VR’s values in customer relationship management

VR Group’s values state that the customer is the focus for its business. The other values – safety and responsibility, objective-oriented operations, self renewal and being successful – also play a key role in customer relationship management.

The customer in the strategies of the business areas

VR offers high-quality, safe and easily accessible services that it develops together with its customers.

The customer is a key focus in the strategies of all the business areas. Customer service models have been created based on the needs of different customer groups. Products and services based on customer understanding are adapted so that they can better meet and anticipate the needs of different customer groups.

VR Group’s business operations aim to be customer-oriented, of high quality and self-renewing.

Customer service targets

  • Ensuring better customer experience in all channels
  • Increasing customer satisfaction
  • Continuous development of services in cooperation with customers
  • Clearer pricing, product range and service concepts
  • Consideration of customers' wishes when communicating the prices in the Online Shop and developing its product range
  • Dynamic, high quality operations
  • Generating added value for the customer
  • Implementing internal quality criteria
  • Developing the customer service skills of personnel
  • Developing communications in exceptional circumstances in cooperation with different actors.

Successes and challenges in customer service

+ Improvements in service quality

+ Positive feedback from customers about friendliness and a service-minded attitude of customer service personnel

+ Professionalism and expertise

+ Service attitude

+ Understanding customer priorities

+ New ticket options and pricing give customers greater choice

+ Managing exceptional circumstances and customer communications in connection with these

+ Cross-border traffic continues to flow smoothly

+ Increasing proportion of invoicing is on time

- Quality of customer service on trains, at stations and in online channels should be improved

- Improving punctuality

Opportunities and risks in customer service

+ New concepts and modern rolling stock enable growth

+ Dynamic, self renewing customer service

+ A large number of projects aimed at continuously improving customer service and introducing up-to-date operating practices

+ Better management of disruptions and producing passenger information

+ Continuous development of products, services, partnerships and pricing on a customer-oriented basis

+ New tools and promotion of digitalisation

- Heavy regulation compared to other modes of transport

- Tough price competition in public transport

- Economic downturn

Changes in systems and structures during the review period that lead to improvements in customer service

  • Strong growth of the Veturi customer loyalty programme
  • Offer campaigns
  • Continuous development of the VR Online Shop
  • Introducing a mobile online shop
  • Introduction of new ticket sales outlets (R-kiosks and Matkahuolto)
  • Improving the quality and condition of rolling stock, including the new DuettoPlus restaurant car
  • Actions to improve the quality of day-to-day customer service
  • Actions to improve punctuality of rail services