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
Unified customer data helps service and marketing work from the same customer reality. When Customer Agent learns something during a conversation, that context can inform the customer’s profile, segments, campaigns, and flows. Explore how a service interaction can shape what happens next in marketing.
Expand the examples below to see how service interactions can shape what happens next in marketing.
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.
Follow up on loyalty program interest
A customer asks Customer Agent about their VIP status or available rewards. Because loyalty and engagement data are connected, the brand can continue the conversation after the service interaction.
Here’s how the flywheel works:
- The customer asks about the VIP program.
- Customer Agent responds using their current loyalty information.
- Their interest in the program becomes part of the customer context.
- A follow-up message can remind them about unused points or relevant rewards.
Turn local interest into location-based experiences
A customer asks Customer Agent about the Boston store. That interaction signals local interest that can help the brand make future outreach more relevant.
Here’s how the flywheel works:
- The customer asks about the Boston location.
- Customer Agent answers using available store information.
- That interest can help place the customer in a relevant segment.
- The brand can send information about Boston events, store updates, or location-specific offers.
The current examples about account creation, favorites, loyal customers, and at-risk customers are still useful, but they belong in a broader section about applying unified data. Here, they dilute the sharper service-to-marketing story the feedback is requesting.
With unified data, every interaction helps create a more connected and consistent customer experience across channels.