The Marine Retailers Association of the Americas, in partnership with AVALA, Inc., a Rollick company, has published the white paper, “Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success.”
 
The digital publication seeks to provide marine dealers with a deeper understanding of the basics of delivering a more rewarding customer experience. The 18-page educational resource not only defines the difference between customer service and customer experience, but it also highlights key points in a customer’s ownership journey that dealers can focus on.
 
“The customer experience has become the No. 1 focal point for dealers to find greater success,” says Matt Gruhn, MRAA President. “In a world where price, availability, and delivery no longer contribute to a business’ competitive advantage, retailers need to deliver the best possible customer experience to boat buyers. This white paper provides clear direction on how to create a quality customer experience.”
 
“Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success” was designed to complement the 2018 MRAA Continuous Certification course, “Improving Loyalty With A Customer Experience Mindset,” by Theresa Syer. As defined by Syer, in the Continuous Certification Course, customer experience refers to “the sum total of every interaction a customer has with a company.” The new guide dives into research that underscores how critical pre- and post-purchase customer service is to the success of your current and future sales.
 
“For nearly 15 years, through our work managing the NMMA Marine Industry Customer Satisfaction program, we have measured expectations customers have with the product , service and dealer.  That data tells what customers expect, and how we, as an industry, are doing delivering on their needs,”  said Steve Pizzolato, Dir. Strategy for AVALA, a Rollick company. “This white paper expands upon the data with good tips and insight to help our industry deliver on these expectations, every day, and with every customer interaction. We were honored to participate in the development of the white paper with the MRAA.”
 
Defining the Customer Experience: An In-Depth Look at the Ingredients for Pre- and Post Sale Success is available to both MRAA member and non-members here and will be officially released at the Marine Dealer Conference & Expo.