NATCHEZ ON THE WATERFRONT 21


to appointments and making sure that things are done on time and are checked out prior to the determination that the service has been completed.


• Fulfilling what has been promised. No one wants problems, but they happen. When they do, there is either a stated or implied understanding of what will be undertaken and when it will be completed. Meeting a deadline or completing the work in a shorter time wins customer loyalty and even admiration. Failure to meet the deadline or running up charges for extras without prior knowledge to the customer earns the worst and most enduring advertising you could imagine – and the message is delivered faster than the pony express – in fact a whole lot faster since it only takes a few calls or clicks. If problems occur or issues require additional work, let the customer know in advance. Keep the customer informed and provide options to them. The reward is better customer loyalty – and the avoidance of negative advertising. I recently went to a highly


competitive marina area. While most of the marinas were not new, they were not that old and all had evolved over time. Most of the marinas were almost identical in that the buildings and interiors were dated, the facilities were not full and their appearances, while not run down, were less than inviting. In addition, the operating managements were less than either engaging or responsive when I talked with them. However, there were two facilities that differed from the others. One had completed major renovations, was attractive to look at and had the new car (or perhaps hotel) feel to it. Yet the operating management was identical to the other facilities and the marina had lots of vacancies, both in terms of berths and upland storage, as well as activities and service, despite the new look. When I went unannounced and talked with the operating management, I found them aloof, cold and particularly uninviting. Upon talking some more, they commented that they did not know why, with the enormous investment they had put into the


facility, they were not attracting customers quickly. The other of the two atypical


facilities in the area was one of the older facilities and its owners had decided to do a facelift to their main building and yard, with lot of plants, big new windows for the showroom/ office and thoughtful approaches to creating an inviting look. From the time that I went through the gate to the office, I was definitely impressed with the attention to make things look inviting on a relatively inexpensive budget. When I walked into the showroom/chandlery/office I was excited by the attractive layout, clean area of displays and so on. The whole place looked great, creating a mindset to want to be there and buy products. In speaking with the management, I was invited as a perspective new customer to tour their service area, which was also spotless with painted floors and all the tools neatly arranged and mechanics working on the boats that were filling their bays. The marina was full (despite this being low season). When I asked what they attributed to their success, the answer was that they understood it cost less to keep existing customers, who in turn attract new customers, and they went through how they treat their customers. Throughout our discussions they were open, helpful and looking to see what they could do to help. The yard


personnel greeted me with a smile and a genuine hello as I was walking through. What was even more interesting was that the customers I talked with echoed what the operating management was saying – in short, the marina cared! Obviously that is why this facility was doing so well compared to the others in such a competitive environment. A few years ago, I relayed my


experience of when I had to have bodywork undertaken at an auto repair shop and how they had done more than I had asked for and did not charge any extras. I had to repeat the process recently thanks to damage caused by an apparent hit and run driver while the car was parked, so I went back to the same place, and guess what? They outdid themselves again! I have been singing their praises for the past few years and know that I have accounted for several dozen new customers for them. On the other hand, I know of


a sailor who takes his boat to a particular yard because they had great mechanics to work on the high performance engines. When the boat was delivered, the interior, including the carpet, had fresh boot prints (including traces of oil), and there were old parts, nuts, washers, belts and other materials in the bilge. When I asked the customer why he used the marina, he told me because of the mechanic’s ability


to make sure the high performance engines run smoothly. He then added quickly, “But I never have them do any other work”. When I asked him why, he pointed to a plastic container of old parts that he keeps as a reminder of why not to use them unless it is vital. Imagine what the facility is missing out on in terms of other work and the mixed message advertising that will be circulating within the sailing community. In short, customers want to be


treated no differently than you want to be treated. That is the secret to most successful facilities, with the lack of it being the downfall of other facilities. It might be time to think of how you might want to improve your customer care. Usually, it is the inexpensive and thoughtful approaches that make the difference in customer loyalty and give the customers what they are looking for in sailing!


*Dan Natchez is President of Daniel S. Natchez and Associates Inc, a leading international environmental waterfront design consulting company specialising in the design of marinas and marina resorts throughout the world. Your comments and enquiries are invited on Tel: +1 914 698 5678, by Fax: +1 914 6987321, by E-mail: dan.n@ dsnainc.com or on his Website: http://www.dsnainc.com


Sun Harbor is the world’s first Leadership in Energy and Environmental Design certified marina.


DECEMBER 2014 • MARINA EURO-REPORT


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