Klaviyo Service

The billion-dollar question

From being the up-and-coming startup that nobody had heard about to crossing $1B in revenue as a public company, the challenges we face at Klaviyo have fundamentally changed over time. On the New Products Team, our job is to identify the next growth opportunity. And at our scale, this meant the next billion-dollar market. There are 3 dimensions to grow in:

  1. New markets

  2. New verticals

  3. New products

So far, Klaviyo has largely been perceived by customers and the Street as an email marketing automation tool with extra bells and whistles. We knew we had to change that in order to keep growing and deliver a differentiated customer experience, and we started with expanding within marketing automation beyond messaging with Klaviyo Reviews. A few months after launch, we were ready to take the next, much more ambitious step: get into a new market with a new buyer, solving entirely new problems.

The market: customer service.

The new positioning: B2C CRM.

“Great service begins at first touch, not when it becomes a support ticket.”
— Our guiding principle

A new approach to service

Traditional customer service is ticket-driven. This enduring system has a lot of benefits, but falls short in a few key ways:

  • Service is seen as a cost center, and rarely a revenue source.

  • Every service interaction is reactive, and starts with a problem (a ticket)

  • Human agents are often overwhelmed, overworked, and customers experience extended wait times for even simple queries

We did not want to join a crowded market with a “me-too” product. We needed a way to radically differentiate ourselves. After many iterations, we landed on something that customers are truly excited about.

An anatomy of Klaviyo Service

Customer Hub

The one stop shop for customers to manage their relationship with your brand.

AI Agent

Instant, relevant answers trained on all of your data — your website, marketing, and service records.

Unified Inbox

Analyze and manage all of your conversations with your customers across all channels and touchpoints.

And we’re just getting started.

Shoutouts

Of course, with a project of this magnitude, it was a massive team effort across the entire company. AB pushed us relentlessly to think harder about differentiation. Jamie led a team of crack marketing experts who came up with the B2C CRM positioning. Jeff, Tanner, and Grant were the real MVPs leading the New Products effort.