Getting passenger loyalty on track

Man standing outside at train station
Amtrak guest rewards has seen double digit program growth year over year


In the hotly competitive travel market, Amtrak needed to modernize a customer experience that hadn’t evolved since the mid-2000s.
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“We used Tally® to seamlessly migrate 10 years’ worth of Amtrak’s customer data—a challenging but rewarding feat.”
— Cindy Roseland, VP Group Account Director, ICF Next
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How we did it

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We implemented our industry-leading technology, Tally, to reinvent the Amtrak Guest Rewards program, delivering highly personalized content in digital channels and a customized CRM application for our call centers agents. This dynamic experience targets and times loyalty communications to the individual rider, then integrates with booking systems for a smooth transaction process.
Passenger receiving customer service on Amtrak


We increased Amtrak's enrollments, membership participation, and promotional registration. Stronger data insights, compelling creative, increased communication touch points, and tailored web and mobile experiences are driving Amtrak to win transportation customer loyalty once again.
increase in registration engagement with member promotions
increase in annual enrollments
Passenger using Amtrak app
Passenger using Amtrak websites
increase in mobile traffic due to responsive website
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