Using Social Media to Enhance Customer Service and Improve Responsiveness: The Case of Indian Railways’ Citizen Engagement Mechanism
As one of the largest railway systems in the world, Indian Railways (IR) has had to accommodate a wide variety of customer service demands from its 23 million annual users. In 2014, the railway launched an effort to improve passenger services using a social media–based citizen engagement system through which passengers and IR staff could communicate. The system did not itself revolutionize customer service, but by using this social media communication platform in conjunction with hands-on learning, IR made a number of strides forward. Through a multistage implementation process, IR improved the social media platform’s manual, haphazard work processes and automated them. As a result of trial and error and continuous adaptation, the new customer relations management system improved internal operations and accountability and enhanced public trust in the railway.
Click the button and follow the links to connect to the full text. (KDI CL members only)
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.