Dow unit builds on customer input to help change marketing direction

By Brad Dawson, Crain Staff

Louisville, Kentucky — Dow Chemical Co.’s Dow Elastomers unit is changing the way it develops its products and takes them to market by opening a figurative suggestion box to its most important information source — its customers.

While listening to customers is nothing new, Dow took its Voice of the Customer, or VOC, project to the next level. Early this year, the firm’s account managers, marketers, research and development staff, and technical service and development personnel began hitting the road to…

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