Vadim Shmal "Railway transport business processes modeling. Textbook"

3В INNOVATIVE PROPOSALS FOR THE CUSTOMER ORIENTATION DEVELOPMENT OFВ THE RUSSIAN RAILWAYS HOLDING

3.1В Organization ofВ transport and logistics service packages based on segmentation ofВ clients ofВ JSC В«Russian RailwaysВ»

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 ofВ the proposals for the development ofВ customer orientation ofВ the holding may be the organization ofВ aВ comprehensive service based on segmentation ofВ customers and manufacturers, as well as the formation ofВ service packages.

ToВ achieve this goal, it is necessary toВ use marketing principles, the complex ofВ 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 aВ market segment, it is necessary toВ develop research methods that may depend on the purpose, object ofВ research, the degree ofВ coverage ofВ the transport market,В 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 to homogeneous segments – groups of transport services customers that differ in the nature of demand and purchasing power. Today there is no single way to divide the transport market into segments, but the most significant factors for splitting can be: geographical, demographic, psychographic and behavioral.

Dividing customers into segments will allow the company to study the structure and needs of the transport market, the proposals of competitive companies, establish a rational price component, prepare and modernize vehicles, provide high-quality training of personnel to master the selected segments of the holding’s customers.

InВ addition toВ customer segmentation, segmentation for transport services can also be done inВ the same way. It is possible toВ segment services inВ the format ofВ transport and logistics packages.

InВ the process ofВ introducing such packages toВ the transport market, the income and profitability ofВ the company increases, due toВ the optimization ofВ customer awareness, the range ofВ services, the quality ofВ support services, an effective system ofВ interaction with the customer inВ the 3PL/4PL service format and the formation ofВ an appropriate pricing policy.

3.2В Introduction ofВ digital technologies into the transport and logistics activities ofВ JSC В«Russian RailwaysВ» as aВ method ofВ improving the customer service quality

ToВ improve the main indicators ofВ the holding, laid down inВ the Long-term development program until 2025, new commercial solutions and improvement ofВ the existing technology ofВ the companies will be required.

InВ addition toВ these actions, an important factor is the constantly changing customer requests.

The main goal ofВ the company is toВ become aВ company that not only receives income from the inertial growth ofВ traffic volumes, but also occupies aВ stable position inВ the market as aВ transport and logistics company. This task can be solved byВ developing mutually beneficial partnerships with customers and service providers, constantly changing, creating new products and services inВ the interests ofВ consumers.

To date, a significant part of the initiatives are already being implemented, forming a model in the future, the center of which is the Company’s customers. The basic principles of its construction are presented in Figure 3.1 [7].

Most ofВ the principles lie inВ the field ofВ business solutions, but an important role will be played byВ the support ofВ ongoing initiatives with digital solutions and services built on the basis ofВ advanced technologies.

Currently, the Company has created an extensive IT infrastructure ofВ the railway transportation market based on the AS ETRAN, which over the period ofВ its existence has transformed from aВ departmental system ofВ JSC В«Russian RailwaysВ» into aВ state-scale system and has essentially become aВ global information space for all participants inВ the railway transportation market (Figure 3.2)В [7].

However, it is necessary to modernize the commercial infrastructure of the market, which includes a complex of production and digital technologies that reflect the railway’s ability to provide revenue from providing services to the transport market. This can be achieved by digitally transforming the business model of the market (Figure 3.3) [7].

Nevertheless, the development potential ofВ the ETRAN system has not been exhausted and will be directed toВ the field ofВ intersystem interaction with Federal executive authorities and other participants inВ the transport market, the development ofВ electronic document management both inВ domestic transportation and inВ international transportation.

With a promising growth in demand for transport services, it is planned, especially in the segments of small and medium-sized businesses, to sell them online. The use of WEB technologies is considered as the most democratic, promising, mobile and rapidly developing network environment for the implementation of the Company’s services.

As an example, a new service is presented – the client’s personal account on the website of JSC «Russian Railways», where in addition to calculating the cost of transportation and additional services, the client can find the nearest «points of sale» of the company’s services on the map in real time, get information about the location and technical condition of wagons, provide documents in electronic form and contact the unified information reference center.

In the future, it is planned to expand the functionality of the personal account: obtaining an assessment of customer satisfaction with the quality of services provided, providing personalized offers, news, promotions and other information, including notifications for car owners about the arrival of the car, movement, refusal of the recipient from the car, displaying contracts concluded by the client, agreements and services included in them, the possibility of concluding a contract in electronic form according to the principle of the offer, displaying the status of a single personal account of customers, the possibility of filing a claim by the client for consideration by JSC «Russian Railways», recording the client for certification of cargo fastening, ordering the company’s services, etc.

Digital innovations are gaining popularity inВ the Call Center ofВ JSC В«Russian RailwaysВ» inВ freight transportation. One ofВ which was the artificial intelligence В«Alice for BusinessВ». The main goal ofВ the project is toВ automate the customer service process ofВ the Holding as much as possible using artificial intelligence technologies. Today, Alice is being trained for self-service byВ artificial intelligence ofВ calls on topics ofВ aВ reference nature, outgoing call service with various service scenarios byВ voice portal, work inВ the chat channel-the possibility ofВ contacting the robot through aВ form on the website and integration with messengers. InВ the future, it is planned toВ implement various service scenarios with aВ voice portal, depending on the emotional state ofВ the client, the deployment ofВ aВ subsystem ofВ biometric identification ofВ the client.

One ofВ the most ambitious projects is the development ofВ aВ service for monitoring smart contracts for freight transportation based on aВ blockchain inВ the transport and logistics activities ofВ JSC В«Russian RailwaysВ». The aim ofВ the project is toВ create aВ unified information space between the participants ofВ transportation and toВ ensure monitoring ofВ the implementation ofВ smart contracts for freight rail transportation based on aВ distributed data registry platform. The main advantages ofВ this project will be: the speed ofВ improvement ofВ logistics operations, transparency ofВ processes, improvement ofВ corporate technological discipline, reduction ofВ act and claim work, cost optimization, quality control throughout the route.

3.3В Development ofВ customer-oriented electronic service

One ofВ the main directions ofВ improving the processes ofВ organizing electronic document management.

JSC В«Russian RailwaysВ» has converted into electronic format aВ number ofВ documents that are necessary for transportation at all stages from the moment ofВ planning toВ the issuance ofВ cargo and preparation ofВ financial documents.

ToВ date, work is underway toВ expand the use ofВ electronic document management, which is used at almost 4,000В stations inВ the form ofВ work with electronic documentation (ED) due toВ the presence ofВ an electronic signature (ES) among employees.

Almost 100В thousand external users have electronic keys for signing transportation documents.

As part ofВ the organization ofВ electronic document management toВ reduce the delivery time ofВ financial documents toВ the client, JSC В«Russian RailwaysВ» has introduced electronic document management ofВ accounting documents using an electronic signature. ToВ date, inВ addition toВ invoices, acts ofВ services rendered and lists toВ them, the client receives inВ electronic form with an electronic signature: the act ofВ reconciliation ofВ settlements, invoices for payment ofВ penalties.

Electronic document management is widely used inВ international transportation. International transportation has already been implemented on electronic legally significant waybills with Finland, Ukraine, Latvia, Lithuania, Estonia, Belarus, Kazakhstan. InВ the near future, the list ofВ such countries will be replenished, which will significantly reduce the transportation time and improve the communication component with cargo owners.

Since 2017, a new type of public electronic service has been introduced for cargo owners and rolling stock operators, aimed at creating and developing a comfortable communication environment for all categories of customers based on modern hardware and software products – the electronic trading platform «Cargo Transportation» (ETP CT). ETP CT is a specialized information system that allows using Internet technologies to provide a comprehensive cargo transportation service with the provision of operator wagons. The main advantages of this system are:

– low percentage of Agent’s commission;

– non-discriminatory access to Russian Railways services;

– freedom to join the service.

Currently, the software content of the ETP CT, technologically integrated into the complex of interconnected information and control systems of the Russian Railways holding, makes it possible to optimally solve the maximum number of tasks related to transportation, focusing on the priority – meeting the needs of service users and promptly responding to the challenges of the transport market.

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