Marina Dock Age, March 2007

Helping customers enjoy boating
by Dennis P. Kissman

I was reading an article recently about the opening of a new marina in the Caribbean. After building a multi-million dollar breakwater, the marina basin was still an uncomfortable place for boaters due to the swells that continually came through the entrance.

Marina Dock Age readers may recall the column I wrote last month, where I discussed the importance of hiring the right consultant. Well, that’s not what I want to focus on in this Caribbean example. In this case, the story I read quoted one of the sailing customers staying at the marina as saying “that rocking is just part of the boating experience.” Well that may be part of the boating experience, but it is not what the majority of boaters want in a marina.

We often think of boaters as this hearty group of seafaring folks that can cope with all kinds of problems and just chalk it up to another “boating experience.” Well guess what? That is not the case. Today’s recreational boater wants pleasure, and not “another experience.” These people are not making their living from the sea, and they are not venturing offshore to distant lands. No, these boaters want a trouble-free experience for a few hours of enjoyment on a weekend.

Part of a boater’s pleasure comes from using one’s boat — whether sitting on it at one’s marina or enjoying a favorite water activity. Remember, your customer’s boating enjoyment starts and ends at your marina. Whatever you can do to improve that time will be rewarded with increased business. Marina operators have an obligation — yes, an obligation — to see that their customers enjoy their time while at the marina. Too many “bad boating experiences” are going to lead to one of two things. The customer will use the boat less, which will eventually lead to selling the boat, or they will get out of boating all together. Neither option is good for business.

Customer service

So, what steps should marinas take to make sure their customers are enjoying themselves? To answer this question, marina owners and operators must first of all realize that there is no list of bullet points to follow, although there are a few guidelines that can help. Just as we know that no two marinas are alike, the same principle applies to one’s customers. As such, marinas need to be observant without being obtrusive. The more they know about their customers’ habits, likes, and dislikes, the better they will be able to satisfy their needs.   Continue »

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