Dealership Certification Helps Boost Customer Satisfaction... Certified dealerships earned higher CSI ratings in 2007 than non-Certified dealerships 

MIAMI, February 14, 2008 - - Using data collected from more than 60,000 consumers, the National Marine Manufacturers Association’s (NMMA) Marine Industry Customer Satisfaction Index (CSI) program today announced that dealerships participating in the Marine Industry Dealership Certification program achieved significantly higher CSI scores for the second consecutive year than those attained by non-Certified dealerships. Additionally, consumers satisfaction with boats and engines purchased from Certified Dealerships also continued to outpace those of products delivered by their non-Certified counterparts.

According to 2007 industry data, on a 100-point scale, the “Overall Satisfaction with Dealer” ratings from consumers who purchased new boats from a Marine Industry Certified dealership averaged a score of 93.5 versus a rating of 88.7 from consumers who purchased new boats from non-certified dealerships carrying manufacturer brands that measure CSI. The 2007 results also confirm that boat and engine CSI scores were greater among dealerships earning Marine Industry Certified status versus non-Certified dealerships; Certified Dealerships earned boat and engine CSI scores of 94 and 94.6 respectively, compared to scores of 92.2 (boats) and 93.2 (engines) achieved by non-Certified dealerships.

These figures are based on dealership CSI scores recorded among 110 boat brands participating in the NMMA CSI program. The gap between CSI scores and CSI improvement is likely much larger among non-certified dealerships without access to CSI measurements. Access to CSI measurement is therefore one of the requirements of Marine Industry Dealership Certification.

“The difference is obvious; same boat, same engine, better consumer experience,” says Thom Dammrich , president of Grow Boating Inc. and NMMA. “It’s clear that consumers who purchase boats from Marine Industry Certified Dealerships report higher overall satisfaction with both the product and the service they received when purchasing their boat. There is no stronger endorsement for this program, and no reason why, upon hearing these results, every dealerships shouldn’t want to pursue enrollment in the Dealership Certification program.”

“The 2007 CSI results demonstrate the difference in experiences consumers receive from a Certified Dealership,” echoes Terry Leitz, director of the NMMA CSI program.

NMMA launched its CSI program in 2001 to provide boat and engine manufacturers with an independently-measured, cost-effective tool to help improve customer satisfaction in the boating industry, and since then has become the industry standard in terms of CSI results reporting. This year, CSI results were based on more than 60,000 surveys collected from consumers purchasing new boats in 2007.

The new Marine Industry Dealership Certification program was developed by dealers, for dealers and focuses on the areas that affect consumer satisfaction and dealership excellence—operations, facilities, professional sales/service processes, customer satisfaction and employee training/satisfaction. Dealership certification program provides both consumer and dealer benefits fundamental to the industry’s Grow Boating Initiative. 

To date, a total of 602 dealerships have enrolled in the Marine Industry Dealership Certification program, 347 of which have completed the process and earned the official “Marine Industry Certified” designation. Launch Workshop locations and dates for the spring 2007 sessions are now posted on DealerCertification.org .

Marine Industry Dealership Certification is part of the industry’s Grow Boating Initiative, an integrated effort among organizations with an interest in the recreational marine industry to promote the boating lifestyle and improve the boating experience.  A strategic set of programs focusing on all areas of boating including water access, dealer and product certification, marketing, and research is designed to increase participation in boating and improve sales of marine products and services.  For more information, visit GrowBoating.org .

Any group of marine dealers interested in booking a launch meeting for their area should contact Dealer Certification program manager John Warnik at (312) 946-6500; jwarnik@DealerCertification.org .

For more information about the Marine Industry Dealership Certification program, contact Warnik or visit DealerCertification.org .

For more information about the NMMA CSI program, contact program director Terry Leitz at (312) 946-6212; tleitz@nmma.org .