Boating Industry

April 2016

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April 2016 | Boating Industry | 19 [ Beyond Satisfaction ] willing to help meet and greet and tell prospec- tive buyers about their experience with their boat and with Modern Marine. Most agree, and he follows up with them in November or De- cember to get a commitment. "I usually will have 200 to 250 customers help- ing for anywhere from three to fi ve hours each and wearing a name tag, saying 'Let me tell you which boat I bought and answer any questions,'" he said. "It sends a strong message to the public (and our competition) that our customers really enjoy helping us and building the relationship." Padgett believes that a reputation for strong customer service helps potential buyers feel more confi dent and can make a difference in closing the deal. "When you enter our showroom you will notice the large CSI signs that are displayed in our showroom and at the boat show," he said. "It makes a statement for all to see that we have earned our customers' approval and satis- faction and that we want to earn approval from new prospects who are seeing those signs. … CSI results have to have a positive effect on their decision." In recent years, many companies have embraced the Net Promoter Score as an alternative way of measuring customer service. Net Promoter is based on the idea that customers fall into three categories: "Promoters" are loyal enthusiasts who keep buying from a company and urge their friends to do the same, "Passives" are satis- fi ed but unenthusiastic customers who will not be particularly loyal and "Detractors" are unhappy customers. At its core, Net Promoter focuses on a rela- tively simple question (The Ultimate Question, as it were): On a scale of 1 to 10, how likely is it that you would recommend this company to a friend or colleague? Those that respond with a 9 or 10 are the promoters, 7s and 8s are passives and 6 or less are detractors. The Net Promoter Score is calculated by taking the per- centage of customers who are promoters and subtract the percentage who are detractors. As explained by author Fred Reichheld, "Just as detractors have a bullhorn for spreading their negative word-of-mouth, promoters have one for spreading their posi- tive word-of-mouth. Promoters bring in new people. They talk up a company and burnish its reputation. They extend the company's salesforce at no cost." For more on Net Promoter, visit THE ULTIMATE QUESTION

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