Customer Experience in Reckitt Benckiser: Pillars, Ways, and Digital Disruptions

This report discusses the customer experience in Reckitt Benckiser, including its value proposition, ways of delivering customer experience, pillars of customer experience, digital disruptions, and recommendations to improve customer experience.

BUSINESS
(CUSTOMER
EXPERIENCE)

Table of Contents
INTRODUCTION............................................................................................................................3
Value proposition of Reckitt Benckiser........................................................................................3
Ways in which Reckitt Benckiser delivers the customer experience...........................................4
Pillars of customer experiences in order to achieve excellence...................................................6
Digital disruptions in respect to the customer experience...........................................................7
Recommendations to Reckitt Benckiser to meliorate the dimensions of customer experience...9
CONCLUSION..............................................................................................................................10
REFERENCES...............................................................................................................................10

INTRODUCTION
The main focus of this report will be on the experience of the consumer which is actually the
most essential element to include in it. This is basically crucial for the company in order to make
sure that the viability in the experience of their consumers in accordance to make sure that the
growth and success of the company in the market area. So the satisfied consumer will only be
always loyal to the organization which will assist the company in making more and more
profitability as well as success (Chauhan, Akhtar, and Gupta, 2022). The following report is
based on the company Reckitt Benckiser which is the international brand from the Britain the
deals in retail merchandise. This is the one of the most famous organization that basically sales
the nutritional, health as well as hygiene goods to their consumers and the company was founded
in the year 1999 at the time of acquisition and merger which occurred among the Coleman plc.
and Reckitt as well as with the Benckisser N.V. In addition to it the following report will cover
about the value proposition that the organization keeps together with the brief description of the
principle that assist in the satisfaction of the consumers. In addition to it the several dimension of
the methods as well as techniques which are utilised in order to increase the performance as well
as productivity of the organization in reference of the education of the customer will be also be
mentioned in the Following report.
MAIN BODY
Value proposition of Reckitt Benckiser.
The purpose of the respective organization is to offer have appropriate solutions to the consumers
in accordance to manage their living room standards show the values of the organization are
described below in brief (Cvetkov-Čikošev, Domazet, and Vukmirović, 2021).
• Immunity to form a difference – The members which are involved in the organization
are provided do freedom in order to take several initiative as well as making the
difference by their ideas as well as suggestion in according to assess the organization to
better and adapt to the appropriate scenarios of the market
• Unique culture – The attitude as well as behaviour and the exchange shows the values
which the respective organization represents. The social environment which are there in
the organization supports the employees in order to provide the more efforts to the

company in accordance to accomplish their long term goals as well as objectives. In
addition to it the wearing of the staff is essentially take care by the organization as well as
they are result are essentially loan to way crucial in the process of decision making of the
organization (Gao, and et.al., 2021).
• Directing the growth – The suitable staff is hired in accordance to their capabilities as
well as skills in order to outshine their experience towards the respective task which are
given to them. The productivity as well as performance of the leaders are appropriately
evaluated in accordance to their efficiency and effectiveness in the company. Hence it
involves consistent feedbacks, training campaigns of the person the effective way as well
as furnishing the skills of the employees at regular intervals of time.
Ways in which Reckitt Benckiser delivers the customer experience.
The requirement as well as demand of the goods by the consumer totally rely on the level of trust
consumers have on the organization. The customers anticipate the most common attributes which
are good need to have which is sustainability as well As safety of the goods in accordance to the
value the product have. In addition to it the environmental issues which are linked with the
manufactured products are also considered by the organization as well as several measures are
attend in accordance to restrict the problem of Ecological disturbance which can occur by any
sort.
 State to COVID – The organization become the main supplier of the mandatory products
to their consumers at the time of COVID-19 pandemic. The main priority of the
respective organization work to prevent the spread of the virus by making sure sufficient
supplier have reached to the people (Gao, and et.al., 2021).
• Maintaining the accessibility of the stock – The requirement of the disinfectants
enhanced rapidly in the market at the time of the COVID-19 pandemic and the
assumption of rise in the cases of the patient suitably attained by the organization by
providing required product available to all. The organization’s production cycle was
giving the output by working 24/7 in the factories of the company. There are several
challenges which were faced by the organization due to the pandemic which was highly
intense pressure on the buying organization as well as supply chain of the company. In
addition to it the sourcing of the elements became the main issue in order to fulfil the
enhanced shortage of the goods which was coming in the time of production.

• Earning trust – There are several issues related to the trust on the organization which can
be act as the major concern for the consumers. The commitment of the organization about
the no use of plastics, sustainability of the product, reacting and according to the climate
change as well as making sure the significance of the rights of human in the organization
which are the main elements in which the main focuses laid upon by the respective
company (Guan, and et.al., 2021). It assist in making the appropriate environment for the
customers in order to invest in the organization without having any type of fear. The need
of the several issues which are there in the industry which need suitable attention towards
the techniques which will be utilised in order to sell, create as well as selecting the most
suitable plan of action is appropriately consider in according to construct the bright future
for the organization.
Customer relationships in terms of the key demographics-
The division of the consumer relationship is properly managed in the respective company by
focusing on the cross operational relationship that basically assist in formation of the civil
strategies for the organization in accordance to better and enhance the operational and
implementation performance of the company. The making of the healthy as well as mutually
advantageous relationship with the consumers can assist in increasing the sales of the
organization. It can be attained by focusing on the recent starts off the consumer base of the
company in accordance to their requirements as well as desires from the organization. Hence it
can be attained by several elements which are described below.
 Socio-economic approach – The channels of trading involves the sales by the several
different stores which are grocery, Supermarkets pharm stores and many more sales
outlets of the company (Japutra, and et.al., 2021). The online business of the organization
is also efficient as well as effectively functioning together with the several stores and
outlets of the company.
• Associated-investment conception – The strategic partnership of the organization are
found on the mutual decision of all the subdivision of the company. The basic common
elements of interest are totally segmented in one team and the suitable plan of action is
made in order to promote the organization in that specific department.
Pillars of customer experiences in order to achieve excellence.
The level of the understanding of the consumers is described by utilizing the appropriate

theory that constitutes the main area of most crucial components which should be there in
accordance to accomplish the growth as well as success in the market area in respect to the
relationship with the consumers. The main components which can be taken into consideration by
the organization are described below in brief.
• Personalisation – It can be attained by attaining several insight which is not effective
about regarding the consumers by understanding there long term preferences,
expectations, requirements as well as personal experience they have after the optimum use
of the good which are offered by the respective company in the market area
(Kumaratheesan, 2021). The managers of a sit and scan account the formulation as well as
observation in order to make the strategic plan of action in accordance to the viability of
the manufacturing houses of the company.
• Integrity – This is the level that shows the reliability of the company in accordance to
their services that are offered by them to their consumer ways which is linked to their
suitable interest. For some time the advantages which are attained by the consumers and
Illustr
Caption 1: The six pillars of customer experience excellence

the organization itself should be accordingly to the comfort element which can usually
promote the commercial business more appropriately. The acceptance of the issue should
be shown by the respective organization in front of their consumer base for the making
and creating the trust among the all involved parties (McGowan, 2022).
• Expectations – The components of the business environment is fluctuating rapidly that
enhances the level of assumption of the consumers in the market area. Respective
company should be more competent in order to upgrade the organization in accordance to
adapt several alteration in the market area as well as trends in the market (Roggeveen, and
Rosengren, 2022). The habit of over promise towards specific elements should be
neglected in accordance to restrict the scope of not providing adequate to the expectations
of the consumers can be harmful for the long term goodwill as well as success in the
market area.
• Resolution – The possibilities in the organization might occur again irrespective of
several measures which are opted by the organization in order to restrict them. In addition
to it the approval in order to the appropriate section that are offered by the respective
company should be there in order to deal with the issues in the efficient as well as
effective way and also settle down the problems as soon as possible in order to make sure
the paramount in the consumer relationship management.
• Time and effort –. The opportunity which are offered to the consumer should be effectual
enough in accordance to the transactional as well as interactional methods opted by them.
The commercial business needs to be carried out in the suitable course of time as well.
• Empathy – The value services culture which are imposed by the people should be
majorly considered by implementing the sales in accordance to think towards the needs as
well as preferences after consumers and also making strategy in according to that only.
(Suryani, and Basri, 2021).
Digital disruptions in respect to the customer experience.
The interaction as well as communication with the consumer differs in the analytics as well as in
the nature which are there in accordance to the observation which is highly supple this can create
the several disruption in offering the appropriate reaction to the issues of the consumers more
efficiently as well as effectively.

 Investing in the wrong approaches – company usually spend more in things and tools
that does not offer with the appropriate solution in accordance to the promises which are
made by the organization to their consumers in respect of the success of the company.
Their existence towards the web is not appropriately evaluated as well as the platforms
are not efficiently researched.
• Loyalty apps – The offers which are provided by the organization by the choice of
several schemes as well as the awards have proven to be more effectual element for
causing the sense of disturbance in the operations of the company also (Waqas,
Hamzah,Salleh, 2021). This can also assist in increasing the sales of the organization but
that it does not operate in the long term advantages as well as success of the company in
the market area.
Recommendations to Reckitt Benckiser to meliorate the dimensions of customer experience.
The fiscal performance of the organization majorly rely on the consistent assistance
Illustration 2:
Disruptions

offered by their consumers. This assist in aligning with the techniques as well as strategies which
is made in accordance to create a suitable bond with the consumers as well as with the respective
organization. Hence apart from approaches which are already utilised by the organization there
are several other specific recommendations which can also be given to the respective
organization in accordance to manage as well as better there scope of suitable productivity as
well as performance in the market area.
• Forward-looking supply chains – The options which are formed in reference of the
several agents should be made in the effective as well as efficient way in accordance to
minimise the scope of failure in the near future (Yulisetiarini, Edcintha, and Afandi,
2021). In addition to heat the production unit should focus in utilizing innovation in their
operation in accordance to promote appropriate processes. Enhancement in the fluency as
well as transparency of the interaction and communication channel of the manufacturing
division should also be revised consistently or in the regular time period in accordance to
fill the spaces in which the organization lack in.
• Equity across the value blocks – The members that are already residing in the
organization and also the consumers which are majorly targeted by the organization in the
market needs to be appropriately treated in the genuine as well as fair way. Other than the
profitability attaining elements the growth in the living standard of the people should also
be need to be considered by the organization (Zafirovski, 2021). In addition to this the
suitable quality which means to the Wellness, nourishment and hygiene of the product
need to be offered to the consumers in the socio economic atmosphere that need not to be
treated as the main responsibility but instead of moral obligation of the respective
organization.
CONCLUSION
From the above report it has been concluded that the evaluation which is conducted for the
respective organization has given the men as well as needful insight regarding the operation of
the several division which are present in the organization. In addition to this the style of
composition which is as I said the organization has given the outcome in the main influential
element in the market share of the organization. The dictation of the several effective techniques
by the shell business has assisted in attaining the large market area which they holds in their
current business condition. Moreover to this there are several cons as well as pros of the

digitalization which has also been mentioned in the report in order to provide the accurate image
of the operations of the respective organization. At last respective organization was given with
the specific recommendation which care assist them in expanding as well as exploring the other
essential elements of the market area.

REFERENCES
Books and journals
Chauhan, S., Akhtar, A. and Gupta, A., 2022. Customer experience in digital banking: A review
and future research directions. International Journal of Quality and Service Sciences.
Cvetkov-Čikošev, T., Domazet, I. and Vukmirović, V., 2021. Customer Experience and Integrated
Marketing Communication in the Automotive Lubricants Market. Economic
Analysis, 54(2), pp.68-81.
Gao, W., and et.al., 2021. Crafting the customer experience in omnichannel contexts: The role of
channel integration. Journal of Business Research, 126, pp.12-22.
Gao, W., and et.al., 2021. How customer experience incongruence affects omnichannel customer
retention: The moderating role of channel characteristics. Journal of Retailing and
Consumer Services, 60, p.102487.
Guan, J., and et.al., 2021. Customer experience and brand loyalty in the full-service hotel sector:
the role of brand affect. International Journal of Contemporary Hospitality
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Japutra, A., and et.al., 2021. Influence of customer application experience and value in use on
loyalty toward retailers. Journal of Retailing and Consumer Services, 59, p.102390.
Kumaratheesan, K., 2021. Assessing the impact of augmented reality on the customer experience
towards building customer loyality: the context of hotel sector in Sri Lanka (Doctoral
dissertation).
McGowan, S., 2022. Director of Customer Experience Anythink Libraries, Adams County,
Colorado, United States. In Literacy and Reading Programmes for Children and Young
People: Case Studies from Around the Globe (pp. 71-82). Apple Academic Press.
Roggeveen, A.L. and Rosengren, S., 2022. From customer experience to human experience: Uses
of systematized and non-systematized knowledge. Journal of Retailing and Consumer
Services, 67, p.102967.
Suryani, A.D. and Basri, A.I., 2021. Pengaruh Emotional Branding, Customer Experience, dan
Brand Trust Terhadap Customer Loyalty pada Samsung Experience Store. Investasi:
Jurnal Penelitian Ekonomi dan Bisnis, 1(1), pp.19-26.
Waqas, M., Hamzah, Z.L. and Salleh, N.A.M., 2021. Customer experience with the branded
content: A social media perspective. Online Information Review.
Yulisetiarini, D., Edcintha, O.Y. and Afandi, M.F., 2021. Influence of Customer Experience,
Location, and Price On Loyalty Through Positive Word of Mouth on Customers of Kai
Logistics Express DAOP IX. UNEJ e-Proceeding, pp.106-113.
Zafirovski, D., 2021. Analyzing the impact of Artificial Intelligence in Digital Marketing on
personalized customer experience (Doctoral dissertation, Wien).