September 7, 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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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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