Marketing is more than just advertising—it’s how your customers and visitors experience your railroad, museum, or railcar in any way. When they buy tickets, visit your website, call to ask questions, or ride your trains, that’s all marketing.
I recently experienced a bad example of train-related marketing.
After a Port Authority Trans-Hudson (PATH) turnstile in New Jersey ate my Metrocard, I requested a $12 refund. Three weeks later, their customer service office mailed me a two-page affidavit that I’d have to get notarized. The form warned that filing a false claim was a Class E felony, punishable by up to four years in prison and/or a $5,000 fine.
All that for a $12 refund request? That’s crazy…but they can afford to do it, since the PATH has a monopoly on New York-New Jersey subway service. Unfortunately, even if you’re the only heritage rail organization in town, you don’t have a monopoly on tourism in your area. Your customers can take their dollars and walk.
Many heritage rail organizations have a “no refunds” policy. That’s understandable; don’t bend the rules if someone is clearly trying to pull something. But if they’re a regular customer (or a new customer) with an unfortunate situation, be flexible and help them out. The goodwill, repeat business, and referrals might be worth more than the cost of the refund or the inconvenience of an exchange.
And if that isn’t convincing enough, remember that personal blogs, cell phone cameras, and local review websites make it easier than ever for customers to tell the world what one of your employees or volunteers did…good or bad. Don’t let customers abuse your policies, but give your ticketing staff some discretion to make accommodations.
What is your refund policy? How does it work for you in practice?
About the Author: Heritage rail marketing expert Karl Sakas helps tourist railroads, railway museums, and private railcar owners use marketing to make more money to “keep the trains running.” Get more information or hire him to help your organization at www.HeritageRail.biz.
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