(0:53) Dealing with a negative boater review can be stressful. Good marinas try hard to provide boaters with a great experience. It's a natural reaction to feel defensive, especially if you think a complaint is unfair.
(0:48) I speak from experience. Among the hundreds and hundreds of emails we receive every week, there are invariably one or two that are complaining about something. Sometimes the complaints are unfair or unreasonable, but more often there is something relevant to take away and consider.
(0:42) You determine where you will focus your attention, on the problem or on finding a solution.
(0:40) Fixating on the problem can bring negative emotions. These emotions will only stand in the way of finding your solution. When our judgement is clouded by negative feelings, we are far more likely to make poor decisions. When I see a marina response to a review that is defensive, sometimes even attacking the reviewer, I know they have allowed those negative emotions to take hold. It never has a good outcome.
(0:29) Instead of seeing a negative review as an attack, view it as an opportunity to find a solution for making you marina better.
(0:26) Consider this. A boater that feels he had a less than positive experience at your marina exists whether he took the time to write a review or not. Either way you have an unhappy customer out there in the boating community talking to other boaters. The fact that he took the time to write a review often indicates that all is not lost.
(0:17) The overriding emotion that I see in most negative reviews is disappointment. The boater was hoping for a good experience but felt let down.
(0:14) How you choose to focus your attention will determine your emotional state - positive or negative. Choosing the negative path can lead to less self-control which typically leads to poor decisions.
(0:09) Choosing to focus on the actions or solutions you can take to make the situation, your marina, and even yourself better will lead to positive feelings and better reactions. You will always be most effective when you focus on solutions rather than problems.
(0:02) And that's the marina minute.
(1:02) "You had me at Hello." I imagine most of you recognize that line from the 1996 film, Jerry Maguire. For me, it speaks to that moment when we first meet someone and impressions begin to form. There's a reason your mother schooled you about first impressions.
(0:56) First impressions really are important. They set the stage for every interaction that follows. It's not to say you can't overcome a bad first impression, but you will certainly have your work cut out for you.
(0:51) So why not start every relationship on a positive note? Create a great first impression. For a marina, this almost always happens with your dockhands.
(0:47) I continue to be amazed at dockhands who fail to welcome boaters as they pull in. I've been horrified to watch a dockhand assist a boater with lines without a word and then turn and walk away. This sends the clear message that the boater is not welcome.
(0:40) It's so easy to start with a simple, "Hello!" Offer a smile, make the boater feel that you are glad they came to your marina.
(0:37) Of course, there is a certain finesse to the interaction. I'm not looking for an involved conversation as I'm securing my boat to the dock. This is especially so if the conditions are difficult or I've had a long, maybe rough, journey. But every boater can receive a smile and a "Hello, welcome to XYZ."
(0:29) Once, we are securely tied you can follow up with an offer to help along with providing useful information about the marina and surrounding areas. The more you learn about the boat, the better service you can provide them.
(0:24) Be sensitive to the boater's needs. If your offer of help is turned down, smile and tell them where they can find you if they need anything. Our routine is to tie up and settle some things onboard before we connect to power or water. So we decline that help and are happy to handle it ourselves later.
(0:15) Research shows that we size up a new person in somewhere between 30 seconds and 2 minutes. And that a first impression will tend to dominate even when future interactions are different. This is true for both positive and negative impressions.
(0:07) Don't saddle your marina with a bad first impression. Make sure your staff is trained to welcome every boater and provide excellent service from the start. That will payoff in positive reviews and more business.
(0:02) And that's the marina minute.
(0:51) As most everyone knows, the US east coast was hit by Hurricane Matthew this last week. Fortunately, it struck with less intensity then had been predicted. However, that is of little consolation to the areas that suffered severe storm damage and loss of life.
(0:44) An event of this magnitude has led to much uncertainty and concern on the part of boaters beginning their winter migration. Immediately, we began receiving communications from boaters wanting to know the state of the waterway, marinas, and anchorages to the south.
(0:38) It reminded me of the increased importance of communicating with the boating community following a major event of this nature. There are few things that are worse for a business than uncertainty on the part of your customers. In the face of uncertainty many boaters will become paralyzed and not move.
(0:30) That is why it is imperative that every marina and boatyard impacted, even tangentially, by a major weather event must come out quickly to inform boaters about the state of your facility and the waters nearby. What was the impact to you and the surrounding waterway? Which services are available and which are not? If there was no impact, make sure you let boaters know. Silence only feeds uncertainty.
(0:20) This is a time to use every available outlet to get the message out. ActiveCaptain Partners can use their Pro-Op message to update boaters about your status and to keep them updated as repairs are made.
(0:16) If you are not a Partner, you can put a review in from the marina providing information. In both cases make sure to keep your message current and update it frequently.
(0:13) Ensure you use other outlets as well. If you use Facebook or Twitter or a newsletter to communicate with boaters, make sure your message is going out there also. Place updates on your website. Use all means available.
(0:07) Yes, Hurricane Matthew could have been worse and we are glad to see him go. But we all know there are always other events coming. Should you find your marina in the path of one, stay safe, weather the storm, and when it is over communicate, communicate, communicate.
(0:02) And that's the marina minute.
(1:01) Previously, I wrote about change and the importance of monitoring and reacting to change to keep your marina relevant. Too often we approach aspects of our business with a "set it and forget it" attitude. I believe this is particularly true of the things we are not fond of doing. And I know that, for many marinas, marketing often falls into that category.
(0:52) I have yet to meet the marina or boatyard operator that said, "I got into this business because I love marketing!" You love boats and the sea and messing about with engines. But the reality is, if you want to keep doing the things you love, you must do some effective marketing as well. That requires not letting your marketing focus, message, or how you deliver that message stagnate.
(0:42) It means doing things differently than you did 5 years ago, 1 year ago, and maybe even last week. It is why it is so important to know what is working and what is not. Talk to your customers and know why they came to you. Read their reviews to know where you are doing well and where you need to change.
(0:33) Put all aspects of your marketing plan on the table and examine it critically. Ask yourself what you would do if today was your first day with no past baggage. Would you select the marketing mix you have right now? Be critical and brutally honest.
(0:25) Change can be unnerving - the familiar tends to be soothing, giving us a sense of security. However, it is a false sense of security because, if you're standing still, you're falling behind.
(0:18) "Your success in life isn't based on your ability to simply change. It is based on your ability to change faster than your competition, customers, and business." - Mark Sanborn
(0:14) Does that mean you should throw out your past experiences and start anew? Of course not. Experience is a very valuable asset.
(0:11) The most successful businesses will take that experience and apply it to today's boaters. They will understand what to keep, what to modify, and what to throw out.
(0:07) "It is not the strongest or the most intelligent who will survive but those who can best manage change." - Charles Darwin
(0:04) Don't avoid change. Run into its arms and embrace it.
(0:02) And that's the marina minute.
(1:04) "Everything changes and nothing stands still." - Heraclitus of Ephesus, Greek philosopher, 535 BC - 475 BC.
(1:02) We've all heard variations on that quote many times and that's because it is true. Even more true today than it was thousands of years ago.
(0:58) What it means for your marina is that it is impossible to simply stand still. You are either getting better or getting worse. It all depends on how you react to change.
(0:52) It's quite natural to shirk change. The familiar is comforting, we feel we know what to do and how to react. The problem is that the familiar is changing, without you even realizing it. Staying the same and resisting change will only make your position worse.
(0:44) I have seen enormous changes within the boating industry in the 13+ years we have been cruising liveaboards. Amenities once rare, such as great WiFi and courtesy cars, have become standard. Boaters reliance on guide books, magazines, and other forms of paper have diminished and even vanished. The role of the "expert" has declined as boaters turn to their peers for advice and information in the form of reviews, boating groups, and even places like Facebook because they find these sources more trustworthy and reliable. Handle these changes well and you are making your business better.
(0:24) "When you're finished changing, you're finished." - Benjamin Franklin
(0:22) Gone is the day when a flashy picture and pretty words are enough to win you customers. Success means understanding what today's boaters want, how they want it, and where they are finding it. Do that and you are becoming better.
(0:15) For example, today boaters depend on their smartphones more than their laptops. High quality apps that offer the features a boater needs is what they turn to. Will they find you there? And what will they find when they do?
(0:08) "To improve is to change; to be perfect is to change often." - Winston Churchill
(0:06) Change happens. You must anticipate it, monitor it, adapt to it quickly, learn to enjoy it, and be ready to quickly do it again and again.
(0:02) And that's the marina minute.
(1:12) I had a customer service experience last week that has me undecided about how I feel.
(1:09) In a few weeks we will begin our southern migration. I like to periodically provision for all of our non-perishables. It's not a fun task but when we are walking back some distance from a grocery store with just fresh items, I really appreciate not having to schlep canned goods and other heavy staples.
(1:00) If there's a courtesy car or we happen to have a rental car, I can run to a large grocery store but that is very time consuming. I've tried online services with varying success.
(0:55) So I was excited to run across a new service that seemed to offer me everything I could want - great selection, good prices, fast delivery. I thought I would give them a try.
(0:50) A couple of days later, the marina office told me that I had several large boxes waiting. When I arrived I found my boxes smashed and burst open, some with a pathetic piece of tape or two trying to seal them back up. I took some pictures and brought the boxes to the boat.
(0:43) Many cans were missing - spilled out of the open boxes I'm sure - and 2/3 were damaged. I sent the company an email with pictures.
(0:40) Over the next 24 hours I received approximately 6 email exchanges, each with a different person. Finally, I received a phone call from Ashley R. who stated she was going to take care of me. She was terrific.
(0:36) Over the next half hour she went over my order, refunded items they couldn't replace and promised to send replacements for the rest. I expressed concern about receiving them intact. She assured me they would handle things better, so I decided to give them a 2nd chance.
(0:28) Two days later as we crossed the parking lot I saw the FedEx Ground truck arrive and went to meet it. I knew there was a problem when I found the driver picking up cans off the floor and putting them into a box. I don't need to tell you the rest.
(0:21) The company did refund the full amount of my order along with a sincere apology. But will I try them again in the future? I'm not sure. While their customer service people were great, ultimately, the company failed to provide me with what I needed. Do I want to give them a third chance?
(0:13) There is much focus today on customer service and for good reason. But a lesson here is that even the most exceptional customer service will not make up for gross flaws in the service itself. Businesses are lucky when they get a second chance and unlikely to get a third chance.
(0:06) So when you're given a second chance to make up for a previous bad experience, you've got to hit the ball out of the park because you likely won't get a third chance.
(0:02) And that's the marina minute.
(1:06) I try to bring a unique perspective to marina marketing. I speak with boaters, dockhands, marina managers and owners. I see countless reviews and Partner Management Responses. I am also privy to many behind the scenes communications between boaters, marinas, and ActiveCaptain. And I liveaboard as a full-time cruiser.
(0:58) I'm often ask how I get my ideas for the Marina Minute. Many of them come simply from my day-to-day experiences. Sometimes they come easy, sometimes hard, and every once in a while an idea comes on a silver platter.
(0:54) We received an email from a boater who wrote a 3 star review for Brewer Oxford Boat Yard and Marina, an ActiveCaptain Partner. He was praising the Management Response to his review from the Marina Manager. The boater wrote, "I would consider Brewer's response spot on..." I heartily agree.
(0:47) The boater wrote a detailed review explaining the things that he liked about his stay and those he did not - a classic 3 star review. Brewer Oxford responded with equal detail, addressing the boater's feedback. The full exchange would take the whole Minute, so I will just highlight some points. You can read the full text at the link below under Reviews in the Brewer Oxford Boat Yard and Marina marker. It is the review from Captain Toujours405 dated August 31, 2016:
https://activecaptain.com/bobm
(0:33) The boater pointed out many things he liked including the great staff, nice showers, the new boater's lounge. He stated, "There’s a lot to like about the marina." But he then went on to describe where they fell short - the docks and pool which he felt were in need of upgrades.
(0:26) Graham Norbury, the Marina Manager, used the Partner Management Response to offer the perfect reply, “Thanks for the feedback! We've been pretty busy with repairs and upgrades since being acquired by Brewer in 2014.” He went to to describe what they've done. He followed up with, “There's still more to do though, and as you rightly point out the docks need replacing.” And described what projects are planned. He concluded with, “Come see us again and check on progress!”
(0:13) It was beautiful, sincere, and helpful. As a boater reading this exchange, I see that he cares about the boater experience, appreciates honest feedback, and understands what needs to be done to resolve the problems. He doesn't shirk from the problems, he owns them, and addresses them head on.
(0:05) Responding to a 3 star review is challenging. Follow Graham's lead and do it honestly and openly. You'll see more business.
(0:02) And that's the marina minute.
(0:55) Last week I wrote about focusing your online reputation to gain the maximum benefit. Maintaining focus is one of the hardest tasks one faces when running a business. The distractions that crop up daily can be overwhelming. I know I too often fail on this point, rarely resulting in the outcome I want.
(0:46) As I was researching a couple of points last week, I ran across quotes on focusing. There were several I found inspiring, so I thought I would share them with you.
(0:42) You can do anything, but not everything. David Allen, Productivity Consultant
(0:41) You will never reach your destination if you stop and throw stones at every dog that barks. Winston Churchill
(0:38) The man who chases two rabbits, catches neither. Confucius
(0:37) Focus is more important than intelligence. Dr Nido R Qubein, President of High Point University
(0:35) When obstacles arise, you change your direction to reach your goal; you do not change your decision to get there. Zig Ziglar, Motivational Speaker, and Author
(0:31) People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. Steve Jobs
(0:26) Stop worrying about what you have to lose and start focusing on what you have to gain. Unknown
(0:23) The secret of change is to focus all of your energy, not on fighting the old, but on building the new. Socrates
(0:20) Focus on being productive instead of busy. Tim Ferris, Entrepreneur, Author, Speaker, and Angel Investor
(0:18) Ask yourself if what you're doing today is getting you closer to where you want to be tomorrow. Unknown
(0:15) Focus on where you want to go, not on what you fear. Anthony Robbins, Businessman, Author, and Speaker
(0:13) The successful warrior is the average man, with laser-like focus. Bruce Lee
(0:11) The main thing is to keep the main thing a main thing. Stephen R Covey, Author, Businessman, and Speaker
(0:09) There is nothing quite so useless, as doing with great efficiency, something that should not be done at all. Peter Drucker, Consultant, Educator, and Author
(0:05) Keeping a razor sharp focus is very challenging. Pick the right focus and do it well and you will find success.
(0:02) And that's the marina minute.
(0:59) Good reviews are great. And there's no doubt they are critical to your business success. But it takes more than a positive review or two to be successful.
(0:55) Today's consumers are Internet savvy. They use TripAdvisor to find restaurants and hotels, Amazon reviews to purchase goods, and Angie's List to select plumbers and electricians. They know how to "read" reviews to separate the wheat from the chaff.
(0:48) So while every positive review you receive is important, equally important is the number of reviews your have and the consistency of those reviews.
(0:43) A marina that averages 5.0 stars with 2 or 3 reviews will not be taken seriously. Most of us could accomplish that by appealing to our family members. But a marina with an average 4.3 stars and 146 reviews will make a boater sit up and take notice.
(0:36) Recently, we have seen many previous naysayers suddenly discover the value of real boater input. They have begun to accept boater reviews. I've been asked if it is best for a marina to list every possible review source or not. My answer is no because you'd be spreading yourself too thin.
(0:28) Unless you have an angry boater on a crusade, no one is going to write more than a single review for your marina. How likely are you after even the best meal to sit down and write several different restaurant reviews on several different review sites?
(0:22) When you reach out to boaters requesting a review you need to tell them where you have chosen to concentrate your online reputation. You do not want to spread your positive reviews so thin they loose their impact.
(0:17) Take some time to analyze where your business is coming from. Ask boaters what brought them to your marina. Don't guess or assume or even listen to what businesses tell you - including me at ActiveCaptain. Ask.
(0:11) Only then can you intelligently select which boater review source you want to encourage boaters to use. Then promote that source and watch your reviews grow.
(0:07) You've worked hard to cultivate a good reputation for your marina. Don't spread yourself so thin you become invisible. Concentrate your power. Then watch your business grow.
(0:02) And that's the marina minute.
(0:58) I've spoken to marina managers who tell me they only want 5 star reviews. Maybe that's an honorable goal. It's hard not to encourage someone to strive for excellence.
(0:54) But I would also argue that if you're not getting critical reviews now and again, then you're missing an opportunity. And it's not just that none of us are perfect or that boaters have varying needs or even that some people are never satisfied. No, it's that non-5-star reviews can alert you to problems you may have and give you the opportunity to fix them.
(0:43) Three-star reviews 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 outcome.
(0:36) To a truly astute marketer, they can clue you into the boater demographics you should be targeting and those you should not. This is critical information that was not readily available before.
(0:31) What I find interesting about 3 star reviews is that they are often where you will see emerging services and amenities that will make up the requirements in the future. I believe this is a critical area that is too often overlooked. Remember, this is not really an unhappy customer, just one that could be happier if only... Understanding the "if only" part will give you your most valuable information.
(0:22) When we began cruising 13+ years ago, courtesy cars and WiFi were an unusual treat. But as more and more marinas began offering these amenities, boaters began knocking a star or two off their reviews if they were missing. They were sending a clear message that these amenities were important, something they would seek out and could lead to selecting one marina over another.
(0:13) I believe that a 3 star review can be the most important review you receive. Next time you receive one, take the time to examine it carefully. Determine why the boater's experience was just OK and not phenomenal. Did you stumble? Fix it. Are you falling behind your competition? Step up.
(0:05) The more you can learn from this valuable boater's feedback, the better you will become and the more business you will have.
(0:02) And that's the marina minute.
(0:53) When was the last time you checked up on your competition? If you want to effectively market your services, you need to understand the strengths and weaknesses of your competitors and how you stack up.
(0:49) You can't know these things unless you have taken some time to research your competition. Don't depend on what you believe to be true or have heard from others. Find out first hand. Go to their website, make some phone calls, maybe even pay them a visit.
(0:42) You should begin with prices, fees, discounts, the special offers they have, plus what amenities they provide. Then step back and look objectively at your offerings and determine how attractive they are to boaters. How can you improve them to beat out the competition?
(0:35) Next, turn to boater reviews. Do boaters agree with your assessment? Is there a critical point you are overlooking, under estimating, or simply being unrealistic about?
(0:31) It's easy to assume that the services and pricing you offer boaters are superb, when in reality they might be pretty average, or lacking, when compared to your competition. Often a business will depend too heavily on what they hear from the competition's unhappy customers.
(0:25) Relying on negative comments can give you a biased and worst case view. Instead, you'll learn far more by knowing what boaters who are happy with your competitor have to say. There is no better way to obtain an objective view of you and your competition than by reading boater reviews.
(0:18) Finding out what boaters like about other marinas can cue you into changes you should consider at your marina. It could be something new and innovative, or just a small touch that you've overlooked or forgotten. There's no shame in copying a successful idea or using it as an inspiration for your own unique twist.
(0:10) Also note what your competition is doing poorly. This can reveal the competitive advantages you have. Or it can highlight a service or amenity you should add to give you a leg up.
(0:06) By keeping an eye on all reviews coming from your potential customers, you can make better decisions, spend your money more wisely, and capture more business.
(0:02) And that's the marina minute.
(1:00) It is not uncommon to see boater reviews complaining about noise at the dock, particularly late night noise. Yes, most boaters realize that docks are fairly close quarters so we will be hearing more of our neighbors than we would on land. However, there is an expectation that noise is not so loud or so late as to disrupt our stay.
(0:51) It doesn't matter if the noise comes from a barking dog on another boat, the nearby bar playing music well into the night, or a party on the dock. If the noise is felt to be a disturbance, it will backsplash on your marina and could lead to a negative review.
(0:45) I realize that this can often be difficult to manage. But there are some things you can do, and should do, if you want to be a good host to the boaters at your marina.
(0:42) You should have a noise policy and enforce it. I can't tell you exactly what this should be as it will depend somewhat on your particular environment. A marina in the midst of a tourist destination with an active nightlife will have a different standard than one in a remote location with little nearby.
(0:35) Whatever you choose, ensure that transients are aware of the expectations. Be as specific as possible. What time is "quiet time" and what does that mean? No music playing, parties must move inside, etc.
(0:30) A courteous noise level to one person might not be to another. Try not to leave it to chance.
(0:28) Make sure that the proper expectations are set prior to the boater arriving. For example, include information that Wednesday is karaoke night at the bar onsite. It will draw in some boaters, while others may chose to come in on Thursday instead. State when the event ends. I might not mind if I know it will stop at 10 pm.
(0:19) Make sure to include special or unusual events. If there's an upcoming celebration with fireworks commencing at midnight, make sure boaters know. Again, some will come just for the event while others may stay away to come later.
(0:14) Whatever requirements you determine, it is critical that you enforce them. Do not make boaters act as the police. If parties should leave the dock by 11 pm, there should be marina staff that can politely remind them at 11:05 pm.
(0:09) It all comes down to my expectations and personal preferences. Some like being in the midst of things and others just want peace and quiet. If you give me the information I need to decide for myself, you'll have a happy customer. That means a better review and that means more business for you.
(0:02) And that's the marina minute.
(1:02) We've all fallen into the trap of being unwisely swayed by style over substance. I think it's human nature to be drawn to a shiny penny. There are many willing to take advantage of this quirk. They will try to wow with some snappy graphics, important sounding words, a little flair, and hope that you don't notice their lack of substance.
(0:52) We have a good friend who has many fine qualities but logical thinking isn't one of them. He has had some property for sale for a few years now. He was recently bemoaning his inability to sell it. "Maybe, you should look at a different real estate agent," I said.
(0:46) Oh, no. He launched into a fawning description of all his current agent was doing for him. The crux of it was a weekly report the agent gave him with graphs and maps and pictures showing how many buyers where looking at the online listing.
(0:40) "So, how many people has he shown the property to?" I said. "None," he said. "None? You mean not a one?" At which point he resumed telling me about the beautiful reports he received each week.
(0:35) Now, I can't say if this agent was intentionally doing a flimflam on my friend or not, but I do know the agent's lack of substance will never be made up by his impressive style.
(0:31) I'm not saying that your marketing messages shouldn't have style. Style is more than flash. Good style shows professionalism and caring and will definitely draw boaters into your message. The same holds true for the mediums you choose to deliver your marketing messages. Are they just glossy facades or do they reach your target audience in a meaningful way?
(0:21) What I am saying is don't be fooled that style alone will win you business. Make sure your message has substance and content that boaters care about, not just pretty pictures and important sounding words. Choose your medium carefully and make sure it can deliver real results.
(0:13) Don't be fooled by a shiny penny with claims to bring you riches. Test your message, test your medium. If it's not working, change it. Discover what is bringing you customers. Ask boaters, keep track of their answers, and adjust accordingly.
(0:06) Finding the right combination of a solid, meaningful marketing message, and the right medium to present it takes effort. But if you do it right you will see more business.
(0:02) And that's the marina minute.
(1:02) Recently, I have received a lot requests for instructions on how to respond to boater reviews. So it seems like a good time to go over your options.
(0:59) You can send a private message to the boater using the ActiveCaptain messaging capability. If you are unfamiliar with this feature you can find instructions here:
http://www.eboatcards.com/help/marinas-contacting
(0:56) An ActiveCaptain Partner can also provide a Management Response, a public message attached to the review. To access this capability, go to your ActiveCaptain Partner page. On the right-hand side look for the Reviews section.
(0:51) This is a summary of your ActiveCaptain reviews. It lists the total number of reviews, the number of Management Responses, your average stars rating, and, if you don't yet qualify for 1st Choice, how many 5 star reviews you need to qualify. Beneath that is a button, "List Reviews."
(0:45) Selecting that button will take you to your Review List which lists every review your marina has received in chronological order starting with the most recent. Included will be the review title and date, the captain name, homeport, captain number of points, and the review text. Beneath that will be your Management Response for that review, if applicable, or "No response" if you have not entered one.
(0:34) Click on the "Respond" button to write a response. This will display the "Respond to a Review" page showing the review information and a text field for entering your Management Response. Select "Submit" when you are done. This will take you back to your Review List and display your response beneath the original review. You can change your response by selecting the "Edit Response" button.
(0:23) Note, when you enter a Management Response, an ActiveCaptain message is sent to the reviewer notifying him that you have responded to the review. The next time the boater logs into ActiveCaptain, a message notification will appear. If the boater has selected to have messages sent to his inbox then an email will be sent as well. The same thing will happen if you edit your response.
(0:13) So bear in mind that each time you touch your Management Response, the boater will be notified. It's good practice to create your message in a word processor so that you can spell-check and edit it until you are pleased with the final product. Then, cut and paste it into the Management Response field.
(0:07) Management Response is a powerful tool when used sparingly and wisely. You should respond to every negative review and occasionally to positive ones. Keep your response professional, brief, and positive. Use it to show boaters that you care about their business.
(0:02) And that's the marina minute.
(1:06) I think for many of us apologizing is a difficult task. It requires acknowledging that we've done something wrong. It can be embarrassing. Sometimes, it can even be a little scary as we contemplate how admitting a mistake could impact us.
(1:00) But in most every situation, sincerely saying, "I'm sorry," makes the situation and the outcome better. The key is to actually mean it. We all know when we are simply being placated.
(0:56) Apologizing builds goodwill with the aggrieved person. Just as importantly, it allows you to understand the issue and work to rectify it for the future. My own philosophy is that I try not to make the same mistake twice - sometimes, I'm even successful...
(0:48) I recently ran across a document used by Steve Zimmerman, owner of the Zimmerman Marines boatyards, for training of his staff. It is simple, straightforward, and honest.
(0:45) Apologizing
(0:44) Why is it important to apologize?
It’s all about relationships and trust and respect. We have many relationships - with your spouse, children, co-workers, supervisors. We have an Emotional Bank Account (EBA) with each. When the other person FEELS wronged or disrespected, we make withdrawals. A sincere apology makes a deposit.
(0:35) Why are people reluctant to apologize?
Many reasons. Some people prefer denial - don’t talk about a problem and it doesn’t exist. Some can’t even admit to themselves that they made a mistake. This usually results in blaming the other person. Others think it makes them appear weak or soft. That makes us feel vulnerable.
(0:27) When is an apology necessary?
Whenever you realize that you did something that undermines a relationship, or something that will offend or disappoint someone. You might realize it on your own, or the other person might point it out to you. Either way, you have made a withdrawal from your EBA.
(0:19) How to apologize.
(0:18) 1. Get straight with yourself. Admit to yourself that you made a mistake and that this mistake had a negative impact on your relationship with this person. You must have a genuine desire to repair the damage - sincerity is far more important than technique.
(0:11) 2. Be specific about what you did - you must include a description. Do not include excuses.
(0:09) 3. Acknowledge the affect you had on the other person and any problems you created for them.
(0:07) 4. Express regret and a desire to prevent it from happening again.
(0:05) We all make mistakes. A mistake does not have to define you or your marina. But how you handle a mistake most certainly will.
(0:02) And that's the marina minute.
(0:56) Periodically, I snoop around the ActiveCaptain reviews to find out what boaters are experiencing. While most any review can be enlightening, I find I learn the most from a negative review.
(0:52) I recently read a 1 star review from a boater who was unhappy with his slip assignment. Apparently it was exposed creating an unpleasant roll. So he called the marina office on the radio to inquire about the possibility of moving. An inexperienced staffer asked his supervisor while still keying the mic allowing the boater (and all others listening in) to hear, "Tell him it is the only slip we have and he can take it or leave it."
(0:40) Uh, oh. The reviewer wrote, "Now clearly transient boaters do not have the right to pick and choose their own slip, but everyone deserves a little common courtesy." Yes...
(0:35) He concluded his review with, "I have found through reading other reviews, and through my own experience that the staff makes or breaks a marina."
(0:31) I couldn't agree more. Brand new state of the art docks, luxurious facilities, and a 5 star restaurant cannot make up for surly, indifferent, or incompetent staff. Alternatively, terrific staff can easily make up for some shortcomings in amenities.
(0:24) Your staff's number one priority must be to make every boater's experience exceptional. That will not happen by chance. It is up to you.
(0:21) Regular staff training and leading by example are key. Tell staff what is expected. Train them in how to interact with boaters. Show them by your own example the importance off treating every boater exceptionally. Create an environment where your staff feels appreciated and happy.
(0:12) Every boater should be greeted pleasantly, on the dock, in the office, wherever they are encountered. Be alert to a boater needing assistance and offer to help. Make sure your staff is knowledgable about the amenities you offer and what is available nearby.
(0:05) Don't leave it to chance. Make it a priority. Because it will make or break your marina.
(0:02) And that's the marina minute.
(1:10) Last week I wrote about the top 5 things you can do to increase boater reviews. There was actually a 6th item but I ran out of time. I only have a minute after all. But I also felt this item was important enough to take a minute just for it.
(1:03) 6. Put it in your marketing budget.
I'm often asked by our Partner marinas how they can spend more money with ActiveCaptain. It's a flattering question, however, I have to tell them there's no more to spend, at least not with us. What marinas are really wanting is a way to spend the rest of their marketing budget that is as effective as ActiveCaptain.
(0:52) I believe we are effective because we have chosen a new more impactful way of reaching out to boaters. My suggestion is to take what you might currently be spending on outdated media and use it in new and innovative ways as well.
(0:46) You need to have a marketing budget item for Boater Reviews. Doing this does more than simply provide you with revenue to accomplish this goal. It gives this important asset the prominence it deserves.
(0:40) Too often budgets are set based on what was done last year or for the past 10 years. Successful businesses budget for what is needed today. Now is the time to stop throwing money away on outdated advertising and put it towards the things that will actually bring in more business.
(0:32) And absolutely nothing has more impact on new business today than a myriad of positive reviews. The statistics are overwhelming.
(0:29) There are a variety of ways you can use your Boater Review budget. Modify your website with an easy link to your ActiveCaptain marker. Instructions for creating that link are here:
http://www.eboatcards.com/help/marinas-markerlink
(0:25) Consider having your Partner Review Reminder Card printed professionally. Include the card in your Welcome Packet, have it available where boaters check out. Make sure your staff has access to cards to hand out when a boater gives a compliment.
(0:18) If your staff is uncomfortable with asking for a review, invest in some training. Make sure that everyone who interacts with your customers understands the importance of asking for reviews. Do some role playing, so they feel more comfortable.
(0:12) Consider an incentive plan. I know of marinas who give staff bonuses when a certain number of reviews are reached. Another, gives a reward to any employee who is mentioned positively in a review. One with multiple locations is running a contest between them to see who can get the most reviews.
(0:05) Be creative and do what makes sense for your business. I can think of no better use of your marketing dollars than to increase boater reviews.
(0:02) And that's the marina minute.
(1:12) Nothing has a bigger impact on your business than boater reviews. In today's world, consumers turn to online reviews for most any purchase, both big and small.
(1:07) 90% of survey participants stated that information in reviews impacted their buying decisions, according to Zendesk. If you are not actively working to bring in positive boater reviews, you are missing a big opportunity.
(1:01) Many of the questions I receive from marinas are about boater reviews. And the most common one is how to get more reviews. Here is my list of the top 5 ways to increase boater reviews.
(0:56) 5. Say thank you.
Every boater who writes a review deserves a Thank You. Yes, everyone, even the negative reviews. Each has value and is an opportunity for you to learn about the customer experience you are delivering. Let the boater know you are listening and appreciate his feedback.
(0:48) 4. Handle the negatives.
Increasing the number of reviews will also increase the likelihood of getting a negative review. That's true for even the best marinas. A rare negative review will not hurt your business, unless it is mishandled. Boaters will often pay more attention to your response than to the original negative review.
(0:39) 3. Be open.
Don't shy away from asking a boater for a review. Reviews have become a part of every consumer's experience. A candid comment about the importance of reviews to the success of your business will be understood. It shows confidence in your service and a desire to listen. Of course, never be pushy or aggressive.
(0:30) 2. Make it simple.
The easier it is for boaters to leave you a review, the more likely they will be to do it. Include a direct link on your website, in emails, in newsletters, and any other digital communications you have with boaters.
(0:19) 1. Ask for it.
The surest way to increase your reviews is to ask. Many happy customers will be more than happy to help you. Make it a part of employee training that they understand the importance of good reviews for business. Train them how and when to ask for a review. Any time a boater compliments your marina, ask if he would be willing to write a review and give him your Review Card.
(0:08) Nothing beats offering exceptional service when looking for more positive reviews. If you've worked hard to offer that to boaters, there's no reason not to remind them of the importance of reviews and to ask for one.
(0:02) And that's the marina minute.
(0:55) Whenever discussing a difficult issue with ActiveCaptain, my husband is fond of saying, "If it were easy, everyone would do it." And he's right, but please don't tell him I said that.
(0:51) All around us are people who are looking for the easy path to success. The good news is, that creates great opportunities for those who are willing to tackle the hard tasks. You can be one of those people.
(0:46) To give you a little inspiration, here are some of my favorite quotes about hard work.
(0:44) “A year from now you will wish you had started today,” Karen Lamb.
(0:42) "There are no secrets to success. It is the result of preparation, hard work, and learning from failure," Colin Powell.
(0:39) “Nobody trips over mountains. It is the small pebble that causes you to stumble. Pass all the pebbles in your path, and you will find you have crossed the mountain,” Author Unknown.
(0:35) “Courage is not the absence of fear. It is rather not letting your fear control your actions”, Alex and Brett Harris.
(0:32) "I'm a great believer in luck, and I find the harder I work the more I have of it," Thomas Jefferson.
(0:30) “Many of life’s failures are people who did not realize how close they were to success when they gave up,” Thomas Edison.
(0:27) "It's hard to beat a person who never gives up," Babe Ruth.
(0:25) "Talent is cheaper than table salt. What separates the talented individual from the successful one is a lot of hard work," Stephen King.
(0:21 "Plans are only good intentions unless they immediately degenerate into hard work," Peter Drucker.
(0:18) “Courage doesn’t always roar. Sometimes courage is the little voice at the end of the day that says I’ll try again tomorrow," Mary Anne Radmacher.
(0:14) "You earn reputation by trying to do hard things well," Jeff Bezos.
(0:12) “Whether you think you can or whether you think you can’t, you’re right," Henry Ford.
(0:09) And my favorite: “Promise me you’ll always remember: You’re braver than you believe, and stronger than you seem, and smarter than you think,” Christopher Robin to Pooh, A.A. Milne.
(0:04) If you want success, choose to do the hard things.
(0:02) And that's the marina minute.
(0:59) Occasionally, I hear from a marina that wants certain pieces of information removed from their ActiveCaptain marker. More often than not, it's pricing data. They have a variety of reasons from, "We want them to call so we can sell them," to "We don't want them to know." Yes, I've heard the second one a lot.
(0:50) Unfortunately for those marinas, it is 2016. Those old-school tactics no longer work, if they ever did. Today's customers expect, even demand, that they have access to information anywhere, and at any time. If you're not willing to provide it, then rest assured one of your savvy competitors will. Nowhere is this more true than in boating where I might not even be able to phone or email due to poor communications.
(0:37) But you don't have to take my word for it. I covered Google's revolutionary concept Zero Moment of Truth (ZMOT) in a series of Minutes several years ago. You can find the first one here:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:32) Boaters, like all consumers today, expect to have ready access to the information they need to make their buying decisions. They want it fast, they want it easy, they want it accurate, and they want it up-to-date. Choose to ignore this and you not only risk losing to competitors who are willing to provide it, you risk creating an atmosphere of skepticism. I immediately wonder why you are not providing the information. What do you have to hide?
(0:19) Imagine a store with no prices. You bring your items to the cashier and he magically rings up a price. Who of us wouldn't wonder, "Am I paying the same as the customer behind me?"
(0:14) Never use "Call for pricing." And avoid using "Contact us for more information," unless absolutely necessary. Frankly, the more transparent you are, the more trust you will build.
(0:09) Make it easy for me to have all the information I need to choose your marina when I need it. Show confidence that what you have to offer provides me with good value. I'll then be more likely to select your marina and that's good for business.
(0:02) And that's the marina minute.
(1:10) The definition of Customer Service is putting the customer first. It's not about what makes your job easier, it's about making the customer's experience easier and better.
(1:05) A recent experience brought that home to me and not in a good way. It occurred when I attempted to have the battery changed on my MacBook Air.
(1:02) I worked for Apple in the late 80's/early 90's. I love Apple and I love their products, but in this case, they totally missed the customer service experience. Here's what happened.
(0:57) While in the Bahamas, the battery on my MacBook Air began losing its charge and taking longer to recharge. The classic symptoms of a battery gone bad. I waited until we were in the US and had a car, and called the local Apple Store to arrange to have the battery replaced. Simple enough.
(0:47) I explained my somewhat unusual situation of living on a boat with limited access to transportation. My goal was to ensure I could bring it in and have it done while I waited.
(0:43) I was told I would have to leave it and pick it up 3-4 days later. "Not possible," I told them, and then asked why a battery couldn't be ordered and waiting. "We need to make sure that is the problem, first," I was told.
(0:36) I won't bore you with the long back and forth. Eventually what came out was that no repairs are done at the Apple store, even the most minor things like changing a battery. All units are sent to a central location. In fact, I was told I could probably get my computer back faster if I just mailed it in myself. "Then it'll only take 2-3 days."
(0:25) This break down in basic customer service was occurring because a centralize repair facility made things easier, and most likely cheaper, for Apple. However, it made my experience intolerable.
(0:20) 2-3 days without my computer, my lifeline to my business, is unthinkable. It is like a boatyard waiting 2-3 days for their travel lift or a marina who can't access their docks.
(0:15) Apple has created a product I have come to depend upon yet can't create a customer service experience that supports that dependence. They have forgotten to put the customer experience first.
(0:10) Make sure that you are not making the same mistakes. Think about your policies and procedures. Are you shifting the burden to the boater or taking it on yourself? Make it easy for boaters to do business with you and you will be rewarded.
(0:02) And that's the marina minute.
(1:05) When I decided to develop a weekly newsletter for marinas, the goal was for each one to only take about a minute of your time. I knew you were busy and doubted I could reliably expect more.
(0:59) I was right. The response has been overwhelming and I thank you for that.
(0:57) I often coach new Partners on the importance of keeping their promotional messages short and to the point. Unfortunately, I too often see messages that are long and unfocused. They give me the feeling that the author is trying desperately to win me over. Instead, they fail to gain my attention.
(0:47) Did you know that the Gettysburg Address, considered to be one of the most powerful speeches of all time, was only 272 words long? That's shorter than this Minute.
(0:42) The reality is that the longer your message, the less likely you will be to get through to your customer. You are far better off with a brief, killer message. So how can you accomplish that?
(0:36) 1. Less is more. Keep your message brief and to the point. One technique recommends that you treat every word as if it costs you $100. You will not only quickly eliminate the unnecessary ones, you will more carefully selected the ones you do use.
(0:29) 2. Focus. Don't try to convey every amenity or advantage you have. Select one, or maybe two points you want to get across and develop a strong message around that. Long lists of the amenities you offer or paragraphs and paragraphs about your marina will typically be ignored.
(0:19) 3. Speak to your audience. Read your communication from the perspective of the recipient. Are you offering them something new? Interesting? Valuable? If not, eliminate it.
(0:14) 4. Edit. Set your message aside for a few hours and then read it again. Be critical and look for words, or even paragraphs, that can be eliminated.
(0:09) I am able to get my messages through because you only have to give me a minute. You're likely to get even less time from a boater.
(0:05) Become skilled at presenting a brief, relevant, and appealing message and you will see more business.
(0:02) And that's the marina minute.
(1:04) I had the pleasure of spending several days last week with Steve Zimmerman, owner of four boatyards along the US east coast and a business owner I greatly admire. Every interaction tells me that he truly gets customer service.
(0:58) We were actually chatting about my Minutes when he told me about a philosophy that he has used for years and has instilled in his staff. Whenever you encounter a dissatisfied customer, the first thing you must do is fully understand their perspective by actively listening to them.
(0:51) This can be difficult if you feel the customer is being unfair, unreasonable, or even unscrupulous. It is a natural reaction to become defensive, particularly if you feel your facility has done nothing wrong. But I think switching that reaction to one of empathy can accomplish some amazing things.
(0:43) In the best of scenarios, it will allow you to more quickly determine the problem and find a solution. You can't do that unless you fully understand the problem. It also helps when the customer knows that they've been heard.
(0:37) Often a business will focus in on the problem they have an answer for rather than solving the customer's actual problem. This happened to me recently at a rental car office until after several go-arounds I stated rather forcefully, "You are not listening to what I am saying. Please listen to me."
(0:28) Listening can reveal problems you are not able to see from your perspective. Sometimes you have to see things through the eyes of the customer to understand an issue you didn't know existed.
(0:23) Projecting empathy for the customer can also go a long way to calming a bad situation. Meeting a customer's frustration or anger with kindness and understanding can change the dynamic.
(0:19) At the core, most unhappy customers simply want to be heard and understood. If I feel you have made an effort to understand my point of view, I will be more satisfied, even if my situation does not change.
(0:14) What I liked most about my conversation with Steve was that he doesn't leave this important skill to chance. He periodically does customer service training where the staff role-plays this sometimes difficult skill. That's brilliant.
(0:08) The next time you or your staff encounters a customer complaint, stop, listen, and repeat the customer's concern back to him. Do this until you get it right. Only then are you in a position to decide how to react.
(0:02) And that's the marina minute.
(1:15) In my youth, I worked a variety of low level jobs. Often, one of my tasks was answering the phone - I was trained to do it properly as, even back then, good communications was important for customer service.
(1:10) The same is true for marinas and the VHF today but with one huge difference. If I handled a phone conversation poorly, I may have turned off a single customer. On the VHF, you are speaking to every boater within a 25 mile radius!
(1:04) Over the years, I have heard a lot of VHF traffic - some good, some not so good. Here are the things that I think are important to give the right image of your marina when using the VHF.
(0:59) 1. Always answer the VHF
By always, I mean every single solitary time, no exceptions. Hearing a boater hailing and hailing on the VHF with no response sends a bad message about your facility. The VHF is a boater's primary means of communication. Don't make them call you on a mobile phone after 5 failed attempts at the VHF.
(0:48) If you accept transient boaters you must have someone monitoring the VHF during all business hours. If someone can't be in the marina office, use handhelds. Quality handheld VHF radios have become very affordable. You will loose more than the price in one missed transient night or fuel purchase. Always answer the VHF. And answer it quickly.
(0:39) 2. Use low power
I mentioned a 25 mile radius. That is often the range of a large VHF radio on high power. If you are typically communicating with a boater nearby, the low power setting is more than sufficient. Blasting away on high power is irritating, at best, and could interfere with other critical communications, at worst. Make sure you are on the lowest power needed to communicate before keying the microphone.
(0:28) 3. Be professional and welcoming
For most transient boaters, coming into your marina will be the most stressful part of their day. There is no better way to put them at ease than by projecting confidence and making them feel welcome.
(0:24) 4. Speak clearly & be clear
When using the VHF, speak clearly and slowly. Be concise, making any instructions brief and clear. Often, radios have issues with static, cross talk, and communications strength. In addition, a boater's helm can be a busy place with many distractions. Don't make it more complicated with poor VHF communications.
(0:15) 5. Practice your VHF skills
The best way to ensure that every VHF interaction is great is to practice with your staff. Get the staff together and practice using the VHF. Talk about how to handle a variety of situations, throw in a curve ball or two. Make sure everyone is comfortable and knows what to say.
(0:07) That initial interaction on the VHF will set the tone for the boater's entire stay. Don't leave it to chance. Make sure everyone on your staff knows how to make VHF communications a positive experience.
(0:02) And that's the marina minute.
(1:00) I saw the above phrase in an article on the Forbes website discussing how to handle a negative customer review. It concisely describes what a truly masterful marina manager does when responding to a negative review. He flips the negative to a positive.
(0:53) Negative reviews are a time for contemplation. Never make an immediate response. It's understandable you may be upset when someone criticizes your hard work. Especially, if you think it is unfair or unreasonable.
(0:46) So step back and calm yourself. Think about your goals. Use this opportunity to highlight the positive qualities of your marina. And always consider how your response will appear to all boaters and not just the reviewer.
(0:42) The typical boater will not be put off by one negative review. But will be interested in how you respond. After all, we tend to reveal much about ourselves when we are under stress.
(0:38) How can you turn a complaint into a positive? Acknowledge the reviewer's unhappiness. We all want to be heard. Let boaters know what you are doing to fix the issue, if needed. Correct any misinformation. Then point out the positives of your marina. And never forget that what may be a negative to one boater, could be a positive to most boaters.
(0:29) I saw this done beautifully by a marina manager in the Bahamas. The marina was full with a waiting list. A boater was unable to secure a slip so chose to anchor out. He wrote a review complaining about dinghy access and that the marina would not allow them to use the laundry.
(0:22) The marina manager wrote what I considered the perfect response. He apologized that they were unhappy and assured them that the marina welcomed anchored boaters. He detailed the several places a dinghy could come in. He reminded them of the services they offered to anchored boaters (free of charge). He explained why some services could only be offered to paying slip holders. And finally he urged them to make reservations for future stays as the marina is often full. Wow!
(0:09) As a boater I felt the concern for customer service, was reminded of the many services the marina offers, appreciated that key limited services were being kept available for paying boaters (me), and was prompted to make my reservation now for next year. Not bad for a "negative review."
(0:02) And that's the marina minute.
