(0:53) I would say that fewer than half of the marinas we visit have a Welcome Packet for their transient boaters. It's an important tool to help ensure that boaters have the best experience possible. And we all know what a good experience leads to.
(0:46) Keeping you customers satisfied means more will return, tell their friends, and write positive reviews. Do you have a quality, up-to-date Welcome Packet?
(0:41) I first wrote about this a couple of years ago when I did a series of Minutes on Welcome Packets. You can find them on my blog here:
The Welcome Packet
The Welcome Packet - Start at Home
The Welcome Packet - Check Out the Neighborhood
The Welcome Packet - What's Happ'n
The Welcome Packet - Extras
(0:33) Your Welcome Packet can provide you with marketing benefits beyond a single transient's visit. Some boaters will pass the information along to other boaters as they talk about the positive experience they had at your marina. Others will file it away as a reminder of a place they wish to visit again.
(0:26) In the past I've had marinas tell me they were discouraged to find their packets in the trash. Don't be. Some boaters will dispose of the contents as they leave to maintain order within a limited space. So finding your packet in a trash bin does not mean it was not used. Quite the opposite. Most boaters I speak with find a good Welcome Packet invaluable.
(0:18) The often missed potential is putting some or all of the contents of your Welcome Packet on your website. Now you have a terrific and practical sales tool. Boaters can see what you have to offer at your marina and in the surrounding area. They can plan their stay, maybe even deciding to stay longer to take it all in.
(0:10) As many of you are approaching your off season make it a priority on your to-do list to create a dynamite Welcome Packet or to update your existing one.
(0:05) The effort you put into it now will payoff well into the future.
(0:02) And that's the marina minute.
(1:04) The majority of time we spend on the radio with a marina is receiving directions about where to dock. When a boater comes into an unfamiliar marina, it can be very daunting trying to figure out which fairway to go down, how the docks are laid out, as well as having to think about wind, current, and other docking issues.
(0:57) My experience of docking at your marina is most likely the first impression I will have of your business. And we all know how important a first impression is for setting the tone for a boater's stay. Anything you can do to improve that experience will translate directly into more positive reviews.
(0:49) I thought about this as we pulled into Spring Cove Marina in Solomons, Maryland. We have been to Solomons many times over the years. It is a busy harbor with many nice facilities and it can be confusing finding the marina you want, let alone your specific slip.
(0:43) While we have been to Spring Cove Marina several times in the past and know where it is located in the harbor, it can still be challenging to find the exact slip we will be in. But Spring Cove found a way to make it much easier.
(0:37) As the harbormaster was directing us in over the radio, she told us to, "look for the blue flag at the end of the dock." That's when I noticed that the T-heads for each dock row had a large flag. Each row used a different color. It directed us right to the spot we needed. We could then see the harbormaster waving us in. It was brilliant.
(0:28) The next evening we had some friends over for a drink, cruisers who were also staying at Spring Cove. It was their first visit here and as they talked about how they were enjoying the facilities, they mentioned the flags.
(0:22) A couple of days later, they wrote a 5 star review:
(0:20) "Agree with the other favorable reviews. Very comfortable environment and services. Pool a plus. But to me the best thing is the great signage on the docks including large colored flags unique for each dock (e.g., 'look for the green flag at the end of your dock'). With the slip map online, the flags and good directions, finding our slip was a breeze reducing docking anxiety."
(0:11) A flag on the dock may seem like a small thing but notice how the ease of finding their docking space dominated the review. It really is that important.
(0:07) Think about how you can make a boater's docking experience better and you will see the results in your reviews. And better reviews means more business.
(0:02) And that's the marina minute.
(1:06) Taking time to train your staff on customer service issues is always time well spent. Basic courtesy to boaters is fundamental. A friendly word, a helping hand, or any action that makes them feel like a welcomed guest. You can start with "Hello".
(0:59) I realized something else about this most basic of courtesies on a recent afternoon while waiting for lunch.
(0:55) We had gone to Moe's Southwest Grill, a restaurant I was unfamiliar with. It's a Mexican version of Subway. While we waited for our burritos to be prepared, I noticed that each time a customer came through the door the staff would shout, "Welcome to Moe's!"
(0:48) It was obviously part of their branding and meant to create a welcoming environment. I'm sure as part of the new hire training they are instructed in this ritual and that's not bad. The problem was that the greeting was insincere. Having worked fast food in my youth, I understand the problem. These employees really don't care much about their job. It showed.
(0:39) Thinking about that experience, I realized that "Hello" can be a good barometer of employee satisfaction. And nothing is more difficult than providing good customer service with dissatisfied employees.
(0:33) When I arrive at a marina I begin getting a sense right away. I've written about this in other Minutes but I have focused on training and supervision - not to imply those are not important.
(0:27) The revelation I had at Moe's was that you can learn volumes about how satisfied your workers are by simply observing how they interact with your customers.
(0:22) A happy, satisfied employee will naturally be in a good mood. That shows and will tend to spill out into their interactions with the boaters. A sincere smile and warm greeting speak volumes.
(0:17) Try this test. Simply observe your staff in a nonjudgmental and open way. Watch and listen to how they interact with boaters - it will show your employees' attitude.
(0:12) If you don't like what you see, then think about some more customer service training but think even harder about what you can do to make your employees feel valued and welcomed.
(0:06) Accomplish that and you will more easily accomplish terrific customer service.
(0:02) And that's the marina minute.
(0:52) Lately I've been paying attention to the 3 star reviews that come in for marinas. I began thinking about what they mean. Are they bad? Are they acceptable? How can a marina best learn from them?
(0:47) In general, I find that they are not what I would consider negative reviews. They typically mention positives about their experience and sometimes mention where the customer was disappointed. In fact several of them conclude with "we'll be back." And a returning customer is definitely a positive.
(0:40) What most of these reviews are saying is that the boater's most basic expectations have been met but they weren't exceeded. As I've written before, reviews are heavily tied to a boater's expectations of what their experience will be. There will be one expectation for a $1 per foot marina in a remote location and quite another for a $3 a foot marina that calls itself a "resort".
(0:31) The important message to take from a 3 star review is that while the experience was not necessarily seen as negative, you didn't provide an exceptional experience. You didn't "Wow" the boater.
(0:26) There are several things you should do when that 3 star review comes your way. First, study it, maybe even more than your other reviews. Often, the boater will tell you why you missed a couple of stars. This is invaluable information. Remember, this boater isn't necessarily unhappy with you, so they're not angry or ranting. They're just giving you a real assessment.
(0:20) Then you should consider reaching out. For example, "Thank you for staying at our marina. Here at XYZ Marina we are always looking for ways to improve the boater's experience. Please let us know how we can make your next stay with us a 5 star experience. We look forward to seeing you again in the future."
(0:08) Any good business knows that it is only through honest and thoughtful feedback from your customers that you can improve. Three star reviews can be the perfect opportunity to do this.
(0:02) And that's the marina minute.
(1:13) I have been a Hertz Gold Member for quite a few years. Being liveaboards, we frequently rent cars. Early on I would shop prices. But at some point I became a Gold Member and eventually stopped looking. It worked for me. Good prices, periodic free rentals, quick checkin/drop-off, and the service was always good. Their loyalty program worked.
(1:03) Then I had one of my worst customer service experiences ever.
(1:01) The details aren't important, suffice it to say a clerk tried to levy a "detailing charge" on a car we returned in nearly pristine condition. After a second clerk confirmed the need, I began to suspect I was being bamboozled. They quickly offered to have the manager take a look.
(0:54) By now I was getting a little steamed. This was obviously a sanctioned practice. I told my husband he'd better go with him.
(0:50) As the manager made a show of putting the blowers on full force to see, I don't know what, come out, my husband began to take pictures of the car. Immediately, the manager turned off the car and said, "Well, I guess it's not that bad. We won't charge you."
(0:43) That day, I canceled my next, upcoming Hertz reservation and booked a car with a competitor. Most people would have left it at that, never to return. That's the first lesson.
(0:38) But blatant dishonesty was too much. I went to the Hertz Facebook page and wrote a post. Almost immediately I received a private message, could I supply my reservation number so they could look into it? I replied and attached the pictures my husband had taken.
(0:30) The next day I had an apology and additional points in my account. Then another kind message. I felt heard. They had tried to make it right. But did they succeed?
(0:25) It took years for Hertz to cultivate a loyal customer and about 20 minutes to destroy it. It will be some time before I am loyal again, if ever. Lesson number 2.
(0:20) Their quick response, sincere apology, and tangible action did put them back in the running, which at this point is the most they could expect. Lesson number 3.
(0:15) There is absolutely nothing more important to your business than customer service. It is one of the hardest things to do right and the easiest thing to do wrong. This is a message you can never relay often enough to your staff.
(0:08) Every interaction - every one - is a chance to exceed or fail. Train your staff well, demand exceptional customer service, lead by example, and never stop trying to be better.
(0:02) And that's the marina minute.
(1:10) Boater reviews are the pride and the bane of marinas. Every week I receive emails from marinas with questions about how to manage their reviews.
(1:05) Properly managing your reviews, both positive and negative, is important for your business. There are two articles I wrote some time back on this subject that you can access from the Sponsor page:
https://activecaptain.com/sponsors/negativeReviews.php
https://activecaptain.com/sponsors/positiveReviews.php
(1:00) It can be easy to simply dismiss a negative review but it is better to understand the review and form a strategy to deal with it. Of course, the content is critical but I find that most marinas ignore the additional information available about the reviewer.
(0:55) Having a better understanding of the boater who wrote a negative review can help you get the most out of the review and help you better respond.
(0:50) When you are looking at a review on the ActiveCaptain website, notice that beside the captain name is a number in parentheses. This is the number of points the boater has accumulated using ActiveCaptain. It suggests the level of experience the boater has and how engaged they are in using their boat. Both of these factors are important.
(0:42) Remember, when a boater reaches 250 points they become eligible for an ActiveCaptain hat. In fact, obtaining points is the only way to receive a hat, so pay attention when you see one.
(0:37) Next you can click on the captain name for some additional choices. Selecting "Captain details" will display some additional information the captain has entered, such as the type of boat, length, etc.
(0:31) You can select "Show reviews/comments" to see the other reviews they have entered. Is there a review for your competitor? Are many of their reviews negative? It can shed light on what is important to that captain.
(0:24) While we all need to use caution when making generalities, I think it is fair to say that you may react one way to a review from a boater with 350 points than one with only 10 points. The boater with 350 points has likely written many review. The boater with 10 points means that your review is the only one they have written.
(0:16) I want to be perfectly clear. I am not saying that you should ignore the second, low-point captain's review or that you can't learn from it. But realize that some boaters might not be your customer and suggesting an alternative facility might be the best thing you can do. Every good marketer should be able to describe who is and who isn't their perfect customer.
(0:07) Make sure that you are using all of the tools available to you to manage your online reviews. In today's online world, they are critical to success.
(0:02) And that's the marina minute.
(1:08) I love finding examples of terrific customer service. It's especially nice when it happens in my own backyard.
(1:05) I was sitting at the Castine town dock on a busy afternoon recently watching the boats in the harbor. Castine has a small face dock where boats can dock for a couple of hours to visit our charming town.
(0:59) The dock was full with a visiting boat hovering out in the harbor waiting for another boat to pull out. As the boat pulled away a second boat started moving towards the spot. The harbormaster politely informed them that another boat was ahead of them waiting to pull up to the dock.
(0:53) Having seen similar situations turn ugly, I appreciated him taking control of this situation in a friendly and professional manner. But it didn't stop there.
(0:49) He then told the second boat, "We really want you to come visit our town. Give me a few minutes and we'll make it work."
(0:45) He proceeded to tie up the first boat and then worked to shift the other boats on the dock around to make a space. He waved the waiting boat in with a smile. That's customer service at its best.
(0:39) He not only turned a potentially volatile situation into something positive. He made two groups of boaters feel welcomed and satisfied. He brought a little economic development to the town. And he created two potential ambassadors for Castine. Can you say positive reviews?
(0:30) Does your staff go the extra step to "make it work" for boaters? It would have been easy to simply wave the second boat on. And I don't know that I would have called that bad customer service nor think that it would have led to a negative review. It's what most of us would have, at a minimum, expected.
(0:21) But exceptional customer service is when one does more then is expected. The best part is that it is often something quite simple, like taking a few moments to retie some boats to make a space or telling a boater that you really want them to come to your facility.
(0:10) The next time you or your staff is faced with a situation were you have to tell a boater "No", stop and consider if there is a way to make it work. Do the unexpected, find a way to meet the boater's need and you will be rewarded with happy customers and more business.
(0:02) And that's the marina minute.
(1:01) This week's Minute is a little different. The announcement below is from BoatUS announcing a grant program. It's something every US marina needs to be aware of. Who couldn't use a little help with facility improvements? But don't delay. The deadline is September 18th.
(0:54) Grants Available to Help Pay for Visiting Boater Facilities
(0:52) Visiting boaters, whether staying over for just one night or a couple weeks, offers real economic benefits and adds to the vitality of waterfront communities, marinas and boat clubs. But laying out the welcome mat can be challenging. Transient boat docks that are protected and safe for overnight tie-ups, deep-water channels, restrooms, and pump outs - just some of the infrastructure necessary to draw visiting boaters - can be expensive. However, the Boating Infrastructure Grant (BIG) program from the US Fish and Wildlife Service can help communities, marinas and boat clubs pay up to half of these improvements, but they need to apply by September 18 by going to their state's BIG administrator, typically a boating, wildlife or natural resources agency.
(0:38) Not a government handout, funding for the competitive BIG program comes from excise taxes on boat gasoline and fishing tackle that boaters and anglers pay into the Sport Fish Restoration and Boating Trust Fund.
(0:33) The goal is give cruising boaters convenient access to shore-side amenities via slips dedicated to transient boats as well as mooring fields and dinghy docks. Municipal or privately-owned marinas as well as boat clubs can install these conveniences including moorings, restrooms (including floating ones), fuel docks, electricity, water and sewage utilities, recycling and pump out stations, and undertake small dredging projects (up to $200,000) using BIG dollars. Two tiers of funding, both competitive and non-competitive, are available.
(0:21) Projects must be located on water bodies deep enough for boats 26-feet in length staying overnight from one to up to 15 days, and to navigate at a minimum depth of six feet. Matching funds - a 25% minimum is required - may not come from other federal sources, but state, local and private funds can be used to match.
(0:14) Boat Owners Association of The United States (BoatUS) was instrumental in creating the program in 1998 that is viewed today by local municipalities as an economic development tool to attract cruising boats and related boater spending. To date, over $177 million in grants have been awarded.
(0:08) BoatUS suggests that if your community, club or marina is interested, take a look at what's possible by seeing a list of projects that received prior grant funding at BoatUS.com/gov/BIG.asp. There's also a helpful link to state BIG administrator contacts.
(0:04) Don't let this opportunity pass you by!
(0:02) And that's the marina minute.
(1:06) After 22 years, we're selling the house, auctioning its contents, and throwing the lines to shore for good. It's been busy. So this week's Marina Minute is a repeat of my most popular Minute to date. Enjoy!
(0:56) In my fantasy world every dockhand I encounter would know exactly how to tie up my boat in the manner I like. Well, that and fuel would be 50 cents a gallon and chocolate would have no calories. But now I'm really dreaming.
(0:50) As I've discussed in previous Minutes, the encounter between the boater and the dockhand taking the lines at the dock is critical. It is the first personal encounter and can set the stage for the entire stay. Make sure that every dockhand is well trained, knowledgeable, and listens to the boater.
(0:44) The first two are the easy ones which can be handled with good training and oversight of new dockhands. For example, ensure they know what to do with the line whether they are handed the eye or the bitter end. They should know how to secure my lines professionally. Can they secure the eye so it doesn't bounce off the cleat? Do they know how to properly cleat off the bitter end? The most common mistake we encounter is a dockhand who ties our flared bow in too tightly making it impossible to pull in the stern.
(0:32) The more difficult skill, but also the more important one, is really listening to the boater. A terrific dockhand will follow the boater's instructions, if given, as the boater will best know how their boat handles and what the issues are. If needed, the dockhand can offer advice on issues the boater may not be aware of like an unexpected eddy, for example.
(0:22) A truly skilled dockhand can gauge the confidence and experience of the crew and offer more instruction if needed. Suggest a spring line rather than the bow line, particularly if the current could swing the boat perpendicular to the dock. And if the dockhand knows whether the spring line should go forward or aft they may even receive a marriage proposal.
(0:12) Of course, in the ideal situation you would always be able to hire extremely experienced and knowledgeable dockhands to fill every position. But in the real world that isn't always possible so make sure to take the time to train them properly. After all, they are the first ambassadors the boater meets at your marina. Make sure the boater's experience starts off on the right foot.
(0:02) And that's the marina minute.
(0:58) It's been great to see businesses accessing their Services information. Having complete and accurate data available for boaters is important. Based on questions I've received and moderating your entries, I've realized that there is some additional information needed for you to take full advantage of the Services feature.
(0:50) There is some confusion about how a business's record is stored in the Services database. Information for a business is only entered once creating a single record that contains the business name, address, phone, website, email, description, etc. Once the record has been entered, then the business can be associated with the service categories it offers. So a single business record may very well be listed under multiple services since many businesses offer multiple services.
(0:39) This is why the first step for adding a business to a Service category is to search for the business in the Add Business page. If the business does not appear you then should click the red, "Create new business" button. If the business does appear then simply select the business and click the Submit button to add the business to the Service category.
(0:32) Correcting business data information under one Service category (changing the contact email, for example) causes the change to appear across all Service categories. Of particular importance is the description field for the business. This field should have a general description of the business and all of the services that are provided. This description will appear in each Service category the business is entered in.
(0:23) It's important that you have a good email address listed in your record. You can even enter multiple if you wish. The email listed will not only provide a way for prospective customers to contact you - the preferred method for most boaters - it will also ensure that you receive notification when a boater writes a review for your business. Knowing what boaters are saying, and quickly following up if needed, is important for your business reputation.
(0:13) Finally, make sure you are claiming your business by selecting the "Yes" radio button under "Is this your business?" at the top of the record. There are more capabilities coming that will only be available if you have claimed your listing.
(0:07) There are more capabilities coming that I will be writing about in future Minutes. Now is the time to make sure you are properly listed and ready take advantage of them.
(0:02) And that's the marina minute.
(1:01) Last week I wrote about how to create an account to utilize the Services feature in eBoatCards. If you missed the newsletter, you can find past Minutes on my blog - follow the link on the right.
(0:56) Once you are set up, click on Services at the top right of the page. This will display a list of all the Service categories. Active categories are shown as blue links. Those coming next are displayed in gray.
(0:51) Selecting a Service category will display businesses that provide that service using a map or list. The default display is a map with the businesses shown listed below. To obtain a full listing in alphabetical order click on List on the left side. Select About for a description of the Service category.
(0:44) To find out if a business is listed in a Service category type the business name in the search box under the service name. You can type in a partial name and it will find businesses containing that string.
(0:39) Click on a business to access the record. To make additions or corrections to the record, select Edit. There is a field near the bottom for optional notes. This is a place to provide additional information to help us in verifying your changes. Select Submit at the bottom to put the changes into the verification queue.
(0:31) If you do not find the business in the Service section you can add it by selecting Add Business located on the left.
(0:27) The first step is to search for the business in the database. Enter a string in the search box above the list. If the business appears in the list, select it, and then select Submit to place the business into the Service category.
(0:21) If the business does not appear, select Create a New Business which is highlighted in red. Fill in the record and select Submit.
(0:17) All additions and corrections to the database must be approved by an Admin before they are permanently entered. Make sure to add the business to other Service categories that are covered by the business.
(0:12) Note, the Services list was preloaded from marinas and boatyards in the ActiveCaptain database. If your business does not offer a service in a particular category, edit your record and check the "This business does not offer this service" checkbox.
(0:06) Having an accurate and complete list of marine services makes it easy for boaters to find you when they are looking for a specific service. That's good for business.
(0:02) And that's the marina minute.
(0:57) Last week we released 19 categories under the new Services feature and the response has been terrific. Boaters are entering reviews for businesses they have used. Both boaters and businesses have been adding new entries. It's a huge win for the entire community.
(0:49) As I promised last week, I'm going to be writing about this new capability over the summer. I wanted to start with some basic how-to's. This information applies whether you offer the services yourself or whether you have third party businesses nearby that can provide the services. For many of you, these first instructions may be too basic, but my goal is to get everyone to the same place.
(0:41) If there are businesses nearby that offer these services, please pass this information along. It is a win for both of you.
(0:37) Businesses entered into the Services database must directly offer the service. You can enter the business record yourself or you can encourage the business to create their own listing. It's best if the business becomes involved since they should Claim their listing for added capabilities.
(0:31) The first step in the business listing process is to make sure you are signed up for ActiveCaptain and eBoatCards accounts. If you do not have an ActiveCaptain account, go to the website (www.activecaptain.com) and click Register in the upper right.
(0:25) Fill in your email address, password, and other items. Your captain name should be the name of your business. You will receive a confirmation email in your inbox. It should appear almost immediately. If you do not see it, check spam folders and add us to your safe senders or contacts. Click on the confirmation link and then select Login in the upper right of the website. Make sure to select Remember me on the login page and you will not need to do this step in the future.
(0:16) Now go to the eBoatCards website (www.eboatcards.com) and enter your ActiveCaptain account information in the upper right to log in. The first time you log into eBoatCards, it'll walk you through creating an electronic boat card. Make sure to set yourself up as a Business, Marina, or Boatyard account based on your business and use the name of your business as the name. If you are an ActiveCaptain Sponsor, email me with your account name so I can enable your electronic boat card as a Sponsor.
(0:08) You can now explore the services feature by selecting Services at the top of the page. If you are anxious to do more, there is some very basic help at the link below. I'll write about creating and editing business listings in next week's Minute:
http://www.eboatcards.com/basic-help
(0:02) And that's the marina minute.
(1:06) It's not uncommon to see one of those racks of business cards for marine services in a marina's lobby. Some marinas have them stacked around the check-in area. Others have folders or notebooks of contact information.
(1:00) I've written numerous times about the importance of letting boaters know about the services available nearby - grocery, medical, hair cutting, and of course, any marine services. Gaining access to a service I need can often be what decides which marina I choose.
(0:54) Last week's minute said that we'd be expanding the categories for our new Services feature. eBoatCard Services allows boaters to search for marine services including things like boat brokers, engine repair, bottom painting, and more. They can find contact information and a description of the service provided. But the most popular feature is that boaters can write reviews about the specific services they've used.
(0:45) The advantages of this new capability may seem obvious to a boatyard or marina that also offers marine services. But what about the business that is a marina only? How can this help you?
(0:40) It can provide you with an electronic card rack of marine services. But this card rack has some important advantages.
(0:36) The most significant advantage is timing. Let's face it, if I am standing in your marina office, looking through the card rack, then that card rack did not bring me into your marina.
(0:31) But if you have an electronic card rack that I can examine when I'm seeking a marina, now you'll have a real marketing tool that can give me a reason to choose you.
(0:27) I know and understand that many marinas are hesitant to recommend a nearby service. What if things go wrong? So as a boater I am left to stare at the cards and guess which one is right for me. With the electronic version, I can read reviews from fellow cruisers and make a more informed decision.
(0:21) Over the summer I will be writing more about this new feature including basic how-to's and some ideas about how you can utilize the capability to bring in more business.
(0:15) Last week we released the category for Canvas, Upholstery. We are releasing 19 boatyard service categories this week. Make sure you're familiar with the categories that will be covered. You can check out the service categories here:
http://www.eboatcards.com/groups/services/
(0:08) Start to think about the services you can offer either directly or through other businesses in the area. Give boaters every reason possible to visit your marina and you'll be rewarded with more visitors.
(0:02) And that's the marina minute.
(0:57) Over the next couple of weeks we will be releasing new Services categories. The Services capability allows boaters to share their experiences in a much wider arena. In addition, it lets them share information with finer detail. I will be providing more details next week.
(0:50) In light of what is coming, I felt it was a good time to revisit the topic of negative reviews. No one wants them but everyone will eventually receive one. Remember, handled properly a negative review can be turned to a plus for you and your marina.
(0:44) Several years back I wrote an article about how to handle negative reviews. You can find it on the website at the link below. The points remain very relevant today.
https://activecaptain.com/sponsors/negativeReviews.php
(0:39) Here are the points I think are the most critical. First, try not to fret over the occasional negative review. Instead, use them to learn and become better.
(0:34) Never argue with the boater, they will usually win. When you become defensive and argue with the reviewer other boaters will tend to sympathize with the boater and may view your defense as an attack.
(0:28) Keep your ego out of it. As a small business owner I know how hard it is to do this. But it is important not to take the criticism personally. Rather view it objectively, using it to improve, if possible.
(0:23) Always apologize. Even if you don't agree with their assessment, you should still be sorry that their experience was not positive. And if you actually did blow it, then apologize, make it right, and let boaters know what you are doing to stop it from happening again.
(0:16) Most importantly do not agonize about an occasional negative review. If you've kept your standards high and worked to consistently provide exceptional service the occasional mishap or disgruntled customer will not have a lasting impact.
(0:10) Finally, remember the adage, "The best defense is a good offense." Make sure you have a strategy for encouraging boater reviews. I have written about this topic in past Minutes. A quality marina will overwhelmingly generate highly rated reviews. Having a large number of positive reviews will quickly negate a lone negative one.
(0:02) And that's the marina minute.
(1:08) I have a file where I save quotes that I think might be useful for a future Minute. As I was putting one in this week I noticed the list was getting long. So I thought it was time to spill some of my favorite gems. Words of wisdom from some of the legends in business.
(1:00) It's our job every day to make every important aspect of the customer experience a little bit better. - Jeff Bezos, CEO Amazon.com.
(0:56) Quality in a service or product is not what you put into it. It is what the client or customer gets out of it. - Peter Drucker, renown consultant, author, and scholar.
(0:51) Your customers don't care about you. They don't care about your product or service. They care about themselves, their dreams, their goals. Now, they will care much more if you help them reach their goals, and to do that, you must understand their goals, as well as their needs and deepest desires. - Steve Jobs, Apple co-founder.
(0:42) What gets measured, gets done. And what gets recognized, gets done again - and even better. - Robert Crawford, Institute of Customer Service.
(0:36) Your most unhappy customers are your greatest source of learning. - Bill Gates, Microsoft founder.
(0:32) Customer service training must be seen, not as a one hour seminar event, but as a process that continues daily. - Bill Quiseng, author.
(0:27) The goal as a company is to have customer service that is not just the best, but legendary. - Sam Walton, Walmart Founder
(0:23) The customer's perception is your reality. - Kate Zabriskie, author.
(0:20) Always give people more than what they expect to get. - Nelson Boswell, author.
(0:16) Do what you do so well that they will want to see it again and bring their friends. - Walt Disney.
(0:12) Well done is better than well said. - Benjamin Franklin.
(0:09) It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. - Charles Darwin.
(0:04) Be inspired, become better, and find more success.
(0:02) And that's the marina minute.
(0:50) Last week we announced the release of the new Locations app for iOS, Android, Windows, and Macintosh OSX to boaters. It marked an important step forward for ActiveCaptain.
(0:44) While thousands of boaters agree that the new app is fun to use and gives boaters a view that isn't available by any other means, the true value of Locations is the new platform being released. This platform of capabilities and technology will be the basis for a tremendous number of additional enhancements moving forward. These new enhancements will create better ways for you to reach out to new and existing customers; ways that have never been available to you before.
(0:31) Locations provides a canvas for displaying overlay information on charts and maps. The first release transmits GPS data to our servers where it is stored and shared among boaters based on their privacy settings. Later this summer, there will be a way for boaters to automatically share their location with ActiveCaptain Sponsors as well.
(0:20) Check out the information page on Locations at the link below. I'll be exploring more about the technology as well as the roadmap for where this is all going in future Minutes. Because the app was designed to add more overlays, new capabilities will come out quicker for it than anything else we've ever done.
(0:12) For more info on the Locations app, check out:
https://activecaptain.com/locations
(0:08) I'll be sharing my ideas about how to utilize these new functions to better serve boaters as we progress on this journey together. I'll also be looking forward to hearing your ideas as well. Starting now, "the future ain't what it used to be."
(0:02) And that's the marina minute.
(0:54) I did a Minute about the importance of knowing your customers and using that knowledge to meet their needs. No sooner had I scheduled the Minute for distribution than a 2-star review appeared in my inbox. It was quite long and detailed the issues the boater had with the marina.
(0:46) The second paragraph caught my eye: "If they did not try to pretend to be something they are not, I would grant more stars. But anyone falling prey to the glitzy advertising for this place will be sorely disappointed in the reality."
(0:40) It was such a graphic example of what I have written about on several occasions. I couldn't get it out of my head. It wasn't so much that the facility was lacking in certain amenities. It was that this boater had felt misled, deceived, and even tricked. I couldn't help but wonder what would have transpired if the marina had presented a more realistic view of themselves.
(0:32) Poor reviews happen when a boater's expectations are not met. I know, I've said it before but I believe it can't be said enough.
(0:28) Expectations can mean something as simple as a bathroom not being clean to something as far reaching as presenting a false view of your facility. Remember, you don't have to be the most glamorous or offer the best amenities. But you do have to deliver what you promise and only promise what you can deliver.
(0:20) Make sure to check in with boaters to ensure you are meeting the expectations you have set. Seek honest feedback. And when you fall short, apologize, and work to make it right.
(0:15) To succeed in today's highly connected world, you need to recognize that your customers are communicating in a big way. It is more important than ever to have a realistic understanding of what you can offer the boaters and what you cannot offer. Honesty is always the best policy.
(0:08) If you fail to follow this tenet, you will fall victim to dissatisfied customers and poor reviews. Treat your potential customers with the candor you would wish to be treated with and you will have more business.
(0:02) And that's the marina minute.
(0:45) When we created ActiveCaptain, it wasn't simply a new technology for boating. We saw it as a new information source for boaters and a new marketing model for marinas/boatyards. Until that point, the information available to boaters was typically not real. The content in most magazines and guidebooks wasn't editorial. It was mostly paid advertising. Boaters' knew that as well. We knew that accurate information combined with boaters' actual experiences would change, forever, the way marina services were promoted.
(0:31) Chesapeake Bay Magazine takes a similar view in their annual Best of the Bay survey. They don't have an "expert" select the winners or stack the deck by limiting entrants to only those who buy advertising. Since the early 90's they have simply asked the boating community to tell them who they think is the best in a variety of categories. They then present the results in their June issue.
(0:21) In 2012 they added two new categories: Best Boating Website and Best Boating App. That year, ActiveCaptain rated #1 for Best Boating Website and #3 for Best Boating App. We were excited to be so honored.
(0:15) Last week, the 2015 results were released. We are proud to have been chosen as #1 for Best Boating Website for the 4th year in a row. In addition, we are thrilled to have received the #1 position for the Best Boating App. You can see the results here:
http://www.chesapeakeboating.net/Pages/Best-of-the-Bay-2015-Winners-Results/winners-results-5.aspx
(0:08) Sure, we'll bask in the tribute for a little bit. But we won't rest on our laurels. Being #1 has its responsibilities. There are so many exciting things coming. I look forward to working with you to keep us all on top.
(0:02) And that's the marina minute.
(0:56) Any US east coast cruiser who has traveled the ICW knows Coinjock Marina. It lies to the north of the Albermarle Sound and south of the Chesapeake Bay. I wouldn't describe it as luxurious but it serves it's purpose very well. They average over 4 stars with well over 100 reviews.
(0:48) Coinjock Marina knows exactly where they fit in the cruising experience. Louis Davis, owner of Coinjock Marina, can precisely describe who his perfect customer is. And just as important, he can describe who isn't their customer. Having that knowledge allows him to focus his resources on meeting the needs of his target customer and not wasting those resources on features that are irrelevant.
(0:38) Louis' skills are why you will typically find his dock packed during transient season with boats even rafted together to accommodate the overflow. It is why his marina consistently rates highly in ActiveCaptain reviews even though there is no pool, no spa, and it is in the middle of nowhere.
(0:30) With sincere respect, I call Coinjock Marina the Red Roof Inn of the ICW. It is that spot along the way where you can conveniently pull in for the night, fuel up if needed, have dinner at the onsite restaurant, get a good night's sleep, and be on your way in the morning. And it is executed to near perfection.
(0:23) Are you able to define your perfect customer with the same precision? If not then you have some important work to do.
(0:18) Think about the characteristics of your perfect boater. The one who can't help but stop at your marina. What kind of boat? What size? What experience level? How long is the typical stay? Do they provision, want repairs, etc? What time of year? It is just as helpful to define who is not your target boat.
(0:10) Every one of us has things we do well and things that we don't do well. Knowing where you shine lets you know where to spend resources and where to conserve. And most importantly, being able to set and satisfy boater expectations will lead to more positive reviews which means more business for you.
(0:02) And that's the marina minute.
(0:59) Lately I've been noticing boater reviews complaining about poor marina communications. Some have been about a lack of response on the VHF as they approach. Some about not answering the phone and returning messages. Some have complained about both.
(0:52) I've read about boaters who after several attempts have given up and moved on to another marina. In each case, the boater's frustration led to a diminished review. Don't let that happen to you.
(0:46) I have addressed this issue in various ways in multiple Minutes in the past including the two below:
http://www.themarinaminute.com/2012/02/work-vhf.html
http://www.themarinaminute.com/2013/10/im-your-customer-not-interruption.html
(0:40) All marinas, especially those who court transient boaters, must have a way to monitor the VHF radio. There is no excuse. And this means always monitoring the traffic. If you don't have someone in the office at all times, then get your dockhands portable radios.
(0:33) I've heard the excuse that dockhands may drop them overboard or lose them or break them. And that will happen from time to time. But it's still a small investment compared to the potential return.
(0:27) I just checked Defender and you can buy a floating handheld VHF for around $100. What's your typical nightly charge for a transient? How many nights are you willing to lose to save the price of the radio?
(0:20) The real point is that boaters expect you to be available on the VHF radio, instantly. Every effort should be made to accommodate that. If I can't reach you via VHF, I'll wonder why. And if I then turn to my cell phone and still receive no response, I very well may move on.
(0:12) I'm not unreasonable. It's not necessary that you take care of me right away, but you do need to acknowledge me, let me know you will get to me shortly, and then do that.
(0:07) There is absolutely nothing more important than responding to a customer. Let me know I'm being heard and I'm more likely to give you my business.
(0:02) And that's the marina minute.
(1:04) Do you want to know the fastest and simplest way to impress a transient boater? It's something that I would estimate only about 25% of the marinas we visit provide. It's not a spa or a pool or even a courtesy car.
(0:57) Make sure that every dockhand knows how to properly tie a cleat hitch and that they do it every time a boat arrives.
(0:52) The moment I hand my lines to your dockhand, it sets the tone for the rest of the visit. While it is common to encounter a dockhand who is friendly, courteous, and helpful, it is quite unusual to find one who has correctly tied my boat to the dock with a cleat hitch. It is the main reason you see captains retying their lines once the dockhands have left. It's the first thing my captain checks when he steps onto the dock.
(0:41) If you're unsure how it is done, check out the Chapman's Piloting Seamanship & Small Boat Handling section on knots. Or search online for "cleat hitch" and you'll find dozens of descriptions, pictures, and even videos. It's a very simple knot to master and most dockhands think they know how to tie it. But they don't.
(0:31) In fact, it is the first knot written about in the Chapman's section on knots, "One of the simplest knots, certainly the most used aboard a boat, involves nothing more than turns around a cleat."
(0:25) No dockhand should go out on the dock without being able to quickly and reliably execute this knot. It's more than just the safety of the boat and crew, although that is the foremost reason to learn this knot correctly. It is a clear indication of the knowledge and experience of the person handling my lines. It sets the stage for instilling confidence in the marina and its employees. It's far more important than Flemishing the lines. While a Flemish looks nice, the cleat hitch will hold my boat fast yet allow for an easy release. I think of it as substance over flash.
(0:09) Nothing will draw me back to a marina faster than knowing that my boat will be handled professionally. Take a stroll down your docks a see how many boats have been tied with a proper cleat hitch. Then gather up your staff, grab some line, and start practicing.
(0:02) And that's the marina minute.
(0:58) It has always been the case that your reputation, whether personal or business, is one of the most important assets you have. Building a good reputation takes time and hard work. Ruining one can take a moment.
(0:53) When asked about the importance of protecting one's business reputation, Warren Buffet said, "It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."
(0:46) I've come to realize that when I read a boater review, I'm witnessing the building or diminishing of a business's reputation. How can you protect yours?
(0:40) First and foremost, be honest about how you present your marina to boaters. Overstating your amenities or exaggerating about the area is more likely to result in a reduced review than presenting a modest marina as, well, modest. Poor reviews happen when a boater's expectations are not met, not because you don't have a pool or a 5 star restaurant.
(0:31) Remember that just like with restaurants and hotels, consumer's needs vary from person to person and from circumstance to circumstance. Help me best determine if you meet the need I have right now by presenting me with a realistic view of your facility. That allows me to set a realistic expectation for my experience.
(0:22) Then make sure that you meet and hopefully exceed my expectations. I'd rather use a shower that is modest yet clean then one that is luxurious but dirty. Your pool and restaurant won't make up for a poor dockhand.
(0:16) Know the niche you fill and make sure you do the things that meet that niche very well. Let other marinas fill other niches. Never try to be what you are not.
(0:10) I believe there is a place for every marina, small, large, simple, luxurious, remote, or fast-paced. The key is to find your niche, communicate your place to boaters interested in your niche, and meet the needs exceptionally. If you can do that you will receive more positive reviews and that will lead to more business.
(0:02) And that's the marina minute.
(0:57) Last week I told you to check your contact email addresses. If you haven't sent a test, then stop reading this and do it now. It's that important.
(0:52) One of my readers reminded me of a related Internet faux pas that is all too common - out of date websites. I've written about this before but it's a topic that bears repeating. When was the last time you updated your website? When was the last time you checked every page for accuracy and completeness?
(0:45) Today's digital mediums are popular because they are vibrant and dynamic. To compete, you need to ensure your website is as well. Do you have someone who is responsible for this?
(0:40) It is critical for your website content to be easily modified by someone in house. If you can't, then fix that issue first. Then setup a schedule and get to work on making your website vibrant and dynamic. Here are some of the most common issues I find:
(0:34) Information that is completely out of date.
Home pages that show events from last week, last year, or even years ago. Pricing lists that do not have current prices. Lists of amenities with missing services or things that are no longer offered.
(0:27) Web links that no longer work.
Whether it is a link to another page on your site or to an external site, it is frustrating to click on a link that is broken.
(0:22) An out of date copyright.
It is disconcerting to visit a website and see a copyright footer from several years ago. I have no idea if the content is truly that old or if you've simply neglected to keep the date current. Either scenario does not reflect well on your business. Also consider tagging each page with a "Last updated" date.
(0:13) Finally, consider updating content on a regular basis. Change images to reflect the seasons or to include photos from a recent event. Include tips or recipes or some other bits of information boaters might find useful.
(0:08) If you want to stay competitive, your website is not something that you can just setup and forget. Make it useful, interesting, and compelling and you will see more traffic. And that can mean more business.
(0:02) And that's the marina minute.
(1:00) Every week we send out tens of thousands of emails to marinas - fuel updates, boater review notifications, questions about details, etc. While I know that an email address can change over time, what continues to amaze me are the number of email addresses that bounce but are listed on the marina's website as the contact email address.
(0:53) I'm not talking about my email not receiving a response. I'm talking about it bouncing back with "email not found" or "unknown user" or some such other jarring response. If I can't get through, then neither can your customers.
(0:47) For many marinas this is not a one time problem. It occurs week after week. I believe the implications of this are broad and can actually be quite damaging to your business.
(0:42) I can hear several of you thinking, "Well, that's not a problem, they can just call us." That is the wrong answer. Maybe they'll call or maybe they'll follow up with your competitor who did respond to their email.
(0:35) Good customer service requires that you make it easy for customers to reach you by whatever means they prefer. And you need to respond promptly. More and more often that is happening by email. Not having a correct email address, monitored, and answered is bad for your business.
(0:28) And it's not only a lost dockage or service fee. Having emails bounce back in this fashion makes you look disorganized, unprofessional, and out of touch. Would you want to work with a business who never answered their phone, or worse, whose phone number was disconnected? How long would you wait to correct your phone number? Today your email address is more important than your phone number.
(0:18) Now before you think to yourself, "We don't have this problem," when was the last time you tried your contact email? Take time out today and send an email to all the addresses listed on your website and on ActiveCaptain. If you have one of those contact forms on your website, try sending a request there as well. Make sure it goes through and make sure someone responds in a timely way.
(0:09) I have spoken to many marinas who had no idea these email addresses were not working. Don't leave it to chance. Make sure you are getting and responding to every boater inquiry no matter how it comes in. That's good for business.
(0:02) And that's the marina minute.
(0:49) "Luck is what happens when preparation meets opportunity."
Seneca the Younger, Roman Stoic philosopher, statesman, and dramatist, born 4 BC.
(0:45) My husband quit his job when we started our first company. We took out a second mortgage on our home. Eventually, I quit my job at Apple Computer to take on the sales and marketing for our medical imaging software. We worked 7 days a week, 12-16 hours a day for 7 years before we became "an overnight success."
(0:37) When our small business was acquired by a pharmaceutical company we repeatedly heard, "You guys are so lucky!" I used to reply with the above quote until I realized it didn't really matter how others perceived our success.
(0:32) I also realized that most people believe in "luck" and therefore spend their careers and lives waiting for luck to find them. Meanwhile opportunities continue to pass by.
(0:28) We worked hard, we sometimes failed, we listened to our customers, provided exceptional service, and we constantly sought ways to be better. Most of our successes were small but incremental. When other pieces in our industry fell into place, we were able take advantage of them and win. Were we lucky when the pieces fell into place? Maybe. Are you ready?
(0:20) Yes, there are things that you cannot control. The economy, fuel prices, and the weather. But there are far more things you can impact. Affect the things you can, always. Use the downtimes to prepare for the next opportunity.
(0:14) Maintain and improve your facilities, hone your staff, add new amenities, seek out the attractions around you, and ask for boater reviews. Use every opportunity to better understand your customers. Study your past reviews, study those of your competitors, talk to boaters in your marina, and learn what you need to be successful.
(0:06) Ensure you are primed and ready for that next big opportunity. Then sit back and listen to others tell you how lucky you were.
(0:02) And that's the marina minute.
