For fruitful and methodical work aimed at the development of customer orientation, it is necessary to determine due attention to the study of the principles of customer orientation and the basics of organizing work with internal and external clients of the Russian Railways holding.
2.4 Internal and external customer orientation of the Russian Railways Holding. Customer orientation principles
The concept of «client» is interpreted not only in relation to the consumer of the service or the buyer, but can also be used to identify the interests and internal customers. The achievement of strategic goals by the company is impossible without meeting the requirements for the entire transportation process and its participants. Therefore, the concept of customer orientation is considered to be complex, which includes an external and internal component (Figure 2.3).
External customer orientation is responsible for the strength and long-term relationship with customers, as well as their level of satisfaction and loyalty.
Internal customer orientation is characterized by the quality of interaction between the structural divisions of JSC «Russian Railways», considers the effectiveness of the organization of end-to-end cross-functional processes in the process of value creation from the moment of their planning until the completion of the provision of services to an external client.
In accordance with the order of JSC «Russian Railways» dated July 26, 2016 No. 1489r, the development of the Holding’s external customer orientation provides [6]:
– building a system of segmentation and differentiation of customers in each type of activity, identification and implementation of needs for each segment and client;
– offering customers modern services in all types of business;
– ensuring accessibility and simplification of procedures for concluding contracts for the provision of services;
– development of inter- and multi-modal transportation;
– expansion of the portfolio of end-to-end complex services based on the development of logistics technologies: door-to-door delivery, just-in-time, last mile, etc.;
– development and implementation of loyalty programs in all types of activities;
– building customer feedback mechanisms;
– development and application of tools for assessing the level of customer satisfaction and loyalty;
– development and implementation of an Integrated information management system in the field of customer relations (CRM systems);
– unification of requirements for quality and consumer characteristics of services, implementation of service quality standards;
– development of the institute of customer service managers and unified customer service centers at the landfills of the railway network;
– development of marketing functions and active promotion of services in regional and linear divisions of the Corporate Transport Service Center – a branch of JSC «Russian Railways»;
– improvement of the regulatory environment and legal framework in the field of freight transportation;
– increasing the level of corporate culture in terms of the development of customer orientation and the focus of business units on a single result;
– providing quality services in all types of business.
The development of internal customer orientation provides:
– implementation of development concepts and functional strategies by type of activity;
– coordination of interaction between structural divisions, branches of JSC «Russian Railways» and business units of the holding «Russian Railways», aimed at forming an optimal portfolio of services based on the requirements of the transport market and the accepted parameters of strategic development;
– development of cross-functional end-to-end processes aimed at creating additional value for customers;
– improvement of the internal turnover of services based on the application of the system of work orders and quality parameters;
– improvement and expansion of the use of technological audit tools for the creation and implementation of services and services;
– fulfillment of the Company’s obligations under the Collective Agreement of JSC «Russian Railways»;
– ensuring social stability in labor collectives;
– implementation of internal corporate training and staff development programs;
– implementation of projects «Construction of technological housing» to secure highly qualified personnel.
The principles of customer orientation are crucial for a large holding of JSC «Russian Railways». The fulfillment of the conditions of the principles will allow the company to attract an additional flow of customers and profit, thanks to the understanding, quality approach and satisfaction of the needs of each of them.
The key principles of JSC «Russian Railways» are:
1) the company should have only one idea about customer orientation;
2) the rules of interaction with the client should be clearly regulated;
3) how customer-oriented the company is should be decided by the customer himself;
4) customers should be differentiated;
5) the company’s orientation should be aimed at key customers;
6) customer orientation should have the effect of increasing the profitability of the company;
7) there will be no customer orientation without profit from investing in the service;
8) the concept of «customer» should not be limited to the concept of consumers of goods and services;
9) the company is obliged to take into account the interests of internal customers.
2.5 Unified Customer Orientation Policy of the Russian Railways Holding
The unified policy of customer orientation of the Russian Railways Holding was developed in accordance with the instructions of the final meeting of the Management Board of JSC Russian Railways for 2015 and approved by the Order of JSC Russian Railways No. 1489r dated July 26, 2016. The main guidelines for the development of this policy were the implementation of strategies for the development of the railway industry and the Russian Railways holding, as well as long-term development programs of the holding, creating a basis for meeting the needs and expectations of internal and external customers.
The policy complies with the current legislative norms and takes into account the provisions of internal, regulatory legal acts of the Russian Railways Holding.
It defines the basic principles of the formation and functioning of the corporate customer orientation system in the Russian Railways holding, including structural divisions, branches of JSC Russian Railways, subsidiaries and affiliates of the Russian Railways holding at all levels of management (Figure 2.4), will fix the unity of norms, principles, methods and approaches in the holding, including all structural divisions, subsidiaries and dependent companies at all levels of management.
The policy takes into account world experience, which indicates that a full-scale transition to the principles of customer orientation is one of the main competitive advantages that ensure in the medium and long term the growth of revenue from existing