July 12, 2025
PMI Transformation
Strategy & Trends

How Philip Morris transformed the tobacco industry’s customer experience with a $14 billion bet on smoke-free products

Here’s what matters: Philip Morris International just proved that even the most controversial industries can reinvent their customer relationships. After investing over $14 billion since 2008, they’ve turned 38.6 million smokers into users of smoke-free alternatives, generating 39% of their revenue from products that didn’t exist a decade ago. This isn’t just another corporate transformation

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Strategy & Trends

Transform Your CX Strategy: 6 Game-Changing Trends for 2025

Here’s what every CX professional needs to know right now: customer experience isn’t just changing; it’s being completely rewritten. And if you’re not paying attention, you’re falling behind faster than you think. The numbers don’t lie. Companies that nail their CX strategy are crushing their competition by 3.5X in stock performance. Meanwhile, brands that excel

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Case studies

Why Mango’s size revolution is your CX wake-up call (and what it means for your brand)

Here’s what most brands get catastrophically wrong: They’re obsessing over the wrong customer. While fashion brands chase the mythical size 0-4 customer, they’re ignoring 67% of actual US women who wear size 14 and above. Mango figured this out, and their transformation from a segregated plus-size line to a fully integrated experience is a masterclass

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News

Welcome to CX Strategy

Why I built this blog, and why you should care 🙂 Here’s the truth: after 15+ years swimming in the customer experience waters, including my current gig as Customer Experience Digital Director at Schneider Electric, I’ve watched too many companies crash and burn with their CX efforts. Not because they lacked good intentions, but because

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Events

European retail’s CX revolution: what really happened in Lisbon

Something interesting happened in Lisbon this May. While most of us were caught up in our daily customer experience (CX) fires, over 200 retail leaders quietly gathered for two days to crack the code on what’s working in customer experience right now. Here’s what matters: they didn’t just talk theory. They rolled up their sleeves

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