Evolving the Dive Customer Experience

In today’s exciting and occasionally unnerving business climate marked by rapidly evolving technology and rising customer expectations, it’s more important than ever to make technological advancements to deliver a premier consumer experience. To this end, the PADI organization has teams working on all fronts to update technology, improve the user experience, and unify the customer journey. The goal is to unite PADI’s extensive digital ecosystem so that PADI Members and divers can easily do business in the manner that best suits them.


“PADI is setting the bar high to ensure we meet customers’ growing expectations – today and in the future,” says Kristin Valette, PADI Worldwide Chief Marketing and Business Development Officer. “While we are in the midst of a digital evolution, our focus is on customer and member success. We want to exceed expectations for all who engage and interact with PADI. Be it enrolling for an online course, processing a certification, contacting PADI staff or engaging with other divers or members, outcomes leading to ‘customer success’ is our top priority and we have the team, the strategy and the technology to make this happen.”

Here are just a few of the current investments to improve the customer experience:

  • New Digital Experience Team – Comprised of a digital experience director, user interface and user experience (UI/UX) specialists, website and search engine optimization specialists, and data analysts, this team is working to understand how members and customers currently interact with PADI digital channels to develop a more seamless and intuitive customer journey in the near future. Preliminary tests have already yielded significant increases in traffic to entry-level course pages and PADI eLearning® on padi.com – meaning more students for PADI Members.
  • Expanded Product and Technology Department – While the digital experience team is focused on improving the customer journey, the product and technology team, under the direction of a veteran chief technology officer, is hard at work improving back-end systems such as ecommerce and online processing. From PADI eLearning to the PADI Pros’ Site, programming is underway to streamline processes and simplify course administration needs to allow student divers and dive professionals to focus on what’s really important: diving.
  • Enhanced Customer Relations Support – While customer support is already top-notch, new technology offers an opportunity to add enhanced services to provide around-the-clock access to information and answers to questions. Improving these services will help move customers along in the decision-making process when considering learning to dive, contacting a dive center, booking dive travel and other actions.
  • Evolved eLearning Experience – PADI eLearning and PADI Touch™ products are also evolving to increase online, offline and mobile capabilities. From faster download times to increased course selections and expanded language offerings, improvements to these digital products will continue to enable PADI Dive Centers, Resorts and Professionals to offer cutting-edge products to their customers.

At the heart of these tech advancements is the new My PADI Club, launching later this year, which will help unify the customer journey, better connect divers to the dive community and encourage deeper engagement in the sport through continuing education and gear incentives.

These technological investments are unprecedented in the dive industry and are clearly aimed at PADI Member success and the dive industry’s future.

Be Best. Be PADI – The Way the World Learns to Dive®


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.