Yacht Service Company Owners: Can Customers be Trained?

Frustrated yacht service company owners often ask, can customers be trained?

Customers can not be trained, but they can be led. Customers can be led to behave in a way that is good for them and good for your business, when the purpose of your business is clearly communicated and backed by action.

State clearly the purpose of your business and why a customer should care.  Customers that believe what you believe will associate with your business and try your offerings. 

Design your products/services to reflect what you believe and deliver them consistently to earn your customer’s trust.  If the customer segment is large enough, your business will be profitable and your frustration with customers will abate.

Yacht Service Company Owners: Customers Are Your Most Valuable Asset

Without Customers there is no business.

As a business owner, it is your job to make your business more profitable by transforming your Customers into more valuable Customers.

Yacht owners are demanding Customers.  They are active participants in getting the service they desire, whether they are personally involved or they delegated the oversight to a representative.  They are curious as to how their boats will be properly serviced.  Their safety and enjoyment of the boat directly relates to dependable performance of the yacht’s systems.  They want to be knowledgeable.  They want to be involved in service work “at will”, not out of a sense of necessity.  They want your leadership in forming and achieving their vision of the future of yacht technology and how it fits their yachting goals.

They do not want to be embarrassed by poor workmanship on their boats or by having the wrong gear.

Yacht owners are constantly changing and evolving in their needs.  They are individuals who uniquely respond to service offerings. 

Your task is to design and deliver your service offerings in a way that transforms each of your Customers into a more valuable Customer for you, while simultaneously making your services more valuable to your Customer.

The image below portrays the key elements in the Customer transformation process.  Future posts will discuss each of these elements.