What is customer service?
Customer service is the support businesses give their customers throughout the entire relationship lifecycle, from the moment they walk through the door to long after they make a purchase.
The stakes are high: according to Klaviyo’s 2025 future of consumer marketing report, around 1 in 4 customers would give a brand a second chance if they received exceptional customer service after a negative experience.
At the same time, customer expectations are the highest they’ve ever been: that same report found that 74% of consumers expect personalised experiences from brands in 2025.
This is why customer service can no longer be siloed away from marketing. Personalised experiences require that customer support and marketing draw from the same data—which opens up opportunities for service to also drive revenue and retention.
A critical part of this two-pronged approach is offering service on the channels customers prefer, such as:
- Social media
- Text messages
- AI customer agents
- Self-service hubs
- Help centres
For B2C brands, customer service isn’t just about solving problems. It’s where marketing and service finally work together to drive more revenue through personalised experiences.
What are the differences between B2C and B2B customer experience?
B2C and B2B customer service share the same core goal: supporting customers. But there are several key differences, including:
| B2C customer service | B2B customer service | |
| Customer volume | Millions of individual customers | Hundreds or thousands of business accounts |
| Interaction frequency | Higher frequency, simpler inquiries | Lower frequency, more complex interactions |
| Resolution expectations | Immediate answers, quick solutions | Detailed solutions, longer timelines |
| Communication channels | Email, SMS, mobile, web, AI agents, social, in-store, help centre | Email, phone, video meetings |
| Self-service preferences | Strong preference for intuitive self-service | More 1:1 assistance from customer service professionals |
| Personalisation requirement | Individual consumer level | Account/company level |
| Decision-making speed | Rapid, often immediate | Slower, multiple stakeholders involved |
| Purchase value | Lower individual transaction value | Higher contract/account value |
| Support team structure | Larger teams and AI agents handling high volume | Dedicated account managers for key clients |
| Problem complexity | Simpler, more standardised solutions | Complex, customised solutions |
| Emotional component | More emotionally driven, impulse purchases | More logically driven, calculated decisions |
| Loyalty drivers | Brand experience, convenience, emotional connection | ROI, reliability, strategic partnership |
Why is customer service important?
Customer service is important because it has the potential to drive more revenue for your business. Klaviyo’s state of B2C marketing report shows that brands that have full alignment across marketing and customer service are 156% more likely to significantly exceed their marketing goals.
Practically speaking, this alignment looks like a data feedback loop. When customers interact with service, those conversations should produce data that feeds pre-purchase marketing interactions, and vice versa.
For example, if a customer receives the wrong size for an item and opens a support ticket to correct the mistake, promotional messages should be automatically suspended for the duration of that ticket. At the same time, after a customer support interaction goes well, your support team should have the detailed customer data they need to make personalised recommendations and drive repeat purchases.
Excellent customer service integrates marketing and support across all channels—creating one cohesive experience, rather than thousands of disparate interactions.
Here are a few other benefits of customer service:
It generates positive word of mouth
According to our future of consumer marketing report, reviews are the most important factor for consumers when making an initial purchase with a B2C brand across industries. If customers experience excellent service, they’re more likely to share their experiences through:
- Public reviews
- Social media posts
- Personal recommendations (word of mouth)
Given that every positive interaction can reach hundreds of potential customers, this creates a powerful flywheel effect where exceptional service ultimately attracts new customers.
It improves brand reputation and perception
According to our report, when consumers have a negative experience with a brand, the first thing 32% of them do is contact customer service. If customers don’t feel like a brand is addressing their concerns after they’ve contacted customer service, your brand’s reputation could suffer.
On the other hand, a brand that quickly resolves an issue uncovered during a customer service complaint can rebuild trust and even improve their reputation by showing they value customer feedback.
It strengthens customer loyalty and retention
Our report also uncovered that customer service is among the top 3 reasons why consumers stay loyal to brands across all industries. In other words, good customer service experiences tend to drive repeat purchases and higher average order value (AOV).
When your customer support team is empowered with marketing data they can use to personalise their customer interactions, and vice versa, everyone is in a much better position to drive retention and repeat purchases. This is how you strengthen loyalty—by arriving at every interaction with full knowledge about each customer’s preferences and needs.
It creates opportunities for up- and cross-sells
On that note, offering customer service across multiple channels has several advantages, not least of which is the ability to recommend complementary products or services based on the customer’s needs or purchase history.
The customer journey doesn’t end with a one-time purchase. You need to retain as many customers for as long as possible. This is where you can use engagement or purchase data to keep them shopping—in a way that feels organic to the customer.
Let’s say a customer buys one of your newest facial moisturisers for acne-prone skin, then starts a web chat with your AI customer agent to ask a product question. When your AI agent is trained on your storefront and customer data, it can make personalised product recommendations on the spot.
It reduces customer acquisition costs (CACs)
Over time, many B2C companies expand their acquisition channels to grow their business. But that comes at a cost.
New channels require upfront investments, which increase your CACs. By retaining more of your current customers through support interactions that convert, you can stop relying as much on expensive channels.
Also, if you’re investing time and resources into building stronger customer relationships, you can reduce churn, which lets you focus your budget on growth instead of acquisition.
Elements of excellent customer service
You can’t offer good customer service without adopting a customer-first mindset. This means, at every step of the customer journey, you need to make sure your customers feel like your brand truly cares about and understands them.
Here are a few things to keep in mind when building a customer service strategy:
- Self-service as the default: According to Microsoft’s Global State of Customer Service report, 90% of global consumers prefer to self-serve. Offer a self-service hub where customers can track and manage their orders, access answers to common FAQs, and discover new products based on their data.
- Speed and responsiveness: Our future of consumer marketing report found that 81% of consumers expect brands to follow up within 24 hours after they’ve flagged a negative experience. Set clear response time expectations and meet them to maintain high customer satisfaction (CSAT) scores. Use AI assistants to tackle common questions, and set criteria for escalation to a human agent.
- Empathy and understanding: Your customer service team needs to demonstrate genuine care for customers and validate their emotions to create connection and trust.
- Proactive problem resolution: Anticipate customer concerns—like delayed shipments—before they escalate, and reach out proactively with solutions. When someone is about to abandon their cart, for example, use an AI customer agent to offer help in real time and nudge them toward a sale.
- Clarity while communicating: Don’t bury your answers in corporate speak. Consumers might not speak your jargon, so tailor your answers to their level of understanding. Any type of confusing language only makes it harder for them and leads to a negative experience.
- Consistency across touchpoints: Your customers should receive the same level of care and accessibility whether they engage through email, text, chat, social media, WhatsApp, or in person. On your back end, that means consolidating all customer interactions to one helpdesk inbox for all human and AI agents.
- Linked marketing and customer service KPIs: Leading B2C brands link customer service and marketing key performance indicators (KPIs) so they can gain a full-funnel, long-term understanding of how customer support is generating revenue.
6 ways to improve customer service as a B2C company
Now you know what matters when you’re creating a customer service strategy. Let’s look at how you can improve service:
1. Understand that service starts with strategy
Many B2C brands make the mistake of thinking that customer service starts at the post-purchase stage. That’s simply not true.
Every touchpoint influences how consumers perceive you. It starts at the word-of-mouth or online search (discovery) stage of the journey. That’s why you need to create a customer service strategy to support potential or existing customers through multiple channels.
2. Unify data to treat customer service as a revenue driver
The only way to turn customer service into a serious revenue driver is by using shared data.
Often, service and marketing teams each work from their own datasets. As a result, service teams have no idea what customers’ pre-purchase patterns look like. On the other hand, marketing has no idea what happens after customers click the “buy” button.
When both teams share customer data, visibility into how customers have interacted with your brand empowers you to create experiences that drive loyalty and growth rather than simply resolving problems.
Over time, these interactions drive more revenue impact, turning service into a profit centre.
3. Give customers self-service options
Today’s consumers increasingly prefer finding answers independently because they don’t want to reach out to agents for small inquiries. Consider offering self-service options like:
- Searchable knowledge bases
- Frequently asked questions (FAQs)
- Tutorial videos
- Order tracking and subscription management
- Return initiation
- Access to AI agents
With Klaviyo Customer Hub, for example, your customers can sign in and access the answers they need in a centralised location, like when an order will be delivered or what products might complement their recent purchase.
A customer hub doesn’t replace human support—it complements it, letting agents focus on more complex or higher-value interactions.
4. Make sure your brand is present on multiple channels
Modern consumers expect to reach brands through their preferred communication channels. They use what’s the most convenient for them, whether that’s email, SMS, web chat, WhatsApp, or social media.
And not every customer is the same. According to our future of consumer marketing report, for example, Gen X and baby boomers are more likely to use a web search or word-of-mouth recommendations to find products, but younger consumers prefer organic social media.
Start by investing in channels that matter to your audience first, then scale from there. When you’re scaling, consolidate customer support touchpoints into one helpdesk for all your agents. This way, no message gets missed, and no customer has to repeat themselves.
5. Use AI-powered solutions to provide excellence at scale
AI tools like customer agents, predictive analytics, and automated routing systems help deliver personalised service to large customer bases. You can offload manual work to these systems, freeing up your human agents to focus on higher-value tasks like understanding what customers need.
For example, instead of assigning a human agent for basic inquiries, use an AI customer agent. Customers can ask questions like, “How do I clean a chiffon shirt?” or “What’s the return policy for fermented products?” and get the right answers.
You can also use AI to identify patterns in customer behaviour and anticipate their needs, like:
- Personalising product recommendations
- Identifying churn risks
- Routing support tickets to the right human agent
6. Add human touchpoints at critical moments across channels
On that note: while automation and self-service are valuable, you need to weave in human intervention at key decision points to create memorable experiences.
Your agents are skilled. Make sure your AI knows how to escalate more nuanced issues to employ your human support team during:
- Complex transactions
- Emotionally charged situations
- High-value purchases
Use Klaviyo to deliver exceptional B2C customer service
Customer service is no longer a cost centre for businesses. As consumer expectations change (and rise), B2C companies need to deliver exceptional customer experiences at scale.
With Klaviyo, the only B2C CRM, you have all your marketing and service needs in one unified platform—making it easy to deliver a seamless, personalised customer service experience.
And with Klaviyo Service, brands can deliver exceptional customer experiences with:
- Customer Hub: a personalised, on-site destination for self-service that paves new paths to purchase
- Klaviyo AI (K:AI) Customer Agent: a 24/7 personalised AI assistant built to resolve, recommend, and convert*
- Helpdesk: an AI-powered workspace for fast resolutions and smart selling opportunities**
Get started with Klaviyo to deliver top-notch B2C customer service.
*K:AI Customer Agent is currently available in English. Additional languages will be available in 2026.
**Klaviyo Helpdesk supports two-way conversations in any language, as long as both the customer and agent use the same language. Klaviyo does not translate messages between languages. The Helpdesk interface will appear in the language you’ve selected in your Klaviyo account settings.