Unilever's Customer Experience: Value Proposition, Pillars, and Digital Disruptions
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Added on 2023/06/10
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The report discusses Unilever's value proposition, ways of delivering customer experience, pillars of customer experience, and digital disruptions. It also provides recommendations to improve customer experience.
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Value proposition of the Unilever...............................................................................................3 Evaluating the ways in which Unilever delivers customer experience.......................................4 Pillars of customer experiences in order to achieve excellence..................................................6 Digital disruptions in respect to the customer experience..........................................................7 Recommendations to Unilever to meliorate the dimensions of customer experience................8 CONCLUSION................................................................................................................................9 REFERENCES:.............................................................................................................................10 Books and Journals...................................................................................................................10
INTRODUCTION Customer experience is one of the most important concept that business organisation should consider while carrying out activities in at the workplace. This concept helps business to become more successful in the market (Roggeveen, Grewal and Schweiger, 2020). A satisfied customer will not only turn into the regular and loyal customer but also facilitates the business to earn more revenue in the future. For this report, Unilever has been undertaken into the account for better understanding the elements of the customer experience. It is a British multinational consumers goods company that is based in the London, United Kingdom. It was founded in 1929 by the Lever Brothers and the Dutch Margarine. They have operations in various sectors such as foods & refreshments, home care and beauty & personal care. In this report, there will be the discussion on the value proposition that the organisation have and along with that principles of the customer experience will also be analysed. Implications of the digital disruption will also be discussed. At the end of the report, recommendations will be undertaken in relation to the improve the customer experience for the chosen organisation. MAIN BODY Value proposition of the Unilever. One of the main objective of the organisation is to create a healthy environment for their customers in which they can move towards their personal hygiene and nutritional facts. This is the main vision of the company in order to enhance the lifestyle of their customer in the market. Value proposition in relation to the Unilever are as follows: Unique culture:managers of the company ensures that they maintain a healthy and good culture in the workplace. Leaders of the organisation values their employees and enables them to grab the various opportunities (Waqas, Hamzah and Salleh, 2021). The always believe in motivating their employees by involving them in the decision making process. Successful partnership:Managers of the organisations focuses on to develop and maintain trusted relationship with the stakeholders that are involved in the activities of the business in order to create a healthy brand image in the market. They carry out all the activities in regards to the laws that have been made by the government of UK. It facilitates them to use the resources of the company in a effective manner. Directing the growth:Hiring department of the Unilever ensures that they should hire the employees according to the specific skills that they require to perform a particular job. The upper level of the management critically analyses the performance of the managers in order to find out their effectiveness in the. Immunity to form a difference:This means the people that have a direct relation with the organisation given the power to give suggestions and feedbacks in order to improve the performance of the company in the market (Sidaoui, Jaakkola and Burton, 2020). In relation to the Unilever, they involves their stakeholders in all the activities through which they become able to improve their course of actions. Evaluating the ways in which Unilever delivers customer experience. The main purpose of the generating the goods and the services is to satisfy the needs and wants of the customers in the market. Customers mainly consider that the products should contains the basic features like safety, values etc. organisations should also consider the aspect of the society and the environment while delivering the products and the services in the market. Some of the points are mentioned below:
Maintaining the accessibility of the stock:Due to the COVID-19 pandemic, marketing condition at that time was got completely affected. Lock down was imposed across the globe and the it put so much challenges on the consumer goods company to fulfil the demand of the customers at that time. Managers of the Unilever company deal in a very effective manner at that time (Trivedi, 2019). They were able to maintain the supply chain at that time which results in the overall growth of the their business. Sustainable products:One of the major role that enhances the customer experience is the sustainability in the products and the services that are offered by the organisations and the business firms to their customers. In relation to the Unilever company, they critically analyses the needs and wants of their customers and according to that they develop products and services. They consider that they should develop the quality products and services which does not any negative impact on their customers. They focus on that they should effectively use the resources so that the needs of the future generations can't be neglect. Earning trust:One of the main factor that plays an significant role in enhancing the customer experience is to earn the trust of the customers by the businesses organisation. Managers of the Unilever company do various exercises like sustainability in the products and services, eliminating the use of the plastic, considering the human rights etc. These activities of the company facilitates them to attract more customers towards their business. This also helps them to achieve the goal of the sustainability by doing various practises in the workplace (Schallehn and et.al., 2019). Quality department of the company checks the quality of the products and the services on a daily basis through which they become able to provide effective goods to the customers in the marker. This enhances the experience of the customers to a positive side. State to the COVID-19:Unilever plays an significant role at the time of the pandemic in the UK for supplying the basic needs to their customers. Management department of the company ensures that they maintain the supply chain and will deliver the products and the services even in those areas which are very far. This helps the company to enhance the experience of their customers during that period of time. Customer relation in terms of the Key Demographics: The concept of the customer relationship is highly practised in the Unilever. For this the management department of the company make effective strategies in order to make healthy relations with the customers in the marketplace. Formation of the healthy and good relation of the customers with the company results in increase the sales of the company. Some of the key demographics points are mentioned below in relation to the Unilever: Age:It is one of the major factor that shape the behaviour of the consumer in the market. This factor means that the needs and wants of the customers changes when they grow older. This means that the tastes and the preferences of the customers are kept on changing with the time and the age of them (Pandey and Chawla, 2018). Unilever mainly focuses on to provide the products and the services related to each and every group age. They critically analyses the needs and wants of the customers of the different age. Income:It is the crucial part of the customers when they takes decisions related to the buying of the goods and services in the market. This means that the customers buys the products and the services according to their income. This can be defined as the customer prefers the expensive and the luxurious products and services in the market when they are earning enough money. This demographic factor highly shapes the behaviour of the
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customer. Production department of the company focuses on to provide the reasonable as well as the expensive products and services to their customers in the market. Pillars of customer experiences in order to achieve excellence. The concept of the consumer understandings can be better analysed by the appropriate framework which mainly forms the pillars (Trischler, Zehrer and Westman, 2018). These are the most crucial part of the that organisation should practise in order to achieve more success in relation to the customer relationship. Main points of the pillars are mentioned below in relation to the Unilever: Personalisation:It is one of the main element of the customer experience and this means that this can be done in the organisation by considering the customer preferences, needs and experience they gain after using the products and the services. In relation to the Unilever company, marketing department of the company analyses the personal needs of the customers in the market. Integrity:This can be defined as that how much values they are providing with the products and the services to the customers in the market. This focuses on that the companies should build trust with the customers as well as in the workplace through which they can promote the integrity (Klaus, 2022). In relation to the Unilever company, managers ensures that they carry out the activities that can build more trust by fulfilling the demands of the customers according to their promises. Expectations:In today's business environment the demands of the customer is continuously changing. Unilever is one of the valuable brand and they have the capabilities to meet the expectations of the customers according to the trends of the market. Resolution:This means that changing the bad experience of the customer that they have faced after using the products and the services. Established organisation ensures that they should take the feedbacks of the customers after using the products or the services. In relation to the Unilever they uses various methods to solve the problems of the customers when they uses the products of them (Siqueira and et.al., 2020). They take corrective measures on a urgent basis. Time and effort:This means that eliminating or minimising the time and efforts of the customer in taking the decision related to the products and services. In relation to the Unilever, they provides their customers with the best products and services in a less time by removing the obstacles of their customers they faced in buying the products and services. Empathy:This means that organisations should make emotional connections with their customers through which they can shape the behaviours of the customers to a positive side. Unilever managers focuses on to make strong relationship with the customers that is interrelated with the empathy. Digital disruptions in respect to the customer experience. In today's time, techniques of production has seen a significant change in relation to carry out the activities of the business (Rahimian and et.al., 2021). Due to this it becomes very important for the organisations to provides the products and services with the updated technology. Sometimes it causes disruption while providing the goods and services to the customers on time. In relation to the Unilever they have analysed departments that can creates difficulties: Loyalty apps:Organisations provides the rewards and the schemes to the customers with
the products that comes out to be the biggest factor that creates a disturbance in carrying out the activities of the business. This can helps the companies to increase their sales in the future but this cannot prove to be the effective strategy in order to retain the loyal customers with the organisation. In relation to the Unilever have started analysing another options apart from the rewards and offers. They are now mainly focusing on to find out those areas which is impacting the operations at the workplace. Investing in the wrong approaches:This means that organisation sometimes uses inefficient tools and techniques which does not facilitates them to satisfy the customers according to the promise they have made with them. Organisation fails to effectively used the online platforms through which they can't provide the customers with the appropriate solutions. Unilever mainly faces issue in collecting the data of their customers in the market. Electronically generated receipts:This means that generating the profs that the customers has made purchase by the online methods. This method is now adopting by each organisation in the market (Batat and Addis, 2021). Through this the customers get facilitates about the details of the purchase in their emails. The personal information of the customers retained with the company and it creates privacy concerns for them. Customers information sometimes shared by the individual of the company that can create a problem for the customers. Recommendations to Unilever to meliorate the dimensions of customer experience. Financial performance of the organisation is highly dependent upon their customers that how much they support them. This facilitates the companies and the business firms to formulate the effective strategy in order to make healthier relationships with all the individual that are involved with the activities of the business (Rajaobelina and et.al., 2018). In relation to the Unilever there are some recommendations for them to use effective approach that can helps them to increase the customer experience and the overall performance in the market. Some of the recommendations are mentioned below in relation to the Unilever: Forward-looking supply chain:This means that the organisations should use the effective supply chain in order to eliminate the chance of failure while carrying out the activities. Production department of the company should focus on to develop innovativeness products and services in the market which can helps them in achieving the goal of the sustainability. Communication gaps between the different production department should be filled by the mangers of the company. Equity across the value blocks:This means that the stakeholders of the company should treat each and every individual in a fair manner. Unilever should more focus on the lifestyles of the customers with profit generating (Silva and et.al., 2021). Quality products and services should be provide by the company that should consists hygiene, nourishment values. This facilitates the organisation to make the socio-economic environment more healthy. Considering the ideology of the investors along with the customers:This means that the investors are the most crucial part of the organisation that wants to know the exact position of the business. Unilever should involves the investors in the decision making process and should also takes feedbacks from them in order to formulate effective strategy. This will make the valuable brand image in the market.
CONCLUSION From the above report it has been analysed that enhancing the customer experience for the organisation is very important in order to increase the sales and making healthier relationship with customers. In the above report values proposition of the chosen organisation has been discussed that explains the objectives of them. Various ways of the organisation have been analysed that how they deliver customer experience. Pillars of customer experience have also been undertaken. Disruption of the digital technology have been evaluated in relation to the customer experience. At the end of the report, recommendations have been discussed in relation to the chosen organisation which helps them in improving the customer experience.
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REFERENCES: Books and Journals Batat, W. and Addis, M., 2021. Designing food experiences for well-being: a framework advancing design thinking research from a customer experience perspective.European Journal of Marketing. Klaus, P.P., 2022. What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX).Journal of Product & Brand Management,31(3), pp.368-376. Pandey, S. and Chawla, D., 2018. Online customer experience (OCE) in clothing e-retail: exploring OCE dimensions and their impact on satisfaction and loyalty–does gender matter?.International Journal of Retail & Distribution Management. Rahimian, S and et.al., 2021. A framework of customer experience management for hotel industry.International Journal of Contemporary Hospitality Management. Rajaobelina, L and et.al., 2018. Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment.Journal of financial services marketing, 23(3), pp.141-152. Roggeveen, A.L., Grewal, D. and Schweiger, E.B., 2020. The DAST framework for retail atmospherics: The impact of in-and out-of-store retail journey touchpoints on the customer experience.Journal of Retailing,96(1), pp.128-137. Schallehn, H and et.al., 2019. Customer experience creation for after-use products: A product– service systems-based review.Journal of Cleaner Production,210, pp.929-944. Sidaoui, K., Jaakkola, M. and Burton, J., 2020. AI feel you: customer experience assessment via chatbot interviews.Journal of Service Management. Silva, J.H and et.al., 2021. Customer experience research: intellectual structure and future research opportunities.Journal of Service Theory and Practice. Siqueira, J.R and et.al., 2020. A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments. Journal of Retailing and Consumer Services,53, p.102009. Trischler, J., Zehrer, A. and Westman, J., 2018. A designerly way of analyzing the customer experience.Journal of Services Marketing. Trivedi, J., 2019. Examining the customer experience of using banking chatbots and its impact on brand love: The moderating role of perceived risk.Journal of internet Commerce, 18(1), pp.91-111. Waqas, M., Hamzah, Z.L. and Salleh, N.A.M., 2021. Customer experience with the branded content: A social media perspective.Online Information Review.