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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 declining quality of customer experience in the U.S. and the potential link between superior CX and revenue growth, Dow's executive leadership, led by Chief Commercial Officer Dan Futter, sought to unify their customer experience efforts across various business, functional, and regional teams. The goal was to create a cohesive approach that would not only improve customer satisfaction but also drive business success. To address these challenges, Dow partnered with Ernst & Young (EY) to develop a comprehensive customer experience program. This initiative involved conducting relationship surveys and customer journey mapping sessions to gain insights into customer interactions from lead generation to product usage. The findings revealed critical touchpoints that influenced customer satisfaction and highlighted the need for a unified approach across the organization. Dow's team redesigned workflows to align with customer needs, moving away from internal efficiency metrics to a customer-centric model. The results of this tailored solution were remarkable. Between 2018 and 2023, Dow's Customer Experience Index score increased by 30%, which correlated with significant business improvements. The company experienced a double-digit reduction in complaint frequency and time to resolve complaints, a tenfold increase in business leads generated through digital channels, and record levels of employee retention. Furthermore, Dow successfully balanced competing operational needs, achieving lower inventory volumes while simultaneously improving product availability and customer satisfaction. Dow's commitment to enhancing customer experience not only positioned them as a leader in the advanced manufacturing sector but also earned them multiple accolades at the 2023 US Customer Experience Awards™, including the top overall award. The collaboration with EY has set the foundation for Dow to share its CX methodology with other manufacturing companies, aiming to establish benchmarks for customer experience measurement and demonstrate the link between superior CX and shareholder returns.
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