CAPITAL TIMES - MARCH 1999

Voice of Customer Heard Loud and Clear at Railcar

CTQ:

Critical to Quality or CTQ is a customer perfomance requirement of a product or service.

“It was great to have one of our customers address us,” remarked Ricki Knapp, senior paralegal at GE Capital Railcar Services. “I learned about market conditions from the customer’s point of view. But, more importantly, I learned what he wants Railcar to do for his company.”

Last November, Rob Ritchie, president and chief operating officer of Canadian Pacific Railway (CPR), spoke to GE Capital Railcar Chicago-area employees. CPR is Railcar’s largest customer, leasing over 11,000 railcars. Mr. Ritchie said, “Like GE, CPR values partnerships and appreciates the opportunity to meet with GE employees to frankly discuss opportunities to add value through the intelligent supply and use of railcar assets.”

“Hearing customer feedback firsthand will help me in my daily job. I now understand what’s important to Canadian Pacific Railway and can make certain I fulfill my comittment to support my customer’s needs. I hope Railcar continues to let the voice of the customer be heard.”
– Sabreen Muhammed

The business has been using Voice of the Customer to build relationships and enhance customer satisfaction with customers like CPR.

As part of this process, Railcar invites customers to speak to employees. The goal is to help employees better understand the marketplace and Railcar’s business objectives. These sessions help employees understand how they can help the business meet its goals.

During his remarks to Railcar employees, Mr. Ritchie outlined CPR’s top five initiatives:

Safety
Customer service
Railcar quality
Information technology
High volume routes.

CPR places an emphasis on customer service, and, like Railcar, focuses on satisfying customer CTQs. Currently, CPR is enhancing the quality of its railcars by acquiring a new fleet. Today, GE ranks as CPR’s No. 1 supplier for both locomotives and railcars.

When asked what Railcar can do to increase CPR’s satisfaction with the company, Mr. Ritchie said Railcar should continue “doing what it’s doing, but turn it up a notch.” He encouraged the employees to share ideas for improvements with the CPR team and to be active players in the companies’ partnership.”

Hundreds of Railcar employees had the chance to listen to the
voice of the customer when Rob Ritchie from CPR spoke at
an employee meeting. Attending the program from left to right:
Harry Reisenlieter, manager technology solutions; Sheila
Pritchard, executive secretary; and Laura Lete,
leader, productivity center.

“It was an excellent learning opportunity for me,” said Sabreen Muhammed, car movement specialist. “Hearing customer feedback firsthand will help me in my daily job. I now understand what’s important to Canadian Pacific Railway and can make certain I fulfill my commitment to support my customer’s needs. I hope Railcar continues to let the voice of the customer be heard.”

Railcar has one of the largest and most diverse fleet of railcars in North America and Europe. Customized solutions can be found in a variety of leases to meet customers’ short and long term equipment needs and financial objectives, including per diem, fixed, operating, and finance leases, sales leasebacks, and structured financial products. Railcar repair, maintenance and administrative services are also available through a broad network of repair service centers.