Improving Customer Experience: A Case Study of Unilever

Customer experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Set out the value proposition ......................................................................................................3
Set out how this manifest itself in how it delivers the customer experience..............................4
Set out who are its customers by frequency of use by key demographics .................................4
Six pillars of customer experience model...................................................................................5
Application of six pillars of customer experience model............................................................6
What are the implications of the digital disruption to the delivery of customer experiences.....7
Strategic recommendations for improving the customer experiences........................................8
CONCLUSION..............................................................................................................................10
REFERENCES:.............................................................................................................................11
Books and Journals...................................................................................................................11

INTRODUCTION
Customer experience refers to the thoughts of customers on brand as complete throughout
all aspects regarding purchase journey. The two major elements play role in customer experience
re product and people. A good customer experiences contributes towards the sustainable growth
of the business (Khan, et.al 2020). Unilever is a largest consumer good company of UK. It was
established in 1929. company deals in wide ranges of products like beauty, food items and
personal care products. In this report, there will be discussion about concepts related to customer
experience like value proposition set by the companies. Also six pillar of customer experience
and their implementation in organisation and also recommendations to improve customer
experience.
MAIN BODY
TASK
Set out the value proposition
Value proposition refers to the set of all the benefits and values the grand provides to its
customers in order to satisfy their needs in better manner. It is kind of description about the
product and services. A well defined value proposition differentiate a product and service from
competitors in the marketplace (Moore, Bulmer, and Elms, 2022). It is the factor on which the
success and growth of the business depends. In context of Unilever, company's value proposition
is to provide quality of products to customers with low cost. This leads organisation to have good
stake over the customers so that they cannot shift to competitors products. It is the largest FMCG
sector organisation which provides wide varieties of household products. Unilever provides
goods of low prices without compromising in quality of products. Company focuses on
different segments for different target audiences. For example- Dove shampoo for hair care and
Pond's Age Miracle in skin care. This helps the company to satisfy the different needs of the
customers through providing different types of products. Effective value creation to customers
helps the company to maintain good brand image in the mind of customers and in marketplace.
Unilever has positioned itself good in FMCG market. It positioned its products in
different categories. For example- company has positioned lifebuoy soap as category of health
soap (Hendrik Betzing, Beverungen, and Becker, 2018). Apart from this, company focuses on

contributing towards the CSR which helps in maintaining good social relation. For example-
company launched the project shakti in order to penetrate the segment of rural market. Effective
pricing and quality of products enables the Unilever to attract the audiences towards the brand
and capture good market share around the world. It directly helps in building the the productivity
level of the brand and enables company to achieve competitive advantage in market.
Set out how this manifest itself in how it delivers the customer experience
Value proposition is delivering of values to customers and provide reason to customers to
buy the product and services. Value proposition helps the organisations to deliver good customer
experience. In context of Unilever, it creates value for the customers, society, employees and
consumers. In order to create the value to the customers company first identifies the needs of the
customers and collect the data based on their needs and preferences. And manufactures the
products as per the demands of the customers (Sharma, Mohan, and Mariappan,2022). They
keeps the high quality products and of low cost in order to attract the large number of audiences.
Also company focuses on using the effective marketing tools to reach the target audiences with
their new products. They use social media platforms, own websites and advertising strategies for
providing the information of product to customers. Effective use content helps the company to
connect with customers in order to attract them towards brand.
Effective use of resources like tangible assets, financial resources, intangible resources
and input material helps the firm to develop the effective products. Unilever maintain good
relation with their suppliers and committed partners that helps the firm to operate their business
in good manner. Company have many retail sales outlets around the world in order to deliver the
products to consumers. Also partnering with small retailers for growing their business and also
meeting the needs of the consumers (Ghandvar, Azad, Naami, and Alizadeh Meshkani, 2022).
All these aspects enables the organisation to build the products in effective manner and delivers
the products at right time. Effective efforts towards the consumers, society, employees,
shareholders and customers leads the firm to maintain good brand image. This will directly
creates a positive impact on the positioning of the brand.
Set out who are its customers by frequency of use by key demographics
It is important for organisations to segment the products and services on the basis of
different factories like demographic, geographic, social and income. Organisation divide their
customers into smaller parts which enables the firms to address demands of the smaller groups.