8 customer service trends B2C brands need to know in 2025

To measure how satisfied customers are with your self-service options, track the following metrics:

• Self-service adoption rates: How many users successfully resolve issues with no agent intervention? With Klaviyo, you can track self-service interactions with real-time dashboards.

• Net Promoter Score (NPS): Are customers happy with the self-help options available?

• Support ticket volume: Has your support team experienced a noticeable drop in incoming requests?

Customer experience hubs create uninterrupted, end-to-end customer journeys for browsing, buying, and getting support. These smoother, more intuitive interactions help brands build stronger relationships and drive retention and repeat purchases—fueling long-term growth.

Klaviyo Customer Hub is an easy-to-use, signed-in platform where customers can track orders, start the return process, explore detailed FAQs for support, and even create custom wishlists.

Customer Hub reshapes how brands engage with customers—and vice versa. As Aman Advani, co-founder and CEO of Ministry of Supply, puts it, “We see potential for Klaviyo’s Customer Hub to be the future of shopping: a curated one-to-one experience. That’s really powerful.”

Customer hubs should feel like standalone systems to the customer, but behind the scenes, they need integration and clear metrics to be impactful. Here’s what to focus on:

• Integrations with your existing CRM and ecommerce platforms: Pull in and facilitate a flow of the right data to deliver frictionless and personalized services.

• Measuring success: Track key metrics, such as ticket reduction, customer engagement, conversion rates, and revenue impact, including improvements in average order value (AOV) and repeat purchases.

• Feedback and info for marketing campaigns and VIP programs: Use hub data to create more targeted marketing campaigns and identify VIP customers for special offers, improving customer loyalty.

Today’s AI agents learn, adapt, and provide tailored support—whether helping a customer find the right product or resolving a post-purchase issue.

By answering product questions, AI sales agents, for example, give customers the instant—and accurate—guidance they would expect from an experienced customer service agent.

And once someone makes a purchase, post-sale AI capabilities can continue delivering value. Klaviyo AI, for example, helps personalize your Customer Hub with product feeds that have analyzed customers’ past behavior to recommend products they’ll likely love.

AI can handle many customer interactions efficiently, but human agents still play an integral role. Getting this balance right is key to creating customer experiences that delight, not frustrate, customers.

“Customer service automation is risky—a lot of companies have gone all in on that, and the customer experience has been negatively affected,” explains Paul Rogers, managing director at Vervaunt. “It’s about how you actually deploy it, and whether you’re better off enabling a human agent vs. just immediately replacing them.”

For example, use AI-powered chatbots to handle common inquiries—like questions about delivery options—while routing more complicated or sensitive queries to human agents.

By combining automated flows and AI, you can prioritize and contextualize issues more effectively. Priority tickets—like payment failures during check-out—should automatically be escalated to a live agent. But before that, an AI assistant can gather customer and issue details, so agents have what they need to resolve the issue when they step in.

Diving into complex strategies like AI-supported service without a plan can lead to them falling short of their intended effect—let’s not forget McDonald’s infamous failed experiment with AI-assisted ordering.

Smaller businesses should take a gradual approach—and scale up when it makes sense. Instead of rolling out AI across all customer service channels at once, start by testing it in one area. Use your existing customer data to identify where AI could most benefit your business. For example, if you regularly receive high volumes of customer queries via email tickets, start with AI-powered FAQs or automated responses.

Larger businesses have more room to play around and integrate AI across multiple touchpoints—such as chat, SMS, and email—to deliver highly personalized customer experiences. With Klaviyo AI, businesses can:

• Save time by generating content for emails and texts, and audience segments based on short descriptions

• Automatically exclude unengaged profiles to improve deliverability and save your reputation

• Auto-monitor customer service metrics and get alerts when there’s a drop

• Forecast next order dates, CLV, churn risk, and more

• Review customer sentiment and find out what customers are loving (or not) based on feedback

Think about it: your marketing team can’t tailor messaging that truly connects if they don’t understand the pain points your customers have voiced in the past.

Now, imagine this: a customer orders a sweatshirt but gets the wrong size. Frustrated, they contact support—only to receive a promo email for matching sweatpants. The disconnect leaves the customer questioning whether the brand truly cares about their actual needs.

Without integration, marketing will continue promoting products to unhappy customers. But this can also result in you launching campaigns that miss the mark entirely.

For example, before Harney & Sons started using Klaviyo as their single source of truth, their disconnected CRM led to inefficiencies and a lack of targeted engagement. But with a unified system, they were able to bring customers back from potentially churning by sending more relevant, personalized messages at the right time.

Klaviyo “recommends new flows that can close little air leaks in our retention, which has been really helpful,” says Emeric Harney, marketing director at Harney & Sons. “And even with the new flows, we still have really healthy engagement and unsubscribe rates.”

A B2C CRM like Klaviyo keeps all customer interactions in one place, creating a single source of truth for all your teams. In addition to unifying the data and detailed customer profiles you need for personalized support and marketing, Klaviyo also:

• Tracks every customer interaction on every channel—so your teams never recommend the wrong products to customers or miss a complaint buried in an old email thread

• Gives you visibility into every click, purchase, and action in real-time—so the right team can react instantly to what customers want or need

• Captures full customer history from the moment they sign up—so marketing can refine targeting and customer service always has the full story

According to Gartner, voice-of-the-customer insights are the backbone of aligning marketing and service teams with customer expectations. When these expectations aren’t built into marketing and customer service KPIs, cross-functional efforts fall short of truly putting the customer first.

Customers don’t care about your internal goals—they care about getting the right support, recommendations, and resolutions. Put your customers front and center with these strategies:

• Align teams around customer-centric goals. Set joint KPIs that focus on solving customer problems, improving retention, and driving customer lifetime value (CLV).

• Measure shared metrics. Focus on your customer satisfaction score (CSAT), NPS, first response times, resolution times, and CLV to measure long-term success.

• Leverage analytics for smarter decisions. Analyze customer data to identify pain points, predict needs, and personalize interactions.

• Automate flows for faster support. Automated emails and texts respond to customer data and real-time behavior, allowing you to build cross-channel experiences.

Our future of consumer marketing report found that mobile is the preferred channel for purchasing from B2C brands across industries:

• Retail and ecommerce: 53% of consumers shop via mobile websites.

• Personal service and wellness: 37% of consumers shop via mobile websites.

• Restaurants: 37% of consumers shop via mobile websites, and 38% shop in-store.

• Hotels: 39% of consumers shop via mobile websites.

But different generations discover brands on a variety of channels. For example, Gen Z and millennials are more likely to use organic social media to find new brands, whereas Gen X and baby boomers are more likely to use search engines.

With generational preferences all over the map, your customer experience must remain consistent across all channels. One-third of consumers are frustrated by inconsistent pricing and promotions across channels, according to our future of consumer marketing report. 

Here’s how you can guarantee great omnichannel customer experiences:

• Consistent should never mean impersonal. Segmenting your audience with a B2C CRM lets you create tailored experiences for each customer, adjusting them for channel-specific preferences.

• Analyze customer feedback to identify trends early, allowing you to adjust your messaging and offers.

• Use AI to predict the best content for each customer, ensuring more relevant and effective campaigns across channels.

• Offer support that’s tailored to each channel, like dynamic FAQs and knowledge bases with quick answers on the web, a pre-sales AI agent embedded in your storefront for instant help, and live agents via SMS.