Klaviyo Turned Conversations into Business Intelligence
With Rippit productivity has jumped about forty percent in under twelve months, which has just been unreal across all the solution sets we've been leveraging
Rick Franke
VP of Global Support Services
About Klaviyo
Klaviyo is a comprehensive B2C CRM solution that provides a full suite of services ranging from a core data platform and digital marketing to an e-commerce chatbot.
SaaS
~2,000 Employees
Klaviyo's support team handled over 600,000 customer incidents a year — each one containing data points on what customers needed, where products fell short, and what was driving churn.
They were looking at less than 2% of it.
It was impossible to understand what was actually happening across the customer experience or how to drive actionable change.
Centralizing data in Rippit changed that, transforming conversations from a support byproduct into a first-class business asset.
“We were sitting on two and a half million conversations we’ve never looked at before. Now we’re able to unlock deeper insights, begin to really understand what support is doing for our business, and understand where the gaps are that we need to address, where our chatbot solution can do better, and where product can make changes as well.”
Nawaf Al-Rashid
Senior Manager, Vendor Ops & Support Programs
From reactive to analytical: five use cases driving real impact
With full visibility into their conversations for the first time, Klaviyo isn’t just improving support — they’ve started changing how the entire business operates.
De-Risking Product Launches
New product launches move fast and new product adoption can be fragile. Klaviyo needed to know what customers were experiencing fast enough to actually do something about it.
When Klaviyo recently launched their newest product, they used Rippit to analyze a full month of customer conversations in just two hours — pulling out common themes, sentiment, and risk.
They identified exactly where customers were confused, updated their enablement strategy immediately, and got insights directly into the hands of the product team.
Before, support's input was anecdotal. Now it was evidence. Product started asking for it on a regular cadence — and Klaviyo now plans to run this analysis for every product launch.
“Our product launch process is on an agile delivery cycle. The product team was running at a five minute mile, and we were running at a seven minute mile. What Rippit has done is sped up the process so now we're all running a four minute mile.”
Rick Franke
VP of Global Support Services
Shaping Product Feedback with Conversation Data
Klaviyo’s tier 2 support team is tasked with delivering insights – themes and trends seen in customer conversations – to the product team each month.
Before Rippit, that meant every two weeks, several hours each cycle, jumping between Tableau and Zendesk, randomly clicking into tickets to piece together themes they thought might be happening.
“Before, it took several hours each week just to surface some really shoddy insights – because that’s all they had access to.”
Joanna Smith
Manager, Quality Assurance
With Rippit, all data is in one place. AI automatically runs on conversations to look for sentiment trends, unresolved friction, and friction drivers. The team can immediately dig into that data and ask additional questions of AskRippit.
The process went from multiple systems, hours of work, and a small sample of conversations—to a single tool, minutes to insight, across 100% of conversations.
Chatbot Conversation Intelligence
As automation handled a growing share of Klaviyo's volume, they needed a way to monitor what the bot was actually doing.
With Rippit, AI runs across 100% of bot conversations — surfacing silent failures, identifying where humans were succeeding where the bot wasn't, and feeding those patterns back into the bot's training.
If a conversation signals intent the bot consistently struggles with, it now triggers an immediate human handoff — prioritizing speed to resolution over bot containment.
The bot now has a lower escalation rate, a higher true containment rate, and delivers an overall better customer experience.
Historical Churn Intelligence
Klaviyo is now mining all historic churn data to find patterns across customers that have churned.
Once those patterns are mapped, Rippit will automatically run churn risk classifiers across all new conversations — shifting the entire process from reactive to predictive.
The implications reach well beyond support.
They're already using early findings to brief the CEO and CFO on how pricing, packaging, and product decisions have directly impacted churn — and to provide the product team with data that didn't exist before.
Successful Customer Profile Analysis
After the churn analysis wraps, Klaviyo plans to flip the lens: which customers bought more and expanded more—and why?
The goal is to identify the behaviors, moments, and interactions that precede retention and growth—and systematically replicate them.
"These customers most likely saw value sooner. We did the right things in the right moments. We’ll find out what those things were by segment, and then go repeat that."
Rick Franke
VP of Global Support Services
Expanding insights for holistic analysis
Support is just one conversation source. Klaviyo's goal is to bring every customer-facing touchpoint into Rippit – Sales, Customer Success, and beyond.
An unlock happens when everything is in one place.
Four different teams could touch the same customer account in a single week and no one would know.
With all touchpoints in Rippit, that changes – a CSM can get flagged the moment sentiment starts trending negative, and act before the customer has to say anything.
Insight at the speed of AI
In under 12 months, productivity has jumped 40%.
Things that once took hours have been condensed to minutes.
The team no longer spends hours building manual reports. They’re partnering with sales, product, and the C-suite — delivering insights that shape how the entire business operates.
"The beautiful thing is this has freed up our time. Before, it was two hours doing reports in Tableau, two hours digging into a customer issue, two hours on something else. Now I don't have to do that anymore because AI's doing it. So now we can talk more to customers, talk more to product teams. We've become more strategic and execution-oriented."
Rick Franke
VP of Global Support Services
With Rippit, things aren't just faster — Klaviyo is able to operate at a level that wasn't possible before.
Where conversations become
insights
actionable data
business intelligence
enterprise visibility
insights
