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Mar Apr 2015 Marina World

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The magazine for the marina industry

Marinetek is a company of passion, commitment and hard work. Best engineering, high quality and responsibility are the core values of Marinetek operations. Today we have over 2 000 top marina references in more than 40 countries; track record that is a testimony to our knowhow. With ever increasing world class references, new solutions and an impressive array of associated products and services. www.marinetek.net

Marina World HEAD OFFICE MAILING ADDRESS & SUBSCRIPTION ENQUIRIES Loud & Clear Publishing Ltd, 3 Brownlow Rd, Redhill, Surrey RH1 6AW, United Kingdom Editor Carol Fulford T: +44 (0) 1737 769175 F: +44 (0) 1737 773241 Email: carolfulford@marinaworld.co.uk Assistant Editor Charlotte Niemiec T: +44 (0) 1737 769175 F: +44 (0) 1737 773241 Email: charlotte@marinaworld.co.uk Advertisement/Commercial Director Julia Hallam T: +44 (0) 1621 855 890 F: +44 (0) 1621 855 867 Email: juliahallam@marinaworld.co.uk Accounts Manager Magdalena Charman T: +44 (0) 1403 733678 Email: accounts@marinaworld.co.uk Advertisement Production Nick Hing T: +44 (0) 1323 490384 Email: adstudio@marinaworld.co.uk NORTH AMERICAN OFFICE Publisher’s Representative Philippe Critot PO Box 29759, Los Angeles, CA 90029-0759, USA T: +1 323 660 5459 F: +1 323 660 6030 Email: pcritot@marinaworld.com FRENCH OFFICE Publisher’s Representative Catherine Métais PARIS RAI, 67 avenue André Morizet, 92100 Boulogne, France T: +33 1 46 10 47 50 F: +33 1 46 10 47 51 Email: c.metais@parisrai.com ITALIAN OFFICE Advertisement Representative Ediconsult Internazionale srl piazza Fontane Marose 3, 16123 Genoa, Italy T: +39 010 583 684 F: +39 010 566 578 Email: genova@ediconsult.com CHINESE OFFICE Publisher’s Representative Simon Ding Bridge International Holding, Rm. 401, Building A, No. 55 Jinyu Road, Minhang District. 201103 Shanghai, China T: +86 21 33231328 F: +86 21 33231366 Email: simon@chcbiz.com Marina World (ISSN 1471-5856) is published bi-monthly by Loud & Clear Publishing Ltd, 3 Brownlow Road, Redhill, Surrey RH1 6AW, United Kingdom. The 2015 US annual subscription price is 0. Airfreight and mailing in the USA by agent named Air Business Ltd, c/o Worldnet Shipping Inc., 156-15 146 th Avenue, 2 nd Floor, Jamaica, NY 11434, USA. Periodicals postage paid in Jamaica NY 11431. US Postmaster: Please send address changes to MARINA WORLD, Air Business Ltd, c/o Worldnet Shipping, Inc., 156-15, 146 th Avenue, 2 nd Floor, Jamaica, NY 11434, USA. Subscription records are maintained at Loud & Clear Publishing Ltd, 3 Brownlow Road, Redhill, Surrey RH1 6AW, UK. Air Business acts as Loud & Clear Publishing’s mailing agent. Marina World is available on subscription at the following cost: 1 year (6 issues) - £80.00 Sterling (0) 2 years (12 issues) - £140.00 Sterling (0) No part of this publication may be reproduced without the prior permission of Loud & Clear Publishing Ltd, the copyright owners. Upon application, permission may be freely granted to copy abstracts of articles on condition that a full reference to the source is given. Printed in the UK by Stephens & George © 2015 Loud & Clear Publishing Ltd Views expressed by individual contributors in this issue are not necessarily those of Loud & Clear Publishing Ltd. Equally, the inclusion of advertisements in this magazine does not constitute endorsement of the companies, products and services concerned by Loud & Clear Publishing Ltd. The publisher reserves the right to refuse advertising. Formulas for success FROM THE EDITOR I have always been wary of prize systems that have hefty entrance fees. Paying a fair and nominal administration charge or a fee that goes to a designated charity is fine, but why would anyone pay a large sum in order to be considered for an award? One of the best acknowledgements of excellence comes from an open vote system and is available to all eligible entrants; a level playing field. This made the TYHA Marina of the Year Awards (see p. 13) a success in my book as all Gold Anchor marinas were eligible, and votes were taken from 3,000 boating customers. When completing their nominations, the majority of voters cited “excellent customer service” as the reason for their choice. All of the Gold Anchor marinas that were thus praised have obviously found a winning formula but what exactly do we mean by ‘customer service’? According to Efraim Turban [1] “customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.” The perception of success of such interactions will be dependent on employees “who can adjust themselves to the personality of the guest,” says Micah Solomon [2] . Susan Ward [3] , a Small Business Canada expert, writes: “Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won’t be profitable for long. Good customer service is all about bringing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.” She continues: “If you’re a good salesperson, you can sell anything to anyone once. But it will be your approach to customer service that determines whether or not you’ll ever be able to sell that person anything else. The essence of good customer service is forming a relationship with customers – a relationship that that individual customer feels he would like to pursue.” Here are eight of her tips for success: • Answer your phone • Don’t make promises unless you will keep them • Listen • Deal with complaints • Be helpful – even if there’s no immediate profit in it • Train your staff • Take the extra step • Throw in something extra And, according to Ward, the one true secret of good customer service is this: “You will be judged by what you do, not what you say.” In order to offer good customer service, it is also essential to know your customer – or customers. Remember that you may have more than one category and they could have different - and even conflicting - requirements. Carol Fulford Editor [1] Efraim Turban (2002) Electronic Commerce: A Managerial Perspective [2] Micah Solomon Seven Keys to Building Customer Loyalty – and Company Profits [3] www.sbinfocanada.about.com www.marinaworld.com - March/April 2015 5

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