Health is a theme for many of us these days. We need, as dealers and as an industry to stay healthy well into the future. Navigating this pandemic has made us focus on keeping our families, friends, employees and customers healthy.
There’s lots to celebrate this year when it comes to interest, sales and participation in boating and fishing, but there’s also a potential flip side that we must be wary of as an industry: losing focus on the customer experience.
Even before the unexpected boat-buying frenzy, the attrition rate among first-time buyers was high: Within five years, 42 percent sell their first boat and opt not to replace it, according to a Discovery Boating survey.
MRAA partnered with Customer Service Intelligence Inc. to address a concern it has seen in the second fiscal quarter, as boat sales skyrocketed: Customer satisfaction scores declined by more than 6 percentage points between April and June, according to CSI.
Boat dealers are feeling the digital pressure from all sides as the marine industry rapidly evolves under the pressure of the COVID-19 pandemic and most recently the significant influx of new boat buyers that have entered the market.
MRAA’s Dealer Week Receives World-Class Net Promoter Scores
Customer Service Intelligence, Inc., a third-party provider that administers the follow-up and post-event recording, reports that Dealer Week earned twice as many “WOW” reports, or stand-out positive comments on experiences at the show, when compared to the previous year’s annual conference.
CSI’s Customer Tracking and Reporting System is an all-new, cloud-based program available around-the-clock, seven days a week. The CSI system give dealers the ability to track, measure, and manage customer interactions with the dealership and its employees.
The daily reports generated by CSI include customer report cards with comments, complaints and requests flagged. The monthly report provides insight into the success of the calls through a CSI rating profile, a summary of suggestions, an employee performance report and more.
This is only the fourth such award that CSI has presented to one of its clients in the last 21 years, and the first for the marine industry. The award is presented to those that maintain a CSI rating of 98 percent or above for 24 consecutive months.