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With boat dealers being in peak season in the midst of a unique calendar year, it’s very possible that certain tasks may fall by the wayside. With boating activity expected to increase this summer, more and more leads will pour in for boat dealers.  

As the MRAA outlined in a recent post, these busy periods can be a time where you may overlook certain things, such as customer experience at your dealership.

Maintaining a healthy customer relationship takes a lot of time and effort, but is essential to keep thriving. Positive customer relationships lead to successful company growth and managers have the power to maintain those customers for life.

So, how can you ensure your customer relationships stay on the right path? Let’s have a look.   

Bringing in a customer relationship management expert

If you determine that you need extra help in managing customer experience, you may make the decision in expanding your customer service department. While that certainly could be a positive step, whoever you hire will need the right tools and guidance to ensure customers are well attended to, and thus likelier to buy from you again.

The right CRM system can make all the difference 

Any customer relationship managers you have on your team will have to run through your customers and ensure your business is offering the best possible experience. However, the process can be slowed down if your employee(s) have to handle most of this manually. 

Having a CRM system in place within your dealer management system will save your employees time and deliver a superior customer experience far more efficiently.

What about proper training?

Training someone new and teaching them all about your customer base can be very time consuming if there isn’t an automated system in place. Not only will the right system speed up the training process, but as CRM experts grow, they can continue discovering more advanced techniques. 

Ongoing training will make sure your CRM team can continue managing customer relationships effectively, especially as your base grows. The right system should be tailored for your business and remain flexible as your needs may change.

Free yourself up to keep selling

With CRM being managed within your dealer software, you and your sales team will have more valuable time to focus on bringing in revenue. Keeping your current customers satisfied shouldn’t mean you’re sacrificing potential additional sales. 

Wrapping up

The right CRM approach will keep your customers happy and loyal, while allowing you to continue growing your business and boosting your bottom line. An investment in an automated CRM system will pay dividends and you’ll soon wonder how you ever fared without it.

DockMaster Software is an industry leading management system for marinas, boatyards, and boat dealerships. DockMaster includes Unit Sales, Prospecting and F&I with fully integrated financial management and numerous integrations with CRM applications, dealer websites and text/messaging services. The Service module includes estimating, labor tracking, and complete parts management with ordering/receiving, subcontractor fulfillment and invoicing. DockMaster Mobile allows technicians to clock on/off jobs from any mobile device. Visual Marina™ management includes storage & billing, occupancy tracking, reservations and dry stack management, including integrations to leading consumer applications for boat rentals, online reservations, concierge/launch scheduling and our new Fuel Integration with FuelCloud. DockMaster also includes Point of Sale, Order Entry with eCommerce and a complete accounting system. Learn more at and follow DockMaster on TwitterInstagramFacebook, and LinkedIn. Or email

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