Case Study: Aspen Dental achieves customer experience transformation across 900 offices with Birdeye

How Ash ElDifrawi is helping lead the evolution of CMOs to CXOs

Aspen Dental, a 900‑office dental network, faced the challenge of scaling a consistent, customer‑centric experience across clinics, the website and call centers while breaking functional silos so marketing leaders would be accountable for end‑to‑end customer experience. This business story is presented by Birdeye and highlights Chief Marketing & Customer Experience Officer Ash ElDifrawi’s push to make marketing responsible for the entire patient journey and to prioritize measurable CX outcomes.

Birdeye showcases the solution Aspen implemented: an empowered owner of the customer journey, shared OKRs tied to NPS and satisfaction, systematic benchmarking against competitors, and a culture of using customer feedback to guide decisions. According to Birdeye, those changes produced organization‑wide CX accountability, better data‑driven tradeoffs (for example Finance weighing NPS alongside revenue), and the ability to link customer satisfaction to business outcomes across Aspen’s 900 offices.

Aspen Dental

Ash ElDifrawi

Chief Marketing and Customer Experience Officer