Contact Us
Case Study

Dow’s Customer-Centric Digital Transformation with Heart of the Customer

Download this PDF


Dow, a global materials science leader, has the ambition to be the most innovative, customer-centric, inclusive, and sustainable materials science company in the world. In 2017, they established a global customer experience (CX) team with a data-driven approach to CX, enabling them to strategically invest in areas that would yield measurable business results. This groundbreaking work was even featured in Jim Tincher’s book, Do B2B Better: Drive Growth through Game-Changing Customer Experience. In 2021, Dow reaffirmed its commitment to customer-centricity by partnering once again with Heart of the Customer (HoC) to build a global, digital approach based on customer needs.

Project Objectives

The primary objectives of this strategic digital transformation initiative were to:

A significant focus was placed on digital interactions and the seamless transition between online and offline channels.


To achieve these objectives, Heart of the Customer employed a rigorous customer journey mapping process that encompassed:


The research and analysis led to several pivotal outcomes:


Dow’s customer-centric approach to digital transformation yielded remarkable results and had a profound impact. Dow paid particular attention to the human side of change. According to McKinsey’s Unlocking Success in Digital Transformations report, 70% of digital transformations fail, often due to employee resistance. By involving employees and customers globally and placing customer needs at the forefront, Dow mitigated this risk and enabled a wide range of benefits:

Dow’s digital transformation initiative has not only met its strategic business needs but has also exceeded expectations by delivering substantial financial and operational benefits. The company’s commitment to becoming a customer-centric, innovative, and sustainable materials science company is being realized through the successful harnessing of digital technologies, and it continues to drive value for customers, employees, shareholders, and the planet. Dow’s approach to digitalization, including its focus on customer experience, employee empowerment, and innovation, serves as a remarkable example of how a large-scale digital transformation can be executed effectively and deliver tangible results.


Dow’s unwavering commitment to a customer-centric approach and strategic technological enhancements received well-deserved recognition. The company was honored to receive recognition for five awards in the annual U.S. Customer Experience Awards for 2023. This includes winning the overall award for top-scoring entry, Gold Awards for its Digital Transformation, Best Use of Insight & Feedback, and Best Measurement in CX, and a Silver Award for Best B2B Customer Experience.

These prestigious awards underscore Dow’s remarkable success in implementing a customer-centric approach to digital transformation.


The partnership between Dow and Heart of the Customer exemplifies the power of a customer-centric, data-driven approach to a digital transformation journey. It demonstrates how understanding and prioritizing customer needs can lead to measurable business results and industry recognition. Using insights from Dow’s customer journey mapping initiative with Heart of the Customer, Dow is advancing its journey toward becoming the most customer-centric, innovative, and sustainable materials science company, driving value for customers, employees, shareholders, and the planet.

About Heart of the Customer

At Heart of the Customer, we understand delivering remarkable value requires more than just insights and recommendations. We empower organizations to implement customer experience strategies that deliver measurable results and revenue growth.

Our services help you understand the critical intersection between customer emotions, behaviors, and business outcomes. Our singular goal? Create a lasting impact for your business that delivers bottom-line growth through a data-driven approach to customer experience.

Let’s Transform Your Customer Experience

Your business is transforming and innovating, and Heart of the Customer is right there with you, activating your teams and focusing your strategy. Connect with our team of experts to discuss how we partner with companies like yours to harness customer insights, improve customer experiences, and create business value.

Similar resources.

Stay updated with our insights.

Stay updated with our insights.