Seek objectivity

Superior service has become the principal sales driver for Wayzata Marine (Ranked 46 in 2006), and the business uses an outside company to administer its CSI program so that the dealership receives an accurate picture of its results.

So does Skipper Bud’s (Ranked 2 in 2005). Unwilling to rely solely on the data gleaned from its boat makers’ CSI programs, the company invests in its own program using Customer Service Intelligence, an independent tele-inquiry firm, to call customers after each transaction. The tele-service provider asks five questions of customers who have bought a used boat, had warranty work done, boats winterized, etc. The most important of these, according to Ellerbrock, is, “Would you do business with this company again?” And an incredible 95 percent of its customers answer yes to that question.

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