NATCHEZ ON THE WATERFRONT15


staying there? Does it give me access to the boating waters where I want to be?


● Once at the facility – is it a safe harbour and protected from the elements? Are there adequate water depths at all tidal or water elevations? Is there meaningful security? Are the utilities adequate?


● Is the facility attractive? What are the restrooms like?


● Boat maintenance and repair services – is there someone available to fix the engine, take care of damage and handle the ever-occurring issues? Do they know what they are doing?


● Does the facility have internet/ WiFi? Is it good or sporadic? Is there a charge for it?


● Is the staff friendly, encouraging and knowledgeable?


● Related to the preceding subject and perhaps one of the most important issues (although rarely raised – unless to report an offense or complaint) is does the staff cater to me, the customer?


– what they like, dislike, would do differently, etc. While some folks may be a little shy at the beginning, most are willing to share with a little prodding. Although the ranking order often varies, I have found a fair number of similarities, whether talking with customers at facilities close to home or in some of the most far-flung marinas in


Party time at Westshore Yacht Club on Old Tampa Bay, Florida.


the boating world. Subjects raised include the following: ● Location, location, location is most always at or near the top of the list. Is it convenient to get to? Is it in a safe area? Does one feel comfortable getting to and


● How much is keeping my boat there going to cost? However, it should be noted that while most customers look at cost and maybe it is their first question, it is rarely the most important factor. In fact, if that is the most important thing for that customer, perhaps your facility is the wrong fit unless the business model is to be simply a basic facility competing on price. On the complaint front, you may recall the family-owned facility I’ve previously mentioned where the marina owner/manager put a large sign on the wall behind the reception desk that read something like, “If you have a problem – call me! Your friends can’t do something about it, but I can!” and he put his mobile ‘phone number on it. He told me that he actually gets relatively few calls with complaints, which he takes seriously and becomes resolved if at all possible. Those customers he helps often become his best advertisers. He also noted that he actually receives more calls from folks who have questions, suggestions or just want to keep in touch. He tells me it has opened up a line of communication


There are, many reasons why customers choose to come to your facility or, conversely,


choose not to or to leave for another facility. There may be many similarities, as well as numerous differences. The key is to understand all of them and decide which ones are important and how to better achieve them (for the positives) or avoid them (for the negatives). Equally important is to consider them in relation to your vision for the marina and business model.


that has proved to be very helpful and he finds out what’s on his customers’ minds. In fact, trying to better understand what customers are thinking is something most hospitality and customer service- oriented businesses are very much working on. Many are using surveys at the point of contact – whether it is online, on the ‘phone or at the facility itself. Some are doing it in-house and others are using outside organisations for the ‘anonymous’ approach, which in many cases turns out to be not so anonymous. These days, there are also abundant choices for doing it yourself, with some online assistance. SurveyMonkey is among the most well-known apps, but there are any number of services out there that can make customer surveying a fairly simple task and one that really can be worthwhile, assuming you also do some follow-up with the results and that you don’t overdo it by asking the same questions too often! While surveys are a tool that can be very helpful, where possible the most meaningful approach is a one-on-one dialogue. Regardless of the approach taken, constructive action to improve issues and confirming what has been done to those who provided feedback is important. This can be


MARINA INDUSTRY • JUNE 2021


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32