New research commissioned by Klaviyo and conducted by Forrester Consulting reveals a significant collaboration gap between marketing and service teams within B2C organizations, despite shared priorities of customer retention and loyalty. The survey of 363 marketing and service decision-makers across North America found that fewer than 25% of companies report consistent cooperation between these two groups, leading to inefficiencies, wasted resources, and missed opportunities for business growth.
Customers often suffer when marketing and service operate on separate systems they experience fragmented interactions, repetitive conversations, and impersonal engagement. Klaviyo emphasizes that uniting these teams within a single platform can transform the customer journey by providing a unified understanding of every interaction. Whether marketing campaigns or support requests, this connected data allows brands to craft seamless, personalized experiences that fuel loyalty and growth. Additionally, this integration can shift customer service from a traditional cost center into a revenue driver, turning every touchpoint into a value-adding moment.
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The Forrester survey highlights that barriers to collaboration include organizational silos, misaligned KPIs, and disconnected data. Specifically, 61% of leaders identify silos as a critical obstacle, 57% point to KPI misalignment, and 52% cite fragmented data as impediments to effective cooperation. These challenges hamper the ability to translate shared goals into measurable outcomes. Moreover, only 15% of respondents possess the technology necessary to support unified collaboration, even though 66% recognize its importance. Fragmented tools and siloed data remain significant hurdles for nearly half of organizations.
A unified customer view is essential for success, with 76% of respondents acknowledging its importance; however, only 17% currently have the tools to attain such views. Personalization stands out as a top goal, with 82% rating it as critical, though just 11% have the capacity to deliver it effectively. Leaders strongly believe collaboration fosters better retention (61%), increased revenue (55%), and higher customer lifetime value (53%).
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Klaviyo differentiates itself by embedding data at the core of its platform. Processing over 2 billion daily events across more than 7 billion customer profiles, Klaviyo provides brands with a real-time, consolidated understanding of customers. This unified data infrastructure empowers marketing and service teams to work cohesively and deliver enhanced, personalized customer experience that drive growth.
Jamie Domenici, Klaviyo’s Chief Marketing Officer, illustrated the power of this approach through Happy Wax, a home fragrance brand that pauses marketing campaigns for customers with unresolved service issues, ensures service teams have full context for fast resolutions, and offers personalized discounts exemplifying the strength of a unified platform where each interaction informs the next. This research underscores the need for integrated, data-driven strategies that bridge organizational gaps to achieve superior customer engagement in today’s competitive marketplace.
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