CUSTOMER FOCUS AT AMTRAK

Transcription

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

2 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 We have set annual ridership records in 9 of the last 10 years * As of close of FY14

3 Confidential. 3 For internal use only. CUSTOMER FOCUS AS A GOAL

4 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 longterm viability as a company. Introduced Pay For Performance with customer satisfaction as one of the primary measurements

5 Confidential. 5 For internal use only. A CUSTOMER CENTRIC VISIONING

6 MAP OUR CUSTOMERS JOURNEY Discovering Our Customer Pain Points

7 LISTEN TO OUR CUSTOMERS FEEDBACK Using Active Listening

8 DESIGNING SOLUTIONS WITH OUR CUSTOMERS IN MIND Designing With Customer-Focus

9 OPPORTUNITIES! Our Journey Begins Now

10 FOUR PILLARS - CUSTOMER EXPERIENCE VISION

11 Confidential. 11 For internal use only. IMPLEMENTING THE CUSTOMER EXPERIENCE PROMISE

12 AMTRAK S OMNI-CHANNEL: THE TRAVEL DISTRIBUTION PLATFORM (TDP) 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 Compelling UX and easy to use New Value 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 All services/info accessible and consistent Integrated to 3rd party services Continuity across all touch points Common look and feel 12 Seamless across all touch points Personal Reflects user preferences Adapts to user based on history and geography Matches user personality/profile, anticipates desires, and makes recommendations Socially connected Technology for future growth Configurable (faster to market) Flexible and adaptable Modular and scalable Built for Amtrak

13 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. Stations Contact Centers Amtrak IT Focus on the passenger s needs 360 insight into customer preferences and trip history Agile development and unified application architecture Amtrak.com Amtrak Guest Rewards 3 rd Party Partners Easy, personal, intuitive and compelling experience Full integration of AGR customer profiles 5 Full travel service

14 MODERNIZING THE STATION EXPERIENCE The Next Generation Kiosk Interactive with customers and their devices Capabilities beyond ticketing upsell/cross-sell opportunities, wayfinding, baggage Modern usability and payment options Illustrative - Future Kiosk Concept 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 Mobile Agent

15 CUSTOMER SERVICE CULTURE AMTRAK S CUSTOMER EXPERIENCE INITIATIVE

16 CUSTOMER SERVICE CULTURE 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

17 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

18 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