Klaviyo (NYSE: KVYO), the only CRM built specifically for B2C brands, today released commissioned research from Forrester Consulting highlighting a widening gap between marketing and service teams. While both groups prioritize customer retention and loyalty, fewer than one in four organizations report consistent collaboration, creating inefficiencies, wasted resources, and lost growth opportunities.

When marketing and service operate in silos, customers pay the price—bouncing between channels, repeating information, and experiencing disjointed, impersonal service. Unified platforms, however, allow teams to build on the same customer understanding across campaigns and support interactions, turning service from a cost center into a revenue driver.

Key Findings from Forrester’s Survey of 363 North American Decision-Makers:

• Top priorities aligned, but execution isn’t: 69% of leaders cite retention and loyalty as their main focus amid economic uncertainty, yet siloed systems and fragmented data hinder progress.

• Barriers to collaboration: 61% point to organizational silos, 57% to misaligned KPIs, and 52% to disconnected data.

• Technology gaps: Only 15% have the right unified tools in place, despite 66% deeming them critical. 46% struggle with disconnected platforms and 41% with fragmented data.

• Unified customer views lag: 76% say a single customer view is essential, but only 17% can achieve it.

• Personalization gap: While 82% see personalization as critical, just 11% have the tools to deliver it.

• Collaboration drives results: 61% believe joint efforts improve retention, 55% boost revenue, and 53% increase customer lifetime value.

Jamie Domenici, CMO of Klaviyo, highlighted the impact of unified data: “Take Happy Wax, a home fragrance brand. By integrating marketing and service data, they pause campaigns for customers with open issues, give service teams full context, and even deliver personalized offers. That’s the power of one platform where every interaction builds on the last.”

Klaviyo’s Data Platform underpins this approach, processing over 2 billion daily events across 7+ billion customer profiles. This unified, real-time view allows marketing and service teams to act cohesively, bridging the collaboration gap and unlocking measurable growth opportunities.

Implications for B2C Brands: As customer expectations for seamless, personalized experiences rise, brands that fail to unify marketing and service risk losing loyalty and revenue. Klaviyo’s platform exemplifies the trend toward data-driven, customer-centric CRM solutions that break down silos and turn insights into action.