Improving Customer Experience: A Case Study of Unilever

This report discusses the value proposition of Unilever, how it delivers customer experience, and who its customers are. It also covers the six pillars of customer experience model and their application, the implications of digital disruption, and strategic recommendations for improving customer experience.

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.

Demographic factors refers to dividing the customers on the basis of age, gender, income and
cultural background. In context of Unilever, it focuses on producing the products on the basis of
income, age , genders of the products. Company focuses on every single consumer demand in
market ranges from children to elderly (Shi, Wang, Chen, and Zhang, 2020). It allows the
consumers of all age group to find the products as per their needs and preferences. Also company
focuses on segmenting the products according to upper class, middle and lower classes. For
example- products like pears and dove are sold for the people of upper class. Whereas, lifebuoy
and lux are for middle class groups.
Unilever sold wide ranges of products based on consumers needs and preferences.
Company sold the different brands products of the same category in order to make different
choices for consumers. This will enables the consumers to choose the products which creates
value for them. For example- Sunsilk shampoo as a brand reflects hair and care and Dove also
symbolise for hairs. Sunsilk ads has been hosted by many stars in order to create good image of
brand and reach to the target audience. Also people with low income can also easily make
purchase of Unilever products because company deals in low cost of product with good quality.
Proper analysis of demographic factors enables the firms to develop the products as per
consumers and achieve the competitive advantage.
Six pillars of customer experience model
Customer experience models refers to the interaction of customers with particular brand.
It helps in determining the customers purchase journey and with the brands in both negative and
positive sides (Cruz, et.al 2019). Basically, the CEO of the organisation accountable for
customers experience that a business delivers. Customer experience model consists six pillars
which are described below:
Integrity- It refers to the organisation to create trustworthiness in customers regarding
their products and services they deliver. Organisation which deliver its promises in better manner
are considerer as effective integrity. It shows that how firms are socially, ethically and morally
contributes their efforts towards the customers.
Resolution- It refers to converting the bad experience of customers into good one. Top
business have strong process and strategies which enables them to turn back the customers who
have negative experiences into great one.

Expectation- It refers to exceeding, meeting and managing customers experiences in
effective way. The top organisation sets high standards for the customers in order to create value
for them as well as for the business. Fulfilling customers needs enables the firms to capture good
market share and generate the high revenue.
Empathy- It refers to understanding the customers experience in order to build the
relationship. It enables the business to identify the problems of the customers and provide
solution to them.
Personalisation- It refers to using person attention for building the emotional connection.
It is considered as crucial component of customers experience. It is important for the
organisations to understand the customers circumstances and accordingly perform.
Personalisation includes the past experience, use of name, customers preferences and creation of
individual attention.
Time and efforts- It refers to removing the barriers which restricts the customers
decision making process and leads them to achieve their objectives. It leads organisation to focus
on adapting the less time consuming process and minimise efforts of customers.
Application of six pillars of customer experience model
Customer experience model is monitoring tool which helps in describing the customers
experiences. Customer experience model enables the firms to analyse the experiences of the
customers and works as per their past experiences and needs (Micu, et.al 2019). Customer
experience model consist six pillar on which business focuses for their long-term success. Six
pillars of customer experience model are described below:
Integrity- It refers to fairness which is the most important guiding principles for
organisations, customers promises must be fulfilled and company actions should match with
needs. In context of Unilever, company not only gains trust from public behaviours but also
through contributions of its employees. Company not only performing well in the market of
UK, but also around the around through delivering right goods to right audiences.
Resolution- It is important for the organisations to recover the the bad experiences of
customers. Companies should take their steps in effective manner for building the positive
impact after negative image. In context of Unilever, it focuses on providing the customers best
goods and services in order to build the brand image and goods stake over the customers. Also

they try to build the poor experience into positive through collecting data regarding demand and
preferences.
Expectations- It indicates that brands set high standards for the customers. In context of
Unilever, it works as per the high standard expectations of the customers through providing
goods of good quality with affordable cost. Fulfilling customers expectations enables the firms to
build strong network with customers and helps in achieving the competitive advantage in market.
Empathy- It refers to building the customer relationship through understanding the
customers experiences. Unilever understand and determine the customers circumstances for
building the customer relationship. Company mainly focuses on needs and preferences of the
customers and provide solutions to them. This helps the firm to maintain good relation with their
target audiences and builds good brand image in the mind of customers.
Personalisation- It refers to understanding the specific circumstances of customers and
work as per their needs and preferences. Experience which feels personal can be build through
past interactions, knowing audiences preferences and creating individual attention. Unilever
focuses on creating value for the customers by knowing the demands and past experiences.
Effective personalisation enables the customers to feel more valued and strong network with
brand.
Time and efforts- It refers to minimising the efforts of customers and providing goods
and services at right time to right consumers. Unilever delivers its goods at right time without
any delay in services that helps in building loyalty in customers. It helps the firm to achieve the
competitive advantage in the market and can create the good brand image in the mind of
customers.
What are the implications of the digital disruption to the delivery of customer experiences
Digital disruption refers to the changes that occurs when new and digital technologies
affects the business goods and services. Digital disruption enables the firms marketing channel
more valuable and enhance the overall business performance (McAnally, 2020). It enables the
firms to reach to the target audiences with their goods and services. In context of Unilever, it
helps in collecting the valuable data about the customers regarding their experience and which
they use in introducing new product. Digital disruption enables the firm to expand the scope of
their existing value chain in order to build the entire system. Also it enables the customers to

identify the products reviews, comparison with other brands and watched online videos. There
are the implication of digital disruption in context of Unilever which are described below:
Technology- It is the most important factor which involves the mobile application, cloud
computing and data analytical. It enables the business to reach the audiences and gather the
necessary data in order to have centric business model. Customers can easily check the products
review and information and make the purchase decision based on relevant data.
Apps and websites - It is considered as an important tools which enables the firms to
sell their goods and services. Customers can easily find the products as per their needs and
preferences and make the purchase decision easily without wasting their efforts and time. People
can also view the feedbacks of others and put their own feedbacks.
Mobile devices- This is the most important tools which enables the customers to make
the purchase through using the various application of mobile devices. Also business can sell their
goods and services through operating their business online (Bagdare, 2021). They can easily put
the ads of their products and services on social media platforms and customers can approach to
them. Also firms can easily note the needs and preferences of consumers and can develop the
product as per them.
Strategic recommendations for improving the customer experiences
 Unilever should provide the goods of high quality and of low cost in order to attract the
customers towards the brand.
 Company should take the negative feedbacks of the customers serious and formulate their
plans as per the requirements of changes (Alimamy, and Al-Imamy, 2022). It will helps
in enhancing the sales of the organisation.
 Focus on consumers purchasing behaviours and trends which they follow. It will include
the post purchase, engagement, purchase, awareness and evaluation.
 Develop the products as per the needs and preferences of the consumers. It will help
Unilever to achieve their targets easily and capture good market share as compare to their
competitors.
 Should use the latest technologies and tools for gathering the necessary information about
consumers.

 Should build the trustworthiness in customers by satisfying their needs in effective
manner.
 Should set the standards for target audiences and satisfy their needs in effective manner.
 Company should deliver the superior customer services to their target audiences in order
to boost the sales.
 Empower the team members to put their best efforts towards achieving the objective of
the firm.
 Organisation should engage with their target audiences across the life cycle. It will
involves the buying patterns and behaviours of customers.
 Should develop the self-service options for customers in order to have good customer
experience.
 Keep the organisation brand message clear in the mind of customers.
 Build the good relationship with customers by analysing their experiences. It will help in
analysing the needs and preferences of the customers.
 Provide training and development sessions to the customers service teams regarding the
knowledge of handling the customers and ho to solve their queries.
 Use the power of new technologies and artificial intelligence. It will helps in achieving
the competitive advantage.
 Involve customers as part of the business by offering them the early access, provide
rewards and offer discounts for higher purchase. It will helps in giving the credit to
customers for the success of the business.

CONCLUSION
In the above report, it has been analysed that customer experience is most important tool
for the organisations. It refers to purchase journey of the customers regarding all aspects. Value
proposition of Unilever has been discussed. Company use the demographic factors in selecting
their target audiences. Also discussed about six pillars of customer experience model in context
of Unilever. In the end of the report, implication of digital disruption in customer experiences
and provide recommendations regarding improving customer experience.

REFERENCES:
Books and Journals
Alimamy, S. and Al-Imamy, S., 2022. Customer perceived value through quality augmented
reality experiences in retail: The mediating effect of customer attitudes. Journal of
Marketing Communications, 28(4), pp.428-447.
Bagdare, S., 2021. Managing Customers' Self in Retail. International Journal of Marketing &
Business Communication, 10(3).
Cruz, E., et.al 2019. An augmented reality application for improving shopping experience in
large retail stores. Virtual Reality, 23(3), pp.281-291.
Ghandvar, P., Azad, N., Naami, A. and Alizadeh Meshkani, F., 2022. Factors Influencing Online
Buying Experience Through Retail Mobile Applications using Interpretive Structural
Modelling. Management Research in Iran.
Hendrik Betzing, J., Beverungen, D. and Becker, J., 2018. Design principles for co-creating
digital customer experience in high street retail. Tagungsband Data driven X---Turning
Data into Value---Band V.
Khan, I., et.al 2020. Customer experience and commitment in retailing: Does customer age
matter?. Journal of Retailing and Consumer Services, 57, p.102219.
McAnally, M., 2020. Augmented Reality and Virtual Reality in apparel retailing: Examining
retail strategies to enhance the customer experience.
Micu, A.E., et.al 2019. Online customer experience in e-retailing: implications for web
entrepreneurship. International Entrepreneurship and Management Journal, 15(2),
pp.651-675.
Moore, S., Bulmer, S. and Elms, J., 2022. The social significance of AI in retail on customer
experience and shopping practices. Journal of Retailing and Consumer Services, 64,
p.102755.
Sharma, R., Mohan, M. and Mariappan, P., 2022. Artificial Intelligence in Retail: Enhancing
Customer Experience and Profitability. In Adoption and Implementation of AI in
Customer Relationship Management (pp. 202-230). IGI Global.
Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020. Conceptualization of omnichannel customer
experience and its impact on shopping intention: A mixed-method
approach. International Journal of Information Management, 50, pp.325-336.