Enhancing Customer Experience:
Scuba Diving

            After the first contact is finalized, unless a business intermediary finished the deal on the scuba shop’s behalf, base interaction defines whether or not a dive shop will secure additional scuba divers. Base interactions are simply related to any physical user experience a client may have from the moment they first lay eyes in the dive shop to the moment they leave the dive shop. Most base interactions will cover the following areas: visual appeal, staff friendliness, price structure, sales pitch, money transaction, paper signing & measurement.

• Visual Appeal – People have unconscious biases that are created in the first few seconds of interaction. For a store, the interaction starts with the front of the store. Does it look clean and tidy? Are the walls themed with scuba diving related stuff? Are there any red flags regarding professionalism and safety issues? The business needs to keep their entrance unobstructed and keep the environment professional despite the overall “brand” chosen by the business. For instance, having a relaxing “vibe” does not mean that things do not need to be organized. Customers want to feel at ease for their safety and that can unconsciously translate into how professional the dive shop is.
• Staff Friendliness – A positively and warm welcome can help clients feel comfortable engaging in conversations with the staff and fellow divers. Making the customer feel welcomed and part of the conversation can assist them in construing an overall positive image of the business. In any interaction with the customer, it is important to keep the basics in mind: eye contact and smile. Even when a customer first comes to the dive shop, before they buy anything, it is important to understand that customer service must be provided throughout the entire process even if the customer is simply browsing for now (s/he might come back later).
• Price Structure – Ensure that the price structure is easy to understand and list what is included in the relevant packages. Look for ways to provide discounts for divers willing to do over 4-5 dives with the business, that is unless the business expects peak season to have close to 100% allocation. Create add-on options such as nitrox where the business can have a higher profit margin.
• Sales Pitch – Go over some of the sightseeing that the dive sites have to offer, discuss what marine life is expected to be seen at that specific time of the year. Don’t assume that clients know the dive location, it is not their responsibility. Explain to them the importance of safety for the company, and ask about the last time they dived and confirm whether they have the relevant certification to do some of the more specialized dives (e.g. 30m, shipwreck dives, etc). Remind the client of specialized dives that the business can offer, ensure that they have the relevant training and if not, talk about the training offerings and the benefits that come from them – careful not be perceived as trying to push many services as that may discourage some clients.
• Paper Signing – Ensure all papers associated with liability are signed by the clients before the dives.
• Money Transaction – Ensure that the money transaction occurs before the dive, unless there is certainty that the individual will pay at a later time (e.g. recurring clients), have records of the transactions. Provide the client with different methods of payment such as cash, VISA, Mastercard, AliPay whenever possible since a majority of people do not walk with $200 in cash. Take into consideration the cost of the different payment methods when deciding which one to offer and remind the client of the cost that it may have on them (e.g. credit card may have a 3% fee added afterwards). If cash is the only option, advise clients on the closest ATM, preferably with a map to help them get situated.
• Measurement – Customers are usually measured a couple of hours, or a day before the dive. This will ensure that the size fits and the client is comfortable with the equipment. Confirm that the material is in order before shipping it to the boat and have a couple of extras on the boat in case someone needs to change.