Klaviyo Vol 3: The CRM that finally gets B2C

In Vol 1: Ways to win at customer retention, we broke down customer retention best practices: segmentation, automation, and design that resonates. In Vol 2: Email moves that made revenue rise, we shared real-world results from brands building loyalty through thoughtful journeys. 

Now in Vol 3, we’re stepping into the next evolution: a single platform that brings it all together,  marketing, customer experience, data, and loyalty.

Let’s talk about Klaviyo’s new CRM for B2C and why we believe it’s the future of how brands grow.

Unlike traditional CRMs, which were designed for B2B sales teams and then adjusted for ecommerce, Klaviyo’s B2C CRM is tailored specifically for direct-to-consumer brands. It consolidates real-time customer data, omnichannel marketing, automation, loyalty programs, and customer service housed in one seamless platform. While other tools like Salesforce or HubSpot require extensive customization to serve ecommerce brands, Klaviyo offers a fresh tool for fast selling brands with data-driven needs.

And why is this distinction important? After all, business is business, right? While the core principles of business may be the same, the way B2B and B2C operate especially in marketing and customer engagement differs significantly. B2C businesses focus on real-time interactions and need to deliver immediate value to consumers, which demands a more agile, customer-centric approach.

For years, ecommerce brands have been retrofitting B2B CRMs to manage customer relationships - CRMs that were designed for lead generation and sales pipelines, not shopping carts and loyalty programs. Klaviyo’s new B2C CRM flips that script.

It’s purpose-built for DTC brands, unifying marketing, support, data, and AI into one experience. So instead of switching between tools (and tabs), you’re working from a single platform that does it all, and knows your customers inside out.

Here’s what’s new:

• Live Chat with AI-powered assistance
  
• Integrated Loyalty Programs and Customer Hubs
  
• Support Ticketing tied directly to customer profiles
  
• AI Insights & Predictive Analytics
  
• Full Customer Timelines for 360 visibility
  

And it’s all powered by the Klaviyo Data Platform (KDP) - the engine that brings email, SMS, web, in-store, and support data together in real time. That means smarter automations, better segmentation, and faster, more personal experiences for your customers.

If Vol 1 taught us anything, it’s that retention is the growth strategy that keeps on giving. And if Vol 2 showed us anything, it’s that customer journeys are most powerful when they feel human, even when they’re automated.

With this new CRM, those journeys aren’t just in your email flows. They now span every interaction your customer has with your brand, from the first message to the final support ticket, from first purchase to loyal brand advocate.

Let’s break down a few features that stood out from the re-launch:

1. Live chat

Live chat isn’t just for customer service anymore. With Klaviyo’s AI-enhanced chat, brands can offer real-time product guidance, support, and seamless transitions between email and chat - all while capturing rich customer data.

2. Loyalty in mind

No more third-party loyalty apps. Klaviyo’s CRM integrates loyalty directly into customer profiles - making it easy to personalise rewards, highlight points in emails, and create true VIP experiences.

3. AI for personal needs

From predictive churn alerts to product recommendations based on real-time data, Klaviyo’s AI helps you make smarter decisions faster and lets you focus on the creative, emotional parts of marketing that machines can’t touch.

4. Support 

The new ticketing system gives your support team full access to each customer’s history - every email, purchase, and chat. That means better help, faster resolutions, and more opportunities to turn one-time buyers into loyal fans.

6. Customer Hub

Klaviyo’s Customer Hub is a new centralized dashboard that provides a complete view of all customer interactions. Keep track of every touchpoint, from email campaigns to SMS messages and beyond. Identify opportunities to engage customers, such as sending a personalized thank-you message after a purchase. Ensure that no interaction falls through the cracks, improving overall customer satisfaction.

Let’s say, you’re a fast growing B2C skincare brand. Your sales are great but you’re juggling too many tools. Critical customer data is coming at you from all angles - email here, support there, and loyalty in another tab, maybe even another browser. Your team’s not in control, customers get frustrated with repeating info, and loyalty feels like too much admin. 

You test out CRM and this is what happens: 

• Live chat with AI selling for you → Support becomes a sales opportunity with smart Live Chat bots who know your customers taste, and act almost like a skin care consultant. They recommend real-time product guidance and voila, repeat purchase.
  
  
• Integrated loyalty removes the need for third-party integrations → You unsubscribe from third-party tools and generate loyalty tactics from one platform such as points, rewards and VIP tiers. Highlighting in emails builds loyalty at a steady pace and takes the pressure off acquisition targets.
  
  
• Full customer view → Now there’s a 360 degree look at your customer journey. All interactions, from email clicks to website visits, are captured in one place. With a complete view of behavior, preferences, and purchase history, your marketing becomes more personalized, targeted, and impactful.
  
  
• AI Insights → AI starts doing the heavy lifting. Klaviyo’s AI predicts next moves, segments your audiences, and optimizes your campaigns automatically. With actionable insights at your fingertips, you can make messaging work better by recommending highly personalised products.

Your work days' now?

No more juggling tools. Just seamless, personal customer experiences - navigated from one place.