In the last few years, we have seen many Public Sector organizations
in the country become more market oriented and customer friendly. One
of the main reasons have been increased competition from both domestic
companies and MNCs. But the example which I will talk about today is
not an organization which faces much of direct competition for its
business (passenger).
Indian Railways has been in the news recently because of the turn
around it has achieved in the last few years with profits in excess of
20000 crores to show. On the face of it if some one were propose it as
an organization which is becoming more customer savvy, it would be
difficult to accept. But I will list some of the initiatives by Indian
Railways and it is for the readers to judge..
The first is the e-ticketing facility that has been extended to
travelers, today the site, irctc.com does more than 1 lakh
transactions per day and is the largest in south Asia with a customer
satisfaction levels of 99.99%. And for a regular traveler this
facility is boon, the tickets can be booked sitting in his office
without having to go and buy the tickets at the counters. The facility
is being extended to ATMs and outside agents also..
Auto upgradation is also a good initiative, on which i have written
earlier also. It is a win-win situation for both the Railways as well
as the customers. Because by upgrading the consumers get to experince
the higher priced next level of travel at a no extra cost and the
railways are able to accommodate more people and ensure that the train
runs full..
And the Tatkal facility has also been a hit among travelers .
The other initiatives include Rail Tourism wherein a traveler can use
the site to book a complete travel package which would include his
stay, site seeing and travel from home to the station and so on... A
good example of solution selling..
The journey for Indian Railways to become a totally customer oriented
organization has just started...
http://rajeshaithal.blogspot.com/2008/07/indian-railways-marketing-or...
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