Amtrak
Getting passenger loyalty on track
Amtrak guest rewards has seen double digit program growth year over year
Challenge
In the hotly competitive travel market, Amtrak needed to modernize a customer experience that hadn’t evolved since the mid-2000s.
“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
How we did it
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Loyalty + customer marketing
Loyalty + CRM strategy, Program implementation + management, Customer lifecycle experience, Cross-channel marketing
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Insights + analytics
Audience segmentation, Media + marketing analytics
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Technology + channels
E-commerce, Technology modernization + implementation, User experience management + design
Approach
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.
Payoff
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.
2x
increase in registration engagement with member promotions
267
%
increase in annual enrollments
5x
increase in mobile traffic due to responsive website
Dive Deeper
Humanizing loyalty: A road map to establishing genuine emotional loyalty at scale
Download the report 
