By Erick Jauregui, Fixed Operations Training Specialist, EasyCare, an MRAA Education Champion

The moment a customer brings their boat into your service bay could make or break their relationship with your dealership. After the excitement of buying a new boat fades, the service department becomes the main connection between your business and your customers. This is where loyalty is either built or lost.

Think about it: a single conversation with a service advisor can determine whether a customer comes back for years or takes their business elsewhere. The first few minutes of that interaction set the tone for everything that follows. That’s why preparing your Fixed Ops team before they meet customers isn’t just important — it’s everything.

Why Training Makes All the Difference

For years, successful service departments have known that great training creates great results. Traditional face-to-face training has always been the gold standard. Just like professional athletes need coaches on the sidelines, service advisors benefit from hands-on mentoring, real-time feedback and practice in real situations.

This type of training helps advisors improve their communication skills, handle customer concerns better and build the confidence they need to excel. When your team feels prepared and confident, it shows in every customer interaction.

But here’s what’s exciting: technology is now making training even better. Virtual training tools and interactive simulations are giving Fixed Ops departments new ways to develop skills that weren’t possible before. These digital solutions provide consistent, scalable training that ensures every team member can deliver exceptional service.

Revolutionizing the Walk-Around Process

One of the biggest improvements in service training has been updating the traditional walk-around process. Over the past decade, this process has evolved from a rigid 10-step checklist to a more flexible checkpoint system that focuses on building relationships.
This change has been a game-changer for customer relationships. Instead of following a script, advisors can now engage with customers more naturally. They can really listen to what customers need and address their specific concerns. This approach builds confidence in advisors and creates a more personal experience for customers.

The key is incorporating the customer’s “why” into every interaction. Rather than just pointing out what’s wrong with a boat, trained advisors learn to ask the right questions and understand what matters most to each customer. They can then align their recommendations with the customer’s unique situation. This shift has led to significantly better customer trust and higher service retention rates.

How Technology Enhances Training

Technology-driven training solutions are changing how service teams prepare for customer interactions. Virtual training allows team members to practice in simulated service environments where they can handle various customer scenarios without the pressure of real-life situations.

These simulations help people improve their decision-making skills, enhance communication techniques, and learn how to handle difficult situations with confidence. It’s like having a practice field where advisors can make mistakes and learn from them before meeting actual customers.

The more confident and well-trained your team is, the better they’ll handle real customer interactions with professionalism and skill.

— Erick Jauregui

One of the biggest advantages of technology-based training is how it reinforces the power of words and actions. Every interaction your service department has with a customer is a chance to build trust, improve their experience and increase customer retention. Virtual training platforms let advisors role-play different situations, get instant feedback, and continuously improve their approach.

Digital training tools also offer on-demand learning, which means service and parts teams can train at their own pace. This flexibility ensures that training doesn’t disrupt daily operations while still providing ongoing education and development. The more confident and well-trained your team is, the better they’ll handle real customer interactions with professionalism and skill.

The Investment That Pays Off

Customer retention is one of the most important metrics in any business and the service department plays a major role in achieving it. A well-trained team is one of the most valuable assets any dealership or service center can have. Investing in modern training methods that use technology ensures that service advisors are always improving, staying ahead of customer expectations and delivering top-quality service.

As customer expectations continue to change, service departments need to ask themselves some important questions:

• Are we training our teams with current customer demands in mind?
• Are we using technology to make training more engaging and effective?
• Are we providing ongoing training that keeps our advisors sharp and prepared?

The Path Forward

The marine service industry is more competitive than ever and success depends on how well service teams are trained to handle customer interactions. While traditional hands-on training remains essential, technology-driven solutions are enhancing how advisors learn, practice and improve.

Combining hands-on training with virtual learning creates a dynamic, effective approach that prepares service advisors to deliver exceptional customer experiences and build long-term loyalty. This isn’t just about keeping up with the times — it’s about staying ahead of the competition.

The bottom line is simple: invest in training, invest in technology and invest in your team. When you do, the results will speak for themselves through higher customer satisfaction, increased retention and a stronger bottom line.

About the Author

Erick Jauregui, Fixed Operations Training Specialist for EasyCare, brings nearly 20 years of automotive, powersports and marine service department experience. Focused on training, consulting and creating new fixed ops content, he helps dealers supercharge their operations. During his career, Erick was certified by several OEMs, with his service departments exceeding gross profit, parts and CSI. Learn more about EasyCare at www.easycare.com.