Our 13 Customer Service Pledges provide the foundation to deliver customer services excellence. Reviewed with targets adjusted annually, these pledges address the management of core services in terms of both services and assets. They also stand as key performance indicators within the 'Maintaining rail and retail patronage' section of our sustainability-related Priority Business Risks.

The 'Service from the Heart' campaign focuses on the strategy to differentiate the MTR from all other public transport modes in Hong Kong. Now in its third year, this campaign continues to evolve in fostering the service culture that encourages our frontline staff to go that extra mile in delivering customer value at the workplace. Through combined training and teamwork, one-to-one interface with passengers and a more commanding ability of staff to anticipate needs service delivery is markedly improving.

These customer engagement campaigns purposely address public perception of our services. We have prioritised to change the 'not value for money' mindset that has led to a reluctance in patronising MTR services in the past. Through better engagement and services delivery, customer feedback continues to measure a steady change in perception. The most recent (2007) independently conducted public surveys have confirmed a strengthening in the positive trend in value perception.

Actively engaging passenger awareness on behaviour contributes to the value perception. On-going educational programmes promote safety and safe behaviour amongst all passenger groups, especially children. These public campaigns, while encouraging the safety mindset and specifically targeting at-risk user groups, serve to ensure better safety performance for our rail operations.