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How do you build a relationship program?

comment construire un programme relationnel john paul conciergerie fidélisation client

« 81% of consumers are willing to pay more for better customer service »


These days, your client needs to feel recognized. Before being a consumer, the client is first and foremost a person and must be considered as such throughout his or her relationship with the brand. Different strategies can then be implemented to develop sustainable relationships with each client. In other words, personalized and long-lasting relationships.

To achieve this goal, the company must create and develop a certain number of actions to set up a relationship program.

This client loyalty strategy, also known as a relationship marketing program, represents the totality of actions aimed at maintaining an exceptional and long-term relationship with each of the clients in order to support them and encourage their loyalty.


Identify, know, and understand the clients

To get to know its clients, the company must gather information about their needs and expectations. The main objective is to bring together and create personalized and adequate data. The quality of an effective relationship program relies on access to a reliable database.

It is therefore very interesting, at this stage, to map the customer journey to identify the different points of contact, to plot the different potential paths, and to better understand the manner in which clients interact with the brand. This mapping makes it possible to identify the different steps, channels, and points of contact through which the company must launch its programs.

All of this client data presents the possibility of personalizing the different contact opportunities and also the content of your campaigns, the proposed offers, the choice of channels, and to adjust the marketing campaigns. The goal is to gain a complete understanding of your clients and an appreciation for the experiences that they live with your brand.


Customize communication for your relationship program

These programs aim to establish an ongoing relationship with each client to build loyalty. Opt first to segment your audience. By creating segments on email software, in the CRM, or in other digital tools, communication can be personalized and therefore meet the clients’ expectations. It is at this precise moment that you must be attentive; following the detailed statistics will allow you to present quality content. The consumer wants to experience something different and have an authentic exchange with the company. Once the segmentation is complete, you must adapt the offers according to the different segments defined, be present on the distribution channels where your audience is waiting for you, and offer them personalized content that is in line with their expectations and background.

A good relationship marketing program contains:

  • Communication campaigns
  • A cross-channel strategy
  • One or more objectives
  • KPIs to evaluate the success rate of campaigns
  • A target
  • A relevant database


The key to a successful business is client loyalty and relationship management

john paul fidéliser clientsIt is important to show your clients that you know them, understand them, and that you appreciate their loyalty. Establishing a climate of empathy, understanding, and listening is therefore essential. This involves exclusive services or special offers (personalized tips, proposals for appropriate solutions, offers for advantages, with loyalty cards or programs, promotional offers, practical advice, gift certificates, etc.) and ensures the proper development of your new program.

Many companies use relationship programs to create a close relationship with their clients and build loyalty. It is important to give them new experiences that are different from those of your competitors.