Earlier this year I read a Reuters article that stuck with me. The topic: Customer satisfaction. According to the article, satisfying the increasing demands of consumers will be the number-one priority of U.S. retailers in 2008, based on results of a survey released by IBM and the National Retail Federation. "Focusing on the customer always ranks high, but this is the first time in several years it is projected to be the most important area," the article stated.
This really hit home because improving Customer Satisfaction Index (CSI) results has been a primary focus of the recreational marine industry for the last three years. The Marine Industry Dealership Certification Program is just one way our industry has attempted to make the retail experience better for boaters. The program gives dealers a "˜report card' of their performance; a way to benchmark how well they serve you, the boater, during the boat buying and servicing experience.
Choosing a "Marine Industry Certified" dealership ensures in many ways that you're more likely to have a positive experience at the dealership. Certification provides a guide for boaters, letting you know which dealerships meet a pre-established set of industry standards. As part of this process, a dealership is required to post and follow the precepts of what's known as a Consumer Bill of Rights. This document is living proof that as a consumer, your wants and expectations are top of mind for the dealership, and dealers will work hard to fully service all your boating-related needs.
Consumers look for car dealerships that are "certified" and seek out "certified" public accountants to help them file their taxes. So, why not have "certified" boat dealers to help you with the boat buying process?
Well, now they do exist, and it's making the industry better for everyone–especially you. Be sure and look for the round, five-star "Marine Industry Certified" logo next time you're shopping for a boat.
– Thom DammrichÂ
