Customer coaching programs, integrated into loyalty or customer relationship programs, aim to guide and support consumers in using products or services and adopting behaviors beneficial to their well-being. These coaching marketing initiatives are widely used in various sectors, such as food, smoking cessation, distance education, and the sports and wellness industry. Customer coaching can also be deployed to familiarize customers with technological products or to help them appreciate premium products, such as high-end food or beverages.

The main goal of a customer coaching program within a business relationship is to optimize product use and user experience while reducing churn, particularly in sectors where services are offered as monthly subscriptions. These loyalty programs, which include coaching sessions, often rely on targeted email campaigns and the use of innovative mobile applications, as well as other relationship marketing techniques.

Concrete examples illustrate the diversity of customer coaching initiatives: Auchan has implemented the “La vie en bleu” mobile application as part of its nutritional coaching program. The American brand Peloton, specializing in high-end exercise bikes, rewards its customers with a commemorative t-shirt after their 100th “ride.” These practices, combining special events and customer support, demonstrate the growing importance of coaching programs in the field of customer loyalty and relationship building.