Klaviyo (NYSE: KVYO), the only CRM built specifically for B2C brands, has revealed a widening collaboration gap between marketing and service teams in a new Forrester Consulting survey. Despite sharing top priorities—retention and customer loyalty—less than one in four organizations report consistent collaboration, creating inefficiencies and lost growth opportunities.
When marketing and service teams operate in silos, the customer experience suffers. Consumers bounce between channels, repeat themselves, and encounter impersonal interactions. Klaviyo’s research suggests a single platform can change that, turning service from a cost center into a revenue driver by ensuring every touchpoint reinforces customer understanding.
Key Findings from the Survey of 363 North American Decision-Makers:
- Top collaboration barriers: 61% cite silos, 57% misaligned KPIs, and 52% disconnected data.
- Tech gaps: Only 15% have unified tools in place, despite 66% calling it critical; 46% struggle with disconnected systems.
- Unified customer views lag: While 76% say it’s essential, only 17% have the tools to achieve it.
- Personalization underused: 82% prioritize it, but just 11% can deliver personalized experiences.
- Collaboration pays off: 61% expect higher retention, 55% stronger revenue, and 53% higher customer lifetime value (CLV).
Jamie Domenici, Klaviyo’s CMO, highlighted the power of unifying marketing and service. She pointed to Happy Wax, a home fragrance brand that pauses campaigns for customers with open service issues and tailors discounts using combined marketing and service data. “When marketing and service work together, customers feel the difference,” Domenici said.
Klaviyo differentiates itself by centralizing data. Its platform processes over 2 billion daily events across 7+ billion customer profiles, giving teams a real-time, unified view of customers that supports both personalized marketing campaigns and seamless service experiences.
The findings underscore a broader trend in B2C marketing: as brands face economic uncertainty and rising customer expectations, breaking down silos and integrating customer data is no longer optional—it’s essential for growth.
