Dr. Martens Boots Up Customer Care with Salesforce Rebuild

Dr. Martens, known for its iconic boots, has transformed from a wholesale-first manufacturer to a direct-to-consumer powerhouse, with two-thirds of its revenue coming directly from customers. However, as the company grew, its customer care operation lagged behind.

Graham Calder, Chief Technology and AI Officer at Dr. Martens, explained that the brand's growth had outpaced its infrastructure, leading to declining customer sentiment and a steady three-year decline in Trustpilot scores and customer satisfaction.

The root cause of the problem was fragmentation across markets and operations, with different regions using different platforms, including Zendesk and Salesforce. The systems didn't talk to each other, forcing staff into constant manual workarounds.

To address this issue, Dr. Martens decided to start over and rebuild its entire customer care operation from scratch. They consolidated their Salesforce Service Cloud operations into a single global instance, unifying the business on one data model and one set of processes.