Klaviyo, the leading CRM for B2C brands, has released a Forrester Consulting study highlighting a critical collaboration gap between marketing and service teams, hindering customer retention and loyalty efforts. Announced on September 10, 2025, the research underscores how siloed systems and fragmented data create inefficiencies, impacting customer experiences and growth opportunities.
The Forrester Consulting survey, commissioned by Klaviyo, surveyed 363 North American marketing and service decision-makers, revealing that fewer than one in four organizations report consistent collaboration between teams. Despite 69% prioritizing customer retention and loyalty, siloed systems (61%), misaligned KPIs (57%), and fragmented data (52%) prevent teams from aligning on shared goals, leading to inefficiencies and missed growth opportunities.
When marketing and service teams operate on separate systems, customers face disjointed experiences, such as repeating issues across channels. As Jamie Domenici, Chief Marketing Officer at Klaviyo, noted, “When marketing and service work together, customers feel the difference.” Klaviyo’s unified platform enables seamless interactions, as demonstrated by Happy Wax, which pauses campaigns for customers with open issues and offers personalized discounts based on purchase likelihood.
The study highlights that while 76% of leaders view unified customer profiles as essential, only 17% have the tools to achieve them, leaving 56% with fragmented data. Additionally, 82% prioritize personalization, but only 11% have the technology to deliver it effectively. These gaps underscore the need for integrated platforms to drive consistent, customer-centric experiences.
Klaviyo’s platform, processing over 2 billion daily events across 7+ billion customer profiles, enables marketing and service teams to share a real-time customer view. This integration transforms service from a cost center into a revenue generator by creating meaningful touchpoints. The study notes that 61% of leaders see collaboration boosting retention, 55% increasing revenue, and 53% enhancing customer lifetime value (CLV).
Only 15% of organizations report having the right technology for collaboration, despite 66% recognizing its importance. Klaviyo addresses this by offering a unified CRM that combines marketing automation, analytics, and customer service, enabling brands like Glossier and Mattel to deliver personalized experiences at scale and drive measurable business outcomes.
Klaviyo’s research emphasizes the urgent need for B2C brands to bridge the collaboration gap between marketing and service teams. By adopting unified platforms, businesses can enhance customer experiences, boost loyalty, and unlock significant growth potential in a competitive market.
Learn more about this study here.
Klaviyo (NYSE: KVYO) is the only CRM built for B2C brands. Powered by its built-in data platform and AI insights, Klaviyo combines marketing automation, analytics, and customer service into one unified solution, making it easy for businesses to know their customers and grow faster. Klaviyo (CLAY-vee-oh) helps relationship-driven brands like Mattel, Glossier, CorePower Yoga, Daily Harvest and 176,000+ others deliver 1:1 experiences at scale, improve efficiency, and drive revenue.
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