Most brands struggle with fragmented customer data scattered across different tools, which makes it difficult to scale personalisation. Picture this: a customer orders a jacket for delivery using their personal email. A few days later, they place a collection order using their work email. Without a unified view, your system sees two strangers instead of one loyal customer, which prevents you from seeing their full value and leads to generic experiences that miss the mark.
Why it matters
Why Klaviyo
Key features
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Why do unified customer profiles matter?
You can’t build a genuine relationship with someone you don’t know. Unified customer profiles are the foundation for creating personalised experiences that feel authentic and drive growth. Having a complete view of a customer’s history with your brand enables you to improve the customer experience, build loyalty, and increase revenue.
Imagine sending a refill reminder that arrives exactly when a customer is running low, or a text message with a VIP offer based on their total lifetime spend. That’s how unified data helps you become a brand that anticipates your customers’ needs, rather than one that treats people like names on a list.
Why choose Klaviyo for unified customer profiles?
1. Real-time data foundation built for B2C scale
Klaviyo is built around unified customer profiles. They’re the foundation of everything you do, and the source of truth that powers smarter marketing.
With a built-in customer data platform and more than 350 pre-built integrations, Klaviyo maintains a real-time, lifetime view of every customer. You see every interaction, purchase, and preference in one place, powered by more than 350 pre-built integrations. This creates a rich, complete customer database without any extra work.
2. Automatic identity resolution
Klaviyo automatically recognises and merges customer records by collecting activity unique to each channel. In a native mobile app, for example, Klaviyo collects the device ID and interaction data such as button clicks. The moment a user signs in with their email address or phone number, Klaviyo automatically merges that activity with their existing profile. This ensures you have a single, unified view of every customer, regardless of where they interact with your brand.
3. AI-powered predictive insights
A Klaviyo profile provides a window into the future, going beyond a simple history of past actions the customer has taken. AI analyses behaviour to incorporate predictive analytics directly into each unified profile, such as churn risk, predicted customer lifetime value (LTV), and next predicted order date, so you can act today on what will happen tomorrow.
Key features of Klaviyo’s unified customer profiles
Feature | Description | Available with Klaviyo |
|---|---|---|
Real-time activity feed | See every customer action as it happens in a single, chronological timeline, from opening an email to viewing a product or making a purchase. | ✔️ |
Advanced segmentation | Use any data point from a unified profile to build precise behavioural segments so your messages reach the right people. | ✔️ |
Predictive profile properties | Use AI-powered predictions that build on past behaviour, with insights like churn risk prediction and predicted LTV stored directly in the customer profile. | ✔️ |
Cross-channel identity resolution | Track and unify customer interactions across email, text messaging, mobile push, and your website for a true omnichannel view of the customer journey. | ✔️ |
Multi-email profiles | Gain a more accurate and comprehensive view of customers by recognising and managing their multiple email identities, reducing duplicate profiles, and enabling better personalisation and engagement. | ✔️ |
How to get started with Klaviyo’s unified customer profiles
- Connect your data sources. Integrate your ecommerce store and other tools with Klaviyo. Customer data will start syncing immediately, building rich, unified profiles from day one.
- Explore a customer profile. Click into any profile from your audience list to see the unified view in action. You’ll find each person’s contact information, a real-time activity feed, and all their custom and predictive properties.
- Build a segment with profile data.Create a new segment using the detailed information in your profiles. For example, target customers who have purchased more than three times and have a high predicted LTV.
- Personalise marketing campaigns. Use your new segment to send a targeted message. You can use unique profile properties to directly inform your email or text message content for true one-to-one personalisation, such as a dynamic feed of products compatible with their last purchase or a customised refill date.
With a complete, unified view of every customer, you can stop guessing and start building stronger relationships that drive real growth.