can access instant information, then escalate the conversation to a support agent if they need.

5. Improving customer lifecycle management, from awareness to retention

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. 

• Automate lifecycle stage engagement to deliver timely, personalized experiences. Set up lifecycle stage automation to trigger personalized flows based on real-time customer behavior. For example, create a welcome series for first-time subscribers or a win-back series for lapsed customers.
• Use predictive analytics to keep customers moving forward. Use AI-powered predictive analytics to anticipate when customers are likely to convert, churn, or re-engage. Then, proactively adjust your messaging, timing, and offers to match their intent.
• 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 automatically monitoring drops in key engagement or deliverability metrics—like flow triggers, messages sent, or bounce rates. Then, act quickly before issues impact performance.

From an omnichannel CRM, fragrance brand Happy Wax, 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.

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 more clicks and revenue per recipient.

6. Building cross-channel loyalty and growing lifetime value

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.

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.

With an omnichannel CRM, you can build tailored customer loyalty programs 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.

For example: 

• Automatically trigger loyalty points reminders via text message or email for customers who haven’t purchased in the last 30 days.
• Send mobile app notifications when customers’ rewards points are about to expire.
• Reward customers who reach a new tier with personalized offers via WhatsApp or text.
• Send early-access notifications for sales or new product drops to loyalty members via text.
• Mention unused loyalty points when a customer reaches out via web chat or to an AI agent.

Health and wellness retailer Elite Supps, 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, incentivizing repeat purchases and re-engaging customers across touchpoints.

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

7. Measuring attribution across every customer interaction to understand ROI

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.

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

• Use omnichannel, linear multi-touch attribution. While last-click attribution is the most common marketing attribution model, it’s not realistic for today’s customer journey. Instead of over-crediting the last interaction, omnichannel, linear multi-touch attribution spreads the credit evenly across all meaningful touchpoints, paid or owned.
• 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. 
• Get a picture of the full customer experience. Use an intuitive analytics platform to uncover trends, track the impact of marketing activations and customer service efforts, and map out the most promising next moves with personalized benchmarks, testing, and recommendations. 

Develop personalized relationships with Klaviyo, the omnichannel B2C CRM

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.

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. 

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

• Bring all your customer data into one place, so every interaction starts with full context.
• Embed AI across every function and channel to fuel deeply personalized experiences.
• Remove the barriers between marketing and service so teams can deliver consistent customer experiences.
• Launch fast with an intuitive, flexible platform built to grow alongside your business.

With Klaviyo B2C CRM, you don’t have to choose between speed or scale. You get everything you need to make delivering personalized, connected customer experiences your new standard—on one platform.