Page 460 - 360.revista de Alta Velocidad - Nº 6
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Cañamero Palacios, Francisco
▪ 2007.- Prices discriminated by product
▪ 2007.- Web and Star rates introduction
▪ 2008.- New Rate Policy
▪ 2010.- “Revenue Management” Dynamic Rates
▪ 2012/3.-New Business Policy
▪ 2014.- New Company “Renfe Viajeros, S.A.” The company’s corporate purpose is the
provision of traveller transport services by train, both national and internationally, the
mediation in the provision of any tourist service, the organisation, offer and/or selling
of combined journeys or tourist products, as well as the provision of other services or
complementary activities linked to train transport.
Within the framework of the new Renfe business strategy complying with the planned targets,
an innovative Marketing Plan was launched following steps:
• Segmentation and characterisation of the CRM market
• Product portfolio review and new commercial offer design
• Promotion of value-added products (Train +)
• Access to new sales and marketing channels
• Designing and developing a new commercial communication line
• Introducing connectivity on board and a new entertainment platform
• New customer policy for Renfe Empresas (1,500 associated companies)
All these actions had an essential objective for the company: increasing the number of loyal
customers. All of this aiming at having not only more committed passengers, but also more
satisfied travellers.
Thus, after a boost of 45% in the number of passengers in just 3 years thanks to the low-price policy
and more services, the company took up a new challenge: getting to know better the customer to
keep growing and be profitable. To this effect, Renfe relaunched its loyalty programme, opening it
to all distances (commuter rail and medium distance) and introducing a series of further benefits
for train users in order to avoid customer churn in favour of other modes.
Boosted in June 2015 with the launch of +Renfe, the loyalty programme has grown almost 78%
from that moment up to the current 1.2 million members, generating customer knowledge,
which helps to understand consumer habits and preferences.
The +Renfe programme seeks to obtain more customer knowledge, revert the benefit of the
programme in the very business model, create induced demand through point exchange, reduce
customer churn and create a new Relational Model with the customer.
Renfe has understood that getting to know the customers is essential in order to understand
their consumer habits and preferences. The goal being pursued is adapting the company service
to the customer demands, having a more personal relationship with the customer and launching
segmented and exclusive offers in order to make them travel more repeatedly.
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