LOSSAN RAIL CORRIDOR AGENCY. Amtrak Marketing and Sales: Major Programs Update. PowerPoint - Revised

Transcription

1 LOSSAN RAIL CORRIDOR AGENCY Amtrak Marketing and Sales: Major Programs Update PowerPoint - Revised

2 Amtrak Marketing and Sales: Major Programs Update LOSSAN August 17, 2015

3 Major Systems and Programs Customer Experience Program and Revenue Management Wi-Fi On-board systems Trackside Network On-Board Information System Passenger Information Display Systems Advertising and Loyalty Programs 1

4 Customer Enhancing Experience the Program Amtrak / Project EPIC Customer Experience Amtrak s new Travel Distribution Platform (TDP) will engage Pacific Surfliner passengers across all touch points. Amtrak.com Mobile optimized site Enhanced search and booking capabilities Tighter integration with AGR Increased revenue with Ancillary products Improved self service capabilities Targeted & personalized content Contact Centers Omni channel experience Standardized enterprise content Better insight into the passenger Upsell opportunities Case management linked to customer profile Station Agents Real time information Enhanced capabilities for fulfilling ancillary products Better tools to aid passengers Efficient service request handling 2

5 Amtrak.com Redesign 3

6 Targeting capitalizing on new format 4

7 Parking Panda on Amtrak.com New Online Trip Planning Reservation Systems Program to Date FY15 Accomplishments Along with moving TDP and Station Experience forward, we ve made significant advancements in FY15 to improve our customers experience: All bookings are now available through all touch points: Bookings made through the contact center and station agents may now be viewed and modified on Amtrak.com/Mobile Customers booking through Corporate Booking Tools may access and modify/cancel their reservations on Amtrak.com New Trip Planning functionality makes it easier for customers to understand their itinerary options Added parking options for customers through Parking Panda By the end of FY15, we will start the roll out of eticketing for customers traveling on non-dedicated thruway bus connections 5

8 Program Delivery Schedule The initial concepts for the new Amtrak.com interface present customers with a more compelling and personalized experience July 2015 TDP Design phase completed September The platform (TDP) built for a simple, one-way booking This will serve as the foundation for development and testing in FY16 as we address the complete functionality needed for all customers and agents Late Rollout to customers and agents begins 2017 New station kiosk platform roll-out starts Future Amtrak.com Landing Page Concept 6

9 Revenue Management System September 2014: New revenue management system (Route Performance Optimizer/RPO) fielded for forecast validations and completed route transitions in July 2015 April 2015: RPO forecasting system enhancement implemented, which integrates price elasticity - unique among traditional forecasting systems September: New version of RPO user interface will provide greater graphical interactions and improved analyst workflow September: Forecast Database planned that will store the optimized forecast values allowing for expanded uses: Forecast accuracy modeling and metrics Redesign of revenue analyst (Workbench Alert) system incorporating: - statistical booking/revenue curves with final forecasts to identify departures deviating from expected ridership or revenue for potential analyst influences and, - capacity or authorization changes requiring interaction Forecasted demand and revenue data for informed tactical capacity assignments December: Enhancements to Forecast Influence capabilities 7

10 Wi-Fi 8

11 Ongoing Wi-Fi Projects Enhanced targeting: Customize and enhance state partner Wi-Fi landing pages (via the Wi-Fi Landing Page Customization Program). FY16 Wi-Fi Technology Refresh/Research Amtrak begins testing and deploying a replacement on-board Wi-Fi solution to replace the current solution, which is nearing end-of-life Amtrak is also evaluating satellite as a potential Wi-Fi platform On-board Entertainment Amtrak is evaluating the feasibility of offering an on-board entertainment solution that can offer basic and premium content on all routes throughout the national system Trackside Broadband Wi-Fi Feasibility Program 9

12 Enhanced targeting of new AmtrakConnect.com design Enhanced capabilities include: Interactive mobile design adjusts to any device screen size Relevant, real-time travel information Back-end monitoring Current Future - Customizable to each California service Content caching for quicker loading (e.g., Menus; Photos; The Kids Depot, Books; City Guides) Improved stickiness ; previous dwell time <30 seconds; current dwell time >5 minutes Moderate enhancements being made to surface content to further increase interaction and dwell time 10

13 Motivations for a Trackside Broadband Network Ability to deliver a consistent, uninterrupted connection to the train Provides Amtrak passengers with a true high-speed broadband experience Minimum of 25 Mbps downlink speed, scalable to 100 Mbps with technology advancements Network uses public spectrum that requires towers and radios to be placed within, or near, the ROW to propagate the signal Backhaul uses a combination of fiber-optic and microwave communications Creates a permanent asset that Amtrak can leverage for a variety of passenger, operational and commercial purposes A 10-mile Proof-of-Concept construction project has been built in Delaware to prove technical and financial feasibility Radios can be sited on purpose-built towers or co-located on existing towers/facilities. If successful, Additional sections will be built over the next 4-6 years, pending availability of funding. Additional routes, including in California, would benefit from this technology as a platform for continued growth in bandwidth and service offerings. Radios co-located on an existing wireless tower 11

14 On-Board Information System (OBIS) 12

15 OBIS Overview A customer communications solution that: Provides critical train and journey information to all customers, including customers with visual or hearing impairments or other disabilities Reduces conductor workload by automating the delivery of routine passenger messages Utilizes the on-board Digital Train Line and Wi- Fi network as the communications backbone Establishes a national standard for on-board signage Projects underway in California and Illinois to develop the solution and equip 127 existing and 130 new rail cars over the next 4 years 13

16 OBIS Solution Capabilities On-Board Visual Messaging: Train status information Emergency messaging Local points of interest On-Board Advertising: Local and regional messages National ad campaigns Food service options On-Board Audio: Better quality announcements Pre-recorded messaging Emergency messaging Inductive loop for deaf/persons with hearing loss, subject to technical feasibility 14

17 Current OBIS Plans Amtrak has partnered with Caltrans, CCJPA and Illinois DOT to design, develop and deploy OBIS on the following equipment fleets: San Joaquin and Capitol Corridor fleets (78 cars, retrofit) Pacific Surfliner fleet (49 cars, retrofit) New PRIIA bi-level cars for Illinois and California ( cars, deployment) This program is scheduled to require 4 years to completion 15

18 Passenger Information Display System (PIDS) 16

19 PIDS Overview Visitors and customers want effective, real-time communications Amtrak market research shows that customers value in-station messaging Effective communications reduce passenger anxiety and make travelling more enjoyable, increasing the likelihood of repeat customers Compliance with the Americans with Disabilities Act (ADA) requires all messaging to be delivered audibly and visually Stand-alone public address systems are not ADA compliant Public address and visual messaging systems must be deployed in parallel Audio and visual messages must be synchronized PIDS enhances station staff productivity by automating messaging tasks 17

20 PIDS Component Parts PIDS Components Speakers, microphones and amplifiers Displays, enclosures and video distribution equipment Station and data center servers PIDS software Interfaces with back-end systems Types of signs Next Train Visual Messaging Gate Board Bumper Block Train Directory Train Information 18

21 Sample deployments 19

22 FY16 PIDS Deployment Locations Installations planned in the following states: South Carolina (2) New York (2) Pennsylvania (1) Rhode Island (1) Florida (1) Virginia (2) Montana (1) Illinois (7) Indiana (1) Washington (2) Maine (6) North Carolina (8) 20

23 Marketing, Advertising and Loyalty 21

24 Southwest Region Field Marketing: Partnerships and Advertising Travel Industry Partnerships Visit California Visit San Luis Obispo Visit Santa Barbara Discover Oxnard Los Angeles Tourism & Convention Board Visit Anaheim San Diego Tourism Authority Chambers: Paso Robles, San Luis Obispo and Santa Barbara Industry Events Domestic and International Tour Operators - National Tour Association (NTA) - International Pow Wow Consumer Travel Shows - Los Angeles Travel & Adventure Show - San Diego Travel & Adventure Show Regional Promotions and Sponsorships San Luis Obispo and Santa Barbara Car Free Earth Day, Santa Barbara California Strawberry Festival Los Angeles Clippers Railroad Days, Fullerton Del Mar Racetrack San Diego Chargers San Diego Trolley / MTS Media & Advertising Campaigns Auto Club - Westways Magazine, San Diego to San Luis Obispo Time Warner Cable, North San Diego County to Ventura County KPCC, Southern California Public Radio NPR KCBX FM, Central Coast Public Radio Visitors Guides 22

25 Southwest Region Field Marketing Programs San Diego Chargers Sponsorship and San Diego Trolley Ticket Program Sponsorship includes radio ads, weekly ads, Charger website advertising and social media Fans can purchase Pacific Surfliner and trolley bundled tickets in advance at Amtrak.com eticket convenience: Smartphone devices may be used as the train and trolley tickets In the 2014 season, the program generated an estimated $164,425 in revenue on the Pacific Surfliner Santa Barbara Car Free Twelve year partnership with the Santa Barbara County Air Pollution Control District has produced over $800,000 in revenue and millions in publicity for the Pacific Surfliner route Register at SantaBarbaraCarFree.org to receive a 20% rail fare discount California University and College Student Discount Program Students from 27 campuses statewide can receive 20%-off for travel on the Pacific Surfliner, San Joaquin Corridor and Capitol Corridor routes In the school year, the program produced 2,846 riders and $81,574 in revenue Participating campuses on the Pacific Surfliner route: - Cal State Universities: Channel Island, Fullerton and San Diego - UC Santa Barbara, Los Angeles, San Diego - Cal Poly San Luis Obispo, Santa Barbara City College, USC 23

26 Southwest Region Field Marketing Programs Kids n Train School Field Program to introduce children to rail travel and build future customers Fills coach seats on select Pacific Surfliner trains with available capacity Valid for travel on Mondays through Thursdays and not valid during holiday blackout periods Kids (grades K-12) and adults ride at the same price $11-$13 per person each way for travel in the north-end/south-end of the route Program Routes October June 2015 Riders Pct. Change Revenue Pct. Change South 15,956-6% $107,516 3% North 5,228-33% $30,942-26% *Totals 21,184-15% $138,458-5% South: Between Los Angeles and San Diego North: Between Los Angeles and San Luis Obispo *Due to strong demand, fewer school groups were approved for discount travel to provide capacity for higher-yield traffic.. 24

27 Southwest Field Marketing Programs and Partnerships 25

28 Amtrak s National Brand Campaign 26

29 Amtrak Guest Rewards has been a strong asset for the Surfliner On the Surfliner FYTD thru June: 65,284 AGR members took over 200K trips That traffic generated $8,054,252 in ticket revenue, a $1.4 million increase over the same period the year before. Average PSL spend per member during this period: $ Amtrak Guest Rewards will continue to grow in importance Amtrak Guest Rewards members will soon have more flexibility in earnings and redemptions, and Be able to book, modify, and cancel reward tickets themselves on Amtrak.com or mobile. 27

30 Looking Forward New AmtrakConnect landing page/functionality targeted to the Surfliner Expansion and improvements to reservation systems and loyalty program functionality Continued investment in on-board and station systems (e.g., Wi-Fi, PIDS, OBIS) Examining the feasibility for possible new capabilities (e.g., OBE and satellite) Continued forecasting, pricing and decision making support for LOSSAN 28