(1:05) Even the most compelling message can fall short if your timing is off. Do you know when potential customers are perusing your data? It may not be when you think. The right message at the right time is key to success.
(0:59) To gain the maximum benefit you need to reach me when I am planning my cruising and this typically happens far ahead of time. While it is certainly possible to deliver a message or offer so compelling that I would change my plans later, it is far easier to fit into my original planning process.
(0:52) We have an interesting perspective as we watch the activity in the ActiveCaptain database throughout the year. I'll use the US east coast snowbird migration path as an example route, something we are extremely familiar with. First, let's look at the physical movement of the snowbirds.
(0:46) At our homeport in Maine, summer is obviously the busiest cruising time. And the activity increase stretches down through Long Island and south as cruisers search for cooler summer temperatures. Movement begins south in the fall with a bunching of cruisers in the Chesapeake Bay and mid-Atlantic as they wait for hurricane season to end in the south. Then there's a rush south as they search for warmer temperatures with many ending up in Florida, the Bahamas, and Caribbean for the winter. It all reverses in the spring as the heat and hurricane season moves cruisers back north again.
(0:32) However, this timing of activity is not what we see happening in the ActiveCaptain database. While the activity levels have a similar ebb and flow, the planning being done is happening much earlier.
(0:27) Looking at the same general areas, we see activity increases occurring 3-6 months before the boats start moving. For example, the boaters viewing ActiveCaptain data in the Chesapeake Bay starts to pick up in the winter and peaks in the early spring. Florida area viewing is busy in the summer/fall and actually reduces a bit in the winter. This happens because cruisers have already made their decisions about where they will be.
(0:17) If you want to have the maximum impact for your marketing message, you need to be getting it out when cruisers are actually forming their plans and not only when they are implementing them. Getting into a boater's plans during the formation period is when you'll get a boater to stay with you for weeks or months instead of just overnight too.
(0:10) I was reminded of this when one of our more savvy partners, Atlantic Yacht Basin, began promoting summer storage in February. That's smart timing. Many snowbirds look for a safe place to store their boat during hurricane season so they can travel back to their home ports. It's something we have done several times ourselves. Wait another couple months and most of us will have already made our decisions and you'd be too late at attracting us.
(0:02) And that's the marina minute.
(1:00) We all makes mistakes from time to time. Having the attitude that you don't make mistakes is not only unrealistic, it is harmful to your business. Handling a mistake well can actually increase loyalty and help you succeed. Here are some things to keep in mind the next time your business stumbles.
(0:53) 1. Own up quickly. Boaters actually understand that things can go wrong. After all, they've made mistakes too. It's difficult to get angry at someone who quickly and honestly confesses to making a mistake. So apologize and tell them what you will do to resolve the problem.
(0:47) 2. Understand what went wrong. The only way to fix a problem and ensure it doesn't happen again is to first understand why it happened. Key to this process is an environment where your staff is encouraged to come forward when mistakes are made. It should be a learning process for everyone with the mistake acting as a catalyst for improvements.
(0:38) 3. The buck stops here. Even if a problem occurred through no fault of your own or maybe even because of something the boater did, there is nothing to be gained by placing blame. Frankly, I wouldn't care who created the problem, I'd just want it fixed. Do that and you're my hero. Always focus on what can be done to fix the problem and keep it from occurring again.
(0:29) 4. Write it down. When you are in the midst of a problem it may seem you will always remember it but it's easy to move on to other tasks and forget. It's important to record what went wrong before moving to the next task. Include information about how it was resolved and any procedures or training that should be modified. That is the best way to move forward and ensure you don't make the same mistake twice.
(0:20) 5. Commit that it won't happen again. Use every mistake to learn and improve. Determine that you will make the necessary changes to prevent the same problem in the future. Let your customers know this and you will project your commitment to customer satisfaction. It's not actual perfection that will keep them coming back, it's the honest pursuit of the highest standards.
(0:11) In the end, your customers will remember how well you handled the problem rather than the actual problem itself. Treat every business stumble as a golden opportunity to show your customers that you have integrity and are committed to customer satisfaction. Use it to improve the way you do business and keep your customers coming back.
(0:02) And that's the marina minute.
(1:01) We were not surprised that last week's discussion about WiFi generated a big response. We also wrote about WiFi in our weekly ActiveCaptain newsletter which generated even more input from boaters. It is obvious that this is a topic that hit home on both sides. That makes it all the more important that we look to find a solution. As I mentioned in last week's Minute, I want to use some of the upcoming Minutes to help clarify WiFi issues and hopefully help us all to reach a better solution. This week the subject is WiFi security.
(0:48) I doubt I have to address the importance of online security when lately all one needs to do is turn on the news to hear about another computer security breach. We ran a series in our ActiveCaptain newsletter beginning on November 2010 pointing out the dangers of open WiFi and offered ways for boaters to mitigate those dangers. But still today, marinas and boaters have little idea about the potential risks when connecting to an open WiFi system. Or how simple it is to make the system much more secure.
(0:37) Our ActiveCaptain series dealt with the potential security risk a boater faces when they connect to open WiFi. Open WiFi is when you connect to any WiFi hotspot without entering a password. The password must be at the time of WiFi connection too, not part of some login process. And to make it even more confusing, there are multiple acronyms for encryption settings: WEP, WPA, WPA2, and others.
(0:29) The real problem began in October of 2010 when freely available software made it trivial for the average 14 year old to grab passwords, cookies, and emails through an open WiFi hotspot. Boaters can protect themselves using a VPN service and we've written about it numerous times to boaters. Today, few have VPN's and they have no idea about the risk they are putting their information in. But you can protect them.
(0:21) The right solution is for you to have a WPA or WPA2 password on your WiFi hotspot. It costs nothing extra for you. The actual password doesn't matter and can be displayed for everyone to see. Just having the password for WPA or WPA2 encrypts users from each other even with the same password. It also allows you to control who gets onto your WiFi which might be important to you.
(0:13) There's a marketing angle with WiFi passwords too. With a little imagination you can use that password to promote your branding. For example, how about making it "ThankYou"? Or something you are promoting, like "Sunsets", "PamperYourself", or maybe "BestBeach". Use a phrase you'd like boaters to think of when they think about you. Let your customers know that you're watching out for their security when they're away from home. That's a message that will keep more of them coming in.
(0:02) And that's the marina minute.
(1:21) We love spending time talking with marina owners, managers, and staff. It's always an interesting exchange of ideas and experiences as we help them better understand the needs and expectations of real cruisers and they help us understand the issues they face trying to meet those needs. Our hope is that marinas will improve and become more successful while cruisers (us included) have more and better choices.
(1:12) Beginning a couple of years ago we started hearing more and more unhappiness about marina WiFi. It came from marinas and boaters alike. Should marinas charge? Should streaming video be banned? Is it fast enough? What about security? It has been an important topic at 95% of the marinas we've spent time with over the past year. Seriously, 95%. It's likely an issue at your marina.
(1:03) This isn't surprising as we've seen a huge increase in the number of devices onboard and much higher connectivity expectations. Many marinas have older (only 3-5 year!) WiFi systems that are showing their age at a time when smart phones, iPads, and smart TV's are causing more demand for high speed internet. We're also at a point where there's an influx of cruisers that are more comfortable with all of these technologies. As these things come together, we find ourselves in the middle of a WiFi Perfect Storm.
(0:52) When we began cruising nearly 12 years ago, many boats had one laptop onboard that often ran a navigation program and might occasionally be used for email if you could get to a cafe or library. Early on we began accessing free WiFi most often from nearby homes or businesses. No one worried, or maybe understood, about security then. We were one of the first boats to have our own long range WiFi antenna allowing us to access signals from miles away. We had to build it ourselves from commercial parts.
(0:41) Fast forward to boaters in 2014 and you will find boats that have at least 2 laptops (and often more), one or more internet smartphones, tablets, and even a smart TV that all connect to WiFi. Many have off-the-shelf long range WiFi capabilities. Not only have the number of devices increased many times over, the connectivity speed needed for those devices has grown exponentially. It's no longer good enough to access email once a day. Boaters want (need?) access to news, weather radar, and online movies and Skype to visit with family. And the needs continue to expand with things like Facebook and eBoatCards providing new ways to stay in touch with others.
(0:27) Fast forward to marinas in 2014 and you have aging installations that are having increased problems meeting the demand. The systems installed appear to have little growth or scalability design to allow them to meet today's needs let alone next year's. And we know that demand is not going to decrease next year.
(0:19) Increasingly marinas have been turning to us for guidance. While ActiveCaptain keeps us busy more than full time, we believe this issue is critical and are working to find a solution. The full solutions will come from multiple directions: a) educating boaters on how to best use their equipment, b) finding companies capable of offering the right solutions, and c) helping marinas understand how they can readily afford it, if not save money over what they're doing today.
(0:09) WiFi is a genie out of the bottle. It won't go back in and is here to stay. But I believe I can help you understand how to manage the genie and bring you more business. Stay tuned for more minutes about thriving in this Perfect Storm.
(0:02) And that's the marina minute.
(1:07) One of the points that I make repeatedly in these Minutes is the importance of boater expectations. After all, it is meeting, exceeding, or falling short of my expectations that determines my experience. It is why a high-end resort style marina and a modest "mom and pop" marina can each be rated 5 stars.
(0:59) Consider when you eat out. You might rate your experience at a fast food restaurant as good if the food was acceptable and the service was, well, fast. While that would not be enough at an expensive, fine dining establishment where your expectations for food quality would be higher and fast service was not expected. In fact, if the food appeared too quickly you might even question it's freshness and quality. The point is you have extremely different expectations when walking into each of the restaurants.
(0:48) Of course, if you've ever been to Chipotle, you will realize it is possible to turn normal customer expectations on its ear. Technically, Chipotle is a fast food restaurant - your food is delivered quickly. But they have drastically changed things by offering food of a much higher quality than typical fast food fare. This allows them to charge a somewhat higher price and by exceeding expectations for a fast food restaurant, they are viewed very positively.
(0:37) How do these concepts apply to your marina? Make sure you understand the expectations of boaters coming into your marina. Are you setting realistic expectations for what you offer and what you charge? Behind poor bathrooms, the next most common reason for a lower rating is when the price is seen as too high for the services offered.
(0:28) It's important to understand where you fit in the broad continuum that encompasses "marinas." Know how your services compare to your immediate competitors and to the community of marinas at large. Set your prices accordingly and then offer even better service than the boater expects. This last point is critical.
(0:20) The good news is that it is often the little things that make a big difference. The friendly hello, the offer of assistance, and taking the time to welcome me and find out what I need or want - those things matter. An easy way to exceed expectations is to respond to every boater review whether good or bad. It continues to surprise boaters that marinas are reading what they say. Responding exceeds their expectation.
(0:07) Do something that I don't expect and I will reward you with a positive review and positive word-of-mouth.
(0:02) And that's the marina minute.
(1:10) It's unusual to find a marina that doesn't have a website. It's something that's expected, much like having a phone number. Most boaters will turn to your website in the final stages of their decision making. It can be the place where you will either close or lose your customer.
(1:03) Is your website up to snuff? Does it offer the information and enticement a boater needs to choose your facility over your competitors? A website is no longer a checkoff item. It's more important than ever to have a professionally designed, up-to-date, and appealing website.
(0:56) I have touched on websites in other Minutes yet I continue to find old-fashion, out-of-date, inadequate sites that I believe are doing more harm than good. How can you ensure that your website is providing maximum marketing impact. After all, your website works for you 24/7.
(0:50) First, make sure that your website has been designed professionally by someone experienced in creating websites. I want to emphasize the importance of design over technology. The mechanics of putting together a good website have become quite simple over the years as more and better tools keep emerging.
(0:43) It is beyond imagination today that a graphic design company would not be experienced in website implementation. So when you search for someone to do your website focus on their design capabilities. Look for sites you find appealing and easy to use and find out who designed them.
(0:36) Second, make sure that the design allows you to do content changes yourself. You should never have to go back to the design company to change pricing or update your events calendar. Anyone with even modest computer skills can be trained to do this. It would be wise to have more than one person who knows how, to ensure you can always make an important update when needed.
(0:28) If you need to add a new content page or modify the website design then go back to the design company. They will ensure that your site will maintain that professional, put together look.
(0:22) Third, make sure you are providing boaters with the information they want and need to select your marina.
(0:17) Finally, never let your site stagnate. Make it someone's job to periodically review every page of your website to make sure the information is up-to-date and still accurate. For example, how many of you have changed your copyright information to reflect the current year? When I find a site that shows "Copyright 2009", I just shake my head.
(0:09) Your website is a critical part of your marketing and sales message but it can work for you or against you. Today an interested prospect will visit your website before making the decision to call - or not. Make sure it is helping you build your business.
(0:02) And that's the marina minute.
(1:17) I've been an Amazon customer for years starting when they sold only books. Today they sell pretty much anything. It's fascinating to have watched their progress from a fledgling online book distributor in 1994 to the largest online retailer in the world (Source, Netonomy.net) with sales of over $48 billion.
(1:09) Their secret? Keep customer service the number 1 priority. Their mission statement reads, "to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices."
(1:02) Of course, what business would describe themselves as not being "customer-centric?" The difference is that Amazon actually lives it. And from my own experience, they live it to a degree that I have never experienced anywhere else. We can all learn a lot from how they approach customer service.
(0:54) Living onboard can make securing the items we need challenging. Over the years I have come to use Amazon more and more for pretty much everything from dog treats to clothing to electronics to food. Several years ago I joined Amazon Prime. As a Prime member Amazon guarantees to deliver my package within 2 days. While a cruiser's schedule is ever changing, I usually know where I'll be in two days or so. It is common that I have at least one Amazon package waiting for me when I pull into a marina. But what happens when it's not there? Well, that's when the magic happens.
(0:41) This past week I had an order that never arrived at the marina. When I contacted them to find out how to cancel the order and receive a refund, they not only instantly credited my account, they set about figuring out how to get me the items I needed. They helped me reorder and comp'd me overnight shipping charges to have it sent to my next destination.
(0:32) And this was not a one time fluke. Several years ago a different order arrived a day late and they simply sent out another item to our next destination. No need to figure out how to get the first one back. They just did it. In fact, for months we received emails from other concerned boaters who saw a package waiting for us at the first marina.
(0:23) A year ago, I received a cooling mat for our elderly dog that arrived with a leak. Amazon offered to overnight a new one but when they discovered they were out and were unable to find another mat at another reseller, they not only immediately refunded my order amount, they added a $10 credit to my Amazon account for my "inconvenience."
(0:14) The result. I cheerfully pay my $79 annual Amazon Prime fee. I look on Amazon first, always. And I continue to have Amazon boxes waiting for me when I pull into a marina.
(0:08) Your lesson. Put your customer first, always. Do more than they expect, even if you may lose a little in the short run. In the long run you will be rewarded many times over.
(0:02) And that's the marina minute.
(1:14) This is the time of year we hear about "new year's resolutions," those promises that are made about how this year is going to be different from the rest. All too often, the promise is similar or exactly the same as the one we made the year before. Is there a way to truly make this year different?
(1:06) I'm certainly a fan of goals, setting them, implementing, and measuring for success. However, it seems that new year's resolutions are too often goals set but not kept. The problem is that while we set a goal, "I'll lose those 5 pounds" or "I'll increase slips rentals by 10%," we still live with the same attitudes we had the year before. And it is your outlook that has the real impact on success and not some arbitrary numbers you've chosen.
(0:55) In the mass of articles that come out this time of year looking ahead and making predictions for 2014, I found one from Entrepreneur that I felt offered sage advice on how to actually make this year better than last. It was written by Jen Groover who describes herself as a serial entrepreneur. I've included her "5 Steps to Becoming More Empowered" below.
(0:47) 1. Someday is Today.
Stop procrastinating and creating excuses for why you can't have what you want. Take control. Announce to yourself "someday is today" every day, to seize the day and eradicate an excuse mentality.
(0:41) 2. Have More Fear of Regret Than Failure.
Remind yourself that the feeling of regret is so much worse than trying something (even if it doesn't work out) and living with no regrets. Realize fear is an illusion that holds you back. By doing so, you will set yourself free to live to your fullest potential.
(0:34) 3. I Only Have Good Days.
Remember, the only thing in the world we have control over is our perspective. You can choose to adopt a consistently positive perspective and find the good in everything. Or you can be negative, and attract more negative things into your life. The mantra "I only have good days" reminds you to see the positive for a better outcome.
(0:26) 4. Opportunities Lie Within Every Obstacle.
It can be tough to dig deep and find the positive, especially when confronted by challenges. But if you choose the positive, you will find the opportunity and nuggets of wisdom in every obstacle that presents itself in your life.
(0:18) 5. Live With Passion and Purpose.
Stop asking "what should I be doing" and start understanding "who you want to be." What do you want your legacy to be? As you reflect, you will begin to understand your purpose. That will make it easier to live with more passion and stay further away from needless and draining distractions or drama. Identifying your purpose and living with passion is the most authentic way to be empowered all day, every day.
(0:07) I look forward to exploring these and other ideas in the coming year. Empower yourself in 2014 and it can be your best year yet.
(0:02) And that's the marina minute.
(0:56) Last New Year's I chose 3 of my favorite Minutes from the past
year and highlighted them. Your response was so positive that I decided
to do the same this year. Below are the 4 Minutes that received the most
feedback including one series that you found most helpful. Now is a
good time to check them out if you missed them or to read them again as
you enter the new year.
(0:46) What's a Bitter End?, January 29, 2013
It's often the most basic things that we overlook. But it is also the
basics that will have the biggest impact on boaters impressions of you
and your facility. Make sure that your staff is trained to impress from
the moment they grab a boater's lines:
http://www.themarinaminute.com/2013/01/whats-bitter-end.html
(0:38) The Welcome Packet, March 26, 2013 Without question, this series is the most requested Minutes of all time.
A Welcome Packet is a valuable marketing tool because it enhances the
boater's experience. A positive experience leads to positive reviews
which provides critical word-of-mouth marketing. Now's a good time to
make sure your Welcome Packet is up to snuff:
http://www.themarinaminute.com/2013/03/the-welcome-packet.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-start-at-home.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-check-out.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-whats-happn.html
http://www.themarinaminute.com/2013/04/the-welcome-packet-extras.html
(0:24) Embrace Failure, May 7, 2013I was pleased that so many of you loved this Minute. The word "failure"
is such a negative term that I feared you would balk or think I was a
bit daff. But having the courage to face the possibility of failure can
lead to your greatest successes:
http://www.themarinaminute.com/2013/05/embrace-failure.html
(0:16) Embrace Customer Complaints, November 26, 2013Embrace Customer Complaints, November 26, 2013
This was another
Minute that looked at something most of us would rather not deal with.
But there is no better or faster way to improve your business than to
let your customers tell you where you need to change. Make it easy for
them to provide feedback, listen to and act on their complaints, and you
will see more business:
http://www.themarinaminute.com/2013/11/embrace-customer-complaints.html
(0:07) Make sure to read tomorrow's ActiveCaptain Newsletter for a run down on our plans for 2014. I wish you much success in the coming year!
(0:02) And that's the marina minute.
(1:04) I've been thinking about what makes a marina stand out or be a place a boater wants to return to - one the boater will write a positive review about and recommend to fellow boaters. What kept coming to mind was "the experience," that somewhat intangible thing that makes me feel positively towards a place.
(0:57) The good news is that an experience can encompass many and varied things. That means that pretty much any place can increase the boater's experience by focusing on and playing up their assets. It often goes far beyond what you offer right at your facility and can often make up for less than perfect docks or some missing amenities. Here are some examples that I have experienced directly as a liveaboard boater.
(0:46) The dog park at Titusville Municipal Marina in Florida was an amazing gem. A large friendly dog park literally next door to the marina. A place where we could give the canine crew a break. We found this on our own but after pointing it out to the marina, they've been promoting it on ActiveCaptain and putting up signs directing pets and owners to the park. The response has been terrific. And we can't wait to go back again.
(0:35) The boater's lounge at Dowry Creek Marina in Belhaven, NC turns a simple marina with decent yet basic facilities into a must stop location. Every night boaters gather for docktails, or a potluck, or a party. Mary, the owner, lets you know when you check in what is happening and invites you to join in. It feels like home.
(0:27) We've discovered most of our favorite restaurants when an employee has recommended a lesser known place loved by the locals. Basil Thai Restaurant in Charleston is one of our all time favorites which we visit again and again. Just last week we needed a place for a business lunch in Panama City, FL and were pointed to Bayou Joe's. We're already planning our return trip.
(0:16) The Commodore Theatre in Portsmouth, VA takes the rare movie theater a boater can walk to and ups the stakes by adding a beautifully renovated art deco interior and comfortable seating around tables with food service. We'll pretty much stop in there and watch anything that's showing.
(0:09) There are many, many more examples I could give but the secret is to find your special attraction and work it for all it's worth. Make sure you can point boaters towards your special gems and they'll help you turn those gems into more revenue.
(0:02) And that's the marina minute.
(1:05) Over the past few weeks we have been enjoying the bustle of civilization after spending weeks on the major rivers. One of the things we love doing is walking through the town centers and squares, looking at shops and restaurants and other entertainment choices.
(0:58) It got me thinking about the importance of a walking map to draw transient boaters to your facility and to ensure that they have a good time when they visit. If you are close to a pretty town, an interesting shopping experience, or have any kind of entertainment, you should develop an appealing walking map.
(0:50) It's easy to focus only on the things provided by your marina when you think about your marketing plans. You highlight your amenities, point out your services, maybe even talk up the staff. And those are all important to a boater deciding where to stay and can certainly make boaters choose your marina over the one next door.
(0:42) But that depends on the assumption that a boater is coming to your area. For many of you, your competition isn't simply the marinas nearby, it's the towns and places all around your location. So it's important to let boaters know what there is to do if they come to visit. This is particularly relevant for attractions within walking and biking distance of the marina.
(0:33) We've been to places like The Wharf Marina in Orange Beach, AL that has restaurants and quaint shops, a movie theater and even a Ferris wheel. Transient boaters fully appreciate a movie theater they can walk to. We saw our first movie in many months at The Wharf. We nearly passed by Pensacola where we walked off the boat into the beautiful city with almost endless possibilities. The same is true of Panama City where the Marina Civic Center is literally right next door. We missed seeing Bonnie Raitt by 2 days!
(0:19) It is worth spending some time on your walking map and working with the local businesses who may also help put it together. Encourage them to include specials, discounts, and more in your packet. Use this tool to help a boater's stay become exceptional which leads to good reviews, word of mouth, and return visits. But also use it as a marketing tool. Include a PDF of the walking map on your website to help show what's available in your area. That let's boaters know why they should come to your town or community.
(0:07) Show me that I will have a good time and I will visit. Then help me have a good time when I arrive and I will come back and tell other boaters.
(0:02) And that's the marina minute.
(1:04) I have often written about encouraging, even embracing customer complaints. What many fear is having a negative exchange in public. I think most of us would prefer to be criticized in privately.
(1:00) There are several things you can do to encourage your customers to let you know if you've fallen short, so you can make things right before they sit down and tell the world. It all goes back to creating an environment where feedback is encouraged. Let your customers know that you want to offer them exceptional service and also want to know if it's not happening. So send them that message right from the first interaction.
(0:51) From the dockhands grabbing the lines to employees passed on the dock to the moment a boater leaves, every employee should be looking for ways to make that boater's stay exceptional. After helping a boater settle in, and handing them a map of your facility, the dockhand's final words should be, "Please let us know if you need anything else."
(0:43) Your check-in procedures and Welcome Packet are another important opportunity. Your Welcome letter should state that you are striving to provide exceptional service and let boaters know who to contact if they have a problem. This should also be communicated verbally, again, "Please let us know if there's anything you need."
(0:29) But don't make it just lip service. Every employee needs to be trained on the importance of eliciting feedback. Make sure that every employee asks boaters about their stay. How can I help? Is everything alright? Do you need anything? Ensure they know what to do with the information, good or bad. It doesn't work to ask the questions without follow through.
(0:21) I'm reminded of an experience when renting a car that was less than expected. When I returned it I was asked by the attendant who was busy checking me out on the computer, "How was your rental?" I proceeded to tell him about the few things that weren't right, whereby he looked up like a deer in the headlights, mumbled what I think was "Sorry" and finished the transaction. While he'd been told to ask the question, there was clearly no desire to really hear my response, let alone deal with it.
(0:07) Let boaters be heard and responded to while they are still at your docks, when you have a chance to make things right, and you will be rewarded with more positive reviews.
(0:02) And that's the marina minute.
(1:02) One of the best ways to improve your customer service is to listen to, encourage, and embrace customer complaints. While we all love to hear compliments, it's customer complaints that can lead to the greatest growth.
(0:54) I ran across a document from the Federal Government looking at how to better resolve their own customer complaints. I found their points excellent and completely relevant to the private sector as well. They looked at "best-in-business" for customer service to determine why they succeeded and how they could do the same. Here is a summary of what they found.
(0:46) 1. Make it easy for your customers to complain and your customers will make it easy for you to improve.
The best-in-business want their customers to complain. Informed customers know how your services should work. If things are not working, customers are the first to know. The best-in-business use customer feedback to identify and resolve root causes of dissatisfaction and to change their services to ensure that the customer will be quickly satisfied.
(0:35) 2. Respond to complaints quickly and courteously with common sense and you will improve customer loyalty.
They found that customers reward companies that quickly solve problems by remaining loyal customers. A speedy response can add 25 percent to customer loyalty.
(0:27) 3. Resolve complaints on the first contact to save money and to build customer confidence.
A call back which involves two or more employees costs more than a call that is handled right the first time. The research confirms that resolving a complaint on the first contact reduced the cost by at least 50 percent.
(0:20) 4. Technology utilization is critical in complaint handling systems.
Use your computers to develop a data base of complaints. See if you find a trend. Then fix it! The best-in-business electronically compiled customer complaint information and presented it to everyone, including management, so that the organization could better align services and products to meet customer expectations.
(0:10) Think of complaints as those gems that help you improve. Make it easy for customers to complain, even encourage complaints, and then bend over backwards to set things right and make changes so that future customers do not experience similar problems.
(0:02) And that's the marina minute.
(1:00) We owned a 180 year house in Maine. When we acquired it over 20 years ago it was in need of TLC - paint, kitchen and bathroom updates, and much more. Our improvements enhanced our home but only because the basic structure was sound - a good foundation, strong timbers and square beams. Without that, our improvements would have been just window dressing.
(0:49) The same is true for your marina. Yes, it is important to try new ideas, new technologies, maintain the facilities and enhance them when possible. But all of this is for naught if you haven't succeeded in providing excellent customer service. That is the foundation of what you do. New expensive docks, fancy amenities, and a luxury courtesy car will not fix a poor attitude or lack of focus on satisfying your customers' needs.
(0:36) I was reminded of this as we sat with Sonny Middleton, owner of Dog River Marina in Mobile, Alabama, and his staff. We had spent nearly a week at the facility observing, talking to staff and customers and were impressed with what we saw and heard. It all focused around putting the customer first and going that extra step. Sonny was fond of saying, "We have to earn it every day." And he's right, we all do.
(0:25) It got me thinking back to the basics and I wanted to share the content of a sign that is placed around the facility where the staff works. Now I know a sign won't impact behavior on its own but if an organization follows through on the principles, it can be an important reminder.
(0:18) The 10 Most Important Customer Service Words:
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Yes
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Thank you.
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Glad you called.
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How did we do?
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How may I serve you?
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What is most convenient for you?
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What else can I do for you?
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I'm not sure, but I'll find out.
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Thank you for your business. Please call us again.
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I apologize for our mistake. Let me make it right.
(0:08) It's not high tech. It's not the latest thing. One might even call it old fashioned. But spoken sincerely, these words will bring you more business.
(0:02) And that's the marina minute.
(0:59) This week I am deviating from my usual focus on a marketing idea to get you ready for a major announcement we will be making in tomorrow's ActiveCaptain Newsletter. The ActiveCaptain Companion (the Companion, for short) puts in place another component in our vision of tools to make boating safer and more enjoyable. It will combine the ActiveCaptain data with the social aspects of eBoatCards to bring boaters a totally different type of marine electronics. It's not a website. It's not a navigation program.
(0:44) The Companion is an application that boaters use at their helms, beside their chartplotter. It will alert them to information they want while underway. It's their companion at the helm. The application is being released simultaneously across the major computer platforms - Windows, Macintosh, Android, and iOS - for laptops, tablets, and phones. And it's free.
(0:34) The first release will display all of the ActiveCaptain data, including the Sponsor information, and will alert boaters about known hazards as they come into proximity of their track. We are rolling out the features slowly so that all of us can learn what is needed, what the issues are, and how to best utilize this new capability. After all, there is nothing like this out there today.
(0:24) As usage grows we will add new features such as warnings about bridges that need to by lifted based on the boat characteristics entered in the boater's eBoatCard. It will show where friends or members of a club or group are with the addition of the Locator Service.
(0:15) It will also allow ActiveCaptain Sponsors to see boaters in their area and send messages such as a special offer to draw a boater in or a welcome to a returning customer. The possibilities seem endless.
(0:09) Make sure you catch tomorrow's newsletter and future newsletters as we discuss and roll out the features bit by bit. It is exciting, it is new, and I look forward to working with you to discover all the possibilities.
(0:02) And that's the marina minute.
(1:04) "Not all change leads to progress. But progress is impossible without change."
(1:01) I think it is natural to be afraid of change. In nature knowing what to expect and how to deal with it can literally mean the difference between life and death. Not adapting to change can lead to the elimination of an entire species. Adapting successfully means survival and thriving over time.
(0:53) While I need look no further than my two dogs to witness the comfort they take from routines, I know that one thing that makes humans different is that we can deal with the uncertainty and fear that comes with change. And in dealing with it we can actually embrace change rather than simply respond to it. That is the difference between getting by and moving forward.
(0:42) The fact is that you cannot prevent change from happening. If you try you will only waste a lot of energy. It is far wiser to use that same energy to adapt to change by learning how to make it work for you.
(0:36) The next time your organization sits down for a strategy meeting or budget discussion, try throwing away what you did before. Take the position that you are starting your business anew, that you can go in any direction you wish, and then ask, "What would we do?"
(0:29) I'm not saying that you should necessarily change everything or anything. I'm saying that you should always be open to trying a new direction, considering that what worked before may not work any longer, in other words, be open to change.
(0:21) Coming from an entrepreneurial background, I'm always amused when people speak with awe of some amazing David and Goliath story. The tiny little start up that ousted the market leader. In every case I've seen, the defining moment was when the market leader fought change while the start up used it to their advantage.
(0:10) So be nimble, embrace and even encourage change. Use it to move forward and find new successes.
(0:06) "If you always do what you've always done, you'll always get what you've always got."
(0:02) And that's the marina minute.
(0:59) Both of my parents are from Missouri, the Show Me State. Maybe that's why, even though I enjoy reading articles about marketing ideas and theories, what I really love is seeing if the theory works in practice. There are a few concepts that I feel are not only crucial to marketing success, they are also frequently overlooked. They are measuring what you do, and offering incentives that actually change behavior and are meaningful to boaters.
(0:44) I recently discovered a real life example that followed these concepts to a tee giving the marina more business by using the same marketing dollars in a different way. I think it's a great example of taking the theory and making it work in real life.
(0:37) The marina had for some years been sponsoring an event at an annual rendezvous to the tune of thousands of dollars. They began to question whether that money was actually getting them the recognition and business they wanted. Could there be a better way to spend the money that would bring them measurable results?
(0:29) Fortunately for them, their thinking went outside the box. The magic happened when they realized they could use the same money they were spending on these events, money from their advertising budget, and use it to offer a fuel discount to the same group of boaters.
(0:22) The boaters came, purchased fuel, and stayed at the docks in greater numbers than they had in the past. Plus the marina was in front of the boaters in a far more meaningful way than a sign on a breakfast table or a mention in the back of a program. The beauty was it cost them no more than it had before. But now they could see the results. As an added benefit, the cost was directly related to their success. If no one came, they still had their dollars.
(0:12) In today's world "advertising" means far more things than it has in the past. Cutting through the mass of data that is thrust upon us every day is a daunting task. Make sure that you are spending your dollars on ways that actually get you noticed and are meaningful enough to modify a boater's behavior. Oh, and don't forget to measure results.
(0:02) And that's the marina minute.
(0:54) We all have the experience of not noticing things that are right in front of us day after day. It often takes someone new with a willingness to openly say what they think to receive fresh input. I think a fresh look is critical if you wish to improve and be more successful.
(0:46) One thing that we do when we visit a partner marina is talk to them about the things we see as we walk around and use the facilities. I think everyone can be helped by a new set of eyes and ears taking it all in. We often see things, good and bad, that the marina never thought about or even noticed. It is often the small things that mean the difference between a 4 and 5 star experience for a boater. And that difference can mean more or less business for you.
(0:36) Something that I've seen increase over the years are large screen televisions placed in or around the marina office. It's a nice touch and gives boaters something to look at while checking in or waiting for help. Some even have seating nearby so boaters can sit and watch if they like.
(0:30) What surprises me is the large number of marinas that run one of the 24 hour news stations. I assume the intent is to offer something interesting while providing boaters with a chance to catch up with the news. The problem is that no matter what station you select, you are at risk of annoying or even offending 50% of your customers.
(0:22) Good or bad, these stations have become politically polarizing with individuals often having strong feelings for or against a particular station. I do not believe there is one that would be seen as neutral by everyone or even by a majority of your customers. Why risk turning off half your customers? You might think you know the political leanings of your customers. But in reality, you don't. Transient boaters are coming from places far and wide with great diversity in their backgrounds.
(0:11) A far better alternative is to run the weather channel. Now that's information that every boater is interested in. As a plus, rather than creating the potential for a political divide, you will bring boaters together. After all, what boater doesn't like to talk about the weather?
(0:02) And that's the marina minute.
(1:10) Eventually every marina will experience a negative review. No matter how high your standards or how closely you adhere to them, occasional mistakes are made by every business. It's also true that some customers just can't be satisfied. The issue isn't receiving the negative review, it's having a solid strategy for handling them.
(0:58) I have written multiple Minutes about negative reviews which you can
find on my blog. But the first and most effective steps you can take to
deflect a bad review are the ones made prior to its occurrence. Here are
three steps to take now to reduce the impact of negative reviews coming
in the future.
(0:50) First, make sure customer expectations are realistic. The most common reason for a negative review is not that the marina lacked a pool or a 5 star restaurant. Negative reviews happen when the customer's expectations do not match the services or quality found. Honestly present your strengths. Do not tout capabilities you cannot deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.
(0:36) Second, make sure satisfied customers speak out. There is no better way to reduce the impact of a negative review than to have it lost in a sea of positive ones. It is important that you actively encourage positive reviews from your happy customers. How? Ask. Many marinas feel funny about asking. But you shouldn't. Most people like to offer their opinions and are happy to support the businesses they like. Surrounding a lone negative review with honest positive ones makes the negative review disappear.
(0:16) Third, treat every customer well. You are in the service industry. You must provide good service if you want happy, returning customers. Be helpful and courteous. Go the extra step to make every boater feel like they are welcome. Arriving into a slip is one of the most terrifying parts of most boater's experience on the water. Make it feel safe and welcoming. It's hard to write something negative about a friend.
(0:02) And that's the marina minute.
(1:05) "A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so." That is a quote from Mahatma Gandhi.
(0:54) We once had a very bad experience pulling into a marina. It was our first time in the harbor so everything was unfamiliar. In addition, we were trying to get in ahead of a bad storm that was approaching. For nearly 30 minutes we hailed the marina on the radio and called on the phone with no response. When someone finally showed up, instead of an apology I was told that this was a "no complaints" marina. Following up with the management we suggested that employees carry handheld radios only to be told, "If they had VHF's, they might be interrupted when they were doing something else, like cleaning the bathrooms." That's a direct quote. I still have to stop and shake my head when I read that.
(0:36) I am not an interruption. I am your customer. Ultimately, you work for me and I pay the bills.
(0:32) There is nothing, absolutely nothing, that is more important than responding to and helping boaters coming into your marina. Would a restaurant not seat a customer because they had onions to chop? Would a retail store not ring in a purchase because they were organizing the racks?
(0:25) Of course, this an extreme example. However, there are a hundred smaller more subtle ways that customers are treated like interruptions. Not breaking off a phone call when a boater walks into the marina office or stopping other tasks. If someone can't always be at the front desk, have a bell sound or some other way help can be quickly summoned.
(0:16) If you see a boater wandering around the marina with a trash bag in hand, stop what you're doing and walk over to show where to put it. Or take it from his hand and put it there yourself. Answer questions courteously even when you think they are silly or obvious. Always treat the boater better than they expect and do more than you have to do.
(0:08) Yes, I know that budgets are often tight, staffing is sometimes short, and everyone has too much to do. But without the boaters coming in, there would be nothing to do at all.
(0:02) And that's the marina minute.
(1:03) This Marina Minute was inspired by an article I read in Entrepreneur by Jeff A. Lamb about how to create marketing buzz on a shoestring budget. It touches on topics I have addressed before but ones I feel can never be discussed too often. Plus I liked the way the ideas were described.
(0:58) He states, "Determine when your customers want your product. This is critical and easy to mess up. Nobody wants a product all of the time. Throughout the day, consumers' desires change. Personally, I don't want food when I'm not hungry. I don't want to sleep when I'm not tired. I don't want to replace my car when mine is working just fine. When I'm searching for cheap flights to France, I am not particularly interested in buying a French press."
(0:47) So the question is where are boaters and what are they doing when they are most likely making their decisions about where to stay? Unless you have been on a deserted island for the past 5 or 10 years, you know that word of mouth has become more important than ever. Consumers use the internet to seek out the real unvarnished and uncensored opinions of others. The impact of this powerful marketing tool has increased exponentially making customer reviews critical. It is how their decisions are made.
(0:34) Boaters will seek out reviews when they are in that decision mode. Make sure you have been cultivating reviews so that you have not only a high star rating but a high volume of reviews. After all, which restaurant would look more appealing on Urban Spoon: a 5 star restaurant with 3 reviews or a 5 star restaurant with 100 reviews?
(0:26) Mr. Lamb goes on to write, "Be at the right place, at the right time. So how do you get there when consumers want your product or service? All other moments and ways of getting to them will never compare to marketing that finds its way to this magic instant in time."
(0:18) The old way of marketing where you plaster your message everywhere in hopes of being remembered doesn't apply today. There is far too much information out there and it is way too easy for consumers to turn you off. The key is having relevant content presented when the boater is exploring charts, planning routes, and even underway. These are the moments when decisions are made.
(0:08) Remember, your promotional messages are displayed in every marine navigation application that supports ActiveCaptain data. Use them to tell boaters why your marina is the best choice for them.
(0:02) And that's the marina minute.
(1:10) I mean really listening. Nothing is more important to any relationship than listening. Yet very few of us actually do it well. I know it is difficult for me. Too often we listen through our own beliefs, desires, and biases. We hear what we think someone is saying or even what we want them to say, but not necessarily the message that the other person is trying to convey. Or we're busy thinking about what we want to say and miss what is being said altogether.
(0:58) If you and your staff are able to hear what your customers are telling you whether it be a frank compliant or compliment, or more often the subtle messages they give in their general communications, you will be able to harvest a wealth of valuable information.
(0:51) It's pretty obvious that you should pay attention when boaters enter reviews. I've done many Minutes about reviews, good and bad, and how to handle them. After all, if a customer has taken the time to write about their experience, you need to pay attention and learn all you can. But there are also more subtle communications that can let you know what you are doing right, where you can improve, and even new opportunities you may have.
(0:39) Listen for these gems from the very first boater communications. Hearing the same or similar requests often can cue you into changes you should consider. When boaters call to inquire about your facility, is there a request or comment that is happening frequently? For example, are they asking about weekly or monthly rates and you do not offer them? Maybe they're telling you they'd stay longer if you did.
(0:29) If boaters are frequently hailing you on the radio confused about the approach, you may need to improve your entrance markers and provide more detailed instructions in the Approach section of your marker.
(0:22) Do you receive a lot of questions about transportation for provisioning or to a nearby attraction? Think about a courtesy car or shuttle van. Or make sure you have car rental information in your welcome packet. Consider talking to a local taxi or rental car company about discounts.
(0:13) The same is true when a boater is checking in or simply chatting at the dock. Listen to the questions boaters ask and the comments they make to determine what you're doing well and where you can improve.
(0:07) It is often the quiet, subtle comments that can provide you with the new discoveries that can help you win more business.
(0:02) And that's the marina minute.
(1:02) Many marinas have an off-season. It's a time for taking care of all those things you just never found the time for when your season was in full swing: dock maintenance, equipment repairs, upgrading amenities, and other tasks. You know these tasks will ensure that you are ready for the seasons to come. But don't forget to use this downtime to do maintenance on your marketing plans as well.
(0:52) The end of a busy season is the perfect time to stop and look at the boater data you've collected because I know you've been following my advice and asking every boater what brought them to your facility. Start by looking at where you are spending your marketing dollars. Stop wasting them on programs that aren't working. Start thinking of new and different ways to use that budget money to bring in boaters.
(0:44) Examine the different specials and offerings you may have used to determine which ones were winners, which were losers, and which need to be tweaked a bit. Brainstorm and come up with new ideas. It's a great time to set up a list of special offers. Think about the various situations you face where a deal or special could help. Your slow day of the week, the shoulder seasons, or upcoming special events are just a few possibilities.
(0:30) Take a hard look at your promotional messages. Remember, most transients are doing their cruise planning 3 to 6 months before they actually pull into your harbor. It is critical that you have the information they need when they are deciding where they will travel. Keep in mind that the information they are looking for during their early planning is likely different from what they need to know when approaching your marina.
(0:17) Consider modifying your messages to include events and attractions that might bring boaters to your harbor or town. When a boater is in early planning mode, the most important competitor might be a nearby town rather than a nearby marina. Make sure everyone knows why coming to your town is the best choice and how you can offer them the best experience once they get there.
(0:06) Some pre-planning in your downtime when you have more time for reflection and brainstorming can pay off when your next season kicks in.
(0:02) And that's the marina minute.
(0:49) I've often promoted the importance of managing your reviews online - working positive reviews, handling negative ones, getting more reviews, and having a review strategy. I believe that the advent of online customer reviews is a huge benefit to quality businesses. They are critical to your success as digital reviews have surpassed traditional word of mouth in customer decisions.
(0:37) There's another benefit of online reviews that I believe is too frequently overlooked: checking out your competitor's reviews. Knowing what your competition is doing well and where they can improve is almost as valuable as your own ratings.
(0:30) Finding out what boaters like about other marinas can cue you into changes you should consider at your marina. It could be something new and innovative, or just a small touch that you've overlooked or forgotten. There's no shame in copying a successful idea or using it as an inspiration for your own unique twist.
(0:23) It's also important to note what your competition is doing poorly. This can reveal the competitive advantages you have. Or it can highlight a service or amenity you should add to give you a leg up.
(0:17) By combining the information customers are providing in all nearby reviews, you can form a picture of what's important to your customers. This provides you with guidance about the features to promote, the capabilities to improve, and can even help you decide if you're spending money on the right things.
(0:07) By keeping an eye on all reviews coming from your potential customers, you can make better decisions, spend your money more wisely, and capture more business.
(0:02) And that's the marina minute.
(1:08) Last spring we pulled into Southport Marina in North Carolina to spend a night or two on our way back north. It wasn't our first time there and as always we had a pleasant stay. On the morning we left the dockmaster handed me an envelop with, "Hope you enjoyed your stay with us" handwritten on the outside. Once we pulled out and I had finished putting things away I opened the envelope to find a photo of me and my dog on the bow of our boat as we were first arriving. It brought a huge smile to my face.
(0:55) It was a small and simple thing but it had sincere meaning. You see, there's nothing special about pictures of us on our boat - we take hundreds of them. But we have almost no pictures from a dock of our boat approaching. It's a view we never get to see and Southport gave us a permanent reminder of it. Showing us coming into their dock was artistry marketing. The whole thing made me feel special. It was great customer service.
(0:43) Taking a digital picture and handing the owner a hardcopy is special. It was smart, inexpensive, and easy to do. They also emailed the picture which, of course, we posted on Facebook and all of our friends saw a unique view of our boat docking. And again, it was docking at Southport Marina. There is no better advertising Southport could purchase and not because it was us, but because our friends saw a real picture of our own boat at a beautiful marina.
(0:32) I've often touched on customer service issues reminding you that every interaction has an impact on the customer's perception of your facility from the first radio contact, to handling dock lines, to the interactions during a boater's stay. There's no reason that ends when I pull out of your marina. Finding a way to let the customer service live on after I'm long gone is icing on the cake.
(0:23) Continuing good customer service beyond my stay will increase my positive feelings and can make it more likely I'll write a good review. Do that in a way that is memorable and you will increase your chances even more. You have to be creative but there are hundreds of ideas out there.
(0:16) There are many possibilities that come to mind. A simple "Thank You" card left on the cockpit the morning I check out. Maybe include a discount coupon for a return visit. Is there something your town is known for? In Lyons, NY they gave us a small vial of peppermint oil, a reminder of the industry that built the town. It's now a month since we've been there and we still remember Lyons because of it. That is marketing gold.
(0:07) Think of ways to keep me thinking of you long after I've gone and I will be more likely to return, to tell other boaters about my experience, and to give you a great review.
(0:02) And that's the marina minute.
