ОСОБЛИВОСТІ РЕАЛІЗАЦІЇ ПОЛІТИКИ КЛІЄНТООРІЄНТОВАНОСТІ НА ЗАЛІЗНИЧНОМУ ТРАНСПОРТІ

Abstract

The article analyzes the current situation of railway transport and reveals the key problems that hinder its sustainable growth. It is established that today customer orientation is a key factor in the success of transport companies in the competitive struggle and a determining principle for attracting new and retaining existing customers. Fragmentary examples of implementing a customer-oriented approach in railway transport are considered. It is determined that customer orientation in the transport industry should be considered as the company's ability to contribute to increasing the flow of customers and, accordingly, additional profit due to a deep understanding and satisfaction of their needs. The understanding of customer orientation in the context of freight and passenger transportation of railway transport is detailed. At the same time, in the field of cargo transportation, customer orientation means successful interaction with potential customers – manufacturers of products, whose effective operation largely depends on the timely delivery of raw materials and components, as well as on the transportation of final products. It is indicated that the railway company should strive to organize comprehensive logistics services and ensure ease of interaction between shippers and the company in terms of submitting applications and placing orders, the ability to obtain information about the location of goods online, delivery of goods on time, door-to-door, etc. It is established that customer orientation in the field of Passenger Transportation provides for the establishment of differentiated ticket prices, the provision of personalized discounts to both regular and new customers, in particular in the segment of long-distance transportation, the formation of a personalized package of services for customers. It is also important to increase the comfort and speed of movement, offer passengers other related services, and so on. The key conditions that should be met when implementing a customer-oriented approach are revealed. Key tasks for effective implementation of the customer orientation policy in railway transport are identified.