Customer Relationship Management Keeps Amtrak Guest Rewards on Track

Amtrak is the partially government-funded, for-profit national passenger rail service. Though it has no direct rival, it does face stiff competition from airlines, automobiles, and buses. Earlier this year, Amtrak made improvements to its loyalty program, Amtrak Guest Rewards, to simplify it, increase customer engagement across the U.S., and improve its customer experience.   Helping existing members understand the changes and explaining the program to newly acquired members has been....

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