Boating Industry

October 2015

Issue link: https://read.dmtmag.com/i/570649

Contents of this Issue

Navigation

Page 35 of 59

36 | Boating Industry | October 2015 [ Customer service + ] www.BoatingIndustry.com Nevada dealer. "Most problems are manu- facturer-caused problems, not dealer-caused problems." (See more about readers' feelings on CSI in the sidebar on p. 38) In an attempt to address issues like that, Chaparral engages its dealers in the process, giving them full access to the results and work- ing to help them improve. "We want our dealers to have all the in- formation at their fi ngertips to improve their business and give their customers a great experi- ence," Giddens said. "If we have a dealer that for some reason isn't achieving their potential on customer service, then we reach out to them and do one-on-one training with them and their staff and their ser- vice people to ensure that they understand our commitment to the process," Baldree added. Consumer awareness One of the biggest challenges with the NMMA CSI program – or any such program – is increas- ing awareness among potential buyers. Only 20 percent of the respondents in our sur- vey said that customer satisfaction results are very important to their customers, while less than half said they were even somewhat important. Each year, the program recognizes compa- nies that achieve and maintain an independently measured standard of excellence of 90 percent or higher in initial customer satisfaction, based on the customer surveys. Unlike the now-departed J.D. Power awards, there can be multiple winners in each category if they meet the standards. J.D. Power had the advantage of being a rec- ognized brand outside the industry for customer HOW IMPORTANT ARE CUSTOMER SATISFACTION SURVEYS TO YOUR COMPANY? Of companies that conduct surveys HOW IMPORTANT ARE CUSTOMER SATISFACTION SURVEYS TO YOUR CUSTOMERS? Of companies that conduct surveys Very important 57% Somewhat important 22% Neither important or unimportant 15% Unimportant 6% Very important 20% Somewhat important 26% Neither important or unimportant 36% Unimportant 18% Source: Boating Industry survey, July 2015 CURRENT CONDITIONS July 56.6 June 58.2 FUTURE EXPECTATIONS July 63.0 June 63.8 BOATING INDUSTRY We also asked readers about their views on the current health of the market as we do every month. In this regular monthly feature, we track the optimism of Boating Industry readers to help us get a read on the industry. A reading of zero means equal numbers of people are ex- periencing or expect growth as contraction, so any number above zero is a positive. July's results show continued year-over- year growth for Boating Industry readers, at about the same pace as in June, although at a slightly lower level than earlier this year. Most also continue to be optimistic about the future, although again at a slightly lower level than the fi rst half of the year. INDEX BIGGEST BENEFITS OF CUSTOMER SURVEYS We asked readers to share the biggest benefi ts of customer service surveys for their businesses. Here is some of what they had to say. "Developing a reputation of trust and confi dence in our dealership for new customer prospects." "Negative feedback is quick and you can re- spond to it quickly to try and correct the issue." "Gives the dealership immediate feedback to how the team is resolving issues and making fans." "More specifi c information and personal interaction." "Let the customers know we are committed to delivering excellence everyday." "Just another tool to let us know that our customers are happy." "It allows us to learn from our customers, to get better as a company and to monitor employee performance." "We learn more about what our customers need and want in a boat." "It helps new customers feel confi dence about buying a boat from a dealership with a good reputation." "Good measure of how our dealers are meeting the needs of our customers." "We fi nd out about service issues that we were previously unaware of and we get an opportunity to address them."

Articles in this issue

Links on this page

Archives of this issue

view archives of Boating Industry - October 2015