Skip to main content

NMMA CSI report touts success of certified dealers

Boat dealers that were Marine Industry Certified Dealerships received higher customer satisfaction scores than those without certification, according to recent data collected by the National Marine Manufacturers Association’s Customer Satisfaction Index program.

Certified dealers outperformed their non-certified counterparts in all areas deemed most impactful to customer satisfaction: overall rating of the boat, engine and dealer; sales reputation; follow-up; product knowledge; boat delivery condition; and boat demo.

In many cases, program participants’ CSI scores were rated at least a full percentage point or more higher than those of non-certified dealers, which frequently represents the difference between a manufacturer earning an NMMA CSI Award for a particular year and not earning one.

"The gap between satisfied and non-satisfied dealerships is so great that it’s almost impossible for a bad dealer to recover from a situation in which a customer was dissatisfied,” Avala Marketing Group founder and CEO Steve Pizzolato said in a statement.

Avala collects and evaluates data for the NMMA CSI program.

"These dealers often lose a customer and repeat sale, and more often than not those customers seek out another dealer that carries different boat brands,” Pizzolato said.

The NMMA CSI program is an ongoing measurement of customer satisfaction that’s tracked from the initial boat purchase through the first 300 days of ownership. About 50 marine manufacturers participate. The analysis for this presentation of dealership CSI results was based on comparing current rolling, 12-month data with previous years’ data.

"It’s clear that based on results from the NMMA CSI data collected this year, certified dealers are better at satisfying customers than non-certified dealers,” program director Sonja Moseley said. "Maintaining high CSI scores is important on so many levels; it’s the heart of the entire program. These findings serve to underscore the fact that participation in the MICD program is beneficial to a dealers’ business — both in terms of keeping customers happy and generating repeat business and increasing sales.”



Northpoint Expands Marine Presence

Northpoint Commercial Finance has partnered with Elite Recreational Finance to offer retail financing.


BRP Reports 71% Increase in Q3 Revenues

The Sea-Doo manufacturer had total revenue of $2.7 billion, but North American marine retail sales were down 47%.


Airmar Announces Training Dates

Certified Installer and SmartBoat system classes are being held this month in New Jersey and next year in New Hampshire.


The Survey Says …

Surveying customers to find out what they think about your business has never been more important.


Marine Development Inc. Changes Hands

Mick Webber, the former president/CEO and owner of HydroHoist, has purchased the company from its founders.

Screen Shot 2022-11-30 at 10.06.58 AM

Yanmar Reports Record First Half

Supported by overseas growth in construction equipment, generators and components, the company announced net sales of approximately $3.5 billion.


FWC Accepting Vessel Turn-In Applications

The program disposes of unwanted, at-risk vessels before they become derelict at no cost to owners.


Walstrom Acquires Grand Bay Marine

The transaction expands the company’s footprint in the Great Lakes region and brings the Regal, Starcraft, Godfrey, Bayliner, Robalo and Berkshire brands to Walstrom’s portfolio.


Indmar Co-Founder Dies at 95

A 20-year veteran of the U.S. Marine Corps, Dick Rowe dedicated himself to the recreational boating industry for more than four decades.