16 NATCHEZ ON THE WATERFRONT


directly to individuals if possible or by e-mails, in a newsletter or on a marina’s website. How many times have you


called or been online and are asked to provide feedback on the service you have received? Many times I wonder if anyone looks at the surveys that one fills out. Most of the time there is zero feedback, which can become annoying. However, the other day a relatively new branch of a computer chain store that had opened up sent a follow-up e-mail survey for a purchase I had made. The experience at the store was anything but desirable and in a constructive manner I gave them feedback. Two days later, the head of customer service called me to apologise and go over my comments. He told me that he


MARINA INDUSTRY • JUNE 2021


was implementing some of my suggestions, gave me his direct number and e-mail, and told me that he hoped I would give them another try and if there was any problem to contact him immediately. I was impressed. The Ports of Jersey (as in the original English Channel island of Jersey) also impressed me. They conducted an extensive customer survey in 2019 relating to the three marinas they operate on the island and the entire report can be found on their website, with detail showing the good, the bad and the ugly. To be fair there was not a whole lot of bad or ugly – primarily related to car parking and WiFi, but they put it out there, along with the promise to get to work on addressing the negatives. As in any business, there are


times that things do not go as planned, which could be caused by someone at the facility or by external forces. The issue is how the problem is handled and communicated to the customer. Communicating with the customer as soon as it is discovered with proactive approaches to try to mitigate the problem goes a long way to ease the pain and let the customer know that you are trying to fix the problem and, most importantly, that you care. Always keep in mind that the


boating community is a relatively close-knit circle. Customers are much more open talking to each other (especially over cocktails!) than to those at the facility. If something is not right or there are problems, word spreads easily. Likewise, when things go


well, customers are quick to brag about it. In this era of instant gratification demanded by customers, there is constant pressure to update and improve a facility, but that costs money and especially when times are leaner, many perceive it difficult to make the improvements. The industry, rationally, is very timid about raising prices for fear of losing customers, but without the right level of income facilities have to minimise or postpone desirable upgrades. Meanwhile, many boaters are actually paying higher and higher prices for their boats. As I have said before, the chances are most customers can afford a somewhat higher tariff provided that they perceive value in what they are paying for. This cycle can


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