(1:05) Over the years we have had dozens of people do work on our boat, from bottom painting, to engine work, to electronics, to detailing. What we have found is that people tend to fall into one of three categories - those who want to get the job done, those who want to do a good job, and those who want to make the boater happy. The last group is what customer service is all about and, alas, is rather rare. So when I run across someone from the third group, I take note, not only for future work on aCappella, but as an example in these Minutes.
(0:50) We had our boat washed and waxed while having work done at a yard which is how we met Levi. Levi manages 2-3 guys and does the detailing work for the yard. Prior to his arrival at the boat I was chatting with a fellow boater who told me, "He's not cheap but boy is he worth it. It will be the best waxing job you'll ever have." That peaked my interest. It can also be dangerous to have such high expectations. But in this case, our expectations were actually exceeded. aCappella hasn't looked this good, ever.
(0:38) That led me to analyze what it was about Levi that made the experience and the outcome so exceptional. Like so much in life, it was the little things. But it all boils down to the fact that Levi's goal is to make every boater he works with happy.
(0:32) It starts with his attitude. He's happy, he's friendly, he's interested. You sense he loves his work and takes great personal pride in what he does. He engages you, finding out what it is you desire, including things you may not realize. For example, he asked about our cruising plans, discovered we were heading to the Bahamas, and said, "With all that sun you'll want a heavier coat of wax, so we'll do the hull by hand as that leaves more wax behind than a buffer." Levi provided us with something we didn't even know we wanted because he took time to understand us.
(0:19) The relationship doesn't end when he leaves the boat either. He stopped by to ask if we were happy with the job. He pointed out a few problem areas we need to work on. He described how we could best maintain her to help the waxing last longer. He even agreed to stop back and go over the various products we had accumulated over the years to show us which to use and which to avoid.
(0:10) He made me feel that my boat, my home, was important to him. The result is not only a very happy customer - mission accomplished Levi - but someone who will make this a destination to come back to again and again. Levi probably thinks of himself as a detailer. But really, he's a fantastic salesman.
(0:02) And that's the marina minute.
(1:04) A couple of years ago I did a series of Minutes based on the ebook Zero Moment of Truth or ZMOT written by Jim Lecinski of Google. If you missed them or simply wish to refresh yourself, you can find them in my blog. The first entry is here:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:56) The book explored how the internet has changed the way consumers search out and purchase goods and services. It should come as no surprise that the impact has been monumental. The world has changed in ways that make the old way of doing things obsolete. ZMOT has completely changed the rules. As I stated in the series:
(0:48) "To successfully navigate your customers' ZMOT, you need to understand what information they are looking for, and where and how they will find it. You no longer have the choice of simply presenting them the message you want them to hear. Consumers want real information, in real-time, whenever they want it. Provide them that and you can win."
(0:39) The good news is that I've witnessed huge changes in the ways marinas and boatyards are communicating information to existing and new customers. They are finding success by acknowledging and accommodating their customer's wishes. However, as we have been rolling out the new changes in fuel pricing, I've discovered more resistance in this one area.
(0:30) Boaters feedback to the new fuel features has been overwhelming. Hundreds of emails last week created one of the biggest responses we have ever received. They want quick and easy access to fuel pricing information and will use that to make their purchasing decisions. They don't want to call by phone to get fuel prices any longer. If your price isn't available, they'll go elsewhere. But some marinas are still in the old world of "I don't want my competitors to know my price."
(0:19) If you compete on fuel, your competitors already know your price and it didn't take the internet to get it. Be honest, don't you know your competitors' prices?
(0:15) Refusing to publish your pricing where your customers want to see it doesn't hurt your competition. It's only hurting your customers. And many today, if not most, will go elsewhere.
(0:10) I think Jim Lecinski says it best: "There are two heroes: the consumer who does the research, and the marketer who is smart enough to be there at the moment the shopper is looking for them."
(0:05) Make sure you're there when boaters are looking for you.
(0:02) And that's the marina minute.
(1:03) Marinas that carry fuel should be receiving a fuel update email every Monday. Using this email is the easiest way to keep your prices current. As I've discussed in previous Minutes, keeping your fuel price up to date is an important way to bring in more business. I dedicated a Minute to the topic a year ago:
http://www.themarinaminute.com/2013/07/what-your-fuel-price-is-telling-boaters.html
(0:55) It was discussed again in May of this year:
http://www.themarinaminute.com/2014/05/are-you-out-of-date.html
(0:51) Based on feedback from boaters and marinas alike, we have implemented several new features to make finding fuel easier while giving boaters greater confidence in the pricing data presented.
(0:46) The first is a second weekly email which goes out now on Thursday mornings to provide an additional reminder to update your fuel price. It offers a second opportunity to modify your price and/or date. So now you should be receiving a fuel update reminder on Mondays and Thursdays.
(0:39) Remember, updating your fuel pricing is not just about the price. The date associated with the price is equally important. It is the date that tells boaters that your price is current. This is so important for providing boaters with reliable fuel data that we have implemented a new feature - fuel price expiration.
(0:32) Every night the ActiveCaptain database searches for fuel prices that are more than a month old. When found, these entries are removed and an email is sent to the marina's contact. Some of you may have received these emails already. Included with the email is a link to your fuel update page making it easy to bring your pricing up to date.
(0:24) The final enhancement is a new Fuel List page:
https://activecaptain.com/fuelLists/fuelIndex.php
(0:20) The Fuel List page is a quick way for boaters to see a list of marinas that carry fuel in a selected area along with their pricing information. It allows the data to be sorted by marina name or by fuel price. We are seeing a lot of use already.
(0:14) And there's more coming. A future enhancement will allow boaters to mash their route with the fuel prices in the database. This will allow them to better plan their fuel stops along their intended path. If your fuel price is not up to date, it will not be included in their analysis.
(0:07) Make sure you are providing boaters with the critical information they need when making their fuel purchase decisions. If you are not receiving your update emails please let me know.
(0:02) And that's the marina minute.
(1:09) It's been a month since we implemented the Management Response feature for Sponsor marinas. If you missed the announcement you can find it on the blog:
http://www.themarinaminute.com/2014/07/management-response-something-new.html
(1:04) Since then, I've been hearing from marinas looking for advice on how to best utilize a Management Response. It's a powerful feature but like all powerful things, if not used well it can hurt as easily as it can help. So I turned to some of the biggest names in the review world to see what advice they give. I found a great piece on TripAdvisor that discusses the single most important thing your response must do: build back confidence. I've pared the article to fit the Minute but you can find the full text here:
http://www.tripadvisor.com/TripAdvisorInsights/n1889/one-thing-your-management-response-must-do
(0:53) When reviews surface an issue, it can open questions in travelers' minds. The unknown answers can weigh heavily on their planning and cause them to lose confidence in your property.
(0:47) The good news is that you have an easy way to remedy this uncertainty - by writing a Management Response. There's no better place to address the unknown and rebuild traveler confidence than to write a confidence-building response. Below are four questions to help you craft a confidence-building response:
(0:40) 1. Who am I writing this for? Businesses often respond to the reviewer. Keep in mind that your real audience is the wider population. Don't forget to consider how the specific details in the review apply to the average boater, what their concerns might be after reading it and the additional questions that this review might raise
(0:32) 2. Am I addressing their core concerns? Respond to the concerns in the original review in a way that appeals to the larger group of boaters and answers as many of their questions as possible. Concentrate on the concerns that have the biggest impact for future customers. If you've already remedied the problem or have a plan in place to address it, be sure to include that in your response.
(0:23) 3. Am I showing that we care? Every boater has different preferences but they all want to know that you care. When they read reviews, they are putting themselves in the shoes of the writer. If you didn't quite deliver during the original boater's stay, talk about the specific changes you're making so you'll do even better in the future. Readers will see your commitment to service and their confidence will build.
(0:14) 4. Are we truly sorry? A well-placed, heart-felt apology is never wrong and shows empathy to past and future guests. The key is to really mean it. There's nothing worse than the "We're sorry, but..." That "but" negates everything that comes before it and casts doubt on your entire response.
(0:07) Remember, boaters are looking for patterns. If the same issue keeps coming up in multiple reviews, it's more important than ever to tell a full customer service and problem-solving response.
(0:02) And that's the marina minute.
(1:06) This week’s Minute is a repeat of an early Minute. Given some of the dated Pro-Ops and websites I’ve seen lately, I felt it needed another viewing.
(1:00) Paper, the printing press, digital publishing, the World Wide Web: these are all advances that fundamentally changed the way we communicate and even live. It is a common mistake when faced with new and radically different technologies that we fail to take advantage of what is new and different and simply try to use the new technologies in old ways.
(0:51) So we see website content that never changes. Banner ads that mimic an outdated print ad. And other static messages appearing on a medium where the power lies in it's dynamic nature. To fully take advantage of the Web's power you need to keep your content and messages fresh and dynamic also.
(0:42) Give your customers a reason to visit your website again and again by having timely, useful content. Include upcoming events happening in your area, any news about your facility, recent photographs, and anything else that boaters will find helpful.
(0:33) If you are using the ActiveCaptain Sponsor Pro-Op/Co-Op/Cross-Promotions, make sure that you are updating your messages to reflect changing seasons, upcoming special events, special offers, or simply to experiment with the message you give. You can modify your messages as often as you wish. This allows you to try something new, different, innovative, and measure the results. Then try something else to determine the type of messages that attract new business. You should update each of these message types weekly or monthly, don't let them become stagnant. This will generate interest and freshness and attract boaters to come see what's new electronically.
(0:08) Success today requires effectively using every tool at your disposal. Don't waste the power of the Web. Work its advantages and you will see more business.
(0:02) And that's the marina minute.
(0:21) This week's Minute is quite different from any I have done before. For starters, it will take you more than a minute to get through it. The video link below is 1:48 minutes alone. I promise you will find it worth your time.
(0:15) In the past I have written about the impact of the words you choose to present your message. How you state something is as important as the message itself. I did a Minute about a year ago on two marinas who had less than welcoming signs giving a hostile and unfriendly feeling to transients. One chose to put up a new sign stating the same message in a friendly tone. The other, well, chose a different path. You can find that Minute here:
http://www.themarinaminute.com/2013/06/keeping-up-appearances.html
(0:06) I think the YouTube video below presents my message in far more powerful ways then I could ever hope to. It gave me chills. I hope it will make you think as well.
https://www.youtube.com/watch?v=Hzgzim5m7oU
(0:02) And that's the marina minute.
(1:07) Last week I told you about a new feature available to ActiveCaptain Sponsors called Management Response. I also told you I would provide instructions about how to use this capability this week but several of you beat me to the punch and figured it out on your own! I think it's a good sign that it's easy to use. However, I still want to make sure every Sponsor knows how to access it as well as offer some more tips.
(0:57) If you go to your ActiveCaptain Sponsor page you will notice a new section on the right-hand side. It is beneath the section for updating your pricing and above the Resources section. It's titled, "Reviews."
(0:52) This new section is a summary of your ActiveCaptain reviews. It lists the total number of reviews you have, the number of Management Responses you have entered, your average stars rating to one (1) decimal point, and if you don't yet qualify for 1st Choice, how many 5 star reviews you need to qualify. Beneath that is a button, "List Reviews."
(0:44) Selecting that button will take you to your Review List which lists every review your marina has received in chronological order starting with the most recent. Included will be the review title and date, the captain name, homeport, captain number of points, and the review text. Beneath that will be your Management Response for that review, if applicable, or it will show, "No response" if you have not entered one.
(0:36) Click on the "Respond" button if you wish to write a response to that review. This will take you to the "Respond to a Review" page. It will show the review information listed above and provide a text field where you can enter your Management Response. Select "Submit" when you are done. This will take you back to your Review List and will display your response beneath the original review. You can change your response by selecting the "Edit Response" button.
(0:27) Please note that when you enter a Management Response, an ActiveCaptain message is sent to the reviewer to notify him that you have responded to the review. The next time the boater logs into ActiveCaptain, a message notification will appear. If the boater has selected to have messages sent to his inbox then an email will be sent as well. The same thing will happen if you edit your response.
(0:18) So bear in mind that each time you touch your Management Response, the boater will be notified. It's good practice to create your message in a word processor so that you can spell-check and edit it until you are pleased with the final product. Then, cut and paste it into the Management Response field.
(0:11) Remember, Management Response should be used sparingly and carefully. You should respond to every negative review and only occasionally to positive ones. Keep your response professional, brief, and positive. No one wins if you turn it into an argument. I'll be writing more over the rest of the summer about how best to use this powerful resource.
(0:02) And that's the marina minute.
(1:05) The most common request we get from marinas is about how to respond to reviews. I think that every review a boater writes should receive a response. For the vast majority, it should be a personal message sent privately to the boater using the ActiveCaptain messaging capability. If you are unfamiliar with this feature you can find instructions here:
https://activecaptain.com/sponsors/captainMessage.php
(0:57) We have also allowed marinas to write a review for their own marina to respond publicly or to clarify reviews left by others. We require you to make it clear that the review is from your marina and you may only have one review, although you can change the review. However, our Sponsors are telling us that they would like a more direct way to respond to a specific review.
(0:49) Based on this feedback we're releasing a new capability for Sponsor marinas called, "Management Response." A Management Response will allow you to add a message to a specific boater review. I will be writing a Minute with the particulars of how this works next week but wanted to prepare you for the capability by discussing when and how this feature should be used.
(0:41) I believe that this new feature is a powerful way for marinas to communicate with their current and potential customers. Used properly and sparingly, a Management Response can be a great way to tell boaters that you are interested in their feedback and that you take customer service seriously. Now is the time to develop your strategy for responding to reviews. Don't leave it to chance.
(0:33) When to Respond
In general, you should respond to all negative reviews and perhaps, a few positive ones. Responding to every review will simply create clutter causing your message to be lost. If a positive review calls out something spectacular or has led to a change in your services, by all means thank the boater and tell them how the review impacted your business. If the negative review is from an Internet Troll (a rare user I'll discuss in a future Minute) it may be best to just ignore it completely.
(0:21) How to Respond
It is important to respond quickly. Make sure it is someone's job to respond so it doesn't fall between the cracks. Always be courteous and professional. Remember it is not the reviewer you are writing to but every potential boater reading your response. If appropriate, address the specific issues that were mentioned and what you have done or are doing to make things better. Don't forget to highlight any positives that were mentioned and even point out related services you offer.
(0:12) According to a TripAdvisor poll of hotel customers done in 2013, 77% of customers stated that seeing a management response to a review made them believe that the hotel cared more about its guests. And 62% said it made them more likely to book a room.
(0:07) Use the new Management Response feature to show boaters that you care about their feedback and want to improve. They'll reward you with more business.
(0:02) And that's the marina minute.
(1:02) It's great when a boater compliments your marina. An honest assessment from a happy customer is worth more than pages of glossy pictures and professionally written prose. It's what any good business strives for. Make sure you're getting everything you can out of these marketing gems. The best way is to have a plan. Here are four things you can do to maximize your positive reviews.
(0:50) 1. Say thank you. Make sure you always acknowledge a customer who has praised your marina. This simple act will not only reinforce good feelings, it will make the boater more likely to visit again and tell others. Use ActiveCaptain's messaging feature to send a personal message to the reviewer. I covered messaging in a Minute a couple of weeks ago. If you missed it you can find it on my blog:
http://www.themarinaminute.com/2014/06/activecaptain-messaging.html
(0:41) 2. Show your employees. Share positive reviews with your staff. Many marinas post glowing ActiveCaptain reviews on bulletin boards with a "way to go" message. If you are part of a large organization make sure management knows, especially if a staff member is called out in the review.
(0:33) 3. Show your customers. Let boaters know what the world thinks. Display positive comments on your website. Reviews from the ActiveCaptain site can be displayed on another site as long as the source is acknowledged to fulfill copyright requirements and a link is provided back to the site. It is best to provide a link directly back to your marker. There's no easier way to encourage additional reviews. Sponsors can use the abbreviated link from their Boater Review Card.
(0:19) 4. Discover how you can do better. While compliments certainly make everyone feel good, this is not the time to rest on your laurels. Even 5 star reviews will often have a mention of a disappointment or area that needs improvement. Sometimes a boater's compliment can reveal a needed service. Was there an effort mentioned that was out of the ordinary? Consider making it part of your offerings.
(0:08) Customer reviews are telling you loud and clear what boaters want. Pay attention, learn from their comments, and use this knowledge to bring more boaters to your marina.
(0:02) And that's the marina minute.
(1:17) You work hard to maintain your facility, train employees, add amenities, and offer first rate service. Then a customer complains to the world with a negative review. Now what? Handle it properly and you can turn it into a positive. Follow these steps:
(1:08) 1. Take a deep breath. It's easy to feel defensive, even angry, when your reputation is challenged. Resist the impulse to threaten the review site or attack the reviewer. It will only create bad will, waste time, and have a negative result in the long run. If the review was incorrectly written about your marina, contact the review site. Any reputable site will fix that.
(0:57) 2. Gather information. Critically examine the review for truth. Discover what you can about the interaction to determine what went wrong and where you can improve. Negative reviews are valuable learning tools even though it can be difficult to see when it happens.
(0:49) 3. Decide if and how to respond. Communicate with the boater. The ActiveCaptain site offers private messaging. Most customers welcome the opportunity to discuss their problem and admire a marina who is willing to work towards improvement. These interactions often lead to the customer changing their original rating.
(0:37) 4. Apologize. Write a sincere apology regardless of where the blame lies. This should be done even if you feel the review is unjustified. Let the boater know you're sorry their experience was unfavorable. But don't make an empty apology. If possible, try to make it right.
(0:27) 5. Wait for the community to respond. If you have done your work upfront there will be other positive reviews listed. If not, have faith in your happy customers. It is often the case that a negative review will prompt a marina's satisfied customers to chime in to defend the marina. This is far more powerful than any action you can take.
(0:15) 6. Don't fret. A good, honest, well-run marina will not be outdone by a single negative review. Focus on what you do well and learn as much as possible from what customers have to say to make the facility better.
(0:07) No person or business likes to hear negative feedback. But a negative review can help you improve your business and even rally the boating community behind your marina.
(0:02) And that's the marina minute.
(0:56) I've writte about how you can minimize the impact of a negative review by having many positive reviews surrounding it. It is important to note that your business doesn't live or die from a single review, good or bad. Consumers today are savvy about online reviews and know how to interpret the outliers. But to do that we need a lot of input from our peers. Which restaurant would you choose, the 5 star with 3 reviews or the 4 star with 100?
(0:44) Increasing the number of boater reviews for your marina is critical for success. A large number of reviews offers recognition as a destination, gives your ratings credibility, affords a chance for your happy customers to be your sales people, and can minimize the impact of an errant negative review.
(0:37) Never turn down an opportunity for a positive review. How? Ask! Encourage every happy boater to leave a review. Many marinas are hesitant or embarrassed to do this - you shouldn't be.
(0:32) Do not discount the simple idea of just asking for a review. Few businesses ask their happy customers to speak out. When a customer comes in with compliments, mention how important happy customers like them are to your business.
(0:22) Another easy and often effective approach is to post positive comments in a location where your customers will see them along with a reference to the review site. This simple action is not only a good way to promote your positive points, it can inspire a happy customer to do the same. Post positive reviews on your website with a link back to the review site making it easy for other customers to leave their own reviews.
(0:12) The restaurant and hotel industries has been doing this for a long time. They understand the growing importance of customer reviews for their business's success.
(0:06) You've worked hard to build a good business. Make sure you are getting all of the recognition you deserve.
(0:02) And that's the marina minute.
(0:50) No matter how good you may be, eventually every marina will experience a negative review. 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. That old sports cliche is true here, "Your best defense is a good offense."
(0:39) 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 you can take now to reduce the impact of negative reviews coming in the future.
(0:33) 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 promote what you can't deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.
(0:23) 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 to encourage positive reviews from happy customers. People like to offer their opinions and are happy to support the businesses they like. Sponsors should include the custom Review Card in their welcome packets. Surrounding a lone negative review with honest positive ones makes the negative review disappear.
(0:12) 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.
(1:06) My Minutes typically draw on my own experiences as a liveaboard cruiser and marketer. But I also like to listen to what other boaters, marinas, and people involved in the marine industry have to say and incorporate that wisdom, experience, or knowledge. A fairly new boater email me a suggestion to pass along to marinas through the Minute. What she wrote about was just a "little thing" but it struck a cord with me and I know other boaters feel the same way.
(0:58) As I've addressed in other Minutes, coming into an unfamiliar marina can be one of the most stressful moments of a cruiser's day. There are so many things to consider - current, wind, and the directions to the slip. While there's little you can do for the first 2 items, it is fairly easy to remove the stress from the last one.
(0:51) A typical marina will lay out their docks along lettered rows with numbered slips. When we make our VHF call as we approach the marina we'll often be told something like, "You'll be on C dock in slip 16." Then we may receive some additional instructions, port/starboard side, X slips down, or some other direction for finding our slip, such as, boat names we'll be near or landmarks on shore.
(0:43) Too often the directions are confusing in ways you may not even realize. Remember, we are new to your marina and everything we see is unfamiliar and must be processed while doing numerous other tasks. Add to that, missing or blocked signage and you quickly create a confusing and stressful situation. I think fellow boater Annette on Magnolia said it best in her email:
(0:35) "It would be most helpful if marinas would include a map of their slips with how the slips are labeled and numbered. This could be on their website. Sometimes they have the letter of the pier but not whether the slips are numbered odd/even or high to low. This would be a huge help for newbies or those new to a marina to reduce docking stress by at least knowing which direction to head. St Augustine Public Mooring field had a good map. Also really good signage helps."
(0:25) If you already have such a map, make sure it is easy for boaters to find on your website. Consider putting a link to the page under the Dockage/Docks section of your ActiveCaptain marker. If you do not have one, now would be the time to develop one.
(0:18) It is also the time to visit the docks and make sure that they are well labeled. And I don't mean from the land side. We have visited many marinas that have wonderful signage at the head of the docks and on power pedestals. That works well if I'm approaching by land but I'm unable to see that signage from my boat. Make sure that there is equally good signage visible from the water.
(0:09) Remember this is my first interaction with your marina. Make it a positive one and you are well on your way to providing me with an excellent experience. Make it a negative one and you are forced to play catch up. Make sure you're starting off on the right foot.
(0:02) And that's the marina minute.
(1:00) Several Minutes have covered the importance of communicating with your customers. We are often asked if it's possible to get in touch with a boater who has stayed at a marina and written a review. While our privacy policy prevents us from revealing a captain's email address to anyone, there is an easy-to-use solution that will get your message through.
(0:50) The ActiveCaptain website provides a capability to send a personal message to an ActiveCaptain user from any review. Personal messages are powerful tools for communicating with boaters in positive ways. Use this capability any time your marina receives a review to thank the boater when the review is positive and to work to make things right when it is not.
(0:42) To send a personal message to an ActiveCaptain user, just follow these simple steps:
1. Click on the Captain name that appears at the top of the review. A pop-up menu will appear.
2. Select "Send message."
3. Enter a message title and the message text in the window.
4. Select "Submit."
(0:33) The next time the Captain logs into the ActiveCaptain website there will be a notification that a message is waiting. Captains may optionally have messages sent directly to their email inbox. It is a good idea to offer a way for the Captain to communicate with you directly by including your email address or a phone number in the message.
(0:25) The Captain can also reply to your message within the ActiveCaptain website. It is good practice to regularly check your ActiveCaptain account for messages or to have the messages sent to your email inbox.
(0:20) To configure extra email capabilities for the messages that are sent to you, follow these steps:
1. Select "My Card" from the tabs on the left side under The Interactive Cruising Guidebook.
2. Click on "More" beside "My Details" at the top. A pop-up menu will appear.
3. Select "Edit".
4. In the "My Details" window check the box next to "Send email when a message is received."
5. Select "Submit."
(0:10) Remember to keep your communications professional and relevant. ActiveCaptain messaging may not be used to SPAM users. Arguing or harassing a captain is always bad. Use messaging sparingly and appropriately and it can be a powerful marketing tool.
(0:02) And that's the marina minute.
(1:08) It's always a good time to review some of the fundamentals of exceptional customer service.
(1:06) Know who you work for.
Never forget that the boater pays our salary and makes your job possible. Ultimately, it is the boater who is the boss. Understanding and meeting boaters' needs is the only way to success.
(1:01) Never stop listening.
To understand what boaters want and need, be an excellent listener. Don't make the mistake of assuming you know, no matter how many years you have been in the industry. You may be surprised to discover what's really important. And don't forget, needs change over time and vary from boater to boater.
(0:54) Identify and anticipate what boaters need.
By listening you uncover what boaters want and that goes beyond a product or service. It's about what it does for them - how it makes their life simpler, more comfortable, or safer. It is only by matching the benefits of a service to the boaters needs, that you will have a truly satisfied customer.
(0:47) Make the boater feel important and appreciated.
Every boater, no matter how large or small their vessel, deserves to be treated as important individuals. Use my name, thank me for my business, help me in a way that is specific to my needs. But be sincere and honest. We can spot a fake a mile away.
(0:40) Finds ways to say "Yes".
Of course, it is not always possible to meet every request but resist the habit of simply saying "No". Instead, strive to find a way to meet a request whenever possible. Go beyond what is "standard". Every "Yes" means a happier customer.
(0:34) Be able to sincerely apologize.
None of us are perfect and we all make mistakes. When things go wrong, sincerely apologize. Handle the problem quickly and communicate to the boater what you are doing to resolve the issue. This holds true even if it was the boater's fault. A sincere apology can go a long way to calm tempers and help everyone come to a resolution.
(0:27) Provide the boater more than they expect.
Simply meet my expectations and I will be satisfied, exceed them and I will become a loyal customer and tell others. Think about how you can reach beyond the expected even in small ways. These are the acts that will get you remembered.
(0:21) Always keep your promise.
Never take the commitments you make lightly. Delivering on your promises should be your top priority. Of course, there are times when the unexpected happens or an issue beyond your control interferes. You can still show your commitment by communicating quickly, apologizing, and letting the boater know what you are doing to get things done.
(0:14) Seek boater feedback.
Always encourage and welcome any and all feedback from boaters. Know what you are doing well and even more importantly, where you can improve. Letting boaters know you want sincere compliments and complaints tells them you care about their business and want them to come back. Then listen to what they tell you and act to improve.
(0:06) Give every boater exceptional customer service and you will be rewarded with repeat and new customers.
(0:02) And that's the marina minute.
(1:00) We've been liveaboards for over 12 years now and running ActiveCaptain for about 8 of those years. When we started, the waterways were full of boats and if you wanted a slip for the night you needed a reservation. We all know that changed after 2008. We could pull in anywhere no matter how late in the day and have our choice of slips.
(0:53) Some marinas weren't able to weather the downturn. Not only was there less business for all, but boaters now had more choices which meant they could easily bypass marinas who weren't offering the same level of service and amenities as their competition.
(0:47) We began seeing a few more boaters a year or 2 ago but this past year we saw a dramatic increase. The waterways are busy once again. Marinas are fuller and we've even encountered a few marinas that were unable to provide us a spot because they were full. That makes me smile.
(0:40) If you haven't felt the change yet, I'm confident you will soon. You'll see fewer empty slips and more transients coming and going. Financial pressures will ease while you and your staff will become busier. How will you handle this good fortune? Will you be the ant or the grasshopper?
(0:33) OK, I'm not a complete Scrooge. Take a moment, thank your staff, maybe have a small party. Then you've got work to do, because right now is the best time to prepare for the next downturn.
(0:27) No, I'm not making a political statement or buying into those who thrive on doom and gloom. I'm simply being pragmatic. Everything happens in cycles with good and not-so-good times. Make sure you're the ant, using your good times to ensure you are prepared for the next not-so-good time.
(0:20) Now is the time to make those repairs you may have put off, upgrade your existing amenities, or add that new amenity boaters have been asking for. Make sure you are in prime shape before another downturn occurs.
(0:15) Study your reviews to find where you can improve. From the beginning, the number 1 reason for a boater deducting a star is poor bathrooms. More recently, the number 2 reason is poor WiFi. Use your increasing revenues to make your facility a premier one. That way when the next downturn comes, yours will be the marina that boaters choose. This will better prepare you to weather the storm.
(0:05) A little extra work and effort today will pay off in the future.
(0:02) And that's the marina minute.
(1:01) We've been moving steadily north along with many other boaters along the US east coast. The days have been longer as we try to put on a few more miles to get home to Maine for the summer. It's when we find ourselves in this traveling mode that we really come to appreciate the value of ActiveCaptain hazards. Following the advice and instructions of boaters who have come before us has made our cruising more relaxing and enjoyable. Are you utilizing the hazards near you to your advantage?
(0:50) Yes, I did mean "advantage." When we first introduced the hazard markers we had marinas that contacted us wanting the ones near them removed. They were concerned that if boaters saw a hazard, it would scare them away from the marina. They didn't realize that it was the best thing for boaters as well as an incredible benefit to the marina.
(0:42) ActiveCaptain works because it's real. It provides the kind of honest, accurate information that today's consumers have come to expect. Gloss, hype, and superlatives no longer work. Marinas lose stars in reviews when boater's expectations don't match reality. So it's important for you to ensure that boater experiences are positive and that the only unexpected finding is an unexpected positive one.
(0:34) Based on boater feedback, the ActiveCaptain hazard markers are one of the most appreciated aspects of what we do. Why? Because they help remove uncertainty. They make the inevitable issues boaters encounter along the way more manageable.
(0:28) You see, the hazard, whether it is shoaling, an underwater obstruction, or a missing marker, exists whether there is a yellow marker on it or not. If a boater encounters that hazard on their way to your marina, they will be having a bad experience. However, if they can be warned and even offered information about how to avoid the hazard, there is no bad experience.
(0:19) There are some marinas that have taken on the task of keeping hazard markers near them up-to-date and accurate. Some contact local towing services or the Coast Guard, and some even periodically take a skiff out to measure depths and check on current conditions. I think that's really smart.
(0:12) If you have areas that boaters will encounter on their way to your marina that can cause problems, don't try to hide them, shine a light on them and help the boater arrive safely at your facility. Locate any hazards near you and make it your goal to keep the information current. Put a comment on the hazard with your marina's name to let them know the information is real, local knowledge. The boating community will benefit and so will you.
(0:02) And that's the marina minute.
(1:30) As we make our way north this spring, we have been stopping in to chat with quite a few marinas. It's important to me to understand how we are helping our Sponsor marinas succeed and where we can do better. In the course of doing this I found several things that I could be doing better. My discovery leads to a lesson for you on two levels - one theoretical and one practical.
(1:21) First, it's dangerous to assume that your customers know and understand all you have to offer. It's important to never stop promoting your strengths, particularly ones that set you apart from your competition. I discovered that I was falling short in getting the message out about updating fuel prices in the ActiveCaptain database. We have some simple yet powerful ways of doing this.
(1:13) I found that most marinas either didn't know or didn't fully understand the several options they have for keeping their fuel pricing up-to-date. There is no other piece of data in ActiveCaptain that changes more frequently than the price of fuel. If you compete based on your fuel price then it is imperative that you make sure your price is current and accurate. We offer a variety of ways to do this which brings up the second lesson.
(1:05) Every marina was familiar with our Monday morning fuel update emails and happily informed me that they get them each week. However, when I pointed out that their fuel price was X weeks old in the ActiveCaptain data, I usually heard, "Well, that's because the price hasn't changed." And that's a problem - a price has little meaning unless your customer knows how current it is. If you carry fuel, look at your marker. Notice that the price is always associated with a date - the date it was updated. So even if you haven't changed the price, it's just as important that you change the date. Fortunately, we've made this trivial.
(0:55) If you look closely at the fuel update email, you'll see that there are two links. It's important that you select one of them every week. The one on the right is familiar to everyone. Clicking this takes you to your fuel update page where you can modify your fuel price and even update your slip pricing. But the link on the right is equally important.
(0:47) Notice it says "Prices Correct." If your fuel price has not changed, click this link and we will automatically change the date associated with your fuel price to the current date. There's nothing more to do. This tells boaters that the price is still good. Making sure you select one or the other will keep your fuel price current on a weekly basis.
(0:40) But what if updating your price once a week isn't enough? If fuel is a truly important part of your business, you may want to update your pricing more often. I've seen some marinas that update it daily. Keeping your fuel pricing fresh tells boaters that this is important business for you and that you are staying competitive.
(0:33) Of course, you can always go to your marker on the website, select the Fuel tab and enter a new price and date, but there are some better ways. ActiveCaptain Sponsors can quickly and easily update their fuel and slip price anytime by going to their Sponsor page. On the righthand side, we show the current fuel and slip pricing listed in the database along with each price's date. If your pricing is old we even issue you a warning in red - think of it as a gentle nag from me. You can easily update your prices by selecting "Update Prices" to go to your fuel update page, or you can select "Update Dates to Today" if your pricing hasn't changed but you want to quickly change the date.
(0:16) An alternative method is to keep a copy of the fuel update email so you can open and access it at any time. Those links don't only work on Monday mornings! I've even had marinas who have created a shortcut or bookmark to their fuel update page so they can go to it whenever they want.
(0:09) If fuel is an important part of your business, make sure boaters always have your most current pricing and the only way I will know it is current is from the listed date. It's quick, it's simple, and it will bring you more business.
(0:02) And that's the marina minute.
(1:04) I've written about the importance of a boater's first interactions with your marina. Often this is with your dockhands whether communicating on the radio or handling lines as a boater pulls in. Not long ago I overheard a radio exchange that got me thinking about this critical component of the boater's experience.
(0:58) It was a blustery day at a marina that has strong river currents. As a boater approached and began his communications with the dockhands, he began asking a series of questions. He wanted to know the wind strength and direction at the marina. He said he was new to his boat and was concerned about the conditions. He asked if the current, which was running strong, was any less at the slip, and what was the direction.
(0:49) As I listened I was quite impressed with the care the boater was taking to gather important information before he entered the marina and was in tight conditions getting into a slip. The conditions were certainly tricky. The dockhand described where the slip was and the boater asked, "Do you think it will be difficult getting in there?" The dockhand responded, "Well, that depends on your skill level."
(0:40) Wow, I really can't think of a worse reply. Best case, the boater may feel insulted by that remark. Worst case, he might feel challenged to try a maneuver he is not comfortable doing. That could easily wind up being a bad day for the boater which will mean an even worse day for the marina.
(0:33) Boaters come in all levels of skill and confidence. And every one of them deserves to be treated with respect. Every last one of us was new and inexperienced at one time. There is no shame in that. This particular boater in acknowledging his inexperience was showing great wisdom. He will likely become an accomplished boater quickly and boat for many years to come.
(0:25) Which leads me to my most significant point. A new and inexperienced transient boater coming into your marina should be viewed as a golden opportunity. This is a boater who is learning and discovering the places to go. He hasn't developed habits about where he stops. And you have the opportunity to give him an exceptional experience that will make him want to return. That will make you a part of his new habit.
(0:13) So while all boaters should be treated with respect and professionalism, take extra time with that newbie who may feel a bit nervous and need a little more guidance. Answer his questions respectfully and help him increase his confidence. This is an investment in the future. The average long-range cruiser cruises on his boat for 10 years. Handle him well today and you will be rewarded with his business for years to come.
(0:02) And that's the marina minute.
(1:12) I've written about the role that specials should play in attracting boaters to your marina. Discounts should be offered for only one reason: to change a boater's behavior. Remember, you don't need to change behavior when you are full or overbooked. When you need more business, that is the time to provide incentives for me to come in.
(1:03) Timing is critical to ensure you are getting the most out of your discounts. But the offer itself is as important, if not more important. After all, if you expect me to do something different than I was planning, you'd better make sure your offer hits home. Think of it as the bait that will draw in the boater. Before you can determine what your offer should be, you need to think about a few things.
(0:56) First, it is imperative that you have a clear idea of what you are trying to achieve. Are you looking for boaters who are new to your marina? Do you need to fill in business at specific times? Are there new or underutilized services you wish to promote? Are you targeting transients or longer term slipholders? You must know what you want to accomplish before you know what to offer. You also have to know how you will measure the results.
(0:47) Next, you need to understand the audience you wish to target and the motivations needed to change their behavior. If your offer is not perceived as valuable and relevant to them, it will be passed over. Think about the target, what they need, what's important to them, and then come up with an idea that's relevant, timely, interesting, and genuine.
(0:40) If you're looking to fill your storage space, you might offer a free month when the boater pays for X months. Alternatively, transients might be attracted by a free dinner at your restaurant. You could introduce your boatyard capabilities with a free short haul for new customers.
(0:34) Make sure your offer is concise and clear. Simple is better. Simple makes me read your offer and allows me to quickly understand it. Be bold about what I save. It's fine to tell me the price but then follow up with, "that's a savings of..." Don't make me figure it out.
(0:28) Give me a clear call to action and set a deadline. "Must reserve by" or "Only 5 slips are available" will motivate me to take the next step so I won't miss out. Plus it allows you to control your discounts so they are more likely to achieve your goals and maximize your revenues.
(0:22) Your offer must communicate clearly and concisely the thing that is special and what sets you apart from your competition. Your offer must be sufficiently appealing to make me stop and take note. It should motivate me to take action.
(0:16) Don't forget to consider other businesses you might partner with to sweeten the deal even more while benefiting each of you. Consider combining dockage specials with service work to fill in the downtimes for both businesses. Or help introduce a new restaurant to the transient community with a dock and dine special. Be creative, be unique, and stand out.
(0:08) Special offers can bring you new business and incent boaters to use you during slow periods. This can boost your revenues and bring you more exposure. That's good for business.
(0:02) And that's the marina minute.
(1:06) I've recently published a couple of Minutes on marina WiFi. Response has been strong. I think there is little doubt that good, fast, reliable WiFi is necessary if you want to be a preferred marina to all boaters.
(1:01) From talking to many marina managers, everyone sees the importance of being able to stream video along with having reliable web access to pay bills and communicate with friends and family. We've now been involved with a couple of marinas cutting over to new technology and the new WiFi setups we have been involved with have performed even better than we expected.
(0:53) So that got me thinking about other advantages of super fast WiFi - advantages to you, the marinas. WiFi becomes a marketing tool in ways you might not have thought about. And I'm not just talking about promoting fast WiFi for boaters.
(0:48) Consider this. If boaters are now able to stream movies into the boat, watch YouTube, and use the full capabilities of Skype, well that means you can stream video out as well. Think what can be done with some well placed webcams at your site.
(0:43) First, cameras can become an amenity you can promote to your long-term and transient boaters. The ability to look in on my boat from home or other locations is not only comforting but is an added safety measure. We did just that this past winter when we left the boat to travel to relatives for the holidays.
(0:38) The marina we choose to leave the boat at not only had security gates but they also had a variety of webcams placed around the marina. We could go to their website and select the webcam near our boat and then zoom and pan to zero in on her. My husband left an AC light on in the pilothouse so we could easily confirm that the boat was still getting shore power. He checked it every night.
(0:29) That's a simple and inexpensive way to give me a reason to leave my boat at your marina. Another terrific use is as a direct marketing tool for your marina.
(0:25) To the joy of quality businesses (at the expense of poor ones), the internet has provided consumers with a better way to get the real story. In the same way that paper guidebooks written by self-proclaimed experts have been replaced by the real experiences of actual boaters, your glossy brochures and professionally crafted photo shoots are being replaced with real photos on blogs, Facebook, and YouTube.
(0:15) You can take part in this as well. Let prospective customers look around your marina using your webcams. They'll know they're seeing the real deal and can check back at various times to see what's happening.
(0:10) Of course, this requires having confidence in your facility. The fact is if you are concerned right now whether you want to let boaters take a peek at your marina, any day, any time, then you have some work to do. If you know that your marina can pass that test, then be proud and show boaters what you've got!
(0:02) And that's the marina minute.
