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央广网武汉8月31日消息(记者张毛清通讯员易娜 苏杭)日前,全国首个高铁客运服务品牌----“凤舞楚天”由武汉铁路局武汉客运段成功注册。扎根武汉,花开全国,武汉客运段段长杨志强说,“凤舞楚天”是一个有故事的品牌。
思想之变:在市场中研修“自我把脉”
“无论动车、高铁我段都是首批开行,但是我们却没保持住领先的趋势。”武汉客运段段长杨志强说。市场蛋糕只有那么大,怎么让自己盘子里的多起来,成为了企业上下都在关注的问题。“我们要打造自己的服务品牌,建立起富有特色的服务支撑,把客流都吸引过来!”段长杨志强的话铿锵有力,也代表着该段上下一致的决心,因为对于他们而言,这是一场没有硝烟的“突围”。
要做就要做到最好。2015年,该段以职工愿意参与、操作性强、效应突出为出发点,以让品牌叫响武汉、走向全国为愿景,高标定位“凤舞楚天”品牌创建。并对品牌进行了注册,而这也是全路首个注册成功的高铁客运服务品牌。形成了系统的品牌理念、文化、标准、机制,在干部职工中产生共鸣。
结合武汉九省通衢的区域优势,取楚凤之灵韵,确立了品牌内涵,即:超越自我——更优雅、更优化、更优质;旅客感受——更安全、更方便、更温馨。传承上世纪60年代想在旅客上车之前、急在旅客旅途之中、帮在旅客下车之后的“想、急、帮”服务法,赋予了品牌“以优雅的气质打动旅客、以端庄的仪表愉悦旅客、以热情的服务感染旅客、以灵动的方式体察旅客”的服务理念。同时,取凤凰展翅之轩昂姿态,用“武客”汉语拼音首字母W与K组成凤凰的翅膀,精心设计品牌LOGO。该段还在一线职工中全面铺开“创建‘凤舞楚天’品牌、争当‘武客金凤凰’”评选活动,每季按“安全生产、旅客表扬、群众认可” 等项点考评晋级方式评选“凤凰”、“银凤凰”、“金凤凰”职工,给予奖励。通过阶梯式的评选,切实调动起广大职工争当“武客金凤凰”积极性和主动性,增强品牌认同感,不断严格要求自己实现服务质量的提升。
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