Amtrak Customer Service Technology Programs Standing Committee on Rail Transportation 2011 Annual Meeting Charlotte, North Carolina September 13, 2011 Emmett Fremaux, VP Marketing & Product Development

Customer Solutions Vision  Amtrak is uniquely positioned to draw on economies of scale and capital resources to build and deploy modern on-board customer service systems  Over the last 5 years, Amtrak has been working to build its systems capabilities to support its partners, passengers, and operating requirements  Our work in this area has been in close collaboration with State Partners, who share the vision of enabling customers and enhancing their experience on-board with the latest new technologies...

Current Customer Service Technology Deployments  iPhone Customer Application  eTicketing and Conductor Mobile Applications  National Wi-Fi Program  Integrated POS Food & Beverage System

Amtrak’s iPhone Customer “App”

Amtrak for iPhone free  Amtrak has launched a free iPhone application that provides customers access to purchasing, existing reservations, train schedules & status and station details  The goal of this application is to make booking and managing travel easier while increasing customer satisfaction with the Amtrak experience.  Customers will experience a whole new way to take the train with Amtrak. They get simple and intuitive access to travel information; they can book trips on the go and stay up-to-date as trains arrive. They can do it all without the hassle of their laptop, making calls or extra trips to the office.

What Customers Can Do Today Purchase One-Way and Roundtrip train tickets Get the latest train status direct from Amtrak’s systems Lookup stations serviced by Amtrak using name, state or location See all trips booked on the application or through Amtrak.com Customers can experience Amtrak in a new way by sharing their trip on Facebook and/or Twitter

What Customers Will Be Able To Do In Future Versions Amtrak for Android Travel documents displayed in the application Full integration with Amtrak Guest Rewards Interactive System Map Expanded Station and Route Information

4 Star rating in iTunes Success To Date Launched on August 9 th  Featured in iTunes –“New & Noteworthy” –“Free Apps We Like”  Through Sunday 9/11 –Revenue: $311k –Downloads: 104k –Free Travel Apps: >Peaked at #3  Marketing Starts: >In mid-September

eTicketing and Defect Reporting

eTicketing Program Overview  Major reservation systems work now complete  eTicketing is operational on Auto Train, which has gate control, today  Conductor Handheld Device next key step, capitalizing on learnings from CCJPA and NNEPRA work –System in pilot on Downeaster –Planned for pilot on Capitol Corridor in January –Nationwide roll-out planned to start late spring 2012

eTicketing Solution Aligns with Customer Needs “Lifts”Sales Illustrative 1. Customer: Prints eTicket “anywhere” No Ticket Pickup needed at Station 2. Conductor Scans Customer Document or Smartphone

eTicketing Conductor Application Example 2. Conductor Scans Barcode 1. Expected Tickets Preloaded

Display eTickets and Select 4. Conductor Hits “Select All” then “Lift All Selected (5)” 3. eTickets Matching Barcode Display

Lift eTickets – Actual Ridership Counts Updated 6. Actual Ridership Counts Updated 5. eTicket Lift Confirmation

Automated Equipment Defect Reporting Conductor Fills in Simple Menu-Driven Form

Equipment Defects Will be Reported in Real Time

National Wi-Fi Program

Wi-Fi Program Overview  Acela Wi-Fi implemented in March 2010  Eastern and western corridors scheduled for deployment during October – December of 2011  Mid-west corridors are planned for 2012/13, contingent on funding

Wi-Fi Network Overview  3G cellular broadband is widely used in the United States and is a proven technology. The quality of service depends on many factors, including: –Tower signal strength –Distance to towers –Topography –Number of competing users on a given tower  The cellular “backhaul” introduces the primary network capacity bottleneck in the design. VerizonT-MobileSprintAT&T On-Board Net Cellular Net 4G/Wi-MAX (Future)

National Wi-Fi Program A national standard has been established, ensuring a common customer experience on every train Currently expanding to more corridor routes, leading to coverage for 70% of Amtrak’s ridership 2011 installations are occurring in the Northeast Corridor and California Equipment is being installed on 621 cars, raising the total to 795 cars Capitol Corridor San JoaquinPacific SurflinerAmfleet I

Wi-Fi Installation Roadmap Currently Installed: Acela Express 2011 Progress NEC: Northeast Regional Carolinian Empire Service Keystone New Haven – Springfield Shuttle Ethan Allen Express Vermonter Downeaster 2011 Progress NEC: Northeast Regional Carolinian Empire Service Keystone New Haven – Springfield Shuttle Ethan Allen Express Vermonter Downeaster 2011 Progress South: Auto Train 2011 Progress CA: Pacific Surfliner San Joaquin Capitol Corridor 2011 Progress CA: Pacific Surfliner San Joaquin Capitol Corridor Future Installations: Missouri River Runner Hiawatha Service Michigan Service Illinois Service Heartland Flyer Future Installations: Missouri River Runner Hiawatha Service Michigan Service Illinois Service Heartland Flyer Currently Installed: Cascades  NEC trains will launch in October, 2011  California trains are expected to launch in November, 2011

Integrated POS Food & Beverage System

Point-of-Sale (POS) System Program Overview  POS is in use on board California trains today  Warehouse Inventory Management System (WIMS) became operational in June  POS Roll-out on Acela planned for start of October  Integrated solution planned to begin deployment late winter (Q2 FY12)

09/26/2007NCR Proprietary POS/FBS/WIMS – An Integrated F&B Management System  Point of Sale (POS) –Records on board sales, spoilage and temperature monitoring data –Improves customer experience by eliminating paper-intensive LSA processes –Provides data for back-end auditing and reporting  Food & Beverage Management System (FBS) –Provides database to track menu items, maintain product specifications and forecast food production quantities  Warehouse Inventory Management System (WIMS) –Automates commissary inventory ordering and receiving –Tracks the provisioning and return-to- stock functions for trains –Provides a perpetual inventory value

POS Benefits  Elimination or automation of 19+ paper forms that today have to be printed, scanned, processed and stored, eliminating miles of paper daily –Less time spent by OBS employees on paperwork and more time to focus on sales and customer service –Data-driven remittance, reconciliation, and exception reporting –Reduction in the hidden costs of employee job dissatisfaction - high attrition rates, poor job satisfaction among LSAs, and negative impacts on service delivery  More effective management of Amtrak resources improving product turnover, reducing shrinkage and managing provisioning levels –Provides real-time inventory status and ability to issue on board orders, reducing run-outs and preventing overstocking –True perpetual inventory capability with daily updates  More flexibility to introduce targeted pricing and discounts, including value and combo meals  Integration of all F&B management systems into a seamless data-driven environment

State Partners Play Key Role in Solutions Development  Our collaboration with State Partners greatly advanced the design, development, and delivery of all 3 systems  We benefit from working with motivated and committed business partners willing to share risk, contribute ideas, and support hands on testing though pilots  States benefit from Amtrak capital investments to support the development and the delivery of a scalable, enterprise solution  Our customers benefit from an enhanced experience – and both States and Amtrak share in the business benefits THANK YOU FOR YOUR ENGAGEMENT AND SUPPORT