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 and new customers.
This Policy contains the basic values, criteria and rules shared by managers and employees and serves as the basis for the activities of all structural divisions, branches of JSC «Russian Railways», subsidiaries and affiliates of the holding «Russian Railways» in the field of freight transportation, including regional and linear levels of management.
The customer orientation policy is aimed at implementing a clear understanding that the quality of services and products directly depends on the quality of production processes, which can be achieved through coordinated activities of all divisions, business units and business units of the holding.
The concept of the organization of a Single Policy defines the organizational structure of the management of the implementation of a Single Policy, tools and methods of implementation, as well as methods for evaluating performance and performance indicators (Figure 2.5).
The purpose of creating a Unified customer-oriented policy was the creation and implementation of corporate principles for managing the processes of forming a complex of new services provided and supporting old ones, as well as improving the quality of relationships with customers of JSC «Russian Railways», aimed at solving the following tasks:
– increasing profitability, competitiveness and efficiency of activities;
– increasing the volume of sales of services and entering new market segments;
– elimination of losses in the holding’s production chain;
– optimization of business processes;
– improving the quality of services provided and, as a result, reducing the overall losses of the company;
– expansion of the offered goods and services;
– increasing the period of interaction of the Holding with the client;
– formation of a knowledge base based on the study, accumulation and systematization of the experience of large Russian and foreign holdings;
– training and completion of professional development courses by personnel, comprehensive development of human resources, etc.
3 INNOVATIVE PROPOSALS FOR THE CUSTOMER ORIENTATION DEVELOPMENT OF THE RUSSIAN RAILWAYS HOLDING
3.1 Organization of transport and logistics service packages based on segmentation of clients of JSC «Russian Railways»
The basic principles of customer orientation are aimed at solving the main task – optimizing customer relations. Attracting and maintaining the customer base of JSC «Russian Railways» is possible if the conditions of customer orientation and all the obligations of the company are met.
One of the proposals for the development of customer orientation of the holding may be the organization of a comprehensive service based on segmentation of customers and manufacturers, as well as the formation of service packages.
To achieve this goal, it is necessary to use marketing principles, the complex of which includes:
– comprehensive study of the market, desires and needs of customers;
– determination of the capacity of the transport market;
– processing of the collected information, identification of consumer preferences, segmentation of the market by blocks;
– development of «individual» services based on the results of the analysis of information about the needs and needs of customers;
– justification of the feasibility of introducing new services;
– control of results and promotion of basic and additional services on the market.
When determining a market segment, it is necessary to develop research methods that may depend on the purpose, object of research, the degree of coverage of the transport market, etc.
A market segment is a part of the market allocated in a certain way, which must have one or more common features. [3] In turn, the feature will be a way to highlight a market segment. Each customer is a potentially defined market with their own preferences, desires and needs. It is quite difficult for such a large holding company as JSC «Russian Railways» to determine the range of services individually for each client, therefore, the company needs to provide high—quality service
