Issue link: https://read.dmtmag.com/i/570649
38 | Boating Industry | October 2015 [ Customer service + ] www.BoatingIndustry.com satisfaction, but the NMMA CSI program is working to increase consumer aware- ness, said Steve Pizzolato, CEO of AVALA Marketing Group, which manages the program for NMMA. One important change is where the awards will be presented. Traditionally part of the awards at the annual IBEX conference, starting in 2016 they will be handed out at the Miami International Boat Show. "That's going to allow us to make a big consumer splash," Pizzolato said. "We'll be able to heavily promote the consumer benefits of the program in Miami." NMMA also has been running advertisements in the various boat show guides promoting the award winners. Still, there's work to be done, especially among those new to the industry. "A new boater might not understand how important it is to have a good organi- zation behind your boat," Tubaugh said. "A great dealer and manufacturer who are there to provide a terrific ownership experience, including boating activities, clubs and a better overall level of fun with their new boat helps new boaters get the most value for their money. Companies who really listen provide a better experience." While some companies look at CSI programs as a potentially negative experi- ence – focusing on the problems with a purchase – that attitude makes for a missed opportunity, Pizzolato said. "The industry overall has improved its level of satisfaction, but the industry needs to do a better job of focusing in on customers that love what we're doing – making them brand zealots and brand advocates," he said. "We're sitting at 92, 93 percent overall satisfaction. My message would be that maybe getting to 96 per- cent is unattainable because there are some things about the product that you're just never going to improve." By instead focusing on their raving fans, companies can build positive word of mouth through social media and other outlets. "So why doesn't the industry sit back and take the 93 percent of people who love our product and get them to communicate how great boating is?" Pizzolato said. "It's not a complete change in focus, but an understanding that the program delivers as much information about things gone right as it does things gone wrong." 47% 39% 30% 23% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Don't use in marketing Social media mentions Use in advertising Promote at boat shows Promote NMMA CSI awards or other recognition Percentage HOW DOES YOUR COMPANY USE CUSTOMER SATISFACTION RESULTS IN MARKETING? MIXED OPINIONS, RESULTS FROM CSI We also asked respondents for their overall thoughts on the useful- ness and success of CSI programs. Here's what they had to say: "Time consuming and the results are questionable." "If you don't measure it, you can't improve it." "Some new customers don't believe in giving an outstanding review and one bad review a lowers your CSI score." "The voice of the customer drives continued improvement in the product and the dealers that sell and service it." "Too much time and money for my small business." "Customers are bombarded by too many CSI sur- veys and are now repulsed by them." "Do not believe they are realistic. Customers are usually too emotional to give feedback that is useful." "Difficult to get responses. And if a customer is upset and gives a bad review there is no way to 'update' that review once issues are handled to their satisfaction." "Talking to customers provides better info than surveys. The challenge is to collate information into actionable items to better serve customers." "You can't improve if you are not watching the numbers." "The problem is that we focus on the number and not the outcome, which is repeat customers and referrals." "CSI has to be a company-wide commitment, not driven from the top." "It is hard to judge the information since the most likely respondents are at the extreme ends of the scale with little feedback from the center." "Dealer needs to be measured separately from product. When there is an issue with the product, it can cloud our score." "Customer service only works well when the entire company from the CEO to the mailroom understands how important a customer is. If your people and company have a real CSI atti- tude you do not need a survey to know you are doing it right." "I think they are an important way to judge how our industry responds to the boat owner." "Any dealer who is not doing some type of CSI program is not serious about the health of his business. It is a MUST in today's times." Source: Boating Industry survey, July 2015