Short Line Connector - Fall 2016 - 29


THE CLASS ACT

ELEVATING THE VALUE PROPOSITION
BY TODD A. WHITHAM, UNION PACIFIC

B

usinesses that want to grow in
today's economic environment must
understand what customers value
and be able to deliver those things to their
customers. At Union Pacific, we know it
certainly takes more than our 32,000 miles
of track covering the western two-thirds of
the United States. The service we provide
to customers is greatly enhanced by our
relationships with the 200 short line and 68
West Coast and Gulf Port connections within our coverage area. After recent changes in
the global economy and significant shifts in
some core commodity areas, Union Pacific
has increased its emphasis on business development and redoubled its efforts toward
enhancing the customer value proposition.
Union Pacific considers short line partners an important extension of its network,
and we rely heavily on our short lines to
help develop new business. Short lines can
often offer a specialized and flexible product that allows them to pursue and capture
business moving by alternative modes.
To help keep Union Pacific focused on
doing what's necessary to remain a strong,
healthy railroad, we recently introduced
a concept called "Creating Value the UP
Way." The idea behind this is to rise above
our daily tasks and take a 10,000-foot view
of where we need to go and what it will
take to get there. To help guide employees,
we developed six value tracks that everyone
in the company can work toward aligning:
world-class safety, excellent customer experience, innovation, resource productivity,
maximized franchise and an engaged team.
It's our belief that these tracks lay a foundation for success that includes competitive
advantages for customers, job stability for
employees, returns for shareholders and
economic strength in our communities.
Union Pacific's short line business
model provides a strong link to our value

Short lines can often offer
a specialized and flexible
product that allows them to
pursue and capture business
moving by alternative modes.
proposition. To help ensure short lines
understand this connection, Union Pacific
hosted the annual Short Line and Port
Conference, Aug. 16-18 at the Hilton
Hotel in downtown Omaha, Nebraska.
Attendees at the 2016 conference heard
from a variety of speakers who further
explained how Union Pacific's six value
tracks are guiding decisions and activities
across the company. Speakers included:
* Lance Fritz, chairman, president and
chief executive officer, who expanded on
how the six value tracks were an integral
part of each person's role.
* Rod Doerr, vice president of safety, who
discussed strategies involved in maintaining world-class safety.
* Jason Hess, vice president and general
manager of agricultural products, who
shared information about Union Pacific's customer experience strategies.
* Cameron Scott, executive vice president and chief operating officer, who
shared metrics on resource productivity
and the role innovation plays in our
operating practices.
Conference participants also discussed
the importance of working together to
develop business. One example is how

Union Pacific's manifest service product
helps deliver value to joint Union Pacific
and short line customers. Union Pacific's
manifest business portfolio is a critical piece
of our overall business, and we recognize
that our connecting short lines participate
in a sizable portion of our manifest network.
Our commitment to supporting manifest
business is shown by the amount of capital
we invest annually in that network.
Additional speakers and breakout leaders at this year's event included:
* Coby Bullard, president of intermodal
C.R. England
* Pat Casey, vice president of fleet management at TTX
* Ron Hynes, executive director of the
Short Line Safety Institute
Union Pacific looks forward to future
opportunities to meet with our short line
counterparts, collaborate to grow our
mutual businesses and share our value
strategy story. —
Todd A. Whitham is the senior business
director of short line marketing and network
industrial development at Union Pacific
Railroad. He can be contacted at tawhitha@
up.com or (402) 544-4791.

FALL 2016 // SHORT LINE CONNECTOR

29



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Short Line Connector - Fall 2016 - Cover3
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