CHICAGO, Ill. – The Customer Satisfaction Index (CSI), a program undertaken by the National Marine Manufacturers Association (NMMA) to help boat and engine manufacturers gauge the quality of their products and services, has taken an “important step forward,” said CSI director Terry Leitz in a press release Wednesday.
The CSI, which has distributed more than 250,000 customer surveys since its inception in 2001, now evaluates nearly 60 brands of boats and engines, which represent 40 percent of the powerboat market.
“Involving more products and manufacturers in the program broadens and enhances the knowledge base for manufacturers to draw from,” Leitz said.
Leitz believes the continued growth of the program stems, at least in part, from heightened awareness of CSI’s potential benefits, as well as web-based technology introduced by NMMA and Avala Marketing, the independent research firm hired to serve as vendor.
The new technology allows consumers to respond to surveys online, which provides manufacturers access to real-time results on a number of reports.
“More companies have to get involved with CSI,” NMMA President Thom Dammrich said. “Consumer expectations for an excellent boating experience continue to rise, and we need to understand those expectations to grow boating, and to keep our current customers happy. CSI program participants understand those expectations and are armed with that knowledge to improve their products and services moving forward.”