Page 457 - 360.revista de Alta Velocidad - Nº 6

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número 6 - junio - 2018. Pág 455 - 461

Customer personalisation and service efficiency:

the pillars of the new Renfe business policy

Cañamero Palacios, Francisco

Renfe Operadora 1

Abstract
Financially-wise, high-speed transportation has been currently consolidated as
the most profitable of all the services which integrate the railway sector at a
global level, specially in Spain where this type of service is experiencing relevant
growth in accordance with the infrastructure investments that have taken
place in the last decade. Back in 2011, Renfe’s high-speed commercial services
(flagship company of the Spanish railway sector) transported little over twenty
million passengers; nowadays -barely seven years later- that number surpasses
the thirty-five million mark.
In order to consolidate our actual position in the passenger transport market
and as regards the imminent liberalization of this sector at an European level,
Renfe has decided to direct its different commercial strategies to its clients
and their necessities, making the passengers the focus of its business vision and
the essential reference framework for all the activity areas of the company,
developing its trade policy from a service segmentation strategy towards the
customization and using new technologies and the profound knowledge of the
client CRM provides as tools.

1 Cañamero Palacios, Francisco. Marketing director of Renfe Viajeros.

International Congress on High-speed Rail: Technologies and Long Term Impacts - Ciudad Real (Spain) - 25th anniversary Madrid-Sevilla corridor 455