Dr. Martens Boots Up Unified Customer Care Operation
Dr. Martens' Chief Technology and AI Officer Graham Calder revealed how the iconic brand transformed its customer care operation from fragmented to unified.
The company, which has spent over a decade transitioning from a wholesale-first manufacturer to a direct-to-consumer powerhouse, faced declining customer sentiment due to its outdated infrastructure.
With 20-plus e-commerce markets and around 280 stores globally, Dr. Martens' growth had outpaced its customer care capabilities.
Calder explained that the brand's fragmented systems were causing issues, with different regions using separate platforms, such as Zendesk in the US and Salesforce in the UK and Europe.
By consolidating its Salesforce Service Cloud operations into a single global instance, Dr. Martens unified its business on one data model, processes, and version of truth.