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Summary What is a customer review? A customer review is a firsthand account of a buyer’s experience with a product or service, offering insights into product quality, a brand’s customer experience (including customer service), and a customer’s overall satisfaction. More than just feedback, reviews serve as a powerful form of social proof, influencing potential customers’ purchasing decisions. Customer reviews are often the most trusted source of information, ranking above discounts and brand messaging in terms of impact. Customer reviews aren’t just feedback—they’re a reflection of your customer experience and a make-or-break factor for both acquisition and retention. For proof, Klaviyo’s 2025 future of consumer marketing report—which surveyed more than 8,000 consumers all over the world—found that the #1 most influential factor for a consumer when deciding to buy from a brand is customer reviews. Here’s how to use customer reviews in your marketing to drive more revenue, and ...

Email 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, mor...

Use social marketing to become a conversion influencer “We were searching for a way to acknowledge micro-influencers who were providing us with valuable UGC, but who we no longer had the capacity to interact with individually. [Klaviyo] provides us with a scalable solution.” Kirsten Laurendet, Knowledge, consulting & digital marketing at Kulani Kinis Additional social marketing resources Social marketing FAQ

Use social marketing to become a conversion influencer “We were searching for a way to acknowledge micro-influencers who were providing us with valuable UGC, but who we no longer had the capacity to interact with individually. [Klaviyo] provides us with a scalable solution.” Kirsten Laurendet, Knowledge, consulting & digital marketing at Kulani Kinis Additional social marketing resources Social marketing FAQ

Summary Why omnichannel matters for ecommerce Today’s ecommerce customers want more—more personalization, more options, more convenience. According to Klaviyo’s 2025 online shopping report, 77% of global consumers regularly shop across 3–4 channels. Today’s customers already behave in an omnichannel way—and they expect brands to meet them there. As an ecommerce brand, delivering on (and exceeding) these expectations requires the right approach. Your customers interact with your brand across dozens of touchpoints before they ever hit “buy.” Every one of those interactions either builds momentum toward a purchase or creates friction that sends them elsewhere. And the difference often comes down to how well you connect those moments into one cohesive experience. While single-channel and multi-channel strategies were once the norm, omnichannel is now the gold standard. By integrating diverse digital and physical channels like websites, apps, email, messaging platforms, and brick-an...

Multi-channel Omnichannel Channels operate independently Channels are deeply integrated Focused on reach Focused on the full customer journey Inconsistent experiences Integrated, contextual experiences In short, multi-channel is about presence. Omnichannel is about connection. Customer journeys are nonlinear. People bounce between devices and platforms—starting on TikTok, browsing in-store, and converting via email or SMS. A customer reaches out via WhatsApp with a question about a delayed delivery. An omnichannel strategy routes the conversation to customer service and quickly removes that customer from an upcoming campaign send during that time. During Black Friday, a brand sends an email offer. If a recipient doesn’t open within a few hours, an omnichannel messaging strategy sends an automatic follow-up through their preferred channel—SMS or WhatsApp—based on past engagement.

Summary The omnichannel approach to customer service in 2025 Modern customer service is no longer just about resolving tickets efficiently. The brands winning today understand that every support interaction is an opportunity to strengthen the customer relationship—not just solve a problem. When marketing and service work from the same playbook, good things happen. According to Klaviyo’s 2025state of B2C marketing report, brands that align these teams are 156% more likely to significantly exceed their marketing goals. But how do you create this alignment? The answer lies in taking an omnichannel approach to customer service. It’s a strategy that creates connected, consistent customer service experiences across all channels—email, SMS, WhatsApp, web chat—and transforms traditional support from a cost centre into a growth engine. This guide explores how brands can move beyond siloed tools to create connected experiences that turn service interactions into sales opportunities. The...

Home fragrance brand Happy Wax, for example, uses Klaviyo B2C CRM to run a sophisticated review request flow. When customers leave reviews with less than 3 stars, the flow pings the internal customer service team to reach out and offer a new scent, free of charge. In this guide Measure andoptimise Category Top channels for purchasing Beauty 1. Email2. Social media3. SMS/text Fashion/apparel 1. Email2. Social media3. In-store Electronics 1. Email2. In-store3. Social media Home goods Restaurants Travel and hotels 1. Email2. Social media3. Push notifications via mobile app Spas/fitness studios But each customer has their own preferences, and keeping up with them manually is an impossible task. A discount offer email on their birthday For today’s customers, great service alone isn’t enough. Brands need to engage customers across channels with consistency, relevance, and care. A personalised, connected customer experience starts with a single source of truth. That mean...

Summary The omnichannel approach to customer service in 2025 Modern customer service is no longer just about resolving tickets efficiently. The brands winning today understand that every support interaction is an opportunity to strengthen the customer relationship—not just solve a problem. When marketing and service work from the same playbook, good things happen. According to Klaviyo’s 2025state of B2C marketing report, brands that align these teams are 156% more likely to significantly exceed their marketing goals. But how do you create this alignment? The answer lies in taking an omnichannel approach to customer service. It’s a strategy that creates connected, consistent customer service experiences across all channels—email, SMS, WhatsApp, web chat—and transforms traditional support from a cost centre into a growth engine. This guide explores how brands can move beyond siloed tools to create connected experiences that turn service interactions into sales opportunities. The...

Summary Customer service has changed. Historically, it’s been a reactive function, where teams wait for issues to arise before springing into action. In 2025, service is proactive—and when you do it right, it actually drives revenue. B2C service is fundamentally different from B2B. In B2C, support should always be self-service first, and approached as an extension of the customer experience rather than a siloed department. What is a customer service strategy and why does your B2C business need one? A B2C customer service strategy has 4 key components: 1.  A central hub for customers provides one place to manage their relationship with a brand, allowing them to track orders, redeem offers, initiate returns, or even discover new products 2.A 24/7 AI assistant that answers questions, recommends products, and resolves post-purchase tasks instantly—on SMS, web chat, WhatsApp, and RCS. 3.  Support that’s always available empowers customers to self-serve with 24/7/365 automated supp...

• Tracking orders • Managing subscriptions • Note their most recent purchase in communications. • Proactively request feedback after purchases. • Follow up on browsing history with personalised discounts. • Send product guides specific to a customer’s preferences, like skin type or favourite items. • Answers to sign-up forms, quizzes, and surveys • Google Analytics data • Buyer behaviour on your website • Engagement data from email and SMS • A customer forgetting to pause their subscription because of a family emergency • Any issues your VIP customers have • Any issue that highlights a fundamental flaw in one of your processes • Getting help with coupons or discounts • Updating marketing preferences • Answering questions about your products and policies

In this guide: Email SMS or text WhatsApp Mobile push notifications In-app messages 1. Morning2. Evening3. Late afternoon 1. Morning2. Late afternoon3. Evening 1. Evening2. Late afternoon3. Morning Customer engagement strategy tip: Every customer is different, and this general information is just a starting point. To add some precision to your timing, use AI like Smart Send Time to target each customer when they’re most likely to engage. Message type Channel preference New product announcements EmailText messageSocial mediaMobile app notificationsWhatsApp Sale or discount notifications EmailText messageMobile app notificationsSocial mediaWhatsApp Order confirmations Shipping updates EmailText messageMobile app notificationsWhatsAppSocial media Customer service inquiries EmailText messageMobile app notificationsPhone callWhatsApp For outreach ideas you can use throughout the customer lifecycle, check out the chart below. This table summarises what channels are mo...

Summary Customer service has changed. Historically, it’s been a reactive function, where teams wait for issues to arise before springing into action. In 2025, service is proactive—and when you do it right, it actually drives revenue. B2C service is fundamentally different from B2B. In B2C, support should always be self-service first, and approached as an extension of the customer experience rather than a siloed department. What is a customer service strategy and why does your B2C business need one? A B2C customer service strategy has 4 key components: 1.  A central hub for customers provides one place to manage their relationship with a brand, allowing them to track orders, redeem offers, initiate returns, or even discover new products 2.A 24/7 AI assistant that answers questions, recommends products, and resolves post-purchase tasks instantly—on SMS, web chat, WhatsApp, and RCS. 3.  Support that’s always available empowers customers to self-serve with 24/7/365 automated supp...

Multi-channel Omnichannel Channels operate independently Channels are deeply integrated Focused on reach Focused on the full customer journey Inconsistent experiences Integrated, contextual experiences In short, multi-channel is about presence. Omnichannel is about connection. Customer journeys are nonlinear. People bounce between devices and platforms—starting on TikTok, browsing in-store, and converting via email or SMS. A customer reaches out via WhatsApp with a question about a delayed delivery. An omnichannel strategy routes the conversation to customer service and quickly removes that customer from an upcoming campaign send during that time. During Black Friday, a brand sends an email offer. If a recipient doesn’t open within a few hours, an omnichannel messaging strategy sends an automatic follow-up through their preferred channel—SMS or WhatsApp—based on past engagement.

Email 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, mor...

• Tracking orders • Managing subscriptions According to Microsoft’s State of Global Customer Service Report (PDF) 90% of customers prefer to self-serve. That means an overwhelming number of your customers want to be able to track orders, initiate returns, update their subscription status, and escalate to a live support agent on their own. • Note their most recent purchase in communications. • Proactively request feedback after purchases. • Follow up on browsing history with personalised discounts. • Send product guides specific to a customer’s preferences, like skin type or favourite items. • Answers to sign-up forms, quizzes, and surveys • Google Analytics data • Buyer behaviour on your website • Engagement data from email and SMS • A customer forgetting to pause their subscription because of a family emergency • Any issues your VIP customers have • Any issue that highlights a fundamental flaw in one of your processes • Getting help with coupons or discounts • Updati...

Home fragrance brand Happy Wax, for example, uses Klaviyo B2C CRM to run a sophisticated review request flow. When customers leave reviews with less than 3 stars, the flow pings the internal customer service team to reach out and offer a new scent, free of charge. In this guide Measure andoptimise Category Top channels for purchasing Beauty 1. Email2. Social media3. SMS/text Fashion/apparel 1. Email2. Social media3. In-store Electronics 1. Email2. In-store3. Social media Home goods Restaurants Travel and hotels 1. Email2. Social media3. Push notifications via mobile app Spas/fitness studios But each customer has their own preferences, and keeping up with them manually is an impossible task. A discount offer email on their birthday For today’s customers, great service alone isn’t enough. Brands need to engage customers across channels with consistency, relevance, and care. A personalised, connected customer experience starts with a single source of truth. That mean...

Usability für alle: Wie digitale Barrierefreiheit Traffic, Engagement und Conversions steigert Klaviyo-Erfolgsstory: Barrierefreie E-Mail-Kampagnen für maximale Reichweite Überprüfen der HTML-Struktur Genaue Schritt-für-Schritt-Anleitungen findest du in unseren Help-Center-Artikeln: Deine Roadmap zur digitalen Barrierefreiheit Stell dir vor, du hast gerade einen tollen neuen Online-Shop entdeckt und bist begeistert. Du hast ein paar Artikel in den Warenkorb gelegt und möchtest direkt kaufen – und dann geht es plötzlich nicht weiter, weil der Online-Shop keinen barrierefreien Bezahlvorgang anbietet. Laut dem Dritten Teilhabebericht der Bundesregierung leben in Deutschland 13,04 Millionen Menschen mit Beeinträchtigung. Davon haben 10,6 Millionen eine anerkannte Behinderung und wiederum 7,8 Millionen davon haben eine anerkannte Schwerbehinderung. Für E-Commerce-Unternehmen sind diese Zahlen besonders relevant: Laut Aktion Mensch shoppen Menschen mit Beeinträchtigung nämlich deu...

ON THIS PAGE: Feature Description Available with Klaviyo Channel affinity AI ranks each customer’s preferred channels (e.g., first, second, third) based on their predicted engagement, allowing for smarter message sequencing. ✔️ Dynamic segmentation Build segments based on channel affinity to group customers by how likely they are to engage, such as “SMS-first” or “email-first” audiences. Conditional splits for flows Use channel affinity as a condition in your automations to send customers down different paths based on the channels they engage with most. How to get started with cross-channel personalisation Klaviyo B2C CRM provides the tools you need to not only understand your data, but act on those insights in real time—all in one place. Here are just a few ways Klaviyo helps you achieve cross-channel personalisation: Use channel affinity insights to create dynamic segments that group customers by their engagement patterns. This improves your cross-channel personalisat...

In this guide Category Top channels for browsing Top channels for purchasing Beauty 1. Social media 2. Branded mobile app3. In-store 1. In-store2. Company website3. Branded mobile app Electronics 1. Company website2. In-store3. Marketplaces 1. In-store2. Company website3. Marketplaces Fashion / Apparel 1. In-store2. Company website3. Social media Home goods Restaurants Travel and hotels 1. Company website2. Social media3. Branded mobile app 1. Company website2. In-store3. Branded mobile app Spas or fitness studios 1. Company website2. In-store3. Social media 2. Unify your data in a single source of truth Customers not only research products and services on different channels than the ones they use to buy. Their preferences also differ by category. Here are the top channels for browsing and for purchasing, according to Klaviyo’s 2025 omnichannelshopping survey: By contrast, when all your data is unified in a B2C CRM, you gain not only cross-team visibility into e...