What’s up doc? How Dr Martens re-invented Customer Service with Salesforce
Iconic footwear brand Dr. Martens is 66 years old, and one of the most recognized and loved in the world. But over the last few years it has seen a steady decline in customer satisfaction.
As a results, in 2025 the company embarked on a transformation program for its global customer support, based on the Salesforce Service Cloud platform, and including AI driven automation, and customer-led continuous improvement.
Graham Calder, CT and AI Officer at Dr. Martens, recalls:
By the end of 2025 that slow decline had become an increasing problem for us. Our ambition to be the world's most desired premium footwear brand, was not going to be achieved if we couldn’t get customer care sorted.
Sales at the company are split into retail, wholesale and ecommerce, with each part being worth roughly a third of revenue. But this division carries its own responsibilities, notes Calder :
It is...
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