CRM & Loyalty Division
The CRM & Loyalty Division leverages strong data expertise to propose the customer contact strategy to TGV – INTERCITÉS marketing, and designs and delivers the full customer engagement plan.
Its remit also includes helping define, roll out and steer — both economically and from a marketing standpoint — the TGV – INTERCITÉS loyalty programme, Grand Voyageur.
The 20-person team equips the division with the tools it needs to deliver on its missions and grow customer engagement and value in line with marketing practices. It also contributes to TGV – INTERCITÉS development projects within its remit, drawing on its various areas of expertise.
Customer Loyalty
The loyalty team is responsible for rolling out the loyalty strategy, steering the economic and marketing performance of the SNCF loyalty programme, ensuring consistency across the group's entities and proper adoption in the field. In 2021, the team redesigned the loyalty programme and launched Grand Voyageur, dedicated to the most frequent travellers.
Spotlight
CRM Data & Analytics
The team contributes to steering the division's activities and growing customer value through CRM data expertise and operational excellence. Understanding our customers allows us to deploy more personalised communications that match their expectations.
Customer Engagement
The relationship-marketing teams define the customer engagement strategy and implement it across loyalty, fare products and TGV INOUI services within an ongoing CRM transformation.
