The big island of Hawaii is consistently rated one of the top five global dive spots and remains one of the world’s most popular destinations for divers. As a result there are more than 20 established dive shops to support them, a very competitive environment. When I first visited Hawaii Jack’s Diving Locker had a tiny shop on Alii drive, and (as I recall) just one boat. On every trip I’ve chosen to dive with Jack’s. I’ve watched the business grow and become the premier dive shop, tour operator and training facility on Hawaii.
I never thought about taking my business anywhere else. Why? Let’s start with the staff. Talking to the people working in the shops, on the boats and managing the equipment, it’s clear they share something special. Most of the staff have been there for a while, some for many years, this seems to indicate Jack’s is a great place to work, but that is not it. Jack’s employees, whether working behind the counter, captaining the boats, or leading the dives have a real enthusiasm for what they are doing. This is not the feigned excitement stereotypical of many tourism businesses. One can feel the genuine desire they have, to share the special place that is Hawaii’s underwater world. They want to be there. That enthusiasm and energy is fun for sure, but what’s even more important is that it allows customers to connect with Jack’s and the team on a deeper level. When you’ve peeked over a ledge and come eye-to-eye with a dozing reef shark or had a one-ton Manta Ray graze by the top of your head, and you share that experience with someone who is just as excited about it as you it isn’t just a customer interaction, it’s a DEEPER PERSONAL CONNECTION.
Dive operators, like all businesses, have baseline expectations set for them as part of their competitive environment. Some of the expectations divers have are a commitment to assuring safety, providing good service, and some focus on protecting the environment. Here again, Jack’s just goes farther. Keller Laros who has been with Jack’s since 1991 and is internationally known as The Manta Man, has arguably been responsible more than any other person for the protection of Manta Rays through the Manta Pacific Research Foundation, which he founded, the diver’s education course he created, and the YouTube videos of his rescues of Manta’s that have been seen by millions. How does this help Jack’s? Keller and his teammates COMMUNICATE THROUGH THEIR ACTIONS THEIR VALUES and what they and the company stand for.
Finally, this picture. Last Friday night, as I kneeled on the ocean floor spellbound as 12 of these giant graceful creatures did aquabatics all around me, I felt a tap on my shoulder. It was Keller, his enthusiastic grin visible in the darkness even despite his scuba gear. Keller motioned with his camera, and as I waved the Shaka sign he snapped a picture and at the same time delivered a souvenir of this trip more valuable to me than 1,000 t-shirts or any gift shop item and delivering a truly EXTRODINARY CUSTOMER EXPERINCE.
So, of the many possibilities for developing customer loyalty, it’s worth remembering that.