The experience of UNILEVER Brazil:
Unilever Brazil is part of Unilever Corporation, a company with a strong reputation and 80 years of history. They have over 10,000 employees and annual sales of 3 billion euros, only in Brazil.
After several decades of strong growth, in 2004-05, the revenue of Unilever Brazil decreased.
Kees Kruthof, CEO of Unilever Brazil, together with his team, launched a program to improve the performance and revenue. Apart from the strategic challenges and key management operations, the focus was placed on the organizational culture of the company. Unilever Brazil began to dream of what the company would look like when they became “Greater than Great”.
At the beginning of this process, their CEO stated:
“Unless we change our culture, we’ll never achieve our highest business goals.”
CEO, Unilever Brazil
After only 18 months since the program started, the improvement in the culture of Unilever are bringing the first results:
Customer complaints have fallen from 31% in 2007 to 21% in 2009 (per million items sold).
Client service measurements in completed cases, have improved from 71% in 2007 to 91% in 2009. - - Sales have grown from 3.2% per year (in the period
2002-07, before the transformation) to 7% per year in 2008-09.