Holly Richardson: A CX Leader Transforming Customer Experience for the World’s Largest Companies

In the field of marketing and customer experience, Holly Richardson stands out as an innovator, driving transformative strategies for renowned companies like Microsoft and Unilever. Her commitment to lifting others, learning new skills, and crafting a meaningful life resonates in her career achievements and external recognitions.

Holly's journey with Unilever began in 2016, when she embarked on a passion project to put customer experience on the global food giant's map. Little did she know that this endeavor would evolve into an integral part of Unilever's purpose and change management agenda.

As a CX leader, Holly faced the unique challenge of introducing customer experience management as an official function at Unilever, a company where it did not exist until 2019. What started as a "passion project" soon became a driving force for organizational change, aligning the company's vision with a customer-centric approach.

Leading Customer Experience Management at Unilever

Remarkably, customer experience management did not officially exist at Unilever until 2019. Holly's visionary leadership played a pivotal role in not only establishing this function but also redefining the language within the company, shifting from a sales-oriented approach to one driven by customer experiences.

In her role, Holly saw an opportunity to reshape the way Unilever approached customer relationships. Through her extensive experience in consumer goods, technology, financial services, and luxury hospitality, she led the charge in transforming the company's mindset.

Collaborating with Unilever's global brand management team, Holly revised the company's brand strategy. The result was a new brand promise — “leaving customers feeling supported, inspired, and progressed.” This shift laid the foundation for a customer-centric mindset within Unilever.

Holly's innovative thinking not only introduced a new brand promise but also laid the groundwork for a fundamental change in how Unilever communicated with its customers. The emphasis shifted from traditional sales language to a more holistic, experience-driven approach.

Implementing Voice-Of-The-Customer Methodologies

To deliver on the new brand promise, Holly employed Voice of the Customer methodologies such as customer journey mapping, focus groups, surveys, and analytics. These methods were instrumental in understanding customer needs and expectations, fostering a deeper connection between the company and its clientele.

Holly's commitment to understanding the customer journey at a profound level became a guiding principle for Unilever's transformation. The incorporation of various methodologies allowed the company to gain insights into customer expectations and align its strategies accordingly.

Holly's passion for creating a business-wide customer-driven mentality manifested in various initiatives. A new customer listening scheme was introduced, leading to the implementation of Net Promoter Score (NPS) and Customer Satisfaction (CSAT) at Unilever for the first time. The results showed consistent rises in NPS between 2018 and 2020 in the 15 countries under Holly's leadership.

The impact of these initiatives wasn't limited to external measures. Internally, Holly influenced Unilever's global HR practices. Recruitment strategies were revamped to screen candidates for customer-centric values. Additionally, customer-driven reward and recognition schemes became integral parts of employee benefits, aligning the entire workforce around the importance of the customer's experience.

Business-Wide, Customer-Driven Mentality

In the early stages of her initiatives, Holly successfully championed end-to-end customer journey mapping, a first for Unilever globally. This strategic move allowed the company to pinpoint areas of the customer journey to enhance, focusing on product availability and implementing new systems for tracking in a more timely and reliable manner.

The business-wide adoption of a customer-driven mentality wasn't just a change in processes; it was a cultural shift within Unilever. Employees began to see the value in focusing on the entire customer journey rather than solely on sales funnels. Holly's efforts created a more engaged and aligned workforce.

Holly noted a significant shift in employee engagement, highlighting how Unilever teams became more aligned with the company's new vision and approach. Rather than solely focusing on sales funnels, employees began centering their efforts around delivering exceptional customer experiences.

The alignment around the customer's experience, driven by Holly's leadership, fostered a sense of purpose among employees. This cultural shift positively impacted employee satisfaction, retention, and overall collaboration within the organization.

Recognition and Awards

Holly's impactful contributions have not gone unnoticed. She was nominated and named a finalist for the global CX Leader of the Year 2020 by MyCustomer.com. Her inclusion in the list of the top 100 CX thought leaders globally and the Global Hero of the Year 2020 by Unilever Food Solutions attests to the recognition she has garnered for her innovative and purpose-driven strategies.

These accolades serve as a testament to Holly's commitment to excellence and her ability to drive meaningful change within the organizations she serves.

Current Role at the International Schools Partnership

Presently serving as the Regional Director of Marketing & Customer Experience - Middle East for International Schools Partnership, Holly continues her mission to generate impactful, customer-centric digital engagement programs.

Holly's journey as a CX leader continues to evolve. In her current role, she brings her wealth of experience to a new setting, further expanding her impact on customer experience in the education sector.

When asked what is driving her to change the way companies view customer experience, Holly Richardson said, "More than anything, I am passionate about driving real value for real people – customers, employees, and the wider community. Transforming Unilever’s approach to customer experience has been a collective effort, and the positive impact on both employee engagement and customer satisfaction reaffirms the significance of a customer-driven mentality."

Holly Richardson's journey as a CX leader at Unilever is a testament to the transformative power of passion, purpose, and persistence. Her innovative strategies have not only elevated Unilever's customer experience but have also left an indelible mark on the global CX landscape. As she continues to lead in her current role, Holly exemplifies the potential for positive change through customer-centric leadership. Her story serves as an inspiration for leaders in various industries, emphasizing the importance of putting customers at the center of every business strategy.

About | Meet Holly Richardson

Holly Richardson is a seasoned marketing and customer experience specialist known for her transformative leadership in the corporate world. With over 16 years of experience spanning diverse industries and multiple countries, Holly has earned recognition for her innovative and purpose-driven strategies.

Having contributed significantly to global brands such as Microsoft and Unilever, Holly's journey as a CX leader has been marked by her commitment to lifting others and crafting meaningful experiences. Notable achievements include being nominated for the global CX Leader of the Year 2020, being listed among the top 100 CX thought leaders globally, and receiving the Global Hero of the Year 2020 award from Unilever Food Solutions.

Currently serving as the Regional Director of Marketing & Customer Experience - Middle East for International Schools Partnership, Holly continues to drive impactful digital engagement programs with inclusiveness and humor. Her passion for creating a customer-driven mentality has left an enduring mark on Unilever's global approach to customer experience, making her a respected figure in the field.

“My purpose is to lift others, learn new skills, and live a meaningful life along the way.”