July 19, 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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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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