An e-mail can sometimes seem insignificant: however, this time, it is not. The SNCF has just put the Voyageur card back at the heart of its strategy, counting on the many loyal customers.

From the Grand Voyageur card to the Voyageur program

For nearly 15 years, the SNCFhas been trying to foster loyaltythrough the Voyageur program. Initially aimed at business travelers, this program was extended in 2012 to everyone,including leisure customers, but also to the so-called “mixed” clientele, which is becoming increasingly numerous: those who travel for business reasons during the week and for leisure purposes on weekends. This was not done before.

For example, the SNCF has createda four-tiers program.

The level Voyageur, the basic one, the level Grand Voyageur, first level from which points are accumulated; the level Grand Voyageur Plus, which gives access to the lounge, but we will come back to this; and finally the Grand Voyageur Le Club reserved for the most loyal members and which allows to accumulate exclusive advantages.

Why put this program back at the heart of SNCF’s strategy?

Like other means of transport, the SNCF is now subject to a form of exacerbated competitionfrom so-called “Macron” buses.

On short distances, such as Paris-Caen or Paris-Rouen, these buses offer a real price advantage without excessively lengthening travel times.

Also, the SNCF realizes that the loyalty program is a great marketing opportunity, which makes it possible to send fully personalized offers to customers, to analyze their travel historyand to detect purchasing behavior.

Thus, the massive deployment of its loyalty program to all travelers will allow the SNCF to increase its marketing footprint, particularly in the digital sphere.

But what is the difference with an airline program?

There are many improvements to be madeto the Voyageur loyalty program.

• On the one hand, the convergence between Digital and Physical is not currently happening: no recognition of status is provided by the staff in the station, or on board;
• On the other hand, the Grand Voyageur lounges, even if they have improved in recent years, remain far below what is offered by airlines, whether in terms of catering or opening hours: It is unacceptable that they are closed on weekends, preventing the leisure clientele from accessing them during their personal trips.

And finally, the options for using the pointsare to be greatly expanded.

Conclusion

SNCF is on the right track. By putting its loyalty program at the heart of its strategy, SNCF is developing the spirit of loyaltythat is so strong in the airlines, and premiumizing its offer. Let’s see if the convergence between Digital and Physical is successful and if the program is reallybeneficial for SNCF users.