Unilever plc Customer Experience: Strategy, Pillars and Digital Impact

This report delves into Unilever plc's customer experience strategies, beginning with an examination of its value proposition, emphasizing the provision of quality products at reasonable prices, driven by market research and customer needs. It identifies key customer demographics through segmentation, targeting, and positioning (STP) strategies, focusing on income and quality preferences. The report applies the six pillars of customer experience model—defining goals, understanding customers, simplifying processes, leveraging technology, personalizing interactions, and prioritizing customer service—to Unilever's operations. Furthermore, it explores the implications of digital disruption on Unilever's customer experience delivery, highlighting the need for adaptation. The report concludes with recommendations for enhancing customer experience, emphasizing its importance in organizational success. This student-contributed assignment is available on Desklib, a platform providing study tools and resources for students.

Customer Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Value proposition of Unilever plc ..............................................................................................3
Set out how this manifests itself in how it delivers the customer experience.............................5
Set out who are its customers by frequency of use by key demographics .................................5
Six pillars of customer experience .............................................................................................6
Critically apply this model to the selected organisation............................................................7
What are the implications of digital disruption to the delivery of the customer experience for
this organisation .........................................................................................................................8
Recommendations ......................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience is related to the satisfaction of customers from the product and
service of the organisation. Customer experience is one of the most important and valuable factor
of the organisation which has impacted the success of the organisation in the market. All the
strategies and plans developed by the company for the satisfaction of the customers. There are
number of factors are present in the organisation which the company has to control to provide
better customer experience. These factors are quality of product, costing and branding. The
experience of the customers are also impacted from the marketing strategies of the company. It is
very important for the management of the organisation that they develop those strategies in the
market which analyses the needs and desire of the customers effectively. These needs and desires
of the company are very important for the organisation because it is used by the management to
make the product according to the needs and desires of the customers so that their experience can
be improves. The organisation which is chosen here to demonstrate this report is Unilever plc
which is consumer goods company of the market. This report are based on the customer
experience aspect of the company and states various menifest which helps to deliver the
customers experience. It provides description related to the six pillars of the customer experience
model.
TASK
Value proposition of Unilever plc
Value proposition refers to the commitment of the company from their customers in relation to
how their product are superior and beneficial for them. Under value proposition, the management
of the organisation has developed effective marketing framework and convey the merits of their
product and services in front of their customers (Roggeveen, Grewal and Schweiger, 2020). The
value proposition of the company helps to motivate the customers towards the company and also
helps them to improve their experience in the organisation. Unilever plc is one of the most
biggest customer based company which has provide diversified product range in the market such
as beauty care products, health care and and many more. The main motive of the company
behind all their efforts is to improve their customer experience.
Unilever has regarded their customer as their most valuable resource so it develops effective
value proposition for their company so that the customers of the organisation becomes motivates

and the deviations in success can be minimised. The value proposition of Unilever is to provide
quality products to the customers at reasonable prices. The value proposition of the company are
developed by two factors such as quality of the product and the reasonable price. Both the factors
has separate importance. The brief discussion related to these factors are given below:
Quality of products:- The management of the Unilever has provided those product in the
market which has used by the customers on their skin or for their consumption. It is very
important for the health and safety of the customers that the product used by them are of good
quality. It is the duty of the company that they develop good quality product which promotes the
health of the customers. Unilever is one of the customer centric organisation which has operated
their business with great honesty.
Reasonable prices:- The use of competitive prices is one of the important factor of the
company's preposition which plays important role in the success. The main reason for the
addition of this factor on company's proposition is the extensive competition in the market. As
there is a cut throat competition are present in the market and many players are operated in the
same industry which has developed price war in the industry (Roggeveen, Grewal and
Schweiger, 2020). It becomes essential for the management of the organisation that they provide
their products at reasonable prices so that competitive advantage can be achieved in the market.
The management of the Unilever has used many advanced techniques and technology of
production to gain the cost advantage so that their profit margins can remains high.
One of the most important and valuable factor which should be present in the organisation for the
success of value proposition of the company in the market is effective marketing channels.
Marketing helps to stimulate the demand of the product and service of the organisation as it helps
to increase the reach of value proposition. The value proposition of the company has contains the
promise and commitment of the company which is required to be communicated to different
types of customers in the market. The marketing channels of the company has enables the
company to increase the reach of their value proposition. The management of the Unilever has
developed effective and efficient marketing channel and use television and social media
marketing in their organisation so that their customers becomes motivates their organisation and
makes them possible to achieve success in their market.

Set out how this manifests itself in how it delivers the customer experience.
The value proposition set by the management of Unilever is one of the most successful and
valuable proposition of the market which makes the company more strong and competitive in the
market. The management of the organisation has done effective research of the market which
makes the managers more aware about the market. This helps the company to develop more
sustainable value proposition which has satisfy the needs of the customers and makes their
experience in the company more good.
The value proposition of the Unilever has satisfy the needs and desires of the customers
in effective. Most of the customers in the market has demanded the quality product at reasonable
prices which is the core part of the company's proposition. The management of the company
believed that it is not possible to become success in the market with inferior quality of goods.
One of the most important evidence which reflects the success of the company's proposition in
the market is that the customer base of the company are increased by huge number and the
management has expand their business in different countries of the world.
Set out who are its customers by frequency of use by key demographics
The management of the Unilever has operated their business in more than 150 countries of the
world. The expansion of the company provides diversified range of the customers. It is very
important for the company to analyse their customers so that it becomes easy for them to develop
any strategy (Roy, 2018). It becomes essenrtial for the management of the company to make
effective segmentation of their customer which helps the management to analyse the needs and
desires of the customers effectively in the market.
Segmentation, Targeting and positioning of Unilever
It refers to those model which helps the company to make effective segmentation of their
customers so that all their product are positioned on the customers. The brief discussion related
to these model are given below:
Segmentation
It refers to those factor of the model under which the company has divide the whole market in
small denomination and develops small segments from the large group of customers in the
market. The segmentation are done on some basis such as caste, race, colour, demographics, age
and many more. The management of the Unilever has develop segments on the basis of income
and preference of the customers.

Targeting
It is related to those process of the organisation under which the management of the organisation
has choose the specific segment from the available segments of the company. The selection of
the customer segment are one of the critical job which has done by the managers on the basis of
product. The management of the Unilever has selected the segment of Low income buyers and
which are possessive towards the quality of the goods. These buyers has provided huge returns to
the company.
Positioning
It is related to those process of the company under which the management of the organisation has
try to set the image of the product on the minds of the customers. It is very important for the
management of the organisation that they develop effective marketing channels in their company
which helps to advertise their product. The management of the Unilever has serious focus on the
development of marketing in the organisation. The managers of the company has used social
media marketing in their organisation to positioned the image of the products on the minds of the
customers.
Six pillars of customer experience
Customer experience is one of the most important and valuable aspect of the organisation which
has provide many benefits to the company. It is very important for the management of the
organisation that they understand the concept more effectively (Shi, Wang, Chen and Zhang,
2020). One of the valuable model are present in the market which helps to understand the more
effectively and the brief discussion related to the same are given below:
Pillar-1 Device a customer experience goal
It is very important for the success of the customer experience that that the company has
developed effective measures which helps to measure the accuracy and effectiveness of the
company policies and model. It is essential for the company to measure their performance with
the set standards.
Pillar-2 Listen to and understand your customers
It is essential for the success of the value proposition of the company that the managers of the
company has knowledge of needs and desires of the company. It is very important for the
managers that they develops effective feedback in their organisation under which the customers
has provided their suggestions about the company. The needs and desires of the company are

one of the important part of the value proposition because it enables the company to develop the
product according to the customers.
Pillar-3 Make things simple and Seamless
There are some companies are present in the market which has developed those value
proposition which has contains the critical and complex things in their programme. This makes
very difficult for the customers to understand the programme of the company. It is very
important for the success of the company that their value proposition becomes simple so that all
the customers can easily understand.
Pillar-4 Use the technology in disposal
At that time all the products are came with packing and other materials which has developed to
make the product safe for the customers. It is very important for the management that they have
developed effective and efficient disposal framework in their organisation which are helpful to
dispose the garbage and solve many environmental problems.
Pillar-5 Make it personal
This pillar of the customer experience stated that the management is required to make the
product of the company personal for the customers. It is very important for the management of
the organisation to use messages and email services to spread the information if the company so
that the company seems to be personal by the customers.
Pillar-6 Prioritise effective customer services
There are different types of services are present in the market which can be provided by the
company to their customers which helps to improve the satisfaction of the customers. Such as
after sales services, free servicing and installation (Stein and Ramaseshan, 2019). These services
helps the management of the organisation to motivate the customers towards them.
Critically apply this model to the selected organisation
Unilever is the organisation which is chosen here to demonstrate this report. The management of
the company are one of the dynamic management if the world which has operated their business
in effective manner. If the above model has to be applied on the management of Unilever than it
is very important to follow the following by the management which are given below;
 It is essential for the management of Unilever that they develop effective standards in
their organisation so that the performance can be evaluated by the company.

 The effective analysation of needs and desire of the customers so that the products can be
developed according to them.
 The value proposition of the company should be made simple sop that all the customers
can be understand easily.
 The management of the Unilever has to developed effective technology for the disposal
of the waste.
 The marketing channels of the company should be made in such a way to promote the
product and make it personal for the customers.
 It is important for the company that it becomes developed effective after sale services in
the organisation.
What are the implications of digital disruption to the delivery of the customer experience for
this organisation
As the new and advanced technology are developed in the market which has impacted the
customer experience in different manner. The development of the technology has enables the
company to achieve great heights in the market because they have opened many opportunities in
the market. These opportunities has provided chances for the success in the market (Waqas,
Hamzah and Salleh, 2021). There are different types of new technology are used by the
management of Unilever which are given below:
Loyalty applications
There are many companies are present in the market which has developed many applications
which helps the company to make their customers loyal. These companies has arranged many
loyalty schemes under which the customers are provided effective rewards points to the
customers and make opportunity to win the prices. These loyalty programmes are done on the
basis of technology and online applications. This not only beneficial for the customers but also
helps the company to make the customers loyal towards them.
E-receipt
It is one of the most important and valuable technology which makes the transaction of the
organisation more easy and safe for all the parties of the transaction. In the past time all the
transaction becomes recorded manually which contains the risk of lost. The electronic receipt has
made the receipt easy and makes them more accessible.
Online shopping

It is related to those arrangement of the company under which the customers has purchase the
product of the company while sitting at their home (Waqas, Hamzah and Salleh, 2021). It
increases the loyalty and experience of the customers because their efforts to reach at the market
becomes minimise.
Recommendations
 It is recommended to the management of the organisation that they develop effective
technology in their organisation which increase the customers satisfaction.
 It is recommended to the management of the organisation that they develop effective
marketing framework in the organisation which helps to improve the spread of the
communication in relation to the value proposition.
CONCLUSION
It is concluded from this report that it is very important for the organisation that that the
customer satisfaction can be maximised. This report concluded customer experience aspect of
the company and concludes various manifest which helps to deliver the customers experience. It
provides description related to the six pillars of the customer experience model.

REFERENCES
Books and Journals
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