I always thought skydiving would be like the rush you get on a roller coaster or that sudden jolt when you dream you’re falling and wake up abruptly. I never imagined it would be the complete opposite—so unexpectedly wonderful.
This summer, I had one of the most extraordinary experiences of my life: skydiving in Playa del Carmen, México. As someone who works in customer experience and marketing, I naturally find it fascinating to analyze every interaction from a consumer’s perspective, and this adventure was no exception.
From the pre-jump phase to the post-jump moments, every detail of this experience gave me insights into how a brand can improve customer experience through strategic and thoughtful actions.
The Pre-Jump Experience: Choosing the Right Company
Choosing the right company for such an extreme activity shouldn’t be taken lightly. After researching several options, I settled on a company with a solid reputation backed by years of experience and numerous recommendations on Google Reviews. The quality of their photos and website also played a key role in my decision, showing just how much visual content impacts perceptions of trust and professionalism.
From the first contact, the experience was seamless. I sent a message to their socials requesting information and received a response in less than an hour, reflecting quick and efficient customer service. I liked they were non-auto-reply messages and an actual human was attending my questions. Without a doubt, the personalization of the service added up to my customer experience.
Beyond Freefall
On jump day, punctuality and professionalism were evident from the start. The facilities were perfectly prepared, contributing to a sense of safety and confidence. We received an introductory course that not only taught us the correct jumping position but also provided tips on protecting our bodies. The replica wing and stool for practicing the position were details that, in my view, reflected a strong commitment to customer safety.
From a customer experience perspective, having high-quality safety gear is essential, as this aspect is crucial for the customer’s peace of mind. Knowing that the equipment is reliable and fits perfectly with the instructor who will jump with you is fundamental to fully enjoying the experience.
However, one aspect caused me some concern: signing the liability waiver. While I understand the need for such documents in high-risk activities, providing an emergency contact and agreeing that there would be no refund if the video or photos didn’t turn out well felt like an unfavorable clause for the customer. In my opinion, the company should take responsibility for technical failures and offer appropriate compensation, as customers are paying for a complete service, and the quality of the technology used is part of that service.
On the other hand, the instructors’ stories and personal experiences made the moments before the jump not only enjoyable but also enriching. My jump partner, Thiago from Brazil, shared how his father was also a skydiver and instilled in him a passion for heights. The pilot also added unexpected value to the experience, explaining how the cockpit worked and showing off his quirky joystick with a tennis ball as a grip.
The ride to the jump point offered a unique opportunity to enjoy a spectacular view of the Playa del Carmen coastline. This wasn’t just a ride; it was an additional moment of enjoyment that significantly added to the overall experience of a 40-second freefall and 8-minute glide. During the descent, the instructor allowed me to steer the parachute, adding an extra layer of excitement and control to the experience.
Ending on a High Note
Landing on a specific part of the beach, the company’s van was waiting just a few meters away to take us back. This attention to detail made the end of the experience as efficient as its beginning.
Later, I was asked to leave a review of my experience, and they provided a QR code to scan. They mentioned that if I wrote my feedback the same day, I’d receive the videos and photos that same day instead of the usual 2-3 day wait. From my perspective, a perfect incentive to leave a positive Google Review, demonstrating how a strong post-experience strategy can strengthen the customer relationship.
To top it off, they gave me an unexpected gift—a “My First Skydive” sticker (with the company logo, of course), but a special surprise nonetheless, along with professionally edited photos and videos.
Refining the experience
While the experience was overwhelmingly positive, I identified some areas for improvement. For instance, the business could attract more customers by accepting payments with all credit cards and offering interest-free installment options.
When I filled out my Google review, I noticed they hadn’t responded to any reviews, and I asked why. They mentioned it was difficult to manage comments on multiple platforms, which immediately made me think of CX Reputation, a tool from QuestionPro CX for managing customer reviews across digital media, monitoring them and, most importantly, responding to both positive and negative feedback.
Additionally, offering incentives like discounts on the next jump or a greater discount if you invite someone to jump with you could be beneficial. Also, offering certification courses for those interested in learning to jump solo would expand their offerings and attract a broader audience.
Skydiving was an unforgettable experience, not just because of the adrenaline rush but also because of the exceptional customer service and attention to detail at every step of the process. It was a professional launch, and I never felt fear that something might go wrong during the experience.
As a marketer, I can’t help but think about how every aspect of this experience contributed to creating an emotional and lasting connection with the brand. And as a customer, I can’t wait to jump back again, this time with a friend or two.
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