• Understand omnichannel engagement
• Unify customer data
• Leverage AI to keep up
• Design automated flows
• Personalise messaging at scale
• Keep it conversational
• Build customer loyalty
• Measure and optimise

1. Understand the difference between omnichannel customer engagement and service

Customer service is the support you provide across the customer lifecycle, and it plays a major role in satisfaction and retention. Service often spans multiple channels, from email and chat to in-store interactions and return processes.

Omnichannel customer engagement is broader. It’s not just about resolving issues—it’s about building relationships. True omnichannel engagement blends marketing, service, and loyalty efforts into one cohesive experience. It includes every touchpoint before, during, and after purchase, plus how well those interactions work together to drive long-term customer value.

For one customer, that experience might include:

• A discount offer email on their birthday 
• A seamless product return at a physical store
• A personalised product recommendation when browsing your site
• A helpful chat exchange about sizing or delivery times
• A loyalty reward that feels earned and well-timed

For today’s customers, great service alone isn’t enough. Brands need to engage customers across channels with consistency, relevance, and care. 

2. Unify customer data across every touchpoint

A personalised, connected customer experience starts with a single source of truth. That means every piece of customer data, no matter where it comes from, needs to live in one centralised place. 

If customer data is in silos, split across marketing, sales, service, and in-store systems, you run the risk of treating each customer (and moment) like a one-off transaction, instead of building meaningful relationships.

The customer data you need as a foundation for omnichannel customer engagement includes everything from:

• Onsite behavior like product views, form inputs, and time spent on pages
• Online and in-store purchase history
• Loyalty program participation and rewards activity
• Product preferences and category affinities
• Email, SMS, mobile app, and WhatsApp engagement
• Support interactions, returns, and survey responses
• Customer-facing systems like POS software, booking tools, reservations platforms, or helpdesk apps

When all those data streams connect in your B2C CRM, you get a more accurate understanding of each customer’s lifecycle, preferences, and potential value. Even more important: you can use this data to personalise marketing and customer support across channels.

3. Keep up with customers where they’re at

Here’s where consumers are most likely to engage with brands across channels and categories, according to Klaviyo’s 2025 omnichannel shopping survey:

But each customer has their own preferences, and keeping up with them manually is an impossible task.

AI can help you determine the best channel for each customer interaction by tracking real-time engagement patterns at the individual customer level and determining where each subscriber is most active and most likely to engage.

And good communication goes both ways. A self-service portal not only connects customers to built-in AI service agents that can help answer simple questions instantly, but also allows customers to actively manage how they engage with you by giving them the ability to update subscriptions, track favorite purchases, or adjust communication preferences. 

4. Design automated flows that adapt in real time

Automated flows respond to actual interactions customers have with your brand, whether they’re browsing your website, abandoning a cart, or completing a purchase. As preferences shift, preferred channels change, or new data comes in, these flows automatically update content, timing, and delivery channels to stay relevant.

Here are a few examples of how you can automate omnichannel customer engagement:

• Create an adaptive welcome series with support prompts. Start with product recommendations based on quiz responses or browsing behavior, then layer in helpful content like FAQs or live chat links for customers who haven’t made a purchase yet.
• Build cross-channel abandonment flows with proactive assistance. If a customer abandons their cart, follow up via their preferred channel with tailored product messaging. You might also trigger a follow-up on another channel offering real-time help via chat or a link to product reviews and return policies. 
• Set up post-purchase flows that evolve. Update flows based on what customers bought, how frequently they buy, or when they’re likely to re-order. After a purchase, send confirmation and shipping updates via text message or email, then follow up on WhatsApp with helpful content like care instructions, how-to videos, or a link to contact support. 
• Reward customers for ongoing loyalty. Trigger loyalty reminders or refill prompts across channels based on repurchase behavior, reviews and referrals, and predictive analytics.
• Launch personalised cross- and up-sell flows. Use the data you’ve collected on purchase history, seasonality, or location to guide these flows, and offer complementary products or bundles that match up with their preferences.

When men’s apparel brand Jordan Craig started A/B testing push notifications via their mobile app alongside email, they gained better visibility into channel preferences for dual subscribers. Centralising data from email, push, and integrations in one place has been a major revenue driver for the brand: in their first 6 months with Klaviyo, flows drove 30% of their revenue.

Similarly, from a consolidated tech stack, fragrance brand Happy Wax 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. 

5. Personalise messaging at scale with AI 

In 2025, 74% of consumers expect more personalised experiences from the brands they shop with, per Klaviyo’s future of consumer marketing report. To meet rising expectations, brands need to use customer data and tailored messaging to create 1:1 experiences at scale.

The good news? You don’t need a massive team to pull it off. With AI, you can deliver highly relevant messages that feel personal even when they’re automated.

Here are just a few ways you can use AI to personalise omnichannel customer engagement:

• Let an AI service agent be the frontline for visitor questions and support needs, providing tailored, instant responses for every customer. 
• Use AI-powered segmentation to quickly create customer segments based on natural language prompts—like shoppers who’ve started check-out but haven’t purchased, engaged in the past 30 days, or left reviews with fewer than 3 stars. Then, use these segments to tailor both marketing and customer support outreach.
• Leverage generative AI to create targeted email subject lines that speak to different audiences, challenges, seasons, use cases, and more.
• Keep up with customers via two-way conversations across different channels, using generative AI to develop fast, personal responses to text messages and customer reviews.
• Use predictive analytics to identify customers at risk of churning, high-value customers, and customers likely to order soon, then set up proactive outreach on their preferred channel.
• Identify which message performs best using A/B testing, then let AI automatically send the version each individual customer is most likely to engage with.
• Incorporate product recommendations that automatically highlight the products each customer might like the most based on their purchasing history and profile insights.

In their abandoned cart and win-back flows, for example, 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. Expand beyond email with conversational messaging

Email is a great tool for sharing information with customers, but it wasn’t a marketing channel developed with actual conversations in mind.

With two-way messaging, WhatsApp, SMS, RCS, and web chat present serious opportunities for omnichannel customer engagement. Here are just a few ways to put conversational messaging into action across channels:

• Use automated WhatsApp conversations to guide product discovery and offer personalised 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.

7. Build customer loyalty through consistent experiences

Omnichannel customer engagement can drive long-term relationships. Make the most of it by investing in your loyalty program and customer retention in a meaningful way. 

Here are a few places to start: 

• Reinforce loyalty program visibility across every channel. Send email and text updates when customers earn points or move tiers. In-store or in live chat? Make sure associates and support agents can reference loyalty status in real time using connected systems.
• Use VIP segmentation to enhance both marketing and support. Prioritise high-value customers with early-access campaigns and white-glove service. For example, trigger exclusive WhatsApp messages for top-tier members, or route their support requests with higher urgency.
• Embed loyalty touchpoints in customer service flows. After a resolved support interaction, follow up with a thank-you email that includes reward progress or bonus point opportunities. Turn a moment of friction into a chance to build loyalty.
• Offer multiple channels for VIP support, like web chat, text messaging, WhatsApp, and a self-service hub. Allow high-value customers to reach out on whichever channel makes the most sense in the moment, or whatever method they prefer.
• Personalise referral requests based on loyalty tier and satisfaction. Trigger referral emails or text message nudges after milestone purchases, high NPS scores, or positive reviews to make the message feel like a treat, not an ask.

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, incentivising repeat purchases and re-engaging customers across touchpoints.

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

8. Measure and optimise marketing alongside service

When running omnichannel marketing, it can be tricky to see what’s really driving conversions. To optimise performance across marketing and service, you need a clear view of how each interaction contributes to the bigger picture: what’s influencing purchases, where customers drop off, and which touchpoints help drive long-term value.

Here are a few practical ways to get started:

• Review channel-level contribution. Go beyond campaign results to see how different channels (email, SMS, chat, etc.) lead to customer conversions.
• Segment based on behaviour and conversion paths. Identify which flows or sequences convert best for different segments, such as first-time buyers vs. returning VIPs, or customers who interacted with support vs. those who didn’t.
• Run A/B tests across flows, not just messages. Test different combinations of content, timing, and channels in full automations, like comparing an email-SMS follow-up flow to an SMS-WhatApp sequence.
• Analyze drop-off points in key customer journeys. Look at where customers abandon carts, unsubscribe, or disengage post-purchase and whether customer service interactions reduce these drop-offs.
• Tie performance to customer lifetime value. Measure how specific interactions (e.g., review requests, loyalty reminders, or support follow-ups) influence repeat purchases or retention over time.
• Use feedback loops to refine strategy. Incorporate reviews data into your analytics to better understand how experience quality ties to revenue outcomes.

Engage customers across every channel, every team, and every step of the journey

Today’s consumers are everywhere, and they expect you to be, too. They want to browse on social, ask questions via chat, get personalised product recommendations in their inbox, and feel like VIPs when they walk into your store. And they expect all of it to feel seamless.

Omnichannel engagement is about connecting every touchpoint into a unified, personalised experience that creates long-term relationships. With the right tech stack in place, you can:

• Unify customer data to create 1:1 experiences at scale.
• Orchestrate adaptive flows that evolve in real time.
• Engage in two-way conversations that build trust.
• Measure every touchpoint and optimise what matters.
• Drive long-term loyalty through consistent, meaningful interactions.

Klaviyo B2C CRM gives fast-moving brands everything they need to turn disconnected touchpoints into a cohesive customer experience—powered by real-time data, AI, and automation.