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“Marketing wins” at JSC “KTZ Express”

The project “Implementation of the new model for marketing and sales” under the Business Transformation Programme of JSC “NC “KTZ” yields significant outcomes at JSC “KTZ Express”.

Within 9 months of this year the number of successful tenders, won as the provider of transport and logistics services, has increased 8 times in comparison with 2016 amounting KZT 1.7 billion.

This accomplishment became possible due to coordinated efforts of the project team for marketing incorporating employees from JSC “KTZ Express” and the experts from the Business Transformation Programme of JSC “NC “KTZ”, who performed analysis of the transport and logistics services’ market of the Republic of Kazakhstan and its potential’s evaluation.

In the period of 2014-2016, several thousands of tenders in transport and logistics services were held in Kazakhstan, totally amounting at tens of KZT billions. JSC “KTZ Express”, being the owner of assets based on the “singe window” principle – cars and containers fleet, a network of logistic centers, Dry Port KTZE – Khorgos Gateway, did not participate in the whole tender, or experienced a failure in the first stage of the tender competition due to an incorrectly prepared pack of documentation. The Company lacked clear regulatory procedures describing all peculiarities and the actions algorithm. The project team has elaborated such documentation and implemented them in practice.

“Undoubtedly, previously JSC “KTZ Express” took a part in the tenders, but that was not always successful. One of the reasons for unsatisfactory outcomes was weak prioritization of the efforts in this direction as a whole. Having performed the analysis, we revealed that we were missing significant opportunities and we have revised our vision”, - Sanzhar Yelubayev, the Vice-President for logistics at JSC “NC “KTZ”, shares his opinion.

JSC “KTZ Express” also implements other changes within the project “Implementation of the new model for marketing and sales”: quality of the services provided and customers’ satisfaction were assessed, regulatory documents were developed and put into effect in the streams like marketing analysis, advertisement and marketing communications, sales and aftersales services. New processes are aimed at ensuring the maximal transparency and performance in customer relations, they require enhancement of the employees’ qualifications and automation. This approach meets the market demand, facilitates services promotion and structuring of the traditional processes that leads to positive financial indicators. Thus, for instance, extension of the customers base has already led to specific outcomes in increasing the Company’s revenues.

Our focus is to enhance the current and implement the new business processes of the commercial block based on the as-is and the target IT infrastructure of JSC “KTZ Express as a flagman of the group of companies of JSC “Kazakhstan Temir Zholy” in the area of transport and logistic services. The changes being implemented allow to increase revenues and correctly build commercial functions with due regard to the competitive environment and best international practices” – concludes Sanzhar Yelubayev, the Vice-President for logistics at JSC “NC “KTZ”.



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