(1:00) If you happen to follow our canine crew's cruising blog, you know that we put our house on the market recently. It's a 180 year old house and was in need of painting to look it's best for potential buyers. We weren't able to line up our usual painter so had to find another. In addition, the painting couldn't take place until we had already left to get back on the boat. All of that made us very nervous. We are not in the habit of having major work done when we're not there, whether it's our house or our boat.
(0:49) Last week as we were cruising across the Neuse River I got a phone call. It was from the painter. He wanted our email address so he could send us some pictures. When we got in that evening we downloaded nearly a dozen photos of our house from every angle. He provided zoomed in images of the areas that were a particular problem. Of course, he also sent his bill.
(0:40) Now that's customer service.
(0:38) By sending me those photos he showed that he understood how unnerving it can be to have a costly job performed in my absence. He showed confidence and pride in the quality of his work. And it did look nice. He gave me confidence that going ahead and paying the bill was the right thing to do. I will definitely recommend him to others.
(0:30) The service industry is hard. You are mainly selling time and that can be hard to quantify. Bills are not paid until the work is done. That makes problems doubly difficult. If I buy a vacuum cleaner I'm not happy with, I can return it to the store. How do I return hundreds of hours of painting?
(0:22) So it is important that you work to gain your customer's trust. It is more common for boaters to leave their boat and have major work done in their absence. It's an issue of time and of the inconvenience of living on the hard or going to a motel.
(0:16) Go that extra mile to make your customers feel their home on the water is as important to you as it is to them. It should be standard procedure to keep boaters informed of the progress of the work being done. I can think of no better way to do that than through images.
(0:09) Periodically send photos of major jobs. It not only will decrease the boater's anxiety, it can catch issues before it's too late. Send a picture of the final work. It shows that you want me to be happy. And we all know that happy customers are your best advertisement.
(0:02) And that's the marina minute.
(0:55) Everyone is interested in the weather. Do I need a jacket? Umbrella? Will we have to move that Sunday picnic inside? As much as the whims of mother nature affect the lives of those on land, the impact is ten-fold for those of us who live on the water. A blow that might knock over someone's planters can create a scary, if not dangerous, situation for us. So it's important that you know what is happening weather-wise in your region.
(0:46) From a purely business standpoint, it can let you know if that boat club might be canceling their reservations. Or that some of your transients could be staying an extra day or two. If you have empty transient slips you might want to consider a special "Storm Deal" - Come in out of the weather and tie securely to our docks.
(0:39) Of course, the reverse is true as well. If it's going to be a spectacular weekend you may want to think of how you can accommodate last minute reservations from boaters taking advantage of the weather.
(0:34) Being on top of the weather shows boaters that you understand what is important to them and want to satisfy their needs. It's a subtle but telling message when I go into the office to extend my stay due to weather and I hear, "There's bad weather coming?" vs "You don't want to be out in that. It looks like it'll settle down on Monday and that'll give you a chance to try that little bakery in town."
(0:25) It is not unusual for marinas to post the weather forecast at the office. I've even been at marinas that drop off a printed forecast on our cockpit. If there is a TV in the office it should be on a weather channel.
(0:19) Having local weather knowledge is a valuable asset to boaters that can create terrific goodwill. Good advice when coming into an unfamiliar marina is always appreciated. "Winds will be pushing you off the dock so we'll have an extra hand to help," builds my confidence. A friendly warning like, "If you're leaving today heading south, you might find steep, choppy waves," can prevent an unhappy day on the water.
(0:10) You should know which weather conditions can cause problems in your area and let boaters know. The most experienced of boaters will appreciate a knock on the side with, "Winds will be coming strong from the NE tonight pushing you against the dock. A few extra fenders would be a good idea. I can help you put them out."
(0:02) And that's the marina minute.
(1:07) Each fall we linger on the Chesapeake Bay speaking at different boating rendezvous and events. It's the perfect way to start our winter cruising as we spend time with fellow boaters, meeting up with old friends and making new ones. This week's Krogen rendezvous reminded me that hosting a rendezvous is a terrific way to reach out to customers, both old and new, and fill up those empty slips.
(0:57) As I've written about before, it is common for boaters to fall into habits, stopping at the same places year after year. Attending a rendezvous pulls boaters away to a place they might not have visited before or haven't been back to for some time. And for new boaters, it suggests future habits for their cruising destinations.
(0:50) A rendezvous can be a terrific way to really show off what you have to offer the cruising transient. Rendezvous last multiple days so the boater can experience your docks and staff and other amenities. They typically make good use of your facilities letting them know what is available for a return trip.
(0:43) If you have exceptional services, take advantage of the captured audience to let them experience those as well. I've attended rendezvous that featured the local cuisine, tours of marine museums, discounts on shopping and services, visits to the spa, and other encouragements to make me want to come back again when I have more time.
(0:36) The typical rendezvous has a series of talks or lectures on topics of interest to the boating community. It might be about unusual and exciting destinations, boat maintenance, boating skills, or a variety of other areas important to boaters. There is no better way to attract new customers than to give them information they want. Try to get involved with the rendezvous program because you have a tremendous amount of local knowledge to supply.
(0:26) We attended a rendezvous a few years ago for a specific boat brand. A nearby boat yard gave a talk about the potential problem areas for the electrical systems for that boat along with ways to fix most of those problems. Now some boat yards might tell you he was giving away the secrets and it's true that there were some in the audience who likely used that information to do their own repair work. But the rest of the attendees came away with an honest understanding of the issues and why it was important to fix them. Many don't have the time, desire, or ability to do the repair work themselves. The boat yard owner told us that this one presentation resulted in ten's of thousands of dollars of service work.
(0:09) I believe a rendezvous can hit that perfect sweet spot. You can reach out to a group that is large enough to make the time and effort invested worthwhile, yet small and focused enough that you can get your message across. That will lead to more business for you.
(0:02) And that's the marina minute.
(0:55) There are times when I wonder if my musings are crossing the line into nagging. But then I remember what I thought was nagging from my mother generally proved to be good advice. I trust you feel the same here.
(0:49) One theme I have addressed repeatedly is the importance of good customer service right from the start. It sets the tone for the boater's experience on the right, or wrong, course. I've written about VHF communications, dockhand interactions, and other areas where customer service lives. But I'm sure there are those of you who are tired of hearing me say it and I thought it might have new impact coming from someone else.
(0:40) I noticed a review that came in for a marina recently and tucked it away. It is the perfect example of the importance of first impressions. And because it comes from a fellow boater, your potential customer, I hope it will grab your attention. Oh, and it was a 5 star review.
(0:33) "Whenever I come into a marina (which is not often these days) the first thing I like to see is a dock crew ready to help. First impression, I'm there two minutes after opening and when I make the call, two guys are trotting down the dock to meet me as I land. The fuel dock, clearly marked on the right side of the marina as you enter has a full set of round fenders (like 20 plus) to protect your boat - that tells me they care about their customer. First rate operation."
(0:24) This boater felt welcomed and cared for right from the start. Eager dockhands and fenders at the fuel dock are things boaters do not always see, but should. This stay had an exceptional start, setting the tone and leading to a 5 star review.
(0:17) I'll add one other suggestion that will benefit both marinas and boaters. Make sure your staff is easily visible to boaters. I love seeing dockhands outfitted in matching tops. The brighter the color, the better. Catching sight of a navy or beige shirt from the water is practically impossible. Make it a bright yellow and they'll pop out at me. And that not only helps when docking, I can now find someone to help when I have a question or need assistance once I'm in.
(0:08) And like eager dockhands and fenders at the fuel dock, it sends me the message that you care and want to help. That leads to positive reviews and returning customers. Both are good for business.
(0:02) And that's the marina minute.
(1:04) I know that many of you pass along some Minutes to your staff. I love when that happens because most of my Minutes are as relevant to them as they are to management. Maybe even more relevant. After all, they are the ones on the front lines interacting with the boaters every day in real and meaningful ways. This is a valuable asset I fear many marinas are overlooking.
(0:55) Yes, I know that a good manager will get out of the office, walk the docks, and meet and greet the boaters. But unless you are a very small, maybe family run facility, you are spending much of your time doing, well, management things.
(0:49) So your staff becomes valuable ears and eyes letting you know what your customers are thinking. Not only are they typically the first encounter a boater will have with your facility, but they can fend off problems before they turn into a negative review and let you know what is being chatted about among boaters. They know what is working and where the problems lie.
(0:41) I have been to marinas where the staff was actually discouraged from interacting with boaters. One employee told me, "We've been told not to talk to the boaters who come here." I was stunned. I can only assume that management was afraid an employee would say the wrong thing. That's a training and leadership issue.
(0:33) Of course, there is a balance. Few boaters would want someone hanging around their boat just shooting the breeze. But everyone should greet boaters cordially, making them feel welcome. Dockhands should make sure I am comfortably settled and have the information I need to have a pleasant stay. If I'm standing on the dock with a trash bag in hand looking confused, offer to help. If you're working on my boat and I question something, check it out.
(0:21) I know that each of us has different interpersonal skills and styles, but any employee can be trained to listen and follow through. No employee should be discouraged from approaching management when they find something that isn't right. After all, they are most likely to see the minor problem before it becomes a major issue.
(0:13) Finally, the employees are the ones who will likely hear any discourse happening among boaters. Are they talking about the dirty heads? Your employees should alert you.
(0:08) Empower every employee to take ownership in the success of your marina. Listen and communicate from management and owners to staff through to boaters. We all want the boating experience to be positive and enjoyable. That's good for everyone.
(0:02) And that's the marina minute.
This week is a timely repeat of one of the most popular Minutes.
(1:13) The VHF radio can be one of your best marketing tools. No, I'm not saying that you should send ads out on the radio - that would be against the law and would probably just irritate boaters. But that doesn't mean that lawful, helpful, and professional use of the VHF radio can't enhance your reputation, get your marina in front of boaters, and help bring you more business.
(0:59) Every marina that accepts transients on their docks must ensure that someone is always available to promptly, courteously, and professionally answer the radio. Every boater who hails your marina must receive an immediate response. Remember, often this is the first interaction the boater has with your marina. Don't leave boaters with the feeling you don't want them because you're not responding to their call.
(0:44) I have often heard a boater who repeatedly hails a marina with no reply and then hails a competitor's marina. If you are unable to have someone stationed in the office at all times, then invest in some handheld VHF radios (with belt straps).
(0:34) But the usefulness goes beyond responding to a boater's call. Every time your marina's name is broadcast on the VHF most boaters within a 5 to 20 mile range hear the call. Make sure everyone who uses the radio knows the protocols and projects a professional and friendly image.
(0:22) Consider responding to the calls for a radio check with, "Your call was heard by My Marina in My Town." Not only is your marina name heard by all boaters but you appear engaged and ready to help.
(0:14) Every interaction with a boater has an impact on their impression of your marina and therefore on the review they may write. Make sure that every one is projecting the image you want, including the ones on the VHF radio.
(0:02) And that's the marina minute.
(1:07) Last week I discussed an exceptional experience we had with a boat detailer at a yard. This experience had us already planning how we can come back in the future. It reminded me that there are many things a marina or boatyard can do to bring customers back again and again. It would be wise to find your exceptional service. What can you offer that will make boaters include you as a regular in their cruising itinerary?
(0:57) It could simply be a great fuel price. For boatyards it might be some of the routine maintenance we all need to do again and again. Waxing, detailing, paint/gelcoat repair, and bottom painting quickly come to mind. The beauty there is if you make the experience exceptional, you can bring them back for those bigger jobs as well.
(0:50) That doesn't mean you have to be a boatyard to take advantage of this type of repeat business. I know boaters who return to a marina year after year for mobile work including engine maintenance, detailing, and canvas work. So if you are a marina, consider cultivating a list of quality contractors that can help draw boaters in for these repetitive tasks if you don't perform them in-house. The key is providing an exceptional experience to the boater.
(0:40) Don't forget annual events. What cruiser on the US east coast doesn't know about the Thanksgiving dinner event at St. Marys, Georgia or the Spoleto Festival in Charleston? Are you aware of all of the events going on near your marina?
(0:34) It could be something of a more permanent nature, like a theater or arena. Some places have a restaurant or park or simply the town or city where the marina is located to create an attraction. Don't forget the natural beauty and opportunities available to explore that may be nearby.
(0:27) It's easy to have tunnel vision and only focus on what is available within your property and sometimes that is terrific enough. We've been to marinas with spas and gourmet restaurants which make them a destination in themselves. But more typically, what a marina itself can offer is good docks and boater amenities. Important, yes, but not necessarily enough to ensure I'll be a regular.
(0:17) If you honestly can't find anything then consider doing what Dowry Creek Marina does. Make boaters feel so welcome that they feel sorry if they can't make the stop. The boater's lounge turns a modest facility into a must stop location. Every night boaters gather for docktails, or a potluck, or a party. Mary, the owner and facilitator, lets you know when you check in what is happening and invites you to join in. It feels like home.
(0:07) Figure out how to make your facility a place I think about every time I plan my stops and you'll be rewarded with more business.
(0:02) And that's the marina minute.
(1:05) Over the years we have had dozens of people do work on our boat, from bottom painting, to engine work, to electronics, to detailing. What we have found is that people tend to fall into one of three categories - those who want to get the job done, those who want to do a good job, and those who want to make the boater happy. The last group is what customer service is all about and, alas, is rather rare. So when I run across someone from the third group, I take note, not only for future work on aCappella, but as an example in these Minutes.
(0:50) We had our boat washed and waxed while having work done at a yard which is how we met Levi. Levi manages 2-3 guys and does the detailing work for the yard. Prior to his arrival at the boat I was chatting with a fellow boater who told me, "He's not cheap but boy is he worth it. It will be the best waxing job you'll ever have." That peaked my interest. It can also be dangerous to have such high expectations. But in this case, our expectations were actually exceeded. aCappella hasn't looked this good, ever.
(0:38) That led me to analyze what it was about Levi that made the experience and the outcome so exceptional. Like so much in life, it was the little things. But it all boils down to the fact that Levi's goal is to make every boater he works with happy.
(0:32) It starts with his attitude. He's happy, he's friendly, he's interested. You sense he loves his work and takes great personal pride in what he does. He engages you, finding out what it is you desire, including things you may not realize. For example, he asked about our cruising plans, discovered we were heading to the Bahamas, and said, "With all that sun you'll want a heavier coat of wax, so we'll do the hull by hand as that leaves more wax behind than a buffer." Levi provided us with something we didn't even know we wanted because he took time to understand us.
(0:19) The relationship doesn't end when he leaves the boat either. He stopped by to ask if we were happy with the job. He pointed out a few problem areas we need to work on. He described how we could best maintain her to help the waxing last longer. He even agreed to stop back and go over the various products we had accumulated over the years to show us which to use and which to avoid.
(0:10) He made me feel that my boat, my home, was important to him. The result is not only a very happy customer - mission accomplished Levi - but someone who will make this a destination to come back to again and again. Levi probably thinks of himself as a detailer. But really, he's a fantastic salesman.
(0:02) And that's the marina minute.
(1:04) A couple of years ago I did a series of Minutes based on the ebook Zero Moment of Truth or ZMOT written by Jim Lecinski of Google. If you missed them or simply wish to refresh yourself, you can find them in my blog. The first entry is here:
http://www.themarinaminute.com/2012/07/zmot-intro.html
(0:56) The book explored how the internet has changed the way consumers search out and purchase goods and services. It should come as no surprise that the impact has been monumental. The world has changed in ways that make the old way of doing things obsolete. ZMOT has completely changed the rules. As I stated in the series:
(0:48) "To successfully navigate your customers' ZMOT, you need to understand what information they are looking for, and where and how they will find it. You no longer have the choice of simply presenting them the message you want them to hear. Consumers want real information, in real-time, whenever they want it. Provide them that and you can win."
(0:39) The good news is that I've witnessed huge changes in the ways marinas and boatyards are communicating information to existing and new customers. They are finding success by acknowledging and accommodating their customer's wishes. However, as we have been rolling out the new changes in fuel pricing, I've discovered more resistance in this one area.
(0:30) Boaters feedback to the new fuel features has been overwhelming. Hundreds of emails last week created one of the biggest responses we have ever received. They want quick and easy access to fuel pricing information and will use that to make their purchasing decisions. They don't want to call by phone to get fuel prices any longer. If your price isn't available, they'll go elsewhere. But some marinas are still in the old world of "I don't want my competitors to know my price."
(0:19) If you compete on fuel, your competitors already know your price and it didn't take the internet to get it. Be honest, don't you know your competitors' prices?
(0:15) Refusing to publish your pricing where your customers want to see it doesn't hurt your competition. It's only hurting your customers. And many today, if not most, will go elsewhere.
(0:10) I think Jim Lecinski says it best: "There are two heroes: the consumer who does the research, and the marketer who is smart enough to be there at the moment the shopper is looking for them."
(0:05) Make sure you're there when boaters are looking for you.
(0:02) And that's the marina minute.
(1:03) Marinas that carry fuel should be receiving a fuel update email every Monday. Using this email is the easiest way to keep your prices current. As I've discussed in previous Minutes, keeping your fuel price up to date is an important way to bring in more business. I dedicated a Minute to the topic a year ago:
http://www.themarinaminute.com/2013/07/what-your-fuel-price-is-telling-boaters.html
(0:55) It was discussed again in May of this year:
http://www.themarinaminute.com/2014/05/are-you-out-of-date.html
(0:51) Based on feedback from boaters and marinas alike, we have implemented several new features to make finding fuel easier while giving boaters greater confidence in the pricing data presented.
(0:46) The first is a second weekly email which goes out now on Thursday mornings to provide an additional reminder to update your fuel price. It offers a second opportunity to modify your price and/or date. So now you should be receiving a fuel update reminder on Mondays and Thursdays.
(0:39) Remember, updating your fuel pricing is not just about the price. The date associated with the price is equally important. It is the date that tells boaters that your price is current. This is so important for providing boaters with reliable fuel data that we have implemented a new feature - fuel price expiration.
(0:32) Every night the ActiveCaptain database searches for fuel prices that are more than a month old. When found, these entries are removed and an email is sent to the marina's contact. Some of you may have received these emails already. Included with the email is a link to your fuel update page making it easy to bring your pricing up to date.
(0:24) The final enhancement is a new Fuel List page:
https://activecaptain.com/fuelLists/fuelIndex.php
(0:20) The Fuel List page is a quick way for boaters to see a list of marinas that carry fuel in a selected area along with their pricing information. It allows the data to be sorted by marina name or by fuel price. We are seeing a lot of use already.
(0:14) And there's more coming. A future enhancement will allow boaters to mash their route with the fuel prices in the database. This will allow them to better plan their fuel stops along their intended path. If your fuel price is not up to date, it will not be included in their analysis.
(0:07) Make sure you are providing boaters with the critical information they need when making their fuel purchase decisions. If you are not receiving your update emails please let me know.
(0:02) And that's the marina minute.
(1:09) It's been a month since we implemented the Management Response feature for Sponsor marinas. If you missed the announcement you can find it on the blog:
http://www.themarinaminute.com/2014/07/management-response-something-new.html
(1:04) Since then, I've been hearing from marinas looking for advice on how to best utilize a Management Response. It's a powerful feature but like all powerful things, if not used well it can hurt as easily as it can help. So I turned to some of the biggest names in the review world to see what advice they give. I found a great piece on TripAdvisor that discusses the single most important thing your response must do: build back confidence. I've pared the article to fit the Minute but you can find the full text here:
http://www.tripadvisor.com/TripAdvisorInsights/n1889/one-thing-your-management-response-must-do
(0:53) When reviews surface an issue, it can open questions in travelers' minds. The unknown answers can weigh heavily on their planning and cause them to lose confidence in your property.
(0:47) The good news is that you have an easy way to remedy this uncertainty - by writing a Management Response. There's no better place to address the unknown and rebuild traveler confidence than to write a confidence-building response. Below are four questions to help you craft a confidence-building response:
(0:40) 1. Who am I writing this for? Businesses often respond to the reviewer. Keep in mind that your real audience is the wider population. Don't forget to consider how the specific details in the review apply to the average boater, what their concerns might be after reading it and the additional questions that this review might raise
(0:32) 2. Am I addressing their core concerns? Respond to the concerns in the original review in a way that appeals to the larger group of boaters and answers as many of their questions as possible. Concentrate on the concerns that have the biggest impact for future customers. If you've already remedied the problem or have a plan in place to address it, be sure to include that in your response.
(0:23) 3. Am I showing that we care? Every boater has different preferences but they all want to know that you care. When they read reviews, they are putting themselves in the shoes of the writer. If you didn't quite deliver during the original boater's stay, talk about the specific changes you're making so you'll do even better in the future. Readers will see your commitment to service and their confidence will build.
(0:14) 4. Are we truly sorry? A well-placed, heart-felt apology is never wrong and shows empathy to past and future guests. The key is to really mean it. There's nothing worse than the "We're sorry, but..." That "but" negates everything that comes before it and casts doubt on your entire response.
(0:07) Remember, boaters are looking for patterns. If the same issue keeps coming up in multiple reviews, it's more important than ever to tell a full customer service and problem-solving response.
(0:02) And that's the marina minute.
(1:06) This week’s Minute is a repeat of an early Minute. Given some of the dated Pro-Ops and websites I’ve seen lately, I felt it needed another viewing.
(1:00) Paper, the printing press, digital publishing, the World Wide Web: these are all advances that fundamentally changed the way we communicate and even live. It is a common mistake when faced with new and radically different technologies that we fail to take advantage of what is new and different and simply try to use the new technologies in old ways.
(0:51) So we see website content that never changes. Banner ads that mimic an outdated print ad. And other static messages appearing on a medium where the power lies in it's dynamic nature. To fully take advantage of the Web's power you need to keep your content and messages fresh and dynamic also.
(0:42) Give your customers a reason to visit your website again and again by having timely, useful content. Include upcoming events happening in your area, any news about your facility, recent photographs, and anything else that boaters will find helpful.
(0:33) If you are using the ActiveCaptain Sponsor Pro-Op/Co-Op/Cross-Promotions, make sure that you are updating your messages to reflect changing seasons, upcoming special events, special offers, or simply to experiment with the message you give. You can modify your messages as often as you wish. This allows you to try something new, different, innovative, and measure the results. Then try something else to determine the type of messages that attract new business. You should update each of these message types weekly or monthly, don't let them become stagnant. This will generate interest and freshness and attract boaters to come see what's new electronically.
(0:08) Success today requires effectively using every tool at your disposal. Don't waste the power of the Web. Work its advantages and you will see more business.
(0:02) And that's the marina minute.
(0:21) This week's Minute is quite different from any I have done before. For starters, it will take you more than a minute to get through it. The video link below is 1:48 minutes alone. I promise you will find it worth your time.
(0:15) In the past I have written about the impact of the words you choose to present your message. How you state something is as important as the message itself. I did a Minute about a year ago on two marinas who had less than welcoming signs giving a hostile and unfriendly feeling to transients. One chose to put up a new sign stating the same message in a friendly tone. The other, well, chose a different path. You can find that Minute here:
http://www.themarinaminute.com/2013/06/keeping-up-appearances.html
(0:06) I think the YouTube video below presents my message in far more powerful ways then I could ever hope to. It gave me chills. I hope it will make you think as well.
https://www.youtube.com/watch?v=Hzgzim5m7oU
(0:02) And that's the marina minute.
(1:07) Last week I told you about a new feature available to ActiveCaptain Sponsors called Management Response. I also told you I would provide instructions about how to use this capability this week but several of you beat me to the punch and figured it out on your own! I think it's a good sign that it's easy to use. However, I still want to make sure every Sponsor knows how to access it as well as offer some more tips.
(0:57) If you go to your ActiveCaptain Sponsor page you will notice a new section on the right-hand side. It is beneath the section for updating your pricing and above the Resources section. It's titled, "Reviews."
(0:52) This new section is a summary of your ActiveCaptain reviews. It lists the total number of reviews you have, the number of Management Responses you have entered, your average stars rating to one (1) decimal point, and if you don't yet qualify for 1st Choice, how many 5 star reviews you need to qualify. Beneath that is a button, "List Reviews."
(0:44) Selecting that button will take you to your Review List which lists every review your marina has received in chronological order starting with the most recent. Included will be the review title and date, the captain name, homeport, captain number of points, and the review text. Beneath that will be your Management Response for that review, if applicable, or it will show, "No response" if you have not entered one.
(0:36) Click on the "Respond" button if you wish to write a response to that review. This will take you to the "Respond to a Review" page. It will show the review information listed above and provide a text field where you can enter your Management Response. Select "Submit" when you are done. This will take you back to your Review List and will display your response beneath the original review. You can change your response by selecting the "Edit Response" button.
(0:27) Please note that when you enter a Management Response, an ActiveCaptain message is sent to the reviewer to notify him that you have responded to the review. The next time the boater logs into ActiveCaptain, a message notification will appear. If the boater has selected to have messages sent to his inbox then an email will be sent as well. The same thing will happen if you edit your response.
(0:18) So bear in mind that each time you touch your Management Response, the boater will be notified. It's good practice to create your message in a word processor so that you can spell-check and edit it until you are pleased with the final product. Then, cut and paste it into the Management Response field.
(0:11) Remember, Management Response should be used sparingly and carefully. You should respond to every negative review and only occasionally to positive ones. Keep your response professional, brief, and positive. No one wins if you turn it into an argument. I'll be writing more over the rest of the summer about how best to use this powerful resource.
(0:02) And that's the marina minute.
(1:05) The most common request we get from marinas is about how to respond to reviews. I think that every review a boater writes should receive a response. For the vast majority, it should be a personal message sent privately to the boater using the ActiveCaptain messaging capability. If you are unfamiliar with this feature you can find instructions here:
https://activecaptain.com/sponsors/captainMessage.php
(0:57) We have also allowed marinas to write a review for their own marina to respond publicly or to clarify reviews left by others. We require you to make it clear that the review is from your marina and you may only have one review, although you can change the review. However, our Sponsors are telling us that they would like a more direct way to respond to a specific review.
(0:49) Based on this feedback we're releasing a new capability for Sponsor marinas called, "Management Response." A Management Response will allow you to add a message to a specific boater review. I will be writing a Minute with the particulars of how this works next week but wanted to prepare you for the capability by discussing when and how this feature should be used.
(0:41) I believe that this new feature is a powerful way for marinas to communicate with their current and potential customers. Used properly and sparingly, a Management Response can be a great way to tell boaters that you are interested in their feedback and that you take customer service seriously. Now is the time to develop your strategy for responding to reviews. Don't leave it to chance.
(0:33) When to Respond
In general, you should respond to all negative reviews and perhaps, a few positive ones. Responding to every review will simply create clutter causing your message to be lost. If a positive review calls out something spectacular or has led to a change in your services, by all means thank the boater and tell them how the review impacted your business. If the negative review is from an Internet Troll (a rare user I'll discuss in a future Minute) it may be best to just ignore it completely.
(0:21) How to Respond
It is important to respond quickly. Make sure it is someone's job to respond so it doesn't fall between the cracks. Always be courteous and professional. Remember it is not the reviewer you are writing to but every potential boater reading your response. If appropriate, address the specific issues that were mentioned and what you have done or are doing to make things better. Don't forget to highlight any positives that were mentioned and even point out related services you offer.
(0:12) According to a TripAdvisor poll of hotel customers done in 2013, 77% of customers stated that seeing a management response to a review made them believe that the hotel cared more about its guests. And 62% said it made them more likely to book a room.
(0:07) Use the new Management Response feature to show boaters that you care about their feedback and want to improve. They'll reward you with more business.
(0:02) And that's the marina minute.
(1:02) It's great when a boater compliments your marina. An honest assessment from a happy customer is worth more than pages of glossy pictures and professionally written prose. It's what any good business strives for. Make sure you're getting everything you can out of these marketing gems. The best way is to have a plan. Here are four things you can do to maximize your positive reviews.
(0:50) 1. Say thank you. Make sure you always acknowledge a customer who has praised your marina. This simple act will not only reinforce good feelings, it will make the boater more likely to visit again and tell others. Use ActiveCaptain's messaging feature to send a personal message to the reviewer. I covered messaging in a Minute a couple of weeks ago. If you missed it you can find it on my blog:
http://www.themarinaminute.com/2014/06/activecaptain-messaging.html
(0:41) 2. Show your employees. Share positive reviews with your staff. Many marinas post glowing ActiveCaptain reviews on bulletin boards with a "way to go" message. If you are part of a large organization make sure management knows, especially if a staff member is called out in the review.
(0:33) 3. Show your customers. Let boaters know what the world thinks. Display positive comments on your website. Reviews from the ActiveCaptain site can be displayed on another site as long as the source is acknowledged to fulfill copyright requirements and a link is provided back to the site. It is best to provide a link directly back to your marker. There's no easier way to encourage additional reviews. Sponsors can use the abbreviated link from their Boater Review Card.
(0:19) 4. Discover how you can do better. While compliments certainly make everyone feel good, this is not the time to rest on your laurels. Even 5 star reviews will often have a mention of a disappointment or area that needs improvement. Sometimes a boater's compliment can reveal a needed service. Was there an effort mentioned that was out of the ordinary? Consider making it part of your offerings.
(0:08) Customer reviews are telling you loud and clear what boaters want. Pay attention, learn from their comments, and use this knowledge to bring more boaters to your marina.
(0:02) And that's the marina minute.
(1:17) You work hard to maintain your facility, train employees, add amenities, and offer first rate service. Then a customer complains to the world with a negative review. Now what? Handle it properly and you can turn it into a positive. Follow these steps:
(1:08) 1. Take a deep breath. It's easy to feel defensive, even angry, when your reputation is challenged. Resist the impulse to threaten the review site or attack the reviewer. It will only create bad will, waste time, and have a negative result in the long run. If the review was incorrectly written about your marina, contact the review site. Any reputable site will fix that.
(0:57) 2. Gather information. Critically examine the review for truth. Discover what you can about the interaction to determine what went wrong and where you can improve. Negative reviews are valuable learning tools even though it can be difficult to see when it happens.
(0:49) 3. Decide if and how to respond. Communicate with the boater. The ActiveCaptain site offers private messaging. Most customers welcome the opportunity to discuss their problem and admire a marina who is willing to work towards improvement. These interactions often lead to the customer changing their original rating.
(0:37) 4. Apologize. Write a sincere apology regardless of where the blame lies. This should be done even if you feel the review is unjustified. Let the boater know you're sorry their experience was unfavorable. But don't make an empty apology. If possible, try to make it right.
(0:27) 5. Wait for the community to respond. If you have done your work upfront there will be other positive reviews listed. If not, have faith in your happy customers. It is often the case that a negative review will prompt a marina's satisfied customers to chime in to defend the marina. This is far more powerful than any action you can take.
(0:15) 6. Don't fret. A good, honest, well-run marina will not be outdone by a single negative review. Focus on what you do well and learn as much as possible from what customers have to say to make the facility better.
(0:07) No person or business likes to hear negative feedback. But a negative review can help you improve your business and even rally the boating community behind your marina.
(0:02) And that's the marina minute.
(0:56) I've writte about how you can minimize the impact of a negative review by having many positive reviews surrounding it. It is important to note that your business doesn't live or die from a single review, good or bad. Consumers today are savvy about online reviews and know how to interpret the outliers. But to do that we need a lot of input from our peers. Which restaurant would you choose, the 5 star with 3 reviews or the 4 star with 100?
(0:44) Increasing the number of boater reviews for your marina is critical for success. A large number of reviews offers recognition as a destination, gives your ratings credibility, affords a chance for your happy customers to be your sales people, and can minimize the impact of an errant negative review.
(0:37) Never turn down an opportunity for a positive review. How? Ask! Encourage every happy boater to leave a review. Many marinas are hesitant or embarrassed to do this - you shouldn't be.
(0:32) Do not discount the simple idea of just asking for a review. Few businesses ask their happy customers to speak out. When a customer comes in with compliments, mention how important happy customers like them are to your business.
(0:22) Another easy and often effective approach is to post positive comments in a location where your customers will see them along with a reference to the review site. This simple action is not only a good way to promote your positive points, it can inspire a happy customer to do the same. Post positive reviews on your website with a link back to the review site making it easy for other customers to leave their own reviews.
(0:12) The restaurant and hotel industries has been doing this for a long time. They understand the growing importance of customer reviews for their business's success.
(0:06) You've worked hard to build a good business. Make sure you are getting all of the recognition you deserve.
(0:02) And that's the marina minute.
(0:50) No matter how good you may be, eventually every marina will experience a negative review. Occasional mistakes are made by every business. It's also true that some customers just can't be satisfied. The issue isn't receiving the negative review, it's having a solid strategy for handling them. That old sports cliche is true here, "Your best defense is a good offense."
(0:39) The first and most effective steps you can take to deflect a bad review are the ones made prior to its occurrence. Here are three steps you can take now to reduce the impact of negative reviews coming in the future.
(0:33) First, make sure customer expectations are realistic. The most common reason for a negative review is not that the marina lacked a pool or a 5 star restaurant. Negative reviews happen when the customer's expectations do not match the services or quality found. Honestly present your strengths. Do not promote what you can't deliver. Price realistically. And ensure that what you do offer is clean, well-maintained, and matches the descriptions.
(0:23) Second, make sure satisfied customers speak out. There is no better way to reduce the impact of a negative review than to have it lost in a sea of positive ones. It is important to encourage positive reviews from happy customers. People like to offer their opinions and are happy to support the businesses they like. Sponsors should include the custom Review Card in their welcome packets. Surrounding a lone negative review with honest positive ones makes the negative review disappear.
(0:12) Third, treat every customer well. You are in the service industry. You must provide good service if you want happy, returning customers. Be helpful and courteous. Go the extra step to make every boater feel like they are welcome. Arriving into a slip is one of the most terrifying parts of most boater's experience on the water. Make it feel safe and welcoming. It's hard to write something negative about a friend.
(0:02) And that's the marina minute.
(1:06) My Minutes typically draw on my own experiences as a liveaboard cruiser and marketer. But I also like to listen to what other boaters, marinas, and people involved in the marine industry have to say and incorporate that wisdom, experience, or knowledge. A fairly new boater email me a suggestion to pass along to marinas through the Minute. What she wrote about was just a "little thing" but it struck a cord with me and I know other boaters feel the same way.
(0:58) As I've addressed in other Minutes, coming into an unfamiliar marina can be one of the most stressful moments of a cruiser's day. There are so many things to consider - current, wind, and the directions to the slip. While there's little you can do for the first 2 items, it is fairly easy to remove the stress from the last one.
(0:51) A typical marina will lay out their docks along lettered rows with numbered slips. When we make our VHF call as we approach the marina we'll often be told something like, "You'll be on C dock in slip 16." Then we may receive some additional instructions, port/starboard side, X slips down, or some other direction for finding our slip, such as, boat names we'll be near or landmarks on shore.
(0:43) Too often the directions are confusing in ways you may not even realize. Remember, we are new to your marina and everything we see is unfamiliar and must be processed while doing numerous other tasks. Add to that, missing or blocked signage and you quickly create a confusing and stressful situation. I think fellow boater Annette on Magnolia said it best in her email:
(0:35) "It would be most helpful if marinas would include a map of their slips with how the slips are labeled and numbered. This could be on their website. Sometimes they have the letter of the pier but not whether the slips are numbered odd/even or high to low. This would be a huge help for newbies or those new to a marina to reduce docking stress by at least knowing which direction to head. St Augustine Public Mooring field had a good map. Also really good signage helps."
(0:25) If you already have such a map, make sure it is easy for boaters to find on your website. Consider putting a link to the page under the Dockage/Docks section of your ActiveCaptain marker. If you do not have one, now would be the time to develop one.
(0:18) It is also the time to visit the docks and make sure that they are well labeled. And I don't mean from the land side. We have visited many marinas that have wonderful signage at the head of the docks and on power pedestals. That works well if I'm approaching by land but I'm unable to see that signage from my boat. Make sure that there is equally good signage visible from the water.
(0:09) Remember this is my first interaction with your marina. Make it a positive one and you are well on your way to providing me with an excellent experience. Make it a negative one and you are forced to play catch up. Make sure you're starting off on the right foot.
(0:02) And that's the marina minute.
(1:00) Several Minutes have covered the importance of communicating with your customers. We are often asked if it's possible to get in touch with a boater who has stayed at a marina and written a review. While our privacy policy prevents us from revealing a captain's email address to anyone, there is an easy-to-use solution that will get your message through.
(0:50) The ActiveCaptain website provides a capability to send a personal message to an ActiveCaptain user from any review. Personal messages are powerful tools for communicating with boaters in positive ways. Use this capability any time your marina receives a review to thank the boater when the review is positive and to work to make things right when it is not.
(0:42) To send a personal message to an ActiveCaptain user, just follow these simple steps:
1. Click on the Captain name that appears at the top of the review. A pop-up menu will appear.
2. Select "Send message."
3. Enter a message title and the message text in the window.
4. Select "Submit."
(0:33) The next time the Captain logs into the ActiveCaptain website there will be a notification that a message is waiting. Captains may optionally have messages sent directly to their email inbox. It is a good idea to offer a way for the Captain to communicate with you directly by including your email address or a phone number in the message.
(0:25) The Captain can also reply to your message within the ActiveCaptain website. It is good practice to regularly check your ActiveCaptain account for messages or to have the messages sent to your email inbox.
(0:20) To configure extra email capabilities for the messages that are sent to you, follow these steps:
1. Select "My Card" from the tabs on the left side under The Interactive Cruising Guidebook.
2. Click on "More" beside "My Details" at the top. A pop-up menu will appear.
3. Select "Edit".
4. In the "My Details" window check the box next to "Send email when a message is received."
5. Select "Submit."
(0:10) Remember to keep your communications professional and relevant. ActiveCaptain messaging may not be used to SPAM users. Arguing or harassing a captain is always bad. Use messaging sparingly and appropriately and it can be a powerful marketing tool.
(0:02) And that's the marina minute.
(1:08) It's always a good time to review some of the fundamentals of exceptional customer service.
(1:06) Know who you work for.
Never forget that the boater pays our salary and makes your job possible. Ultimately, it is the boater who is the boss. Understanding and meeting boaters' needs is the only way to success.
(1:01) Never stop listening.
To understand what boaters want and need, be an excellent listener. Don't make the mistake of assuming you know, no matter how many years you have been in the industry. You may be surprised to discover what's really important. And don't forget, needs change over time and vary from boater to boater.
(0:54) Identify and anticipate what boaters need.
By listening you uncover what boaters want and that goes beyond a product or service. It's about what it does for them - how it makes their life simpler, more comfortable, or safer. It is only by matching the benefits of a service to the boaters needs, that you will have a truly satisfied customer.
(0:47) Make the boater feel important and appreciated.
Every boater, no matter how large or small their vessel, deserves to be treated as important individuals. Use my name, thank me for my business, help me in a way that is specific to my needs. But be sincere and honest. We can spot a fake a mile away.
(0:40) Finds ways to say "Yes".
Of course, it is not always possible to meet every request but resist the habit of simply saying "No". Instead, strive to find a way to meet a request whenever possible. Go beyond what is "standard". Every "Yes" means a happier customer.
(0:34) Be able to sincerely apologize.
None of us are perfect and we all make mistakes. When things go wrong, sincerely apologize. Handle the problem quickly and communicate to the boater what you are doing to resolve the issue. This holds true even if it was the boater's fault. A sincere apology can go a long way to calm tempers and help everyone come to a resolution.
(0:27) Provide the boater more than they expect.
Simply meet my expectations and I will be satisfied, exceed them and I will become a loyal customer and tell others. Think about how you can reach beyond the expected even in small ways. These are the acts that will get you remembered.
(0:21) Always keep your promise.
Never take the commitments you make lightly. Delivering on your promises should be your top priority. Of course, there are times when the unexpected happens or an issue beyond your control interferes. You can still show your commitment by communicating quickly, apologizing, and letting the boater know what you are doing to get things done.
(0:14) Seek boater feedback.
Always encourage and welcome any and all feedback from boaters. Know what you are doing well and even more importantly, where you can improve. Letting boaters know you want sincere compliments and complaints tells them you care about their business and want them to come back. Then listen to what they tell you and act to improve.
(0:06) Give every boater exceptional customer service and you will be rewarded with repeat and new customers.
(0:02) And that's the marina minute.
(1:00) We've been liveaboards for over 12 years now and running ActiveCaptain for about 8 of those years. When we started, the waterways were full of boats and if you wanted a slip for the night you needed a reservation. We all know that changed after 2008. We could pull in anywhere no matter how late in the day and have our choice of slips.
(0:53) Some marinas weren't able to weather the downturn. Not only was there less business for all, but boaters now had more choices which meant they could easily bypass marinas who weren't offering the same level of service and amenities as their competition.
(0:47) We began seeing a few more boaters a year or 2 ago but this past year we saw a dramatic increase. The waterways are busy once again. Marinas are fuller and we've even encountered a few marinas that were unable to provide us a spot because they were full. That makes me smile.
(0:40) If you haven't felt the change yet, I'm confident you will soon. You'll see fewer empty slips and more transients coming and going. Financial pressures will ease while you and your staff will become busier. How will you handle this good fortune? Will you be the ant or the grasshopper?
(0:33) OK, I'm not a complete Scrooge. Take a moment, thank your staff, maybe have a small party. Then you've got work to do, because right now is the best time to prepare for the next downturn.
(0:27) No, I'm not making a political statement or buying into those who thrive on doom and gloom. I'm simply being pragmatic. Everything happens in cycles with good and not-so-good times. Make sure you're the ant, using your good times to ensure you are prepared for the next not-so-good time.
(0:20) Now is the time to make those repairs you may have put off, upgrade your existing amenities, or add that new amenity boaters have been asking for. Make sure you are in prime shape before another downturn occurs.
(0:15) Study your reviews to find where you can improve. From the beginning, the number 1 reason for a boater deducting a star is poor bathrooms. More recently, the number 2 reason is poor WiFi. Use your increasing revenues to make your facility a premier one. That way when the next downturn comes, yours will be the marina that boaters choose. This will better prepare you to weather the storm.
(0:05) A little extra work and effort today will pay off in the future.
(0:02) And that's the marina minute.
(1:01) We've been moving steadily north along with many other boaters along the US east coast. The days have been longer as we try to put on a few more miles to get home to Maine for the summer. It's when we find ourselves in this traveling mode that we really come to appreciate the value of ActiveCaptain hazards. Following the advice and instructions of boaters who have come before us has made our cruising more relaxing and enjoyable. Are you utilizing the hazards near you to your advantage?
(0:50) Yes, I did mean "advantage." When we first introduced the hazard markers we had marinas that contacted us wanting the ones near them removed. They were concerned that if boaters saw a hazard, it would scare them away from the marina. They didn't realize that it was the best thing for boaters as well as an incredible benefit to the marina.
(0:42) ActiveCaptain works because it's real. It provides the kind of honest, accurate information that today's consumers have come to expect. Gloss, hype, and superlatives no longer work. Marinas lose stars in reviews when boater's expectations don't match reality. So it's important for you to ensure that boater experiences are positive and that the only unexpected finding is an unexpected positive one.
(0:34) Based on boater feedback, the ActiveCaptain hazard markers are one of the most appreciated aspects of what we do. Why? Because they help remove uncertainty. They make the inevitable issues boaters encounter along the way more manageable.
(0:28) You see, the hazard, whether it is shoaling, an underwater obstruction, or a missing marker, exists whether there is a yellow marker on it or not. If a boater encounters that hazard on their way to your marina, they will be having a bad experience. However, if they can be warned and even offered information about how to avoid the hazard, there is no bad experience.
(0:19) There are some marinas that have taken on the task of keeping hazard markers near them up-to-date and accurate. Some contact local towing services or the Coast Guard, and some even periodically take a skiff out to measure depths and check on current conditions. I think that's really smart.
(0:12) If you have areas that boaters will encounter on their way to your marina that can cause problems, don't try to hide them, shine a light on them and help the boater arrive safely at your facility. Locate any hazards near you and make it your goal to keep the information current. Put a comment on the hazard with your marina's name to let them know the information is real, local knowledge. The boating community will benefit and so will you.
(0:02) And that's the marina minute.
(1:30) As we make our way north this spring, we have been stopping in to chat with quite a few marinas. It's important to me to understand how we are helping our Sponsor marinas succeed and where we can do better. In the course of doing this I found several things that I could be doing better. My discovery leads to a lesson for you on two levels - one theoretical and one practical.
(1:21) First, it's dangerous to assume that your customers know and understand all you have to offer. It's important to never stop promoting your strengths, particularly ones that set you apart from your competition. I discovered that I was falling short in getting the message out about updating fuel prices in the ActiveCaptain database. We have some simple yet powerful ways of doing this.
(1:13) I found that most marinas either didn't know or didn't fully understand the several options they have for keeping their fuel pricing up-to-date. There is no other piece of data in ActiveCaptain that changes more frequently than the price of fuel. If you compete based on your fuel price then it is imperative that you make sure your price is current and accurate. We offer a variety of ways to do this which brings up the second lesson.
(1:05) Every marina was familiar with our Monday morning fuel update emails and happily informed me that they get them each week. However, when I pointed out that their fuel price was X weeks old in the ActiveCaptain data, I usually heard, "Well, that's because the price hasn't changed." And that's a problem - a price has little meaning unless your customer knows how current it is. If you carry fuel, look at your marker. Notice that the price is always associated with a date - the date it was updated. So even if you haven't changed the price, it's just as important that you change the date. Fortunately, we've made this trivial.
(0:55) If you look closely at the fuel update email, you'll see that there are two links. It's important that you select one of them every week. The one on the right is familiar to everyone. Clicking this takes you to your fuel update page where you can modify your fuel price and even update your slip pricing. But the link on the right is equally important.
(0:47) Notice it says "Prices Correct." If your fuel price has not changed, click this link and we will automatically change the date associated with your fuel price to the current date. There's nothing more to do. This tells boaters that the price is still good. Making sure you select one or the other will keep your fuel price current on a weekly basis.
(0:40) But what if updating your price once a week isn't enough? If fuel is a truly important part of your business, you may want to update your pricing more often. I've seen some marinas that update it daily. Keeping your fuel pricing fresh tells boaters that this is important business for you and that you are staying competitive.
(0:33) Of course, you can always go to your marker on the website, select the Fuel tab and enter a new price and date, but there are some better ways. ActiveCaptain Sponsors can quickly and easily update their fuel and slip price anytime by going to their Sponsor page. On the righthand side, we show the current fuel and slip pricing listed in the database along with each price's date. If your pricing is old we even issue you a warning in red - think of it as a gentle nag from me. You can easily update your prices by selecting "Update Prices" to go to your fuel update page, or you can select "Update Dates to Today" if your pricing hasn't changed but you want to quickly change the date.
(0:16) An alternative method is to keep a copy of the fuel update email so you can open and access it at any time. Those links don't only work on Monday mornings! I've even had marinas who have created a shortcut or bookmark to their fuel update page so they can go to it whenever they want.
(0:09) If fuel is an important part of your business, make sure boaters always have your most current pricing and the only way I will know it is current is from the listed date. It's quick, it's simple, and it will bring you more business.
(0:02) And that's the marina minute.
