Salesforce software settled half of Dr Martens' contacts. Before, people did nine in ten.
That automated share has risen from 10% to 50%, @diginomica reported on 22 September, and the boot maker is targeting 75%.
The project began in January 2026. The service launched in the UK and Europe in late June, followed by the US and Canada two weeks later. China, Korea and Japan are planned for 2027.
One shared Salesforce Service Cloud and Agentforce system now serves every live market. Two regional Amazon Connect systems handle calls, while Salesforce translates for European customers.
Graham Calder, Dr Martens' chief technology officer and AI officer, said declining customer care had become an increasing problem by the end of 2025. Since launch, @diginomica reports that Trustpilot ratings and customer satisfaction scores have improved.
The harder number is the 25 percentage points still to come, on a target the company has set itself.
Could your shared service platform reach 75% without lowering customer satisfaction?
Sources
Our file on Salesforce
- 30 Sept
Salesforce agreed to buy Listen Labs. Its AI interviews customers in 120 languages.
- 25 Sept
Salesforce showed its AI working inside SAP. SAP experts question whether that's allowed.
- 22 Sept
Telstra handed outage refunds to an AI agent. It supports over 1,000 call-centre staff.
- 20 Sept
Salesforce set up a committee. It picks which AI model runs a task.
- 18 Sept
Salesforce says AI cut Air India's refunds to four hours. From 14 days.
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