Legal Services

Dow, a leader in materials science, faced challenges in enhancing customer experience (CX) within its business-to-business (B2B) operations. Recognizing the need to improve customer satisfaction and drive business growth, Dow's executive leadership initiated a comprehensive CX program in 2017. The company aimed to unify its various customer experience efforts, which were previously fragmented across business, functional, and regional teams. This initiative was inspired by research indicating that superior CX could significantly drive revenue growth, despite a noted decline in CX quality in the U.S. at that time. To address these challenges, Dow partnered with Ernst & Young (EY) to develop a tailored solution that involved creating a robust customer experience program. This program included the implementation of relationship surveys and customer journey mapping sessions, allowing Dow to gather detailed insights into customer interactions from lead generation to product usage. The goal was to make the customer experience easy, enjoyable, and effective, which required a shift from merely collecting feedback to actively listening to customer needs. The results of this initiative were substantial. Between 2018 and 2023, Dow's Customer Experience Index score increased by 30%, which correlated with significant improvements in business performance. The company reported double-digit reductions in complaint frequency and resolution times, a tenfold increase in business leads generated through digital channels, and record levels of employee retention. Additionally, Dow successfully balanced inventory management with product availability, enhancing customer satisfaction and confidence in product availability. Dow's commitment to integrating customer experience into its operations not only improved customer interactions but also fostered a culture of collaboration among employees. The establishment of centralized teams and a customer-experience website empowered employees to contribute to the program's success. This comprehensive approach positioned Dow as a recognized leader in customer experience within the advanced manufacturing sector, earning multiple accolades at the 2023 US Customer Experience Awards™. Moving forward, Dow and EY are collaborating to extend this CX methodology to other manufacturing companies, aiming to establish benchmarks for measuring customer experience and demonstrating its impact on shareholder returns.

Leading international law firm with verified case studies