Benefits of the Marine Industry Certified Dealership Program
The benefits of becoming a Marine Industry Certified Dealership are numerous and cut a wide swath across all aspects of a dealership's business practices:
Customer Satisfaction and Loyalty
The mission of the MICD Program is to help dealers provide the best possible experience for the customer. Every MICD displays at least one "Consumer Commitment" in the dealership, documenting and outlining its pledge to taking care of the customer. The results of these efforts shine through CSI scores, which Certified Dealerships track and trend as part of the program. Historically, MICD participants boast higher CSI scores than their non-certified counterparts. Dealerships with high CSI scores keep customers happy, and often that means customer loyalty and repeat business.
Dealers spend a large amount of time and money cultivating new leads. Without a streamlined, lead-management process, many hard-earned leads could be mishandled or, worse yet, missed altogether. Step 2 in the MICD Program gives dealers a process for managing in-person, over-the-phone and online leads, designed to help make the most of every tip that comes through the door (physically or on the web). Similarly, this step also ensures dealerships understand how to retrieve and manage their leads generated by the Discover Boating campaign, yet another potential gold mine for customers.
Employee Satisfaction & Retention
There's no question happy employees lead to happy customers. Employees at Certified Dealerships play an integral role in driving the success of dealership business through the opportunity they are given to share honest feedback with dealership management. In addition to participating in Employee Satisfaction Surveys, Certified Dealership employees have written job descriptions, undergo regular performance evaluations and are equipped with the tools they need to succeed.
Top-notch Facility & Website Presentation
If you want to be the best, you'd better put your best face forward. How a dealership presents itself can make or break a customer's first impression of the boat-buying experience, not to mention impact the reputation of your dealership's brand. To become Certified, dealerships maintain a clean, organized facility with proper signage. At the Five Star MICD level, dealerships undergo a full website review and analysis to ensure potential boat buyers can easily navigate their site and seamlessly transition from shopping to buying.
In order to maintain an enjoyable boating lifestyle, product quality and service are key. In Step 1 of the MICD Program, dealerships establish a quality assurance process to ensure products are ready for ownership. Step 2 has dealerships map both service and parts processes to make certain that customers are properly taken care of whenever they return to the dealership. These process requirements mean dealerships deliver a consistently outstanding customer experience every time, helping generate repeat business and glowing customer feedback.
Ongoing education is one of the cornerstones to success in the marine business. Staying up-to-date on the latest technologies and trends will keep you one step ahead of the guys down the street. Knowledgeable sales and service professionals are essential for making happy customers. In addition to requiring sales and service training for all brands that a dealership carries, the MICD Program mandates an escalating number of educational hours for every level of Certification reached. Education helps you stay ahead of the game and in front of the competition!
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