04.05.16 CUSTOMER FOCUS AT AMTRAK 1 Ghada Ijam Sr. Vice President, IT Business Relationship, Strategy & PMO
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
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
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
• 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