JR Kyushu’s Innovative Train Service in Japan: A Step Above the Rest
The "Seven Stars in Kyushu" luxury cruise train is now accepting reservations for either the one night stay or three night stay itineraries. These promise to be quickly purchased by aficionados of exclusive and grand travel packages. No other such unique railway product is offered in all of Japan.
Although the "Seven Stars in Kyushu" tour is somewhat pricey, at about ¥ 100,000 per day (US $1,022.00), it offers passengers a world-class view of the many significant charms, natural beauty in the form of hot springs, quietly majestic mountains and serene meadows combined with culture, food and exceptionally personalized service.
http://www.cruisetrain-sevenstars.jp/en/about.html
The 'Seven Stars' tour liberates the Japanese railroad industry from its past reputation as rigid, outdated and compartmentalized in both thinking and services offered to customers. Japan Railways (JR) Kyushu invites in-the-know customers the opportunity to "travel to discover a new way of life," in an opulent rail-environment never before available. Operations begin October 15, 2013, and are already sold out, but more are scheduled to follow; avail yourself of the opportunity to experience 'Seven Stars' before year's end.
JR Kyushu’s ‘Seven Stars’ luxury rail-cruise represents the kind of innovative thinking the firm’s management seeks to integrate into all its products in the future. While there is much wisdom in providing customers (whether they be Japanese or overseas’ visitors) a reliable uniform rail-passage product, an unchanging nature can be deceptive. Such constancy may be a sign of unimaginative management, disinterested in taking useful risks that lead to product innovation and renewed customer interest (and satisfaction).
Innovation is an act of creating with "new combinations," "new aspects," "new perceptions," and "new applications." The invention of new technology alone is not innovation. An idea that creates new value with social significance can be said to be innovation. There is a seed of innovation planted in any kind of work, organization, or society. However, what interferes most with creative acts like that is "familiar ways of thinking and behaving." Because of that, in order to be innovative, some sort of experience that breaks down these "familiar ways of thinking and behaving" is necessary.
At JR Kyushu, the introduction of "cabin attendants (referred to hereafter as CAs)" had a great impact on the history of JR Kyushu’s service. In the early 1990's when it had just been privatized, the idea was introduced that it wasn't impossible to have airplane level service on an ordinary train. A women's-only organization of CAs was introduced within the male society that was JR at that time. Its members were not JR employees. After that, CAs became a symbol of JR Kyushu's passenger train service, and they started receiving high praise from customers. Well then, what were the primary factors that made it such a success? There are several points.
1. Strong support from the top.
This is very important. The spirit of "let's try it and find out."
2. The ability of the person who's in charge at the actual site to overcome obstacles.
Persistently preaching the meaning of customer satisfaction.
3. Not seeking short-term profit.
Belief in the importance of having an impact on customers.
4. The "do-it-yourself" pride of those party to the CAs.
Individual effort and the humility to learn from the sky (services for aircraft passengers).
5. The pride and lofty goal of "implementing the best customer service." CAs were not anywhere else yet.
Even the Shinkansen didn't have any.
When considering what factors led to these successes, it's not awareness of what other people in the industry are doing; it's carefully considering what their own strengths are and what is truly valuable to their customers. And, without being restricted to what’s been done before, highlighting their own strengths, trusting those involved, and by being both proactive and creative, they can understand how to put it all into practice. Surely it can be said that without being bound by the "familiar ways of thinking and behaving" of the Japanese National Railway era, the success of "Seven Stars in Kyushu" is inevitably tied to the success experienced with the introduction of new innovative ideas and an unbelievable level of service.
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