CRM Services

What CRM Services does

CRM Services is a wholly-owned subsidiary of SNCF Group, established in 2004 and headquartered in La Plaine Saint-Denis, France, with a secondary office in Paris (Vaugirard). It operates as a B2B2C services entity that centralizes customer relationship management, loyalty programme management, and a portfolio of ancillary passenger-facing services for the TGV-INTERCITÉS marketing division. The company serves approximately 12 million passengers per year and generates annual revenue of €140 million with roughly 90 employees organized into four operating divisions: CRM & Fidélité, Production, Project Partners, and Offres & Relation Client.

Its product portfolio spans three interconnected layers. First, a CRM and loyalty platform anchored by the Grand Voyageur programme (redesigned in 2021), which manages Points Prime redemption across tickets, service discounts, and donations to five environmental associations. Second, physical and digital passenger services including onboard catering (Le BAR TGV INOUI and Group Catering on TGV INOUI and INTERCITÉS), unaccompanied minor travel (Junior & Cie, 130+ stations), luggage shipping (Mes Bagages, 130,000 bags/year), assisted mobility (Domicile+Train with Senior Compagnie), car rental (Ma Location AVIS/BUDGET), and 12 Grand Voyageur premium lounges. Third, digital infrastructure including onboard Wi-Fi across 340 TGVs managed in partnership with telecom operators since 2017, plus digital project management for websites, apps, and bots serving TGV-INTERCITÉS business teams.

The company earns revenue primarily through intra-group contracts with its SNCF parent, monetizing catering (professional services fees), ancillary passenger services (transaction fees for Junior & Cie and Mes Bagages), and recurring subscription-style arrangements for CRM/loyalty tooling and digital project management. End-consumer pricing is bundled into TGV INOUI ticket prices or charged as standalone service fees. Distribution runs through the SNCF/TGV-INTERCITÉS rail network and digital channels (tgvinoui.sncf, partner apps). Strategic positioning is reinforced by the Planètes Voyages environmental commitments targeting 100% selective sorting on trains by 2024 and 30% carbon impact reduction by 2030.

Name

CRM Services

Legal name

CRMServices

Website

https://crms.sncf

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

CRM Services is a wholly-owned SNCF Group subsidiary that centralizes CRM, loyalty (Grand Voyageur), and ancillary passenger services (catering, Junior & Cie, Mes Bagages, Wi-Fi) for TGV-INTERCITÉS, serving 12 million passengers annually with €140M revenue.

Ownership category

akta.pro rank

Product category

Rail Passenger Services

NAICS

All Other Travel Arrangement and Reservation Services (561599), Couriers and Express Delivery Services (492110), Automotive Equipment Rental and Leasing (5321)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100)

akta.pro primary industry

Agency CRM, Sales Automation & Client Servicing (THALAGAB)

akta.pro secondary industries

Customer Support, Contact Center & Case Management (Omnichannel) (THALAGAK), Customer Service, Support & Contact Center CRM (HDAEAFAC), Customer Success & Account Management CRM (HDAEAFAD), Commission, Incentives & Revenue Optimization (ARC/BSP, Overrides) (THALAGAI), Expense, Invoice Capture & Spend Management (T&E Integration) (THALAGAG)

Keywords

• Customer relationship management
• Rail passenger services
• Loyalty programme management
• Onboard catering services
• Travel ancillary services

Headquarters

HQ city

La Défense

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Onboard Catering Services: Operates the TGV Bar offering and Group Catering Service on TGV INOUI and INTERCITÉS trains, providing responsible and innovative dining experiences designed in partnership with renowned chefs.
2. Passenger Services: Manages various passenger services including Junior & Cie (unaccompanied child travel), Mes Bagages (luggage shipping), Domicile+Train (mobility assistance), and Ma Location AVIS (car rental partnerships).
3. Customer Loyalty & CRM Services: Provides CRM expertise, loyalty programme management (Grand Voyageur), and customer engagement services to TGV-INTERCITÉS marketing division.
4. Digital Project Management: Expertise in managing transformation projects and digital products including websites, apps, and bots for CRMS and SNCF Voyageurs business teams.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

CRM Services delivers customer-facing passenger services for SNCF's TGV-INTERCITÉS business, including loyalty programme management (Grand Voyageur), onboard catering (Le BAR TGV), ancillary services such as unaccompanied child travel (Junior & Cie), luggage shipping (Mes Bagages), accessibility assistance (Domicile+Train), and car rental partnerships (Ma Location AVIS). It also provides CRM data analytics, digital product development, and onboard Wi-Fi management across 340 TGVs.

Product overview

CRM Services is a B2B service provider for the SNCF Group offering a portfolio of passenger-facing travel services and internal operational platforms. The core offering includes five main TGV INOUI services: Junior & Cie (unaccompanied child travel), Mes Bagages (luggage shipping), Ma Location AVIS (car rental partnership), Domicile + Train (mobility assistance), and Le BAR TGV INOUI (onboard catering). Additionally, CRM Services operates the Grand Voyageur loyalty programme with 12 premium lounges across France, manages onboard Wi-Fi on 340 TGVs, and provides CRM data analytics tools for TGV-INTERCITÉS marketing. The company also runs environmental initiatives like Planètes Voyages. These services collectively enhance the passenger experience from home to destination, integrating travel-related amenities with loyalty and accessibility features.

Differentiator

Problem solved

Functional benefit

Brands

• Grand Voyageur: Exclusive loyalty program dedicated to frequent travelers of TGV - INTERCITÉS, rewarding loyalty and improving travel experience through Points Prime.
• Le BAR TGV
• Junior & Cie
• Mes Bagages
• Domicile + Train

Products and services

• Junior & Cie Unaccompanied child travel service for children aged 4-14, providing professional chaperones, entertainment, and supervised safety from departure to arrival station; available at 130+ French stations during school holidays and 20+ destinations on weekends.
• Mes Bagages Luggage shipping service that picks up bags from the customer's location and delivers them to their destination within 24 hours, allowing travellers to travel light; delivers 130,000 bags per year with a 93% satisfaction rate.
• Domicile + Train Accessibility service accompanying people with reduced mobility, seniors, pregnant women, or those needing extra assistance from their home to the departure station and from arrival station to their destination address, operated in partnership with Senior Compagnie.
• Ma Location AVIS Car rental service distributed through AVIS and BUDGET partner brands, enabling train travellers to rent vehicles to continue their journey beyond the station during their stay.
• Le BAR TGV INOUI Onboard catering and bar service on TGV INOUI and INTERCITÉS trains featuring seasonal menus developed in partnership with renowned chefs, emphasising eco-responsibility (94% products made in France, 44% organic, zero plastic bottles on board) and gourmet dining.
• Salons Grand Voyageur TGV INOUI Premium lounge service for Grand Voyageur loyalty programme members and Business Première ticket holders, located in 12 major French TGV stations, offering digital and paper press, complimentary hot beverages, Wi-Fi, workspaces, and relaxation areas; 88% lounge satisfaction in 2021.
• Grand Voyageur Loyalty Programme Exclusive loyalty programme for frequent TGV-INTERCITÉS travellers rewarding loyalty with Points Prime that can be exchanged for train tickets, TGV INOUI service discounts, or donations to five environmental partner associations (LPO, WWF France, Fondation GoodPlanet, FNH, France Nature Environnement).
• On-board Wi-Fi Wi-Fi service across 340 TGVs managed in partnership with telecom operators since 2017, providing onboard connectivity and a portal with press, games, cinema, podcasts, and meditation content.

Quantifiable outcome

• 93% satisfaction rate for Mes Bagages service
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• AVIS and BUDGETcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Car rental partnership for the Ma Location AVIS service, enabling train travellers to rent vehicles from AVIS and BUDGET brands to continue their journey beyond the station during their stay. This essential service extends the travel experience for TGV INOUI passengers.
• La Ligue pour la Protection des Oiseaux (LPO)flagshipStrategic or Co-development Partner · 1 January 2022One of five environmental associations partner in the Grand Voyageur loyalty programme. Members can donate Points Prime to support bird protection and biodiversity conservation. In 2022, LPO was notably mobilised for bird flu response at the Sept-Iles colony and wildlife rescue during extreme weather events.
• WWF FranceflagshipStrategic or Co-development Partner · 1 January 2022Environmental association partner in the Grand Voyageur programme. WWF France works on forest management in Madagascar (8,000+ hectares), sustainable palm oil in Gabon, and forest preservation in Mexico. CRM Services and Grand Voyageur members contribute through Points Prime donations (totalling 81,885€ in 2022 from 16,377 donations).
• Fondation GoodPlanetflagshipStrategic or Co-development Partner · 1 January 2022Environmental foundation partner enabling Grand Voyageur members to donate Points Prime. Projects include outdoor poultry farming installations in PNR du Perche and planting of 772 trees and shrubs across 18+ species for windbreaks and shade.
• Fondation pour la Nature et l'Homme (FNH)flagshipStrategic or Co-development Partner · 1 January 2022Environmental foundation partner in the Grand Voyageur programme. In 2022, launched a public mobilisation campaign for nationwide tree planting through free online training, video tutorials, quizzes, and social media presence.
• France Nature Environnement (FNE)flagshipStrategic or Co-development Partner · 1 January 2022Environmental association representing nearly 10,000 associations in France, focused on biodiversity protection. In 2022, received over 1.8 million euros from France 2's 'Aux Arbres Citoyens' programme. Grand Voyageur members contribute through Points Prime donations.
• Telecom Operators (Partnership for onboard Wi-Fi)coreTechnology or Integration · 1 January 2017Partnership with telecom operators for managing onboard Wi-Fi bandwidth across 340 TGVs since the service launch in 2017. The partnership also manages the Wi-Fi portal offering services including press, games, cinema, podcasts, and meditation content.
• Senior CompagniecoreChannel Partner/ Reseller/ DistributorPartnership for the Domicile+Train service that assists people with reduced mobility, seniors, and pregnant women from their home to the train seat and from arrival station to their destination address.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Aimia Inc. Loyalty programme operator and analytics company with deep travel-sector expertise (historical Aeroplan and Air Miles operations). Comparable as a loyalty specialist whose capabilities directly mirror the Grand Voyageur programme management.
• Plusgrade: Travel ancillary services platform powering upgrades, lounge access, and loyalty integrations for rail and airline operators. Comparable as an emerging player whose rail-side offerings (e.g., for Eurostar) overlap directly with CRM Services' ancillary portfolio.

Broad incumbents

• Sabre Corporation: Major travel technology provider offering CRM, loyalty, and distribution solutions to airlines and travel suppliers. Comparable broad incumbent whose rail and airline modules overlap with CRM Services' customer engagement capabilities.
• Amadeus IT Group: Global travel technology giant providing CRM, loyalty, and distribution platforms across airlines, rail, and hospitality. Comparable as a broad incumbent whose Altéa Customer Platform competes for the same rail CRM and customer engagement workloads.

Direct peers

• Deutsche Bahn: German state-owned rail operator with its own loyalty programme (BahnBonus), onboard catering (DB BordRestaurant), and passenger services divisions. Comparable in scale and captive-rail-services structure to CRM Services within SNCF.
• VIA Rail Canada: Canadian Crown corporation operating passenger rail with its own loyalty programme (VIA Préférence) and onboard services. Comparable as a state-affiliated rail operator running captive CRM and ancillary services.
• Trenitalia: State-owned Italian high-speed and intercity rail operator that runs its own passenger services, loyalty programme (Cartafreccia), onboard catering, and ancillary services. Closely comparable to CRM Services as a national-rail-owned entity providing CRM and ancillary services to its TGV equivalent.
• Renfe: Spanish national rail operator running high-speed AVE services, the 'Más Renfe' loyalty programme, and ancillary passenger services. Operates the same captive model of in-house ancillary and CRM services for high-speed rail passengers.
• Eurostar Group: Cross-Channel high-speed rail operator offering its own loyalty programme (Club Eurostar), onboard catering, and passenger services across multiple European networks. Closely aligned business model to TGV-INTERCITÉS passenger services.

Regional players

• BCD Travel: Global corporate travel management company with rail booking and traveller engagement services in Europe. Comparable as an adjacent player in rail passenger services targeting business travellers, the same primary segment as Grand Voyageur.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/crmservices

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CRM Services