What it is
Boat builders survey buyers after a sale and after service visits, and combine the answers into a score for each dealer. In the industry, the National Marine Manufacturers Association runs a CSI program that recognizes dealers for sales and service satisfaction.
How it works at a boat dealership
The survey usually reaches the customer by email after delivery or a service visit. Results come back to the dealer through the manufacturer, often as a report. The NMMA CSI awards use a 90% threshold, and the MRAA reports that certified dealers score higher on CSI than non-certified ones.
Some manufacturers tie dealer standards, co-op funding or allocation to CSI, so the score has business consequences.
What dealers watch
Dealers watch scores by department, comments from unhappy customers and the timing of the survey compared to delivery. A low score often traces back to one part of the process, such as a late delivery.
Why it matters
For many boat brands, CSI is part of how the manufacturer evaluates its dealers. It can influence standing with the brand, participation in incentive programs and the manufacturer's confidence in the dealership. It is also a plain measure of how customers felt about the process, which dealers can act on even when the brand does not require it.
Common mistakes
Only reading the score and skipping the comments, coaching staff to ask for high ratings, and not following up quickly with a customer who reported a problem.