Klaviyo launches a new kind of CRM. IDC is taking notice
Learn how Klaviyo’s B2C CRM bridges the gap between marketing, service, and data ownership
The IDC research note summarised
IDC’s 2025 research note recognises a major shift in how consumer brands engage their customers. The IDC real time commentary, titled “Klaviyo Launches B2C CRM, Targeting Customer Service and Data Ownership,” details Klaviyo’s strategic expansion into CRM—not by retrofitting existing B2B tools, but by building a platform that puts marketers, service teams, and customer data at the centre of the B2C experience.
Rather than a traditional CRM focused on sales agents, Klaviyo’s platform—powered by the Klaviyo Data Platform (KDP)—is optimised for digital-first consumer brands. With tools that span marketing, analytics, and service, Klaviyo helps brands turn every interaction into a moment of value.
Why does this matter for B2C marketers?
IDC’s research highlights three critical B2C brand challenges and how Klaviyo’s CRM aims to solve them:
– Data fragmentation: Most B2C brands juggle disconnected tools. Klaviyo unifies customer data in real time through over 350 prebuilt integrations, eliminating silos and enabling personalised marketing and service.
– Under-leveraged service channels: Klaviyo reframes service not as a cost centre, but a revenue opportunity, helping brands provide instant support, drive retention, and even presale conversion.
– Limited resources: B2C marketers often lack dev or analytics support. Klaviyo’s intuitive tools surface next-best actions, enable personalised comms, and empower teams to move fast, all without needing to code or wait on others.
What it means to be a CRM built for B2C Marketing & Service
The typical CRM solution is built around B2B needs and processes like sales reps and lead stages, rather than product recommendations, loyalty, or returns, which are critical components. Klaviyo flips the script. Klaviyo’s B2C CRM combines:
– Omnichannel marketing: Email, SMS, push, and in-app messages
– Customer analytics: Including AI-driven insights and segmentation
– Customer service tools: A full-service Customer Hub and AI shopping assistant
– Real-time unified data: Including a 360-degree view of every customer via the Klaviyo Data Platform
It’s everything a modern brand needs to run smarter, more connected customer experiences from first click to repeat purchase.
Why choose Klaviyo’s B2C CRM?
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Feature |
Description |
|---|---|
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Central hub that unifies real-time customer data from marketing, service, commerce, and beyond | |
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Advanced omnichannel marketing—now with AI-powered channel selection, mobile in-app messaging, and more | |
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Predictive insights that surface high-value and at-risk customers | |
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Customer Hub that supports order tracking, subscriptions, returns, and an AI-powered shopping agent | |
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From subject lines to support, AI powers personalisation, presale engagement, and customer self-service | |
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Built for growing brands that want CRM power without CRM complexity | |
Marketing, service, and customer data—together at last.
Klaviyo’s B2C CRM is how consumer brands build smarter relationships, grow faster, and keep more of what they earn.