Philip Morris International Customer Experience Analytics

Customer experience analytics and journey mapping with IBM Tealeaf.

The challenge

Philip Morris International, a global consumer-goods company operating across 100+ markets through its smoke-free transition, needed deep visibility into how customers actually experienced its digital properties. Understanding friction, drop-off and real behaviour across complex journeys required far more than page-level analytics.

The solution

Implemented Customer Experience Analytics with advanced journey mapping, using session-level behavioural data to reconstruct real user paths and surface points of struggle. Translated the findings into actionable insight on where experience and conversion were breaking down, supporting optimisation across the customer journey.