Helping a railroad service conduct business

Ask Julie gives travelers instant service while delivering impressive business results.

Amtrak 1

Customer profile

Founded in 1971 and headquartered in Washington, D.C.’s Union Station, Amtrak employs more than 20,000 people, operates over 300 passenger trains on 21,000 miles of track and carries over 30-million passengers per year to destinations in 46 U.S. states, the District of Columbia and three Canadian provinces.

Customer challenge

With more travelers booking tickets online than by any other method, Amtrak wanted to make it an even easier experience for their website’s 375,000+ daily visitors. They sought a solution that would provide all website visitors instant access to online self-service, giving them answers to their questions and assistance with transactions without having to call or email a representative.

  • 8X return on investment
  • Saved $1 million in customer service email costs in a single year
  • 50% year-over-year growth in Julie’s usage
  • 30% more revenue generated per booking with JulieBased on monthly average.
  • Over 5 million questions answered annually by Julie
Amtrak 2

The Ask Julie customer experience

In 2012, Amtrak engaged Next IT to develop and implement a worldclass virtual assistant to engage and serve their customers in a scalable manner. Ask Julie, an intelligent virtual assistant (IVA) on, was designed to function like Amtrak’s best customer service representative – electronically, of course.

With Julie, waiting for service is a thing of the past, as she’s easily capable of simultaneously serving the needs of every visitor. Travelers can book rail travel by simply stating where and when they’d like to travel. Julie assists them by pre-filling forms on Amtrak’s scheduling tool and providing guidance through the rest of the booking process. And, of course, she’s easily capable of providing information on what items can be carried on trains or helping make hotel and rental-car reservations.


With experience creating and delivering intelligent conversational solutions for major travel providers and other Fortune 500 companies, Next IT’s digital solutions and professional services teams designed a brand experience that ensured Julie’s knowledge and capabilities were perfectly matched to the needs of Amtrak and its customers.

Learn more about Amtrak's Julie Contact us