Amtrak Offers Customer Satisfaction Program

W A S H I N G T O N, July 6 -- Amtrak introduced a new logo and a new commitment to customer satisfaction today, promising to compensate riders unhappy with their experience on America’s national railway.

Amtrak passengers who believe they did not receive a safe, comfortable and enjoyable trip will be entitled to a certificate good for future Amtrak travel at equal cost.

“We know of no other passenger transportation provider that offers anything of this kind,” said Bill Schulz, Amtrak’s vice president for corporate communications.

Schulz said the guarantee technically began Tuesday — Independence Day — although Amtrak officials announced it today at a news conference in Union Station.

Amtrak President George Warrington said the company recognizes the need to counter its reputation for poor service.

“We’re not tired, we’re not worn out, we are not complacent,” he said.

Brand New Branding

Amtrak also unveiled a new logo. Gone is the “pointless arrow” design that represented Amtrak since its creation in 1971. The new design depicts three parallel lines winding their way to a horizon.

“There’s a new look to Amtrak that allows Americans to take a new look at Amtrak,” Schulz said.

Formed by Congress from a collection of failing passenger railroads, Amtrak has struggled financially over the years. Facing a congressional deadline to wean itself from federal operating subsidies, the railway is working to recreate itself in image and substance.

Earlier this year, in a departure from past practices, Amtrak officials announced plans to add new passenger routes and expand into package delivery rather than make cuts to balance the books.

Amtrak also began a full-scale promotional campaign for new high-speed service beginning in the Northeast and spreading to other busy corridors throughout the nation.

But the much-awaited “Acela Express” high-speed service between Washington and Boston, originally scheduled to begin at the end of 1999, still is not rolling. Federal watchdogs warn continuing delays — the latest start target is August — threaten Amtrak’s ability to reach self-sufficiency by the end of 2002, as ordered by Congress.