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MARINE TECHNICIANTODAY | SPRING 2015
By Bill Grannis
Customer
Communications
W
hy does the marine industry have such a mediocre
reputation for customer service? Problems not fixed the
first time, long completion times, and high repair costs
are the three most common complaints from boaters. The answer
is often inadequate communication between the customer and the
shop resulting in misunderstandings or hard feelings. Occasionally
this is due to the combination of elaborate expectations of a boater
along with a dismissive attitude of repair facility personnel. The fault
lies with both sides actually, and it is your job as a professional to
minimize potential problems because confrontations decrease
your earning potential. Today’s technology allows for keeping in
touch easier and quicker than ever before. Take advantage of the
advancements that are available to you. Computers and smartphones
permit the shop and the customer to be in contact instantly if needed
and to send picture images to facilitate explanations.
In previous issues we have discussed the importance of good
communication up front when the customer first arrives at your
place of business. To avoid misunderstandings the process starts
the moment you and your consumer start talking. Both of you have
to be on the same page when the work order is written. Obtain
contact information and permission to send texts or emails to the
person’s smartphone (if equipped) or their computer.
Make sure work orders are detailed enough to help the technician
troubleshoot the problem quickly and accurately. Give a time frame
for the repairs, making sure the customer is aware of any diagnostic
costs or charges for an estimate. Refer to the Spring 2014 and the
Summer 2014 issues of
Marine Technician Today
for the articles
titled “Writing the Work Order” and “Writing the Work Order Part II.”
It is imperative that the customer’s daytime contact information is
included – cell phone, work phone, and email address especially.
Often your patrons prefer to be informed of the diagnosis and any
updates immediately. This is where communication becomes
paramount. Keep information flowing to make the customer aware of
his significance to your business and that he or she does not sense
you are blowing him off as unintelligent. If a customer is aware that
you are keeping them up-todate as to the progress of the repairs,
that person is much more likely to not display resistance or “nit pick”
when paying the total bill.
The remarkable photographic capabilities of current smartphones
and the ease of attaching images to a text or an email can make
a dealer become a rockstar in the eyes of a boat owner. If while
working on a rig the technician discovers that additional services are
needed, perhaps from hidden damage or an unforeseen complication,
it is advisable to contact the owner as soon as possible. Taking an in-
focus picture with either a cell phone or digital camera and attaching
it to a text or email likely results in a customer’s positive decision for
the extra charges. This is much easier and saves time by eliminating
a long detailed explanation by phone or leaving a message that could
be difficult for a customer to comprehend.
For example, during a tune-up of a carbureted outboard motor, the
mechanic finds that the motor will not accelerate properly and
lacks power due to varnish deposits inside the carbs. A picture of
the greenish-brown deposits in the fuel bowl and any plugged jets
shortens a possibly long conversation about what the problem is and
how much it will cost to fix it. The customer, after seeing the damning
evidence, will be more receptive to spending the extra money for
cleaning out and rebuilding the carb(s). This means more business
for you plus a better running and more reliable engine for the boat
owner. It also opens the door to recommending a gasoline stabilizer
product and possibly a fuel system flush out resulting in even more
parts and service revenue for you and the business.
Another example of sending images to enhance the means of
communication is to illustrate why labor charges may seem
excessive to an owner due to inaccessibility situations. Imagine
the time it takes to replace a $40 bilge pump mounted beneath a
TODAY’S TECHNICIAN
Too many people think only of their own profit, but business
opportunity seldom knocks on the door of self-centered people.
No customer ever goes to a store merely to please the storekeeper.
– Kazuo Inamori - author
