NMMA hires AVALA Marketing Group to deliver expanded, more flexible NMMA Marine Industry CSI program

National Marine Manufacturers Association
May 10, 2013
Filed under News

New program will include market-driven, customizable enhancements and features

CHICAGO—MAY 6, 2013—The National Marine Manufacturers Association (NMMA) today announced it is expanding offerings of its Marine Industry CSI program through an enhanced relationship with AVALA Marketing Group. AVALA, which has managed operations work for the NMMA Marine Industry CSI program the past nine years, will now provide strategy, management, marketing and operations.

“In evaluating the effectiveness of our CSI program and monitoring shifts in customer satisfaction industry demands, we recognized a need for something more nimble that would allow manufacturers to have the option to create a customizable program that reflects their individual business,” said Thom Dammrich, president of NMMA. “AVALA brings capabilities that make it possible for us to take a more market-driven approach and work with manufacturers to essentially build their own program within the CSI framework.”

AVALA will leverage its vast experience and resources in marine customer satisfaction management to provide an expanded program that will include:

  • Four options of survey process and type, including a Net Promoter Score (NPS) option, plus a fully customized option designed to give each brand a program unique to its needs
  • Multiple pricing platforms featuring ala carte options and flexibility that allows manufacturers to choose the best program for their business, at the proper price vs. value relationship
  • New technology reporting platforms, including an NPS platform and a mobile/tablet option
  • Integration of positive customer satisfaction comments with a brand’s social media outlets
  • Manufacturer’s support tools including:
    • Monthly CSI Newsletters and blog content outlining best practices in customer satisfaction
    • Customer satisfaction business analysis presentation showing the impact of CSI Promotional boat videos for award earners
    • Dealership POP
    • Additional and optional customer satisfaction services offered at a discounted price to NMMA  members
  • An aggressive industry marketing and PR plan to increase the amount of awareness and participation in the program
  • Stronger integration with industry promotion efforts, NMMA Certification and other NMMA programs that impact your business
  • Strategic support to manufacturers  and functional support to program administrators

“In addition to expanding the program’s offerings, we’ll work with manufacturers to explore the possibility of voluntary customer satisfaction data sharing, as we understand that’s a desirable, if often challenging, component of any CSI program,” said Steve Pizzolato, chief executive officer of AVALA Marketing Group. “What’s great is that overall, the NMMA Marine Industry CSI program, with AVALA’s platform, process and pricing options, creates a program that will fit any manufacturer’s needs, whether producing 25 units, or 2,500 units.”

As part of the expanded relationship, AVALA has committed that for all manufacturers using the current platform and process, there will be no price increase. For those manufacturers on the older technology, AVALA will migrate them at a cost less than previously communicated. And finally, for both existing and new manufacturers, AVALA will be offering additional options with variable price points which allow all marine companies to pick the platform and price that fits their budget based on the degree of CSI sophistication and comprehensiveness that will drive the most business success.

To learn more about the new NMMA Marine Industry CSI program and the new options for your business please call or email one of the following AVALA representatives:

Brian Rappaport: brinar@avalamarketing.com / 636-343-9988

Jeff Coffman: jeffc@avalamarketing.com / 636-343-9988

Steve Pizzolato: stevep@avalamarketing.com / 636-343-9988

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