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全国首个高铁客运服务品牌“凤舞楚天”成功注册

2017-08-31 19:11:03   央广网

服务之变:在传承中自我创新

“好的传承是根、是魂,创新并不意味着要抛弃传承。”段党委书记刘兵讲到。

该段立足“想、急、帮”光荣传统,围绕服务这一职业根本属性,将传统客运服务与互联网结合起来,运用新媒体技术打造“高铁+”服务,通过建立微信公众平台,向旅客提供进出站、急救、定送餐、表扬、投诉、正晚点查询等便捷服务。还相继推出了动车“楚天舒”、城际“我来帮”,直达“漫旅式”服务等子品牌,形成了多点呼应、互促共进的服务品牌集群。

据了解,该段所有高铁动车乘务员必须经过急救技能培训合格后方能上岗。想在旅客上车之前、急在旅客旅途之中不是一句空话。用心服务,以精动人正是“凤舞楚天”服务的魅力所在。

形象之变:在文化中寻找站位

品牌孕育的成功与否取决于社会及旅客的认同度,该段致力于深入策划“金凤凰”系列主题宣传活动,让“凤舞楚天”品牌有声势、有影响。近两年来,该段积极开展“文明乘车出行”活动,通过制作卡通动漫片、文明出行手册,进行情景剧演出等多种形式,广泛号召广大旅客注意行为举止,文明乘车。2017年春运期间,他们还主动联系华中师范大学,邀请音乐学院学生登上高铁表演交响快闪,演奏《回家》、《茉莉花》等经典曲目,提前奏出年味,奏出喜悦,温暖旅客回家路,被《人民日报》、中央电视台等主流媒体大力报道,赢得社会广泛赞誉。在这背后,可以看到武汉客运段主动向社会发出互动的信号,从旅客的角度出发,植入优秀文化,彰显开放性和包容性,提升品牌的知名度和生命力。

社会的认可就是最大的动力。近年来,在“凤舞楚天”服务品牌的引领和感召下,列车上的好人好事不胜枚举,被各级媒体报道多达1500余次,有动车列车长李龙暴雨中紧急调度、为活体心脏开辟绿色通道,有高铁列车长王飞照顾急病儿童、果断要点停车,有高铁“凤舞楚天乘务示范班组”常态化保持安全生产、优质服务旅客等等;还有暴雨中前行的“最美背影”荣登微博热搜榜,2天内点击量高达300余万;“交响快闪”、“列车春晚”、“七夕之行”等网络直播最高点击量达98万;反映动姐健康生活、形象之美的《seve》舞蹈网络点击量超过10万,一串串数字的背后点亮一盏灯、照亮一大片的热烈效应。

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