On May 28, the Dialog Insight team took part in Connexion – Les Affaires, a flagship event for digital, marketing, and business transformation professionals in Quebec. Throughout the day, we had the opportunity to share our vision during three sessions at our booth, speaking to a curious and engaged audience.
Here’s an overview of the topics we explored — along with useful resources to dive deeper into each one.
1. Automating the Customer Lifecycle to Boost Engagement and Retention
Main conference – presented by Alexandre Thouin (Dialog Insight) and Jean-Benoît Dumais (Les Librairies indépendantes du Québec)
This keynote session demonstrated how a structured approach to communication automation can transform not only the customer experience — but also business performance.
Using a real-world case — that of Les Librairies indépendantes du Québec, a Dialog Insight client since 2019 — we showed the impact of a lifecycle-based strategy: onboarding, conversion, loyalty, retention, and reactivation.
This testimonial revealed the measurable impact of smart automation:
- 9% increase in second purchases thanks to automated follow-ups
- 38.1% open rate and 8.4% click-through rate
- Stronger loyalty, with 55% of customers returning three years in a row
By prioritizing strategy over operational complexity, LIQ was able to optimize its customer journeys with impressive efficiency.
Further reading:
- Client Story – Les Librairies indépendantes du Québec
- How to Manage the Customer Lifecycle to Drive Loyalty and Revenue Growth
2. Maturity Grid – Assess Your Level of Marketing Personalization
Workshop presented by Jeanne-Ermine Michel and Dorian Imbert
In this workshop, we introduced our Marketing Personalization Maturity Grid, a tool that helps organizations assess where they currently stand — from generic communications to predictive personalization — and identify realistic steps for gradual improvement.
Many companies find themselves at level 3, where segmentation is based on basic behavioural data (clicks, opens), but lacks a long-term relationship strategy. We showed how moving to level 4 — behavioural automation — is a strategic and achievable shift.
At level 4, you can:
- Move from campaign-based logic to continuous relationship-building
- Create automated workflows triggered by customer behaviours and lifecycle stage
- Reduce unsubscribes and increase retention
- Boost impact while reducing manual effort
Want to go further?
3. Data Sovereignty – Canada vs USA
Workshop presented by Coralie Tranchida and Benjamin Guay-Marceau
This session helped clarify a topic that’s often misunderstood: the difference between data hosting and legal control. Even if your data is stored in Canada, it may be accessible to U.S. authorities if it’s managed by a provider subject to the Cloud Act.
We also covered Law 25, now in force in Quebec, which places strict conditions on transferring personal data outside the province.
Why it matters:
- The Cloud Act gives U.S. authorities access to data, even if it’s hosted in Canada
- Law 25 prohibits such transfers without explicit consent and requires rigorous governance
- A false sense of compliance can expose your business to legal and reputational risks
What you can do:
- Choose a local provider not subject to the Cloud Act
- Look at legal jurisdiction, not just hosting location
- Require recognized certifications (ISO 27001, SOC 2 Type 2)
- Train your teams on sovereignty and compliance best practices
