Based on the experience of myself and many colleagues, Amtrak has had a mixed track record when it comes to customer service and consumer experience. Perhaps it was antiquated customer service systems, because they seem to understand the importance of becoming socially relevant.
I felt compelled to write this post after a recent enjoyable experience with Amtrak that took place completely over social networks. As a New York City-based poker fiend and occasional road-tripper to Atlantic City, I became a Facebook fan of the "ACES Train," the first direct train service between Manhattan and Atlantic City. ACES is billed as a "premium train service," and is the only option to get to AC without taking the bus (note: ticketing is handled by Amtrak, and service operated by NJ Transit).
On Wednesday, ACES posted a message on their Facebook fan page stating the first person to respond would receive two tickets to this Saturday's Caesars Tennis Classic (an exhibition match with Andy Roddick, Pete Sampras, etc.).
I was first to respond, and later received a Facebook message from the Tierney Agency, a Philadelphia-based advertising and PR agency (the representatives for ACES, a joint venture between various Atlantic City casinos, Amtrak and NJ Transit), congratulating me on my victory and asking for info of myself and my guest. I responded by asking if the giveaway also included train tickets to get to Atlantic City (or just tickets for the event). I quickly received a response stating the giveaway was only for event tickets, but including a link and schedule to where I could purchase ACES tickets.
And this was where I became confused. Wasn't this an ACES-sponsored contest (as opposed to the Caesars Tennis Classic giving away tickets)? From an incremental cost perspective, it's not costing them anything to include seats on their train service, but that wasn't part of the deal. Wouldn't you want the consumer to experience your brand as part of a contest? I responded to their message:
"Thank you for the note. And I appreciate the offer. I assumed it included train tickets as well (since it was an ACES giveaway, not Caesars). No big deal, but I think I'll have to pass on the tickets then."
I was fully prepared to not attend the event if the train tickets were not included, as with limited travel times and high fares (starting at $29 each way) it wasn't worth it to me. But I received a response from Tierney later in the day:
"Lou-
We would hate for you to not be able to take advantage of your prize, so we've worked it out where we can now also include the ACES roundtrip tickets for you and a guest. Please let me know the names of you and your guest as well as the trains you would like me to book."
Realizing that this was a chance to show good faith and extend an offer to a customer who already has declared themselves a fan of your brand (1 of only just over 450 on Facebook), I found this to be the right move.
I'm not quite sure if Tierney has to pick up the tab for the train tickets or if Amtrak is waiving that, but I knew it was an offer they didn't necessarily have to make.
How would you and your business have handled this (relating with your consumers over social networks)? What would you have done to rectify the situation and keep your customer happy?