That is, run a scheduled railroad. For most concepts in business or in life, either you get it, or you don't. When it comes to providing good service, some railroads just don't get it.
Some railroads do.
Canadian National gets it, and makes money at it, too. Running a scheduled railroad is not a new concept. It's not easy to do, but neither is it rocket science. This didn't happen overnight. In a regulated industry, everything is cost-driven.