Answering a wake-up call: how Dow Corning created a business model that improved customer relationship management. (Formulating & Processing).

Adhesives Age,  March, 2003  by K. Michael Lanham

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WITH ROOTS GOING BACK TO 1943, proven expertise in silicon chemistry, and solid product offerings for many industries, you would think that Dow Corning Corp. had customer relationship management all figured out. But in 1996, customer survey results provided us with some clear signals to the contrary.

We found out that we needed to do a better job of understanding our customers and their needs. In essence, we had received our wake-up call. "Good morning," it said, "What exactly will you do about customer relationship management?"

This is the story of how the world's largest global silicone supplier answered ...