04.05.16

CUSTOMER FOCUS AT AMTRAK

1

Ghada Ijam

Sr. Vice President, IT Business Relationship, Strategy & PMO

AMTRAK AMERICA’S RAILROAD

Moving America where it wants to go

Serving 46 states and 3 Canadian provinces

• Operates 305 weekday trains

• 21,300 route-miles

• Carried 30.9 million riders per year*

• Provide service for 900,000 daily commuters

• 520 year-round stops served by Amtrak trains

Amtrak ridership has grown by 44% since 2000. We have set annual ridership records in 9 of the last 10 years

* As of close of FY14

CUSTOMER FOCUS AS A GOAL

Confidential. For internal use only. 3

THE CUSTOMER IS IN THE CENTER OF OUR STRATEGY

Amtrak’s corporate goals align to 3 strategic priorities:

• Safety and Security: Set the standard for safety and security

in the transportation industry to ensure that every passenger and employee goes home injury-free every day.

• Customer Focus: To acquire and retain the most satisfied customers of any travel company in the world.

• Financial Excellence: To be profitable on an operating basis and be good stewards of capital in order to secure our long-term viability as a company.

Introduced Pay For Performance with customer satisfaction as one of

the primary measurements

A CUSTOMER CENTRIC VISIONING

Confidential. For internal use only. 5

Discovering Our Customer Pain Points

MAP OUR CUSTOMERS’ JOURNEY

Using Active Listening

LISTEN TO OUR CUSTOMERS’ FEEDBACK

DESIGNING SOLUTIONS WITH OUR CUSTOMERS IN MIND

Designing With Customer-Focus

OPPORTUNITIES!

Our Journey Begins Now

FOUR PILLARS - CUSTOMER EXPERIENCE VISION

IMPLEMENTING THE CUSTOMER EXPERIENCE PROMISE

Confidential. For internal use only. 11

AMTRAK’S OMNI-CHANNEL: THE TRAVEL DISTRIBUTION PLATFORM (TDP)

12

Technology

for future

growth

Personal

New

Value

Seamless

across all

touch points

Compelling UX

and easy to use

• Modern, fun, and

enjoyable

• Simple and uncluttered

• Intuitive, easy to

navigate with minimum

clicks

• Valuable - focused on

specific capabilities and

tools, when and where

you need them

• Reflects user preferences

• Adapts to user based on history

and geography

• Matches user personality/profile,

anticipates desires, and makes

recommendations

• Socially connected

• All services/info

accessible and

consistent

• Integrated to 3rd party

services

• Continuity across all

touch points

• Common look and feel

• Increase ridership

• Increase sales of new

products/services

• Drive engagement with

customers through social

and marketing tools

• Drive customers to self

service

• Enhance Agents

productivity

• Configurable (faster to

market)

• Flexible and adaptable

• Modular and scalable

• Built for Amtrak

TRAVEL DISTRIBUTION PLATFORM – ENHANCING THE AMTRAK EXPERIENCE

With a 360 view of the customer, TDP will create channels with capabilities to quickly, efficiently,

and accurately respond to customer needs.

5

Stations

Focus on the

passenger’s needs

Amtrak.com

Easy, personal, intuitive

and compelling

experience

3rd Party Partners

Full travel service

Amtrak IT

Agile development and unified

application architecture

Contact Centers

360 insight into customer

preferences and trip history

Amtrak Guest Rewards

Full integration of AGR

customer profiles

MODERNIZING THE STATION EXPERIENCE

• Mobile Devices for Station Agents

• Enables agents to be where the customers are.

• Support ticketing, wayfinding, boarding,

connections, and other customer services functions

Illustrative - Future Kiosk Concept

Illustrative – Future Mobile Agent

• The Next Generation Kiosk

• Interactive with customers and their devices

• Capabilities beyond ticketing – upsell/cross-sell

opportunities, wayfinding, baggage

• Modern usability and payment options

CUSTOMER SERVICE CULTURE – AMTRAK’S CUSTOMER EXPERIENCE INITIATIVE

• The Amtrak Customer Experience (ACE) initiative is designed to

recommit employees to a customer-centric culture

• The ACE initiative is grounded in feedback from both customers

and employees.

• Defines a customer experience model that creates a shared

understanding of expected behaviors and competencies

• Delivers a national customer experience curriculum that will

promote a cultural and behavioral change within Amtrak

• Create an environment where individual and team ownership of

the customer’s experience cascades throughout the enterprise

• Remove barriers that prevent the delivery of a superior customer

experience

CUSTOMER SERVICE CULTURE

MAINTAINING ALIGNMENT TO THE VISION

Customer Experience (CX) Council

• Amtrak created a CX Council

• Cross-departmental representation

• Charged with evaluating new projects/products to ensure they

are consistent with Amtrak’s CX vision

• Implement standards for using customer research, journey

maps, and design processes when developing new products

and services

CUSTOMER FOCUS IS A PRIORITY FOR AMTRAK

Customer Focus:

• Is NOT a technology project

• Is NOT just the responsibility of the Marketing

department

• Improving the end-to-end customer experience

requires a single vision across the organization with a

top-down commitment to implement that vision