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March 5, 2007
What You Can Learn From A Ride On Amtrak
I am riding the train from New York to Washington as I write this. Having used the rail system in Denmark and France recently, I find Amtrak depressing. Penn Station in New York was littered with unahppy-looking people, the food options at 5:30 am were few, the building was in disrepair. As you ride along the Northeast corrider, the next thing you notice is that our rail infrastructure is crumbling. Depsite high fuel costs and increasing pressure to use mass-transit, Americans shun the rails. By comparison, in Europe, the train is a delightful experience -- clean, reliable and fast.
Which made me think about an article in the American Demographics insert of AdAge on November 20, 2006. In that article, titled, "Consumers Cite Past Experience as the No. 1 Influencer When Buying," the author noted:
"In a survey by GfK Roper Consulting, 83% of adults cited past experience with a brand as the most important factor in their purchase decisions. Quality and price -- issues often promoted in advertising -- ranked second and third. Personal recommendations came in fourth, highlighting the importance of word of mouth."
Some time ago, I ranted about manufacturer's often short-sighted obsession with products...sometimes at the exclusion of an equally obsessive customer service orientation (I took particular aim at General Motors..). So, it was not a surprise to me to see this data. However, it does surprise me that so many companies continue to ignore the evidence.
Which brings me back to Amtrak. There were some Amtrak employees this AM who made the experience relatively pleasant. The legroom in my Business Class seat was ample...and the availability of a power outlet meant I could work the entire trip. But seedy, decaying stations, trash along the route, and some notably unpleasant employees are some of the detractions. By comparison, Europe's high-speed rail cars with sumptuous first-class accommodations (OK, the unreserved coach cars can often be crowded and stuffy....), make using the train a delightful experience.
Which is, as the article points out, what it's all about -- the experience. Advertising/marketing-driven brand messaging can help drive the first order from a new customer. Or, as in my case, business need can drive periodic use. However, loyalty comes from the total experience. If Amtrak wants me to consistently look at the train instead of the car or plane for regional travel, it needs to clean up its act. One can only hope that Amtrak finds its way before bad service drives it out of business.
Posted by jcioban at March 5, 2007 7:07 AM
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