Rail Operator SJ Uses CRM to Increase Profits and Customer Satisfaction

This case study looks at how the government-owned Swedish rail operator SJ responded to the competitive threat of pending industry deregulation. Combining its CRM initiative, SJ Prio, with its service excellence has helped SJ significantly increase revenue growth and profitability. Executives in charge of customer experience can use this research to gain a better understanding of how to respond to strong customer demands for a more personalized and differentiated relationship.