Why is Process Mapping an Important Part of the MICD Program?
Wednesday, August 26, 2015
Posted by: Lindsey Johnson
businesses start with a plan. Plans help keep things running smoothly and ensure
that proper procedures are followed and executed each and every time, so
customers always have a repeatable, positive experience. It’s important for
MICDs to not only create process maps, as is required for program
participation, but also continuously refine them over time. Here’s a look at
why sales, service and parts process mapping is necessary and how your
dealership can easily implement them.
Sales Process Mapping: Every dealership customer wants
to feel as though he or she is your one and only customer; and delivering on
that desire means being able to provide each person with individualized
attention that’s only possible through an organized, structured plan of attack.
Developing a mapped sales process ensures that every
customer that walks through your dealership door has the same quality
experience, each and every time. Having processes in place to greet customers
as they enter the dealership, educate them on your products and services and
show them the proper use, and inspect boats and engines prior to customers
taking delivery all help leave the customer with a positive impression of your
If customers feel they are respected and well treated and that the products
they purchase from your dealership are top-notch and easy to operate, then the
chance of retaining this customer remains high. Satisfied customers mean repeat
business and great word-of-mouth marketing to other potential customers — an
unbeatable endorsement in today’s crowded retail marketplace.
Service Process Mapping: No boat or engine is going to remain problem-free forever. And
when issues arise, it’s paramount that your dealership be able to respond to
customer needs for repair in a timely, organized and professional manner.
Often, a customer’s service department experience can make or break their
opinion or your dealership and color their desire to do business with you in
Developing a mapped service process ensures that
customers get their boats fixed on time, every time. By establishing set
procedures to conduct repair work, technicians know what they are supposed to
be doing and when, and this helps customers get back on the water faster. The
service process map ensures that there are enough factory-trained, qualified
technicians on staff at the dealership, and that they have access to all the
parts, tools and equipment they need to repair boas quickly and deliver and
outstanding experience for the customer.
Parts Process Mapping: When a boat comes into the dealership for repair, you often don’t
know what parts are necessary to fix the problem until diagnostic tests and
checks are performed. Once you know what you need, however, the key to getting
your customer’s boat fixed and back up and running again is the availability
and accessibility of the appropriate parts to make the repairs.
Developing a mapped parts process helps your
dealership keep track of all the parts it currently has in inventory, so
technicians know what’s in stock at all times when customers come in for
repairs. This keeps repair work moving at a steady pace, so you can get boats
fixed quickly and get customer back on the water as soon as possible. Having a
mapped parts process in place also helps you track and ultimately prevent parts
obsolescence. It allows you to know what parts you need — and which you don’t —
so you can save space and money for the most important parts on the shelf and
refine your ordering process to avoid unnecessary items that sit around,
unused, for months or years at a time.
MDCE will feature a Pre-Conference Workshop dedicated to teaching dealers the
art of process mapping, which is highly recommended for Certified Dealers. Called
"X Marks the Spot,” the session,
hosted by MICD lead consultant Paul Weaver Nov. 16 from 9:45-11:15 a.m. ET,
provides step-by-step instructions on how to create a custom process map to
improve any department in your business. MICDs can register to attend MDCE 2015
(and the workshop) by clicking here.
started on the path to becoming Certified or to renew your Certified status,
visit MRAATraining.com/Certifications, or contact MICD Program director
Sonja Moseley at 763-333-2424 or firstname.lastname@example.org.