Create an amazing customer experience and support PMI’s vision and ambition to replace cigarettes with smoke-free products.
The Solution
PMI has invested a mind-blowing amount of time and resources to create a new generation of smoke-free products as alternatives to cigarette smoking. To enable this it had to undergo one of the biggest transformations from a traditional B2B behemoth to a modern D2C “startup”.
A critical element underpinning this motion is to service its users with an amazing and seamless customer experience that enables them to get the best out of their products. We have been working with PMI’s internal teams to do exactly that; make PMI’s smoke-free products an amazing experience.
The first step was to integrate customer interactions across different online and offline channels in a single customer view data warehouse on the cloud. Customer analytics is then applied to cluster customers into different groups and then personalised campaigns that are relevant and on time, are run through a seamlessly integrated CRM platform with automated customer journeys and triggers.
And the journey doesn’t stop there; this end to end data-driven CX ecosystem is constantly monitored and enhanced to meet the ever-evolving needs of PMI’s users.
The Impact
- Award Winning CX program.
- All customer data, from all channels, in one place.
- True omni-channel marketing and service capability.
- Data-driven personalised communications.
