Klaviyo has had a busy 12 months on the partnerships front.
Google, Shopify, Canva, and now Anthropic – each integration has added another layer to what the company describes as a connected marketing ecosystem.
But behind the announcements is a deeper CX lesson. Klaviyo believes that fragmented platforms actually move beyond being an operational headache for brands, to a quietly compounding cost that customers are already paying.
That's certainly the view of Chano Fernandez, Co-CEO of Klaviyo, who sat down with CX Today following the company's expanded integration with Anthropic to unpack what's driving demand for interoperability, and why he believes the window for brands to get their house in order is narrowing faster than most realize.
The Cost Lands on the Customer, Not the Brand
Ask Fernandez what a disconnected stack actually looks like from the customer's side, and he reaches for a scenario that will feel familiar to most consumers: a customer files a complaint, and hours later, a promotional offer lands in their inbox.
“Why are you sending me this promo when I just filed a complaint yesterday?” he said.
It's a small example, but Fernandez's point is structural. Klaviyo's infrastructure processes around 2 billion data points a day across more than 8 billion profiles.
At that scale, he argues, the value of unified data is only realized if it can be actioned in real time. Routing data through a warehouse or data lake, he says, kills that entirely:
“Those are great for getting insights and evaluating data for strategies you might do later on, but they are not great for real-time actioning or decisioning.”
Interoperability is the Real Gap, Not the Data
When asked how much of the persistent distance between omnichannel ambition and omnichannel execution comes down to data versus interoperability, Fernandez is unambiguous about where the problem actually lives.
“I think it is more [about] interoperability,” he said, “because you could access data into different systems, but that would not be a really omni-channel experience. It would be potentially a separate experience, seen on separate channels."
The consequences show up in what Klaviyo calls “flows,” intent-driven automations triggered by specific customer behaviors.
According to Fernandez, flows drive around 10 times more revenue than general, broadcast-style campaigns. But they only deliver when the underlying context is complete across every channel a customer has touched: