Issue link: https://read.dmtmag.com/i/306360
18 | Boating Industry | May 2014 [ KING of PROFITS ] www.BoatingIndustry.com From a managerial level, participating in the MRAA's Five Star Dealer Certifi cation led to the creation of detailed process maps that are fi nely tuned to each individual position. Always useful, and constantly refi ned, Brown estimates the company has created 30 process maps for its staff. "I am very lucky that I've surrounded myself with people who I think have the same enjoyment of watching our cus- tomers smile," he said. "Nobody likes to deal with an unhappy customer. People that work with us have seen the success that following our processes creates and they want to be part of a winning team." An automotive approach Greg Beauchamp took a four-wheeled journey to the Canadian marine industry after working as a GM dealer for more than 20 years. As president and co-owner of Alberta Marine, an hour south of Calgary, Beauchamp has applied an auto-centric approach to a service depart- ment that attracts customers from surrounding Nanton as well as the big city to the north. After a poor experience getting his own boat serviced, he saw a need for signifi cantly modernized customer service in the local ma- rine service scene. He jumped on the opportu- nity by purchasing a soon-to-be-shuttered GM store and selling boats back in 2002. While in-place dealer systems from the GM days have helped improve overall effi - ciency, an energetic new service manager has led to a dramatic reversal of fortune. Last year was the service department's most profi table, beating the previous 2012 by a cool $100,000. Alberta Marine advertises its service de- partment above all else, and has created a VIP Benefi ts for boat buyers that includes storage for $20 per month, "front of line" emergency repairs, use of a loaner boat, an annual VIP event, customary quick clean with service and a customer referral program. Beauchamp said the attention to customer service has increased off-season business while improving the company's reputation within its geographic area. While the service department used to run out of business during or before January, ad- vertising reduced rates and one-off specials, Alberta Marine restarted boat storage after seeing a signifi cant drop in off-season service business soon after ending it. Last year was the company's most profi table year for service. BECOME A CERTIFIED DEALERSHIP Dealerships looking to boost the bottom line in their service department should consider becoming a Marine Industry Certifi ed Dealership (MICD) for a variety of smart-business benefi ts. The standards certifi ed dealerships are required to meet for program par- ticipation are geared around the concept of maximizing effi ciency, ensuring customer satis- faction and boosting profi ts. The MICD program is dedicated to improving customers' experience at the retail level. It is part of the industry's Grow Boating Initiative, and has been administered by the Marine Retails Associa- tion of the Americas since mid-2013. The following standards are a sampling of those that must be met by a dealership's service department in order to become certifi ed. Maintain service CSI process and track results Develop and monitor a service quality assurance process Develop, implement and maintain a mapped service process Provide technicians with timely access to parts, special tools, test equipment and service information Employ suffi cient number of factory-trained techni- cians to ensure timely service Provide work quotations, repair progress, quality assurance, fi nish work on time and track comebacks Map service process; review annually and revise as needed (share w/employees) Develop, implement and maintain a mapped parts process Impart inventory control system Track parts inventory turns and obsolescence Map parts process; review annually and update as needed (share w/employees) Require all employees to wear logoed clothing and/or name tags Maintain 100 percent follow-up process for service Create an ongoing training and professional/skills improvement environment Set performance goals and completion target dates NEVER STOP IMPROVING My-Villages Inc., is the owner of the widely used DockMaster software suite and a marine software startup that is transforming how customers — and their boats — communicate with marine dealerships, marinas and boatyards. With an eye on taking advantage of new technology, we asked the company for its 10 tips on running a profi table service department. Visit BoatingIndustry.com and search for "My-Villages Service Tips". Boating Industry .com (LINK: http://www.boatingindustry.com/ uncategorized/2014/04/07/never-stop- improving-my-villages-service-tips/) P16x20-BI14MAY-Service.indd 18 4/17/14 10:30 AM