Customer Service and PADI Standards

The PADI® Quality Management program’s primary objective is to ensure that all PADI Members understand the importance of using PADI’s educational system and are aware of their responsibility to adhere to PADI Standards. When members deviate from standards, the program acts to get members back on track. When members demonstrate excellent service and are complimented by their student divers, they receive recognition for their work.

There are times, however, when complaints come in that are more about customer service issues than clear violations of PADI Standards. The PADI Quality Management team won’t tell PADI Members how to run their businesses, but will get involved when a member’s practices fall within the parameters of PADI Standards, specifically the PADI Member Code of Practice (found in the first section of your PADI Instructor Manual).

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Here’s a review of a few common customer service complaints that cross over into standards issues, along with tips to help you avoid disappointing your customers and hearing from the Quality Management team:

1. Customers express concern and frustration when planned dives are changed at the last minute to very different sites than what was initially advertised. For example, the dive is scheduled for a shallow reef and en route the boat captain tells customers they’re going to a deep site with more challenging conditions because one buddy team, or worse, a crew member, requested it.

  • Divers who are prepared and comfortable doing a shallow reef dive may not be ready for a deep, challenging dive.
  • In the Member Code of Practice, you are required to comply with the intent of safe diving practices, consider individual comfort levels and err on the side of safety. Changing to a more challenging site does not uphold these practices.
  • If you must change sites, make an effort to choose alternate sites with dive profiles and features similar to the initially planned dives.

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2. Another common complaint from student divers and certified divers is concern about the equipment provided to them. For example, divers describe extremely tight-fitting BCDs or exposure protection that restrict breathing. Wet suits that are too large are also problematic because being cold may increase decompression sickness risk. Then, there is the marginally working low-pressure inflator or the leaky alternate air source.

  • PADI Members have an obligation to put diver safety first, providing a student diver or novice ill-fitting equipment, or worse, equipment that isn’t functioning properly is inconsistent with this obligation.
  • Proper maintenance is paramount to diver safety, customer satisfaction and risk management. It’s also important that maintenance records be maintained and the maintenance schedule is consistent with any existing procedures or manufacturer recommendations.
  • Enhance your customer service by asking customer if they’re familiar with and comfortable using the provided equipment. Showing your concern for the diver’s safety and enjoyment is prudent and a good business practice.

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3. Customer refunds are a common customer service issue. For example, a customer complains that a “three-week” Rescue Diver course is only partially complete after three months due to continuous rescheduling on the instructor’s part. The customer asks for a referral and the instructor refuses without explanation.

  • PADI Standards require you to issue a referral if the student diver completed at least one segment of the course and has met agreed-upon financial arrangements.
  • After a quality management inquiry, the dive center that employs the instructor determines it’s appropriate to not only provide the referral, but also a refund for the course. However, the dive center never provides a refund to the diver.
  • Alerted that the dive center did not meet its commitment, the quality management inquiry is reopened due to the member’s lack of common honesty and professional obligation to the customer and PADI.
  • Again, PADI Members determine business policies, such as when to provide refunds. However, if you make a commitment to a customer, you need to fulfill that commitment.

The best way to avoid customer service and quality management issues, it to apply good judgment when providing dive services and to be diligent about maintaining professional business practices. Occasionally, take a moment to reread the PADI Member Code of Practice and make sure you abide by all requirements.

Be a Better Person

Written by John Kinsella

The PADI® Adaptive Techniques Specialty program really just makes a good thing better. It builds on the foundational traits of inclusiveness and adaptability, common to all PADI Instructors, Assistant Instructors and Divemasters. The course has detailed insights into considerations and techniques that apply specifically when training and guiding divers with disabilities and generally when working with any diver.

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The PADI Adaptive Techniques Specialty helps PADI Pros become more aware and mindful of individual considerations when introducing people with disabilities to diving. It covers adaptive techniques that apply while supervising and training divers with disabilities in PADI courses and programs. It teaches how to properly counsel and direct student divers, based on their abilities, toward certification, experience programs or toward a disabilities-dedicated diving organization for limited certification options.

“I believe this course will get PADI Members thinking outside the box when it comes to skills and get them looking at different ways to teach skills,” says Fraser Bathgate, Advisor Adaptive Techniques for PADI Worldwide. “Teaching divers with disabilities is a very enabling and rewarding experience and it will help open up a new client base to divemasters, instructors, dive centers and resorts. It kickstarts a new way for PADI Members to fulfill more people’s dreams.”

The Adaptive Techniques Specialty course helps PADI Pros learn additional techniques to motivate and encourage not just divers with mental or physical challenges, but also all divers. There’s also an associated subcourse, PADI Adaptive Support Diver, which helps interested divers, from Open Water Diver on up, learn how to be better buddies to divers with physical or mental challenges.

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The course looks at techniques that will help PADI Pros build confidence in their divers through a holistic approach that focuses on improving self-image, building trust, setting goals, managing stress and having fun while solving problems. It emphasizes bringing the diver personally into the solution and looks at specific equipment adaptations and helpful confined and open water considerations.

Confined water workshops let dive pros demonstrate and practice skills to assist divers with disabilities, both in training and nontraining situations. They build confidence before the open water workshops, where dive pros apply the skills learned with an emphasis on assisting divers in/out of water, trim and comfort in the first workshop, and through scenario-based skills practice in the second.

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But the real value of the PADI Adaptive Techniques Specialty is that it’s the distilled essence of the skills, experience and goodwill of an international advisory team that has collectively brought diving to thousands of people with disabilities and witnessed first-hand the powerful and often life changing results. Now that experience and good will is ready to spread. Find out how you can help – contact your Regional Training Consultant for more information.

 

New PADI Adaptive Techniques Specialty

PADI® Professionals have a long and successful history of adapting training to meet individual needs. This includes accepting people with physical and mental challenges into courses and creatively finding techniques that allow them to master skills and meet course performance requirements.

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The new PADI Adaptive Techniques Specialty course is designed to build on that foundation by broadening awareness and further exploring adaptive techniques. This specialty course is unique in that it’s designed for PADI Divemasters or Master Freedivers and higher.

The course consists of one knowledge development session that introduces the concept of holistic teaching and explores equipment and logistical considerations. It also includes a workshop that helps you look at dive center accessibility from the perspective of people with various disabilities.

There are two confined water workshops that focus on transfers, entries, exits, assists and communication, along with demonstrating, adapting and practicing skills based on a student diver’s abilities and limitations. The two open water workshops focus on evaluating accessibility, organizing and pacing dives, and adapting skills to the open water environment.

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When training people with physical and mental challenges, you learn to focus on what they can do rather than on what they can’t. You don’t have to take this specialty to work with divers with disabilities, but the knowledge and skills you gain can help you adapt course content to accommodate virtually any student diver. This specialty course will expand your ability to be student-centered and prescriptive in approach when adapting scuba or freediving techniques.

Adaptive Techniques Specialty Course Goals

To help PADI Pros:

  • Become more aware and mindful of individual considerations when introducing people with disabilities to diving or freediving.
  • Learn new adaptive techniques to use while supervising and training divers/freedivers with disabilities in PADI courses and programs.
  • Properly counsel and direct student divers, based on their abilities, toward PADI certification, PADI experience programs or toward a disabilities-dedicated diving organization.
  • Explore additional ways to motivate and encourage student divers with mental and/or physical challenges.

PADI Adaptive Support Diver

The subset course, PADI Adaptive Support Diver, is for divers who want to learn how to best support dive buddies who have a physical or mental disability. The course consists of the same knowledge development session as the full specialty, but only requires completion of one confined water workshop and one open water workshop. The prerequisites are PADI Open Water Diver or PADI Freediver™ (or higher), EFR® Primary and Secondary Care course completion within 24 months and to be at least 15 years old. Completion of the PADI Peak Performance Buoyancy is recommended beforehand to give the diver firsthand awareness of proper trim.

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Because the PADI Adaptive Support Diver course is a standardized specialty, divers can credit an Adventure Dive toward Advanced Open Water Diver certification, and can also credit the specialty toward PADI Master Scuba Diver™.

Becoming an Adaptive Techniques Specialty Instructor

To be authorized to teach the PADI Adaptive Techniques Specialty course and subcourse, PADI Instructors and PADI Freediver Instructors have the usual two application paths:

  1. Complete a PADI Specialty Instructor Training Course with a PADI Course Director, or PADI Freediver Instructor Trainer who is authorized as a PADI Adaptive Techniques Specialty Instructor Trainer.
  2. Apply directly to your PADI Regional Headquarters with proof of additional experience and training.

The PADI Adaptive Techniques Specialty Instructor Guide is used to support the course. Although the guide primarily addresses scuba diving, PADI Freediver Instructors who are Adaptive Techniques Specialty Instructors will find the guide inclusive of freedivers, with reminder notes about cross-referencing the PADI Freediver Program Instructor Guide.

The course launched at the 2017 DEMA Show in Orlando, Florida, USA, and is currently only available in English. For more information, contact your PADI Regional Training Consultant or go to the PADI Pros’ Site under Training Essentials for further resources about training divers with disabilities.

The Magic of Multiple-Level Dive Training

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Written by John Kinsella

PADI dive training

It’s not too often you come across something that gets absolutely no hits on Google. Multiple-Level Training is one of those things. Where you will find it is under Organization in the Teaching Techniques section of PADI’s Guide to Teaching. If it’s been a while since you checked it out, take a moment to read it again, especially if you want to boost your Divemaster and IDC enrollment.

The basic idea is to have several different levels of training happening at the same time and at the same place. Done right, multiple-level training is not only an efficient use of resources; it’s a powerful way to motivate existing divers to consider going pro.

The key is planning and careful scheduling (there’s a great sample schedule in the Guide to Teaching) and to build in time for divers to mingle and socialize. It also helps to have a few certified assistants. Consider these strategies to maximize the cross promotional benefits of multiple-level training:

Have all divers together for the area orientation. Let everyone know what’s going on and take some time to introduce the divers to each other: “Welcome to the dive site, we have three activities going on this morning, the Divemaster Mapping exercise, the Advanced Open Water Diver Navigation Dive, and Open Water Dive One.” Cover the usual points, make sure to mention who is doing what (by name), then split up into individual course groups to finish the briefings.

Keep people moving and don’t waste their time. In this example, you could overview the Divemaster Mapping exercise seamlessly with the area orientation before breaking up the groups. This has the benefit of clearly highlighting an interesting part of Divemaster training to both the AOW and OW divers. Then have a certified assistant keep an eye on the Open Water Divers while they assemble their gear and get ready for your predive brief. Meanwhile you’re running through the (detailed) brief for the AOW Navigation dive and setting the divers up to practice their navigation patterns on land. (Which will certainly get the Open Water Divers attention.)

Make good use of your own time. Once you’ve covered the AOW brief, have those divers assemble and set up their gear and present themselves for the dive at a specific time. Head over to the entry point where the OW Divers are ready to go and your certified assistants have the shot line already positioned. Enter, run the dive and when you exit you find the AOW divers ready to go. You supervise that dive from the surface and while the AOW divers are breaking down their gear post dive, you debrief the OW divers before you debrief them.

By now the Divemaster candidates are wrapping up their mapping exercise and you check with them before everyone settles down to enjoy lunch.

All you have to do now is sit back and let the buzz do your marketing work for you.

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How To Grow Your Dive Business by Marketing to Families

Written by Megan Denny 

According to a recent survey conducted by the McKinsey Global Institute research firm, nearly half of PADI® Divers have children. The survey also found PADI Divers have a median income of $100,000 to $150,000 US. Dive centers and resorts who offer kids programs and cater to families receive the dual benefit of additional revenue, and inspiring the divers of tomorrow. If you don’t currently market your business to families, here are some expert tips to get started.

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How to Attract Scuba Divers with Families

Signal that your dive shop is family friendly by creating a page on your website that describes what family-friendly activities you offer. This could be scuba programs for kids, snorkeling, or non-diving activities to keep kids busy while the parents go diving. Include an image of a smiling child or family on your website homepage inviting site visitors to learn more.

Pro Tip: if you’re just starting off with a kids scuba program, host a free Bubblemaker party for your most socially-connected customers with children. Let them know you’re launching a kids program and interested in their feedback and help promoting it.

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After each program, invite parents to share their experience on TripAdvisor, Yelp, etc.. With permission, add the best quotes to the kids program page on your website.

Helpful Hints For Working with Kids
Teaching children requires increased attention, supervision and direction. Consider age and maturity levels as you deliver briefings and explain skills. Keep information simple, and ensure students understand your key points by asking them questions.

Pool games and toys allow kids to build confidence while having fun. After teaching basic skills, sneak in additional practice as a game. For example, challenge students to toss around an underwater toy such as a toypedo without touching the bottom or breaking the surface. For additional activity ideas, review the AquaMission Game suggestions on the PADI Pros’ Site.

Pro Tip: most kids are naturally competitive and want to be better at something than a grown-up. Use this to your advantage when you explain neutral buoyancy. They’ll work hard to be “the best.”

Safety and Other Considerations
PADI’s Guide to Teaching includes pages of recommendations about working with minors. Below is a small sample:

  • Always work with children in public and avoid situations where you and a child are completely unobserved.
  • When possible, parents should be responsible for their children in changing rooms.
  • Have parents sign a permission form before you take or share photos of a child. Also, ask for the child’s permission before taking a photo.
  • Ensure that you and your staff have current training in Emergency First Response Primary and Secondary Care as well as Care for Children.

For additional recommendations on working with children, refer to pages 164-169 in PADI’s Guide to Teaching.

Pro Tip: personally verify how much air young divers have. You may not always get an honest answer either because the diver feels self-conscious about their air consumption, or they may not understand the hand signals.

Pro Tip: spend one-on-one time with each student where you can be seen but not easily heard. Give each student the opportunity to share any fears or concerns they have without other kids or parents around.

Essential tools
Smaller people need smaller tanks, BCs, wetsuits and other gear. Kids also get cold easily, so be prepared with kid-sized rashguards and beanie caps. Also, some children need larger mouthpieces that can accommodate braces. Lastly, carry a slate and pencil set to help kids communicate underwater without going to the surface every time.

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Further reading:
Minimum ages for PADI certification courses
Scuba-themed gift ideas for kids
Scuba and Boy Scouts of America
Scuba and Scouts Canada

The Millennials are coming!

Article written by John Kinsella

You can either run for cover or step up and take notice, but no matter what you do, the odds are that the majority of your dive business will be done with Millennials in the not too distant future. Born between 1980 and 2000, the Millennials are poised to become diving’s largest emerging market, especially for the dive industry and we have exactly what they’re looking for.

PADI University Program Channel Islands Shoot March 24-29, 2007

You have to be careful when you start applying sweeping assumptions to large groups of people. Every time I’ve researched “Millennials” I’ve come up against myth and discrepancy. “They all live at home sponging off their parents.” Not so apparently, the majority (nearly 60 percent) have their own homes (and don’t forget that many of them are still in their teens!).

But there are a few significant consistencies. Two of these should have PADI Pros paying attention: Millennials are concerned about their careers. They are receptive to becoming dive professionals and earning a living while doing something that they love. This generation appreciates how the PADI System is structured with recognition for each step they take.

When talking about diving to Millennials, it’s easy for PADI pros to highlight how each course builds towards a professional qualification. It’s simply a matter of taking the time to point out how the PADI System builds, seamlessly, from entry level right through to Divemaster and beyond. Make sure that these people know that earning a professional/vocational qualification is an extremely realistic goal and not a burdensome long-term project: The course they’re enjoying right now is part of that process (and may well qualify for college university credit). All they need to is take well-defined steps and enjoy the rewards and recognition they earn along the way.

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Millennials are also likely to warm to PADI’s commitment to connected learning and social media. Millennials don’t just use social media – it’s an integrated part of their life. Mobile responsive websites and active communication via social media are mandatory. Instagram is a big one with this group, as well as Facebook and YouTube. These are not just ways to interact, fully 88 percent of Millennials get at least some news from Facebook according to the American Press Institute. Again PADI Pros, literally, have it made. From EVE to My PADI Club to learning in the cloud, there’s a PADI solution ready and waiting.

Take a look at the article on Emerging Markets in the 1st quarter The Undersea Journal for more detail on the Millennials (and some other significant emerging markets) and what some of your peers are doing to make sure that diving is at the top of their list.

How to Perfect Your Dive Briefings

Article by John Kinsella

“I’d have given you a shorter briefing, but I didn’t have the time”
Comprehensive, to the point, dive briefings take focused effort.

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Sometimes little things pack a big punch. Consider the ubiquitous dive briefing. This common, short, presentation has a huge influence on a dive’s outcome and, especially in light of the Risk Management article in the 1st quarter 2017 The Undersea Journal, it’s a good idea to make sure that dive briefings get looked at, critiqued, and improved regularly.

The legal case mentioned in the UJ article hinged on a dive guide’s failure to include information on potential environmental conditions. Not mentioning the existence of these inherent, potential environmental conditions became a key factor in the court’s decision: The guide received the majority of the fault; in spite of the fact that the diver signed a release and made a simple procedural error.

So what do you include in a brief? A good start is a review of the Divemaster materials, particularly the slates. There are 10 points to cover:

1 – Dive site name
2 – Site description
3 – Your role
4 – Entry and exit techniques
5 – Dive procedures
6 – Emergency procedures
7 – Signal review
8 – Roster and buddy check
9 – Environmental orientation
10 – Predive safety check

Some of these are simple and self-explanatory, others are a bit more involved and overlap. For example, under site description, make sure to cover topography, points of interest, hazards, conditions, depth, compass headings, facilities, emergency equipment, etc. Without dwelling on the negative, cover hazards and conditions thoroughly. If, say, there are tidal currents at a particular site, mention them (and how to avoid or deal with them) even if you’re diving at slack water.

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Some of these will blend in with dive procedures, especially if there are recommended procedures for dealing with specific local hazards or environmental conditions. Under dive procedures cover such topics as suggested course, how to avoid any problems that may occur due to site hazards and conditions, safety stops, air reserves, group control, etc. Many of these will vary from site to site.

Emergency procedures should deal with local protocols, separation, low on or out-of-air, diver recall procedures, surface signaling devices, and so on. Again, there’s no need for exhaustive scare mongering, but it’s vital to be comprehensive.

How do you get all this into a nice tight brief? Ironically, it takes some time to eliminate unnecessary technicality, jargon and detail, which is the surest way to kill a brief.

A great start is write this information down for each dive site you visit, not only so you have something in hand to make sure you don’t forget anything, but also because the process of writing it down is a great way to focus thinking and make sure nothing is forgotten. And there’s no better way to gather input from staff or clients than to hand them a copy of the briefing and welcome their feedback.

Brevity, relevance and impact matter hugely: take the time and make the effort to achieve them.

Teaching Tips – Emergency Weight Drop

The emergency weight drop skill was added to the revised PADI® Open Water Diver course to teach student divers to drop their weights exactly as they would in an emergency and experience the sudden buoyancy increase. It’s different from, and should not be confused with, the weight removal and replacement skill. Student divers should learn to discard weights at the surface without hesitation, which in an emergency is very beneficial and can greatly improve the situation. Here are a few tips for teaching this skill:

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Tip 1 – How to not damage the pool or lose weights in open water

  • Drop weights over an insensitive or protected area
  • In a pool, use soft weights, place a mat on the pool bottom or tie a rope around the pocket-weight handle or weight belt and hold one end so you can catch the weight when dropped
  • In open water, tie a rope around the pocket-weight handle or weight belt and clip it to a buoy so that when dropped, the weight will stay attached to the buoy
  • Position a certified assistant underwater to catch the weights

Tip 2 – How to make it realistic

  • Demonstrate and encourage a quick pull and immediate release of weights
  • Do not have divers pull weight, then control where it’s dropped
  • Do not have divers hand you the weight
  • You may have divers check the area to make sure all is clear, however, separate this step from the actual weight drop skill

Tip 3 – How to conduct the skill

  • Position student diver in water too deep in which to stand either in confined water or open water
  • Have diver start with regulator in the mouth, empty BCD, floating at eye level and gently kicking as needed
  • Have diver release enough weight to feel positive buoyancy, which does not have to be all weight worn
  • Repeat skill as necessary until diver masters the quick pull and drop

The New & Improved PADI Business Academy

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While PADI’s 50th Anniversary marked a renewed focus on ocean conservation and industry prosperity, PADI Business Academy (PBA) has recharged its efforts to meet the expanding needs of PADI Members worldwide. Now there are two options for business development, PADI Business Academy Lite and PADI Business Academy.

PBA Lite is a one-day, regionally specific business development seminar offered in more global regions than ever before. It overviews tactics to attract more nondivers and promote continuing education to existing divers, while staying engaged with clientele through the vast amount of marketing channels in today’s tech-forward society. This program is designed both for members who haven’t previously attended a PBA as well as those who have and simply need to refresh and update their business practices. Also, PBA Lite costs less than the full program.

The full PBA is still conducted over two-days, this year with a renewed focus on hands-on workshops and networking. It guides you through integrating industry-specific business strategies and tactics that can be used to achieve business goals.

2017 PADI Business Academy Lite (One Day) Schedule

Day Month Location
23 February Chicago, Illinois, USA – Before Our World Underwater
19 April Calgary, Alberta, Canada
02 June Seattle, Washington, USA
20 September Raleigh, North Carolina, USA
18 October Denver, Colorado, USA

2017 PADI Business Academy (Two Day) Schedule

Day Month Location
24-25 January Ft. Lauderdale, Florida, USA
22-23 March Secaucus, New Jersey, USA – Before Beneath the Sea
05-06 April Houston, Texas, USA
03-04 May Rancho Santa Margarita, California, USA at PADI Regional Headquarters – Before the Scuba Show

To enroll for a PADI Business Academy 2016, please contact kyle.ingram@padi.com or call 800 729 7234 (US and Canada) or +1 949 858 7234, ext. 2356.

Why Survey Your Customers

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Blog article by Megan Denny

As a teenager, you likely put a lot of time and effort into preparing for the SAT, ACT, HSC, A-levels, Abitur exam, O.W.L.’s, etc.  A high score on one of these exams can bring success in adulthood.

But how do you measure the aptitude of your business? By profitability, sure. Good online reviews are another quasi-indicator. But do you really know why customers value your business versus another dive shop? Or why people book a scuba vacation instead of, say, golf or skiing?

Knowing more about your customers will help you answer important questions like:

Can I raise prices?
Do I need a marketing person on staff?
Should I expand my travel offerings?

A customer survey is a cost-effective way to take the pulse of your business and prepare for the future. If you’re already sold on this idea, scroll down for sample questions.

Survey your current customers to find out what they like and expect from your business – the answers may surprise you. Connecting with new customers can help avoid negative reviews, and checking in with long-term customers has been shown to improve loyalty and profitability. Why?

  • A customer is 4 times more likely to defect to a competitor if the problem is customer service-related rather than price or product related. (Bain & Company) 
  • The probability of selling to an existing customer is 60 – 70%.
    The probability of selling to a new prospect is 5-20% (Marketing Metrics)
  • 86% of customers are willing to pay more for a better customer experience (Oracle)

I once worked with a dive center that had recently hired a new employee, switched their rental line and moved to (what they thought was) a better location. Business drooped, but the owners couldn’t identify which factor caused the downturn. Unfortunately, they learned the hard way that it’s 5-7 times more expensive to acquire a new customer than to retain a current one. (Bain & Company)survey-monkey

How to Create a Customer Satisfaction Survey

STEP ONE: What do you want to know?

This may be the hardest question to answer. There’s probably a lot you want to know, but be mindful of survey fatigue. Numerous studies have shown that a five to seven question survey is ideal. If the survey includes more than ten questions, the response rate will drop off significantly.

Some things you can ask directly, such as: “How did you hear about us?” Others require some subtlety. You can’t straight-out ask, “Is it okay if we raise prices?” but there are ways to go about it. For example:

How would you rate the value of our classes (or dive gear, boat charter, etc)?
Excellent value
Average
Too expensive

What are the top 3 things you look for in a dive shop?
Excellent online reputation (4-5 star average)
Friendly staff
Experienced instructors
Small class size (or small numbers on charter)
Low prices
Large gear selection
Caters to families
Supports technical diving
Other (include a text box for comments)

Do you shop with other dive retailers? (check all that apply)
Yes, locally
Yes, online
Only when travelling
No

In the question above, a high percentage of “No” and “Only when travelling” answers indicate a high level of loyalty, and an opportunity to raise prices. Similarly, if not many people check the “low prices” box in question number two above, you know customers are not price-sensitive.

As you construct the survey, imagine how you’ll ultimately use the data. For example, if you’re thinking about adding or expanding a dive travel program, don’t just ask, “Should we offer more dive trips?” If 80% of respondents answer yes, that’s great, but you don’t know what type of trips to offer (local, international, liveaboard, etc).

Similarly, “Where would you like to travel?” is not a great question. We’d all like to dive the Galapagos, but coming up with the money to get there is a different story. Instead, ask questions like:

How much do you typically spend on a ‘nice’ vacation?
$1000 or less
$1000 – $2500
$2500 – $5000
More than $5000

How frequently do you travel internationally for fun (not business)?
More than once a year
Once every few years
Rarely / Never

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STEP TWO: Set Up

Survey Monkey’s Basic plan allows you to create a 10 question survey and collect up to 100 responses free. For US $26/month you can collect up to 1000 responses and make a longer survey.

Before you pay more, keep in mind that it may take a while to reach 100 responses. Only 10-20% of people who receive a survey actually respond. Also, we strongly discourage making your survey longer than 10 questions.

Other recommendations:
– Avoid questions that require a lengthy response.
– Use multiple choice questions with an optional box for comments.
– Make the survey anonymous.
– Don’t require respondents to answer every question, limit required questions to a maximum of two.

Below are some additional question ideas.

How did you hear about us?
Search engine
Online ad
Social media (Facebook, Instagram)
Review website (Yelp, TripAdvisor)
Recommended by someone I know
Drove by the store
Other (single-line text field)

What piece of dive equipment do you plan to purchase next?

What scuba course are you most interested in taking next?

In what areas have we done business with you? (Check all that apply)
Scuba student
Equipment repair
Equipment purchase
Dive trip

How often do you dive?
At least once a week
A few times a month
A few times a year
Once a year
Once every few years
No longer diving

On a scale of 1-10, with 10 being very likely, how likely are you to recommend us to a friend or colleague?
(add multi-line text box for optional comments)

Do you have any other comments, questions or concerns? Include your contact information if you would like us to follow up, or submit the survey anonymously and contact us at [email and phone number].
(multi-line text field)

Lastly, ask a few demographic questions such as diver-level and age. For example, if 80% indicated they had no interest in taking another scuba course, that might be shocking… unless you had a question about diver level and noticed 80% of the respondents were Divemasters or Instructors. Or perhaps you noticed 50% of respondents report they are no longer diving, but that same group are age 25-35 (and probably have young kids).

STEP THREE: Collect responses

Send out your survey by email, post on Facebook, and consider including a printed copy with student crewpaks. Include a short message explaining how long the survey will take to complete and a value statement.

For example:
“We value your feedback! Take our short, 5 question survey, all answers are anonymous.”

“Do you have 60 seconds to help us improve our business? Take our short survey. All feedback is anonymous.”

“A good diver is always learning. Help us improve our business and staff training by filling out this one-page survey”

STEP FOUR: Analyze and repeat

As your surveys roll in, start a list of action items and share with your staff. Be sure to respond to any concerns if customers choose to identify themselves.

Send out your survey annually and consider posting it on the contact us page of your website. You might also create a survey that goes out to every new customer.

Use the data a tool to guide your business: expand marketing efforts in channels that draw new business, and stop wasting money in areas that aren’t increasing profits. Discover whether your customers are looking to spend money on equipment or travel and position your business to satisfy their needs.