California State Rail Plan 2007-08 to 2017-18

Chapter III – Operations ProgramProposal (RFP) process to be in place that seeks to find the best technology andbusiness model fit with a network operator or service provider to establish andmaintain such a network. Based on the results of the RFP process, the Departmentwill develop plans to implement a wireless network on the Pacific Surfliner andSan Joaquin routes.Customer Relationship Management (CRM)Customer Relationship Management (CRM) also uses new technology to improvethe information exchange between the rail operator and the customer that isinitiated with ticket sales. CRM is centered on a greatly improved ticket salesdatabase system. CRM ties together the sales, customer service, marketing, andsupply chain/operations activities to deliver service to the customer.Many businesses are using CRM to gain better sales and customer data andstreamline customer service processes. In many other industries, and most notably,the airline industry, customers are accustomed to a detailed level of customerservice that is typically delivered via CRM.The train customer could use this system to get train-related information tailoredto their needs, such as electronic alerts on specific trains, general rail serviceupdates, special promotions/offers, and other communication as requested by thecustomer. In turn, Amtrak California would gain valuable demographic customerdata that would provide a better understanding of the customers and provide a toolto deliver service that is more closely aligned with the customer’s needs anddesires. Data from a CRM system would allow management to use predictiveanalytics to determine customer travel and usage patterns. As well, in themarketing arm of customer relations, the data would allow for improvedpromotions and techniques to build customer trust and loyalty, which is nearlyimpossible with today’s system.The relationship between the wireless network, automated ticket validation, andCRM is inter-connected. They are linked through the use of technology anddatabases to gain a unified, cost-effective platform for improving passenger railoperations in general. The Department will continue to research the feasibility ofimplementing these systems.CONNECTING AMTRAK BUS SERVICESAll three State routes include connecting Amtrak bus service. On theSan Joaquins, the bus network is an essential element of the system, with at least70 percent of San Joaquin passengers using at least one connecting bus at thebeginning or end of their trips. The buses are utilized to reach markets that are notdirectly served by intercity passenger rail. The Amtrak buses are guaranteedconnections; if a train is late, the bus connection waits until the train arrives.Government Code Section 14035.55 requires that Amtrak bus riders must use thetrain for part of their trips; thus Amtrak has specific ticketing policies to ensurebus access is not provided to non-train riders.57