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The Relationship Marketing Association of Quebec recently recognized VIA Rail Canada Inc. for its customer loyalty program.

The railroad received the association's most prestigious award, the Prix du conseil d'administration, for its decision to "refocus its members and invest significantly for its relationship marketing strategy" through the VIA Préférence program, according to a prepared statement.

The new program takes an integrated approach to customer communication, including email, direct marketing and frontline support, VIA Rail said. The "dynamic communications program" is personalized for each member and touches on every aspect of the rider experience, from direct communication to the onboard experience to purchases to customer service.