The cost of a fragmented experience
Think about how often a shopper drops off before making a purchase, reaches out with common questions your team answers regularly, or receives a marketing message that doesn’t match what they were browsing. These moments aren’t just frustrating for you, the marketer; they frustrate the customer, too. These are signs of disconnected data, and when your systems don’t talk to each other, your customer experience suffers.
Now imagine the opposite: every customer interaction shaped by behavior, preferences, and history. That’s the power of unified customer data, where marketing, support, and on-site experiences work together in sync. It connects the dots, personalizing every touchpoint, and it helps you deliver the kind of experience that keeps customers coming back.
What is unified customer data?
Watch the video below to learn what unified customer data means, why it matters, and how it helps you better understand and support your customers.
How K:Service builds a connected profile
You’re likely already collecting valuable data from your marketing tools and syncing it to your account. Klaviyo’s K:Service tools build on that foundation by adding insights from on-site behavior, conversations, and support history. Together, they create a more complete picture of each customer.
Click through the gallery tabs below to see how each tool contributes data to your customer profile, supporting more relevant, connected experiences.
Customer Hub
Customer Hub captures real-time onsite behavior and activates profile data to signal what shoppers want and need.
It strengthens the unified profile by capturing and surfacing:
- Product views, clicks, and favorites
- Subscription preferences and selections
- On-site questions or content block interactions
- Browsing behavior from recognized, logged-in, or logged-out users
- Loyalty program data surfaced from integrated providers
- Self-service actions such as reward redemption or order engagement
K:AI Customer Agent
Customer Agent enriches the profile with data from live conversations, surfacing intent, confusion points, and preferred actions.
It strengthens the unified profile by capturing:
- Conversation topics and customer intent
- Escalations and resolution outcomes
- Product recommendations shown and shopper engagement with them
- Customer sentiment and follow-up behavior
- Self-service actions completed during conversations
Helpdesk
Helpdesk contributes service history and ticket resolution data, offering insight into past issues, timing, and support quality.
It strengthens the unified profile by capturing and surfacing:
- Every email, chat, and message thread
- Categories of issues (e.g., shipping, product defect)
- Agent notes, internal comments, and resolution tags
- Conversation frequency, timing, and CSAT ratings
- Escalations or repeat tickets by customer
How unified data powers the service-marketing flywheel
You may have all your customer data, but if you can't use it, it’s not helping you. The service-marketing flywheel is the cycle that connects customer experiences when your tools talk to each other. It looks like this:
On-site behavior reveals intent, support uncovers needs, and marketing responds with precision. Unified data connects each moment to the next, keeping the flywheel in motion.
Expand the examples below to see how unified data turns insights into action. Use them as a starting point to build your own flywheel.
Reengage shoppers who favorited but did not buy
Not every shopper buys on their first visit to your site. But when someone saves a product to their favorites, they’re signaling clear intent. With Customer Hub and Klaviyo, you can turn that intent into action.
Here’s how:
- Track when a logged-in customer favorites a product using Customer Hub.
- Trigger an automated favorites reminder flow in Klaviyo based on that behavior.
- Include the saved product, relevant details, and a clear path to purchase in the message.
You already know what the customer wants. Unified data helps you act on it automatically to bring them back and close the sale.
Increase retention by driving account creation
Encouraging account creation and logged-in shopping early in the journey sets the stage for long-term value. With an account, you can better recognize returning customers, personalize on-site and support experiences, and keep them engaged with targeted content.
Here’s how:
- Update your welcome series to promote account creation, including deep links that guide customers directly to Customer Hub.
- Use Customer Agent to prompt new visitors to create an account when they ask about topics like shipping, returns, or loyalty.
- Once a customer creates an account, send follow-up messages tailored to their data and behavior to keep them engaged.
The more customers you can guide into logged-in experiences, the more effectively you can retain and grow them.
Customize cross-channel journeys based on on-site behavior
Every click in Customer Hub reveals intent. Whether someone taps a product highlight, support prompt, or loyalty offer, that interaction tells you what they care about. These behavioral signals help you personalize the next step, whether it’s a targeted campaign, an automated flow, or a smarter support handoff.
Here’s how:
- Create new flows triggered by clicks on specific content blocks in Customer Hub, such as a featured product or return policy.
- Tailor messaging based on on-site behavior. For example, if a shopper clicks a loyalty-related block, follow up with an email outlining how to collect more points, how many points they’ve earned so far, and how to redeem them.
- Use these signals to improve segmentation and retargeting, like building a segment of users who clicked on support-related blocks and sending them a follow-up campaign that answers common questions or introduces new ways to get help.
This strategy helps increase conversions and lifetime value (LTV) by making every next step feel relevant and intuitive.
Recognize your most loyal customers with tailored messages
Your best customers should never feel like just another name on a list. With unified data, you can identify who they are and deliver meaningful moments that strengthen the relationship.
Here’s how:
- Use Marketing Analytics to create recency, frequency, and monetary (RFM) segments like “Champions” and “Loyals.”
- Personalize Customer Hub content blocks just for those “Champions” and “Loyals,” such as a thank-you message, a referral prompt, or an invite to an exclusive event.
- Follow up with a tailored marketing flow, like a loyalty appreciation series that includes early access to new arrivals, a spotlight on their purchase history, and a personalized reward to keep them engaged.
These targeted efforts remind loyal shoppers why they stick with your brand.
Win back at-risk customers with meaningful touchpoints
When a customer starts pulling away, the right message at the right time can pull them back in. Unified data helps you spot signs of disengagement early and respond with relevance.
Here’s how:
- Use Marketing Analytics to segment customers who fall into “At Risk” or “Needs Attention” RFM buckets.
- Deliver targeted messages in Customer Hub that surface offers, best sellers, or new arrivals.
- Follow up with a personalized marketing flow, like a winback series that includes a friendly check-in, a reminder of their loyalty perks, and a limited-time offer. Each touchpoint is designed to rebuild interest.
Timely nudges remind customers why they chose you in the first place and give them a reason to return.
Unified customer data powers the flywheel by making every behavior, question, and outcome fuel more connected experiences across channels. The result is a journey that feels consistent to your customer, no matter where or how they interact with your brand.