Global WE CARE Change Programme
Philip Morris International is a multinational cigarette and tobacco manufacturing company with products sold in over 180 countries. And one of the largest companies in the tobacco industry with over 70,000 employees all around the globe. PMI is also one of the Top 100 largest corporations in the world by total revenue.
They had created WE CARE, a six-value framework, designed to put the customer first and take the industry into a smoke-free future. PMI wanted a bold approach to this initiative, to ensure all staff, from those on the frontline to those in senior management roles, lived and breathed the WE CARE service values.
For those on the frontline, Alchemist leveraged the WE CARE framework and designed a way to bring each value to life through story. By using character-driven narratives, participants could tune into the latest episode and choose which way their story would go through interactive videos.
For Senior Leadership, Alchemist created a six-scenario set of simulations based on the WE CARE initiative. These scenarios were immersive, real-to-life and challenging situations designed to make participants demonstrate both the values, and leadership.
Alchemist deployed these workshops and simulations in person in Switzerland, Japan and Russia. As well as virtual deployment to 52 markets with over 120 participants.
The average NPS score was 85 across all markets. Target KPI of 45. With 100% Satisfaction across all markets.
“The team at Interact has been an absolute delight to work with. In addition to being the unique subject matter expert in the field of experiential learning. They take time to understand your business in order to design bespoke programs that are tailored to the organization. Moreover, the professionalism, flexibility, personalized approach, and dedication/commitment to delivering the highest quality learning contents always yield extremely positive feedback from participants and leave them wanting more of these interactive experiences.” – Judy Hou, Global Director B2C Capability, PMI