Improving your customer’s long-term ownership journey

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

In the marine industry, the customer journey has traditionally been divided into two separate experiences: sales and service. Sales teams focus on helping customers select and purchase the right boat, while service departments take over when maintenance, repairs, or seasonal preparation are needed. While this structure may work internally, it does not always reflect how customers experience their relationship with a dealership.

During a recent conversation with Bernie DeGraw on the EasyCare FWRD Podcast, this long-standing approach was challenged. Rather than thinking in terms of a “sales-to-service handoff,” the discussion focused on a more forward-looking idea. The sales process is simply the first step in a customer’s long-term ownership journey.

“Retention is no longer owned by a single department. It becomes a shared responsibility across the entire organization.”

— Erick Jauregui

From Boat Purchase …

When a customer purchases a boat, they are not just buying a product. They are beginning an experience that will include service visits, seasonal maintenance, upgrades, accessories and eventually their next purchase. This shift in perspective changes how dealerships define success. Retention is no longer owned by a single department. It becomes a shared responsibility across the entire organization.

Leading dealerships are beginning to treat sales and service as one unified team. This approach starts early in the sales process. Customers are introduced to the service department, given a clear understanding of maintenance expectations, and encouraged to see service advisors as trusted partners. These early connections help build confidence and set the stage for a stronger relationship.

First Service Visit

The first service visit is a key moment. It should feel like a continuation of the relationship, not a transition to a new team. When customers experience consistency, clear communication, and familiar faces, trust grows. Over time, that trust leads to stronger loyalty and a greater likelihood of repeat business.

The takeaway is clear. Sales may begin the relationship, but the entire dealership is responsible for sustaining it. By creating a seamless experience across sales and service, marine dealers can strengthen customer relationships, improve retention, and position themselves for long-term success.

About the Author

With more than 20 years in fixed operations, Erick Jauregui has built a comprehensive career spanning every major role within the service and parts environment. He began in the parts department, progressed to service advisor, and ultimately advanced into fixed operations leadership, where he managed multiple stores and drove performance through disciplined processes, people development, and operational accountability. His experience also includes leading reconditioning and detail departments, giving him a holistic understanding of dealership readiness, workflow efficiency, and delivery standards.

Today, Erick serves in a training and development role with EasyCare. Partnering with service advisors, technicians, and operational leaders to strengthen performance, enhance the customer experience, and increase profitability. His hands-on background and executive leadership experience enable him to bridge real-world execution with practical, results-driven training that delivers measurable impact.

About EasyCare

Since 1984, EasyCare has been helping dealerships drive results in their stores with a full suite of F&I products, forward-thinking training, dealership development, and consultative participation programs. EasyCare is part of the APCO Holdings, LLC, family of brands, which has protected over 24 million customers and paid over $3.7 billion in claims. Learn more at easycare.com/adventure.