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120 dealers complete MRAA certification

The Marine Retailers Association of the Americas said that more than 120 marine dealerships completed the inaugural year of the association’s continuous certification program.

Launched in January 2018, the program is an update to the previous re-certification process. Continuous certification was built into the program for certified dealers to maintain their status and strengthen operations that were addressed in the initial certification program.

The 2018 curriculum focused on how dealerships can improve their customer relationship management processes, how to create a stronger customer experience, how to develop an accountable workforce and how to decide which growth or stability strategy marine retailers should focus on. The courses included:

  • Take Your Dealership from Good to Great with CRM, by Sam Dantzler
  • Improve Loyalty with a Customer Experience Mindset, by Theresa Syer
  • How to Create a High Accountability Dealership, by John Spence
  • Strategy: A Path to Improved Performance, by David Spader

“Each educational course introduced new and challenging lessons and best practices that marine retailers should be integrating into their dealerships, in order to reach their greatest potential,” Liz Keener, MRAA certification manager, said in a statement. “The participating dealerships were truly focused on improving their relationships with their customers, bettering their workplace culture and securing the success of their day-to-day dealership operations.”

In addition to the educational curriculum, dealerships participated in the Employee Satisfaction Survey that addressed the current culture of their company and encourage retailers to look into ways on how they could improve the overall satisfaction of employees. The survey also assessed the dealers’ compliance with certification standards, evaluated their facilities and completed a performance planning process.

“We were thrilled with the level of engagement that was demonstrated by the first year Continuous Certification participants,” Matt Gruhn, MRAA president, said in the statement. “Committing to continuing your education year after year is the best way that marine retailers can ensure continued growth and success as a marine industry certified dealership.”


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