2023 May June Marina World

OPERATOR TALK: SMART MOVES
D-Marin Mandalina in Šibenik is the only marina in Croatia designed for superyachts.
Vessels up to 70m/230ft can be accommodated.
A: Our commitment to meeting our
customers’ needs has always been at
the forefront of our decision-making
process. We began exploring the
potential for digitising our management
systems very early, when we realised
the importance of embracing
technological advancements in order
to enhance the overall customer
experience.
To ensure that our digital solutions
would address the genuine needs
of our customers, we conducted
extensive research across all our
marinas and within the industry. This
involved conducting in-depth interviews
with customers and marina experts,
gathering feedback, and identifying
any issues that customers face in the
marina industry. Through this process,
we gained valuable insights into how we
could best leverage digital technology to
alleviate these potential issues, while still
maintaining the essential human touch
that defines our premium service.
As we consistently add new marinas
to our portfolio, we indeed inherit
a variety of different systems. The
diversity of these systems encouraged
us to develop a standardised, unified
approach to digital marina management
that could be implemented across our
entire group. By doing so, we were able
to ensure consistency in the level of
service we provide and make it easier
for customers to navigate our marinas.
Q: How is your smart marina initiative
more customer-friendly?
A: Our Connected Marina initiative,
brought together in our native app,
elevates the customer experience by
combining the advantages of digital
technology with our unwavering
commitment to personalised service. By
addressing our customers’ needs, we
have created a more customer-friendly
environment that sets us apart in the
marina industry.
Our app is an easy-to-use intuitive
solution for customers to access all our
services and information. It includes
a real time booking platform, remote
check-in, full information about the
marinas and the ability to have direct
contact with the team – all designed
to enhance our customer experience
whilst maintaining the human touch.
Although a key element of our strategy
is digitisation, we remain committed
to preserving the personal human
element that will continue to define our
premium service. Our team is always
available to assist customers, ensuring
that technology enhances, rather than
replaces, the valuable interactions
between our staff and customers.
Q: You say your smart system
has helped maximise visitor berth
occupancy. Can you expand on this?
A: We are proud to say that our
digital initiatives, specifically the
implementation of our digital booking
platform, have significantly contributed
to maximising visitor berth occupancy.
The real-time view of current
occupancy and future reservations has
enabled us to predict and manage our
berth availability more efficiently.
Thanks to the enhanced visibility
and control provided by our booking
platform to our sales and front office
teams, we can quickly identify periods
of high and low demand. This allows
us to devise and execute targeted
marketing and sales activities to
optimise occupancy rates during
various seasons. By offering tailored
packages, we can attract more
customers during off-peak times,
ensuring a more consistent flow of
visitors throughout the year.
Our efforts have already proven to
be successful. In 2022, approximately
30% of our transient bookings were
already made, paid for, and invoiced
online using our digital platform. This
demonstrates the effectiveness of
our Connected Marina initiative in
streamlining the booking process,
improving convenience for our
customers, and maximising berth
occupancy across our marinas.
Q: What are you looking to introduce
next?
A: We are constantly looking for ways
to enhance our offerings and provide
additional value to our customers. Our
next project focuses on expanding
our digital platform to include a
comprehensive boatyard management
solution. This new feature will enable
customers to conveniently book a wide
range of services directly through our
app or online portal, such as lift, launch,
pressure wash and antifouling.
By integrating these services
into our digital platform, we aim to
streamline the process for customers
seeking boatyard services, providing a
seamless experience and reducing the
need for time-consuming phone calls
or in-person visits. We believe that this
expansion of our digital services will
further improve customer satisfaction
and consolidate our position as a
leading marina operator.
In addition to the boatyard project, we
are committed to continuously listening
to our customers’ needs and gathering
feedback to inform our future initiatives.
We understand that the preferences
and requirements of our clientele may
evolve over time, and we strive to adapt
our services accordingly. By staying in
tune with our customers’ expectations,
we can ensure that we remain at the
forefront of innovation and continue
to deliver an exceptional marina
experience.
50 www.marinaworld.com – May/June 2023