Dr. Martens Rebuilds Customer Trust with Salesforce
Iconic footwear brand Dr. Martens was facing a decline in customer satisfaction when it embarked on a transformation program for its global customer support in 2025.
The company, which is 66 years old and recognized worldwide, set out to regain trust with customers through the Salesforce Service Cloud platform and AI-driven automation.
Graham Calder, CT and AI Officer at Dr. Martens, explained that the goal was to provide globally consistent excellence in customer care, measured by external metrics such as Trustpilot ratings and Customer Satisfaction Scores (CSAT).
Calder stated that the previous systems were limited and disjointed, but the new platform has enabled all channels, including chat, WhatsApp, SMS, and allows customers to communicate in their preferred way.
The key principle was that AI agents would not replace human interaction, with Calder noting, 'AI agents don't wear shoes', so there would always be a human available for support.