the level of digitalization of transport is growing, customer needs are changing, which means that the strategic objectives of the company are also changing. In order to develop and improve the customer-oriented approach in JSC «Russian Railways», extensive analytical work was carried out with the participation of a large number of managers, including top managers of the company, and in 2019 an updated model of corporate competencies of JSC «Russian Railways» was approved, which consists of 8 blocks: innovativeness; customer orientation; responsibility for the result; organization of work process; teamwork and mutual assistance; development and care of employees; integrated thinking; effective communication.
Each of the 8 corporate competencies has a different interpretation of concepts for each level of employees and is divided into two types: professional and corporate.
There are four management levels of the Russian Railways holding company. The first three levels include managers, the degree of importance begins with the first level of managers, which is evaluated at the Corporate University of JSC «Russian Railways», the second and third levels include positions from the deputy head of the linear enterprise to the deputy head of the service. The fourth level includes workers and specialists of the holding.
Personnel evaluation is one of the main tasks for a systematic unified personnel reserve, since in the process of this procedure, the qualification knowledge of employees and the assessment of the effectiveness of performing due duties are determined.
There is a single stage in the development of customer orientation in large Russian and foreign holdings.
Stage 1. Understanding customer orientation.
Stage 2. Education of customer orientation.
Stage 3. Customer orientation training.
Stage 4. Reward of customer orientation.
For the successful implementation of the principles of customer orientation, 5 key components are identified, which are fundamental for obtaining a productive result (Figure 2.2) [5].
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
