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by Bertrand Destailleur,Equancy

CRM: From purchase to attention, what winning relationship model for tomorrow? (1H)

Distancing and confinement have damaged the relationship between the brand and its customers, employees and partners. At the same time, this crisis has given rise to new dimensions in the relationship: attention, commitment, multi-access, contextualisation, etc., and the possibility of a new relationship model. Faced with the growing demands of customers, what approach, what tools, what KPIs should be used to build a more balanced and winning relationship model for the company?

With Jennifer Bedel (Senior Manager Equancy in charge of the Strategy practice) and Bertrand Destailleur - Partner Equancy (in charge of Experience Design and Customer Services)

- Target: Marketing, CRM and Digital Departments, Communication Managers, Digital Managers, CRM, Social strategy, Employees ...
- Format & Duration: keynote live or replay (1h) or Web Workshop: 1h00 keynote + 45 min e-workshop
- To know more: A training session led by 2 experts in relationship, data and digital who have more than 15 years of experience in this field and have helped many brands (in Retail, Tourism, Luxury, Banking and Insurance) to define their new relationship model?
- Price: depending on the number of participants, please consult us for a group price or OPCO financing)


Jennifer Bedel - Senior Manager Equancy in charge of the Strategy practice

This course is for those who wish to :  

    Decipher the new dimensions at work in the relationship and be inspired by "relationship champions
    Building a new relationship model post-covid...and sustainable for tomorrow
    To make the dimensions of an exceptional relationship concrete and perceptible at key stages of the customer journey
    Market your relationship with your customers, your employees, your partners and clarify your relational posture


Your training experts


Bertrand Destailleur, Partner, Equancy

- in charge of Experience Design and Customer Services
- For the past 20 years, he has been advising a number of major brands such as Picard, celio*, Docteur Pierre Ricaud, Hermès, Harmonie Mutuelle, Compagnie des Alpes, Pierre & Vacances Center Parcs, American Express, etc. on their customer strategy (targeted acquisition, loyalty, relational platform, customer centricity) and the design of exceptional relationships.
- Experience Economy Expert trained by Joe Pine and Jim Gilmore, Bertrand trains numerous clients and teaches Customer Marketing and Exceptional Relationships in several schools: Essec, Edhec, MBA Digital Marketing & Business.

Bertrand is a partner at EQUANCY, a strategy and data consulting firm, and heads the Exceptional Relations and Customer Experience practice. Bertrand is recognised as a leading expert in customer strategies and customer transformation.

In 2015, he won the Grand Prix Stratégies du Marketing Digital for the "Best CRM Strategy" and in 2018, at the ADETEM awards, the "Gold Award for Customer Experience" for the attractiveness strategy of Val Thorens.


Jennifer Bedel, in charge of Strategy practice, Equancy

- Senior Manager at EQUANCY, a strategy and data consultancy, Jennifer leads the missions and manages the consulting teams of the Strategy practice.
- As an economist by training and thanks to her hybrid profile within the firm, Jennifer also advises brands on their customer knowledge strategy and on the use of data in all its forms (customer, media, digital, etc.), in the service of business and marketing strategies.

For the past 18 years, she has been designing, supporting and implementing strategies around digitalization, customer experience, loyalty and services, and has assisted major brands such as AXA, Generali, Amundi, Disneyland Paris, Pierre & Vacances Center Parcs, PUIG, M6, Picard, Nissan, VW, Hyundai, etc., with the associated organizational and change management issues 

This training will teach you

  • #1. How can you reconnect with your customers after the lockdown? 

    ● Quarantine, social distancing, confined activity... never has relationship and social connection been so challenged.
    ● And despite the technology that enables connection, it remains a challenge for brands to stay connected with their customers and employees
    ● The context: how current relationship models are being turned upside down by the crisis and seeing customer demands increase
    ● Figures on what customers expect from brands and particularly on the relationship they have with brands 
  • #2. How to answer 4 structuring questions for today and tomorrow 

    ● How should brands communicate in this particular context?
    ● How to sustainably address the new dimensions of the relationship (consideration, engagement, multi-access...)?
    ● How to reconnect companies and their stakeholders?
    ● And afterwards... 'business as usual' or taking into account the new realities that have emerged?
  • #3. Decipher the best practices of "relationship champions" and understand the reasons for their success

    ● Equancy feedback on the work carried out to "increase the relationship" of its customers
    ● Inspiring examples of relationship champions 
  • #4. Have a method, tools and new KPIs to build a new relationship model

    ● A method for designing and nurturing exceptional relationships with clients, employees and partners
  • Optional : E-workshop

    ● Practical application to a business problem defined in advance with the participant(s)

Course of this training

  • 1

    Online Video Training

    Participate in this training in live keynote, keynote replay. Web workshop optional.

  • 2

    Resources +

    In addition to the video training, you will have a quiz to take and access to resources (useful articles, inspiring videos or checklists) to use to go further.

  • 3


    The expert trainer will be available and contactable during the training. He will be able to answer your questions by email or via the comments or live.

Ask to be contacted

We will reach out to you within 24 hours

Your contact


Emmanuel VivierCo founderHUB Institute


Since 5 July 2017 and in accordance with the Quality Decree of 30 June 2015, the HUB Institute has met the requirements of Datadock. Our training courses are now referenced by the Organismes Paritaires Collecteurs Agréés (OPCA). The HUB Institute is a professional training organisation registered under the number 11754939075. This registration does not imply approval by the State. APE code: 8559B