From ice creams to body creams, essential dish soaps or indulgent hair conditioners, we want people to love our products. And with 2.5 billion people using our brands every day, that’s a lot of consumers we need to impress.
In 2018 we launched Digital Voice of the Consumer (DVOC) to understand better what quality means to our consumers – where we’re getting it right and where we could do things differently – or make improvements. DVOC helps gather the reviews and feedback people share with our Consumer Engagement Centres or on public social media platforms. We see it, we track it and we act on it quickly to address any quality concerns.
Now we’re building on this consumer-centric concept. This year our eCommerce business has grown beyond even our own expectations, and so in June 2020, we extended this approach to a new initiative, which we’ve imaginatively called ‘eCommerce Digital Voice of the Consumer’, or eDVOC for short.
Launching first in five countries, eDVOC explores how we can get it right first time for the increasing number of consumers who are buying our brands online.
As we work to make Unilever products more widely available on platforms from Amazon, Alibaba and Tmall to dedicated beauty retailers and speciality websites, we’re putting consumers first at every step. We know that it’s all about being connected.
We caught up with Chief Quality Officer Sabina Krzystolik to find out more…