BBB Honors Action Water Sports For Service

May 17, 2002
| By Katy Rent |
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HOLLAND — Since 1912, the Better Business Bureau has been looking out for the interests of customers and businesses across the country. Sure, the BBB tracks down and monitors businesses with seedy reputations, but it also makes an effort to recognize achievement as well.

This year, the Better Business Bureau of Western Michigan awarded Action Water Sports of Holland its “Best Business in Customer Service.”

“We were very honored to receive this award and feel it speaks volumes for how we do business,” said Rob Maskill, media and marketing director. “Having high values, honesty and integrity built in to the way we do business has promoted growth. Action Water Sports has built its reputation through building great relationships by exceeding our customers’ expectations and needs.”

The BBB gives out awards in four areas: Best in Business, Community Service, Advertising and Customer Service.

Action Water Sports was nominated by a customer and then notified by the BBB. When notified the business was then asked to answer five questions outlining the business, its customer service methods and why it believes the business was nominated.

From there, a panel of judges reviewed all the responses and concluded Action Water Sports deserved the honor. The firm picked up its award recently at a ceremony at the Amway Grand Plaza Hotel.

This marks the first time a marine-associated business has received the award from the BBB in West Michigan. In business since 1990, Action Water Sports is a MasterCraft dealer and water ski pro shop.

“Our focus is not on sales, it’s on creating customer loyalty. And we feel that because of the strong relationships we have built with many of our customers that one of them highly recommended us to the Better Business Bureau as a customer service nominee,” said Maskill.

Another area of focus for the business is communication. Through a Web site, a newsletter and customer surveys, Maskill said the customer never loses touch with the business.

Customer service and communication may help explain why the company increased sales by 60 percent to $3.9 million in 2000, according to Maskill.

Of course, all the customer service in the world can’t make up for experience, and Action Water Sports has plenty of it, starting at the top with owner Jerry Brouwer.

“Jerry and the staff are all heavily involved in water sports, whether it’s water skiing with a local water ski show team or skiing competitively nationwide. Water skiing and boating is our passion and it keeps us all involved and in touch with our customer base, so we can better understand their expectations and needs,” added Maskill.

Maksill and Chris Wilson are both part of the West Michigan Water Ski Association and they travel in water ski shows. “It is similar to the shows you would see at Sea World, with jumps, pyramids and other skiing tricks. We have performed all over, including Grand Haven, Whitehall and Reeds Lake,” said Maskill. Jerry Brouwer is involved in ski tournaments and is an avid water skier himself.

Action Water Sports also was recently nominated for the National Torch Award, in the small business, customer service category.

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