(1:03) In all aspects of life, nothing is more important than good communications. It can prevent bad situations from happening and reduce their effect when they do occur.
(0:58) It is rare to see a negative review that does not involve a lack of communications, inadequate communications, or just plain bad communications. It is critical that you provide boaters with the communications they need, whether it is good VHF radio skills, a well put together welcome packet, or adequate signage. If you are a boatyard this is true, tenfold. You have to keep boaters abreast of progress, set backs, and costs.
(0:48) Within the ActiveCaptain website and the new Locations app, there are several ways for you to communicate with boaters about reviews, information, specials, and customer service issues.
(0:43) Some are broad reaching, such as ensuring your ActiveCaptain data is current and accurate. ActiveCaptain Partners can go a step further and promote their unique appeal, upcoming events, and specials using their Pro-Op, Cross Promotion, and Co-Op messages. Make sure you are taking advantage of these powerful tools.
(0:36) You can also reach out to a boater in a more direct and personal way. Communicate privately with boaters who have written a review to thank them, apologize, or gain more information by using the captain's messaging feature on the website. You can find instructions here:
https://activecaptain.com/sponsors/captainMessage.php
(0:29) ActiveCaptain Partners can publicly address a specific review by utilizing the Management Response feature. 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. You can find more information in the Marina's Guide to ActiveCaptain:
https://activecaptain.com/sponsors/marinasGuide.pdf
(0:22) There is now also messaging through Boater Locations. The forms of communication mentioned above are what I think of as passive - boaters bring up the ActiveCaptain data or find a message on the website or in their email inbox. Messaging through Locations is an active form of communications. The message is actually pushed out to the boater. The boater can even have their phone or tablet alert them that a message has been received.
(0:13) While this form of messaging can be extremely powerful, it is important that it be used with great care. Boater privacy is paramount in Locations, so much so, that a boater has the ability to block messages from a given source. Don't be that source.
(0:06) I will be exploring this new Boater Locations capability over the coming weeks. Together I want us to learn how to use it so we all win.
(0:02) And that's the marina minute.
(1:02) I've been getting you ready for the new capabilities of Locations for some time now. Many boaters have been utilizing the new features to enhance their experience on the water. It's time for our Partners to get involved and use these capabilities to better satisfy boater needs and generate more business.
(0:55) Locations provides boaters with an interactive community where they can find friends and other boaters with like interests. Through Locations they can communicate with other boaters, follow them as they travel, and even meet up along the way. Staying connected through this community can greatly enhance the experience of cruising.
(0:48) ActiveCaptain Partners are a part of the community as well. Over the coming weeks and months I'll be showing how you can best be a valuable member. The key will be adding value and not just noise to the community.
(0:43) We are starting this adventure together, learning as we go. It will take creativity, patience, and most importantly, listening to boaters. Remember, this is primarily the boaters' community and you want to be a welcomed member.
(0:38) So what should you do first? If you do not already have an eBoatCards account now is the time to set yours up. It's simple.
(0:35) Go to www.eBoatCards.com and enter your ActiveCaptain account information (email and password) in the upper right. Select Login. It will step you through the process. The next step is to email me with your account information so that I can turn on your Partner designation. If you are a Partner that already has an electronic boat card account without a partner designation, email me as well.
(0:27) Now you can begin to explore. Once logged in, click on Boater Locations on the left. This allows you to see the location of ActiveCaptain boaters who have allowed access to Partners. The first time you select this option you will see a zoomed out view of a map. As you zoom in and pan the map you will begin to see markers.
(0:19) Click on a marker to see basic information about the boater. Notice the Send Message button. This is used to send a message to that boater. But don't use that just yet. Future Minutes will discuss how best to use this capability.
(0:13) Note, a boater can block any account that sends an unwanted message. This powerful capability needs to be carefully understood before using it.
(0:08) For now become familiar with the features and with the boaters who are passing though your area. Begin to think about how you might reach out to them in ways they will want. Do this well and you will see more business.
(0:02) And that's the marina minute.
(1:07) Previously, I introduced you to "The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout and highlighted Law # 15 - Candor.
(1:01) Law #5 is Focus: The key to success in marketing is to find an effective way to come to own a word in the mind of the prospect.
(0:57) To me this says that to be truly successful you must be able to concisely state why (and where) you win. You want some word or concept that defines you against your competition. When looking for this word or concept Ries & Trout recommend:
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The simpler the better.
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You can't focus on any word that doesn't have proponents for the opposite point of view. (For example, you can't own the word "quality", because everybody stands for that and nobody stands for "the lack of quality".)
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The narrower and more precise the focus, the more you will achieve.
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The most effective words are benefit oriented.
(0:45) This reinforces a concept I've discussed before about the importance of knowing what defines your "perfect customer." While the notion of "everyone is our customer" may seem appealing, in reality it leads to a lack of focus which leads to a waste of resources.
(0:38) Find your focus and make that the emphasis of everything you do.
(0:35) Closely related is Law #6, Exclusivity: No two companies can own the same word in the mind of the prospect or customer.
(0:31) Trying to steal away the word or concept already owned by a competitor will only serve to reinforce their position in the market. Asking people to change their minds about a notion will only make them uncomfortable. They will do so infrequently. In reality, using your competitor's word or concept will only make them think of your competitor.
(0:21) You must find a unique word that you can focus on owning by discovering what makes you different from your competition. Then focus on owning that word. Use it throughout your marketing, even consider using it for the password to your WiFi access.
(0:11) Is there a boater who has cruised through the US East Coast that hasn't heard, "32 ounce prime rib" and not thought of Coinjock Marina?
(0:06) Find your focus, use it consistently, and you can win the minds of your potential customers. That's good for business.
(0:02) And that's the marina minute.
(1:10) I recently ran across a marketing ebook titled, "The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout. Its focus is on product marketing but I found several points that I believe are equally relevant to service marketing. I'm going to use a few Minutes to discuss them.
(1:02) Law # 15 - Candor: Anytime you admit a negative in your marketing, the prospect will treat that admission positively.
(0:58) I know many will bristle at this and be reluctant to accept the notion. Who likes to focus on our negative points? But I believe there is some real merit here.
(0:54) According to Ries & Trout this adage is true for 3 reasons:
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Because it's unexpected.
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Because people instinctively open their minds to problems and close their minds to glib positive statements.
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Because everyone is naturally cautious about what a salesman tells them, and admitting to a negative is very rare in the commercial world.
(0:46) The key is to admit to a negative and then to turn that into a positive for the customer. When you are honest about something where you do not excel, you open the mind of your customer for your positive message.
(0:40) Too often I see marketing messages that go over the top in trying to convince the customer of their positive attributes. This is problematic for a couple of reasons. First, most of us dismiss these messages as unrealistic hype. However, should a customer buy in to the message only to find the reality less than the hype, you risk greater dissatisfaction resulting in negative reviews.
(0:31) Ries & Trout further explain, "this must be achieved carefully to be fully effective. The prospect must feel some instant agreement with the negative, or else confusion will rein. At the same time, the marketing should move quickly on to the positive, before the benefit of admitting the negative is lost."
(0:22) For example: Our marina may not be located downtown but we can offer you the peace and quiet of nature, while our shuttle can get you there if you desire.
(0:17) A lack of marketing candor is one of the driving forces behind the rise to prominence of customer reviews. We are all desperate for honest, realistic views of the products and services we seek. It is why survey after survey reveals that customer reviews are the primary source used when making a buying decision.
(0:07) Make sure your marketing message has credibility by choosing candor over hype. Set realistic expectations, exceed them, and you will see more business.
(0:02) And that's the marina minute.
(1:09) We started the ActiveCaptain Sponsor program in 2011. At the time, many discussions ensued about what to call it. We chose Sponsor because we knew that it would take financial support from marinas to make the project grow.
(1:03) There are many costs involved in running a service like ActiveCaptain. We now spend more for our internet servers each month than we spent in our first two years. It's because of the support of Sponsors that we can continue to enhance the capabilities that we provide. It allows us to be out there in the cruising community, full-time, living the life rather than sitting in an office thinking about it.
(0:55) More and more as I talk with marinas about what becoming a Sponsor means I have found myself uncomfortable with the term "Sponsor." I realized it doesn't accurately describe the relationship we have with you.
(0:50) A Google search turned up this definition for sponsor: a person or organization that provides funds for a project or activity carried out by another.
(0:46) That's wrong. It implies a separation between you and us that I do not believe exists. An ActiveCaptain Sponsor is so much more than simply a source of revenue. We're partners.
(0:41) Our success depends on your success. We strive to work with you to help you build your business by understanding what is important to boaters and how to satisfy their needs.
(0:36) So we are changing the name to ActiveCaptain Partner. I know there will be some who will say, "It's just a word." But it's more than that to us.
(0:31) We don't accept every marina who wants to be a partner. We want quality marinas shown either by strong reviews from boaters or a will and a plan to improve. We love to help marinas step up. That's because we want to make a difference, not just cash your check.
(0:24) I was recently copied on an email from a marina we refused to work with. It was sent to a staff member and in part said, "Why are you requesting permission to becomes a sponsor? Just get it filled out and paid." I'm sorry but we don't work that way.
(0:16) So if you want a company that simply wants to take your money and throw up a banner ad or featured listing, send me an email. I can give you several of them.
(0:11) If you want a partner who is invested in helping you be more successful, who wants an exchange of ideas, who hopes to educate you while also learning from you, then you are in the right place reading this.
(0:06) After all, it's not just a business for us. It's our life. And when you win, we all win. I'm proud to call you Partner.
(0:02) And that's the marina minute.
(0:57) This past week we attended the Krogen Rendezvous in Solomons, Maryland. It is one of our favorites for a variety of reasons - great people, good events, and a terrific party on the final night. But one thing that always stands out in my mind is how much these boaters really use their boats. No "dock potatoes" here!
(0:49) As I was giving talks and mingling with the other boaters, I received comments about my Marina Minute newsletter. Some boaters receive these Minutes and some had just heard about them. The feedback they gave all started with, "You should tell them" and then followed with a pet peeve or an outstanding experience - some bit of advice they wanted me to pass along to marinas to make their experiences better.
(0:40) As I listened I found that there were actually just a few things that were being said over and over. I also realized that each one was something I had written about in a Minute - more than once.
(0:35) So listen up. The following are the three things that active cruising boaters, your customers, want you to know are important. I've included links to the most relevant Minutes for each.
(0:30) 1. Improving dockhand skills including listening to the boat owner and basic line handling skills:
Calming a Boater's Nerves - Part 1 of 2
Calming a Boater's Nerves - Part 2 of 2
What's a Bitter End???
(0:24) 2. A Good Welcome Packet - I've referenced this series many times but apparently not enough:
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
And just 3 weeks ago, Where's Your Welcome Packet?
(0:16) 3. Easier ways to find slips and marina staff:
Straight From the Horse's Mouth
Small Stuff
(0:12) Nothing here is complicated or expensive to provide. Each is easily within reach of any marina to accomplish. Think honestly about how you measure up on each of these items and what you can do better.
(0:06) Give your customers what they want and they'll give you more business.
(0:02) And that's the marina minute.
(1:10) I first introduced you to the ActiveCaptain Locations app back in June. If you missed that Minute you can find it on the Marina Minute blog here:
http://www.themarinaminute.com/2015/06/activecaptain-locations.html
(1:04) This week we are announcing the next release of Locations with enhancements to Groups capabilities. Additional features will be coming as well.
(1:00) There are currently over 500 Groups in ActiveCaptain covering a wide variety of areas. These Groups include boat types, such as Beneteau sailboats and DeFever trawlers, and cruising areas, such as the Chesapeake Bay and Cuba, and areas of special interest like pets onboard and liveaboard cruisers.
(0:53) What does this mean to you?
(0:51) As boaters join groups of other boaters with like interests, they are letting us know what is important to them. And knowing what is important to your customers is the first step to satisfying their needs. We all know that a satisfied customer will not only return but they'll tell others through their reviews and conversations.
(0:44) I believe this feature offers a powerful way to reach out to targeted groups of boaters. The next release of Locations will have a Messaging feature allowing boaters to easily communicate with one another. It will also offer a way for ActiveCaptain Sponsors to reach out with information and specials. The key will be to reach out in ways the boaters will see as useful and not spam.
(0:35) To do this you need to understand the needs of boaters - deciding who is, and who is not your customer. Successful businesses always know exactly who is their "perfect customer."
(0:30) Knowing what you do well and what you are not able to provide allows you to focus your marketing efforts. You won't waste money on promotions that miss the mark. Instead you can spend money on promotions, events, and amenities that will satisfy your target boater's needs.
(0:22) Can you describe your perfect customer? That boater who would be crazy not to spend time at your marina? Think about it. It encompasses the boat, the boater, and the specific needs the boater has.
(0:16) Now is the time to begin defining who is your perfect customer. Read through your reviews to understand what boaters like and don't like about your marina. Walk the docks and notice the boats and people who are there. Chat with boaters to find out more about them. Gather you staff together and brainstorm.
(0:08) The better you can define the boaters that you can truly satisfy, the better you will be able to craft a message that will draw them in. And that will mean more business for you.
(0:02) And that's the marina minute.
(1:06) Marinas often want to know what they can do to bring in more boaters. Of course, there are the obvious things - clean bathrooms (the number one reason for a negative review); friendly, competent dockhands; sturdy safe docks.
(0:59) But once you've nailed the basics what more can you do? Let boaters know whatcha got.
(0:53) There are almost as many reasons a boater selected your marina as there are boaters. And what one boater is looking for today can be very different next week. So its important that you let boaters know everything that is available to them. That "something" which might seem unimportant to you, could be just the thing I'm looking for.
(0:46) Make sure that your ActiveCaptain marker describes all of the services that are available to a boater both at and nearby your marina. If I can walk, use a courtesy car, or hop on public transportation to access a service or amenity, it should be listed in your marker.
(0:38) Often these services will influence which marina I choose. I might be celebrating an anniversary and looking for a nice restaurant. I could be looking for a dentist, a hairdresser, or a post office. My pet may need a veterinarian. Maybe I need to buy a birthday gift. The list is almost endless.
(0:29) Some service areas are so common that ActiveCaptain has specific items for them, such as Restaurants and Grocery. Services not listed should go under the Other Services category. And don't forget Attractions.
(0:23) Is there a museum, hiking trail, park, or simply a lovely town to visit? Make sure you note it.
(0:19) Don't stop your entries by just listing the services. Make sure to include addresses, phone numbers, websites, and even directions with distances. The surrounding services you provide will make it easier for me to put them into my plans and choose your marina. And don't forget events. That farmer's market, art walk, or jazz festival might be just the thing that steers me to your marina.
(0:10) Make it someone's job to update this information in ActiveCaptain, on your website, and in your welcome packet.
(0:06) Tell boaters whatcha got and they'll have more reasons to choose you over your competition.
(0:02) And that's the marina minute.
(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.
