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Certification doesn’t just elevate a dealer’s business; the program is equally beneficial for manufacturers as well. Here are just a few areas in which the MICD Program provides benefits to boat manufacturers:
Customer Satisfaction and Loyalty – The MICD Program’s mission is to help dealers provide the best possible experience for customers. Every Certified Dealership displays at least one Consumer Commitment in the dealership, documenting and outlining their resolve to care of the customer. Their efforts shine through their CSI scores, which dealerships are required to track and trend as part of the MICD Program. Historically, MICD participants boast higher CSI scores than their non-Certified counterparts. It also allows them to uncover any issues that may arise and address them as quickly as possible through the systems and processes that are at the core of Certification. At the Five Star MICD level, dealerships must maintain 100 percent follow up for sales and service. This close attention to consumer feedback helps not only generate loyalty to the dealership, but to boat and engine brands as well.
Lead Management – You spend a large amount of time and money cultivating new leads. Without a streamlined, lead-management process at the dealership level, many of your hard-earned leads could be mishandled or missed altogether. The second step in the MICD Program requires a process for managing in-person, over-the-phone, and online leads. Similarly, this step also ensures Certified Dealers understand how to retrieve and manage the leads generated by the Discover Boating campaign.
Employee Satisfaction and Retention – There’s no question that happy employees lead to happy customers. Employees at Certified Dealerships play an integral role in driving the success of their business (and yours) through the opportunity they are given to share honest feedback with dealership management. In addition to participating in Employee Satisfaction Surveys, Certified Dealership employees have written job descriptions, undergo regular performance evaluations, and are equipped with the tools they need to succeed, such as an employee handbook.
Facility and Website Presentation – How a dealership presents itself can make or break a customer’s first impression of the boat buying experience, not to mention impact the reputation of your brand. To become Certified, dealerships must maintain a clean, organized facility with proper signage, including signage for the brands that the dealership carries. At the Five Star MICD level, dealerships undergo a full website review and analysis to ensure potential boat buyers can navigate their site easily and seamlessly transition from shopping to buying.
Outstanding Service – In order to maintain an enjoyable boating lifestyle, product quality and service are key. In the first step of the MICD program, dealerships are required to establish a quality assurance process to ensure products are ready for ownership. In the second step of the program, dealerships must map both service and parts processes to ensure that customers are properly taken care of whenever they return to the dealership. Both of these requirements ensure that your brand is reflected in the most positive light and foster customer loyalty.
Annual Education Requirements – Knowledgeable sales and service professionals are essential to properly represent your brand. In addition to requiring sales and service training for all brands that the dealership carries, the MICD Program requires an escalating number of educational hours for every level of Certification reached. At the Five Star MICD level, dealership owners and managers are required to attend 30 hours of professional training, which includes 10 hours of leadership/management courses, 10 hours sales/marketing courses, and 10 hours HR/succession planning courses. This ongoing education requirement staffs the industry’s leading marine retailers with well-rounded leadership representing your brand(s).