Megan McWilliams

Head of CRM

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Last week, I had the chance to visit Klaviyo’s brand-new London headquarters for a deep dive into the future of CRM. Between expert panels and hands-on workshops, one thing was clear - brands that are alert to the latest innovations are the ones that will win in 2025.

Here are my four biggest takeaways (and why your brand needs to act now).

WhatsApp is Coming to Klaviyo in Q2

Brands will soon be able to integrate WhatsApp directly into Klaviyo, creating a seamless channel for retention and personalised messaging. With open rates that crush email, this is a huge opportunity to build stronger customer relationships. Start planning now, but be careful not to bombard your customers on this personal channel.

First-Party Data is Your Retention Powerhouse

If you’re not actively collecting zero-party data (like birthdays, preferences, or purchase intent), you’re missing out on deeper personalisation opportunities. Consumers want to feel valued, so don’t be afraid to ask for that birthday in exchange for a treat! The more relevant your messaging, the stronger your retention.

Rethink Reviews

Instead of just asking for a review, try this: “Would you recommend your purchase?” If yes, direct them to Trustpilot (or your chosen review platform); if no, route them to customer service for proactive issue resolution. This not only boosts social proof but also improves customer experience, reducing negative reviews before they happen.

Wishlists Aren’t Dead

Customers often need a nudge to complete a purchase. A wishlist that syncs with Klaviyo lets you send a monthly reminder featuring their saved items. It’s an easy, automated way to re-engage warm leads and convert them at the right time.

CRM is evolving fast, and the brands that adapt first will see the biggest wins. Do you want eyes on your retention setup? Apply for an expert audit today and we’ll build an actionable strategy to help you strengthen relationships and transition customers into brand ambassadors.

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