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Dow, a leader in materials science, faced a significant challenge in enhancing its customer experience (CX) within the B2B sector. Recognizing the potential link between superior customer experience and business success, Dow's executive leadership, led by Chief Commercial Officer Dan Futter, sought to unify various customer experience efforts across the organization. In 2017, they engaged Ernst & Young (EY) to help identify the connections between customer experience and business outcomes, particularly in a market where customer satisfaction scores were declining. To address these challenges, Dow implemented a comprehensive customer experience program that involved developing a relationship survey and conducting customer journey mapping sessions. This approach allowed Dow to gather detailed insights into customer interactions, from lead generation to product usage. The goal was to make it easy, enjoyable, and effective for customers to do business with Dow. The insights gained from these initiatives led to a revised enterprise-wide customer segmentation and a framework for prioritizing customer needs alongside internal projects. The results of Dow's efforts were substantial. Between 2018 and 2023, Dow's Customer Experience Index score increased by 30%, which correlated with a double-digit reduction in complaint frequency and time to resolve complaints. Additionally, there was a tenfold increase in business leads generated through digital channels, and the company achieved record levels of employee retention. Dow also successfully balanced competing operational needs, managing to lower inventory volumes while improving product availability and customer satisfaction significantly. Furthermore, Dow's commitment to enhancing customer experience earned them five accolades in the 2023 US Customer Experience Awards™, including the overall award for top-scoring entry. Dow and EY are now collaborating to extend this customer experience methodology to other advanced manufacturing businesses, aiming to establish benchmarks for measuring customer experience and demonstrating its impact on shareholder returns.
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