Switching training organizations is rarely an easy decision, but when a business becomes a PADI® Dive Center or Resort, the results can be truly outstanding. Last year, more dive centers and resorts joined PADI than ever before. A case in point is Dive West, in Dallas, Texas, USA, that chose to go PADI in December 2015 and has since become a thriving PADI Retail and Resort Association member. Dive West’s management was motivated to join PADI after experiencing a decline in satisfactory customer service from another dive training agency.
“Top-flight customer service is an essential element of the PADI Member experience,” says Drew Richardson, President and CEO of PADI Worldwide. “Life in a PADI Dive Center is often hectic, so quick and efficient service is imperative to allow dive center staff to deliver the same to their customers. That’s why PADI Regional Headquarters puts so much emphasis on exceptional customer service for members.”
Dive West finds PADI customer service outstanding. “PADI staff are always Johnny-on-the-spot,” says Brandi Farch, Dive West Store Manager. “We never have a problem accessing PADI services or reaching the right person on the phone.”
After joining, Dive West took advantage of PADI’s business consultation services, which has been an important factor in the store’s success. Like many businesses, Dive West had struggled to find the right pricing for their services and had been stuck on the same course pricing for more than eight years. However, trusting in the power of the PADI brand and PADI’s innovative marketing programs, Dive West instituted what they felt was more realistic, value-based course pricing and has thrived as a PADI Member ever since. “In less than two years with PADI, we’ve already exceeded the number of diver certifications we completed in the previous three years with our prior training agency” says Farch. “Joining PADI was the best decision we ever made for our store.”
Not surprised, Richardson says, “The PADI System of diver education brings student divers through the doors of PADI Dive Centers every day around the world. PADI’s proven marketing strategies and innovative marketing tools, such as a free annual marketing tool kit, also bring in customers.”
“We love the marketing tool kit and look forward to it each year,” says Farch. “I’m excited to decorate the store with all the new banners, flags and other point-of-purchase items, and I put it all up as soon as the kit arrives.”
“We’ve also enjoyed an increase in both walk-in and drive-by traffic since we switched to PADI. I believe this is partly attributable to our PADI-designed window wrap,” Farch explains. “Previously, we had a simple marquee sign that said ‘Dive West’ on our storefront. Many people didn’t even realize we were a dive shop. However, the window wrap dramatically changed all that. Now we’ve got ‘LEARN TO DIVE’ in great big letters, the PADI logo and other attractive graphics on our windows. People know we’re a dive shop and they drop in to check us out.”
Farch also appreciates the name recognition PADI enjoys. “People recognize PADI; we no longer have to spend all day explaining the difference between the various dive training organizations to potential customers.”
Closely tied to this recognition is the increased availability of instructors. “One of the best things about switching to PADI has been the increase in the number of qualified dive professionals who can work for us,” says Farch. “We used to have a lot of trouble getting instructors; nobody wanted to pay the money to become an instructor for our former training organization because it simply wasn’t beneficial enough for them. Now, we not only have seven or eight PADI Instructors on staff, we are also growing our own divemasters. In fact, we’re nearly finished training our first class of four PADI Divemaster candidates.”
Be Best. Be PADITM. The Way the World Learns to Dive.