Could you briefly introduce yourself and TGV Lyria?

My name is Léa Ngo-di, and I have been Digital Communications and Press Relations Manager at TGV Lyria for 3 years. My role is to raise awareness of the TGV Lyria offer between France and Switzerland through the media, influencers, partners, and digital tools.

What makes my scope unique is the diversity of targets: people in France and the Paris region, as well as French-speaking and German-speaking Swiss. That means two cultures, two (or even three) countries, several languages. It’s a real communications workout!

What were the main challenges/objectives for Cashmyrr’s involvement?

Several key objectives:

• Carry out a fast and efficient CRM migration without losing contact and usage quality (and ideally improving it)

• Use the right CRM tool, suited to our “mass” communication needs and to the volume of existing contacts

• Take into account the constraints of a large group (as a subsidiary of SNCF and CFF, TGV Lyria must comply with certain conditions, especially in terms of cybersecurity)

What concrete solutions did Cashmyrr propose and implement?

Cashmyrr was able to provide:

• A strategic action plan

• A clear roadmap

• Post-migration documentation

• The Sarbacane migration

• The connection with HubSpot

• (Great) support whenever needed

How did the project timeline play out, especially given the urgency of the Sarbacane migration?

Cashmyrr proposed an efficient, realistic action plan that was aligned with our timing constraints (including a strategic commercial communication campaign). We were able to benefit from dual expertise: marketing and project support from Antoine, and technical support from Telmo.

Also, Cashmyrr is one of those partners who are always available and ready to support their clients.

Were the SNCF-related constraints (cybersecurity, GDPR) an obstacle? And how did Cashmyrr adapt to this environment?

No, because their GDPR knowledge was actually a strength for our project! Cashmyrr was able to adapt and support us (especially in completing SNCF’s GDPR documents).

How did you find the availability, responsiveness, and level of advice from the Cashmyrr team during the project? Can you mention a situation where our advice made a difference?

That’s Cashmyrr’s strength: availability, expertise, and agility in projects. There is a real sense of being able to build things together with the client, since every issue is unique.

Would you recommend Cashmyrr? In your view, what are Cashmyrr’s main strengths?

I would recommend Cashmyrr with my eyes closed. For the reasons mentioned above: availability, efficiency, responsiveness, adaptability, technical expertise, agility.

One simple suggestion while I’m thinking about it: sometimes a bit of simplification/education is necessary, because CRM is so vast and complex! And a weekly follow-up email might be a good way to track progress (but that’s my control-freak side — it’s reassuring!).

Would you recommend Cashmyrr for similar projects with technical constraints? What do you see as our main strengths for this type of challenge?

Without a doubt! Your strength is your ability to adapt when working with small structures inside large groups!

What would you say to a marketing director who is hesitating about this kind of complex migration?

That it’s a long-term and necessary project, and it really pays off!