WRITER Elizabeth Cassidy

Every time a customer collects their new spectacles, you have a chance to showcase your expertise and leave customers with a smile. Specsavers Regional Training Manager Elizabeth Cassidy explains that by leading the process, addressing concerns, and tailoring your approach to each customer, you’re not just handing over glasses; you’re creating lasting impressions.

Whether it’s a child, a multifocal wearer, or someone picking up their summer sunnies, the collection process is an important touch point, and adding personal touches can make a significant difference.

Simple gestures like remembering a customer’s name, their preferences, or small details about their previous visits, can create a more personalised and memorable experience. This level of attention to detail shows customers that they are valued and appreciated, fostering loyalty and encouraging repeat business.

Comprehensive product knowledge is the foundation of a great dispense and supports a seamless collection experience. When you and your team thoroughly understand the features and benefits of your products, and keep up to date with the ever-evolving product range, you can confidently guide customers and keep them informed when they are collecting their new purchase.

There are a few simple ways to make every collection count, ensuring customers leave happy with their experience, confident and comfortable in their new glasses, and eager to recommend your service.

LEAD THE COLLECTION PROCESS

The collection should start before the customer comes into the practice by preadjusting their spectacles, with measurements taken at the dispense, for example by adjusting length to bend and head width. Doing this will set their collection appointment up for success by presenting frames that fit well, ensuring the customer feels valued and confident in their purchase.

When it’s busy, it may be tempting to let the customer guide aspects of the collection, this could involve waiting for the customer to suggest where further glasses adjustments could be made. However, if you want to convey trust and confidence in your service, it’s essential to take the lead. Glasses may seem straightforward to our customers

(especially if they have been a glasses wearer a long time), but we know they are precision devices – even the smallest adjustment can make a world of difference.

Start by confirming the type of spectacles and most importantly, their intended use. This frames the process and reassures the customer that they’re in expert hands. When handing over the glasses, let them know the frame fit will be assessed and personalised before checking vision. This helps manage expectations and prevents unnecessary worry or disappointment if their vision isn’t perfect straight away. As you adjust, talk to your customer professionally about what you’re doing and the impact it will have on their glasses and comfort.

ADDRESS CONCERNS WITH CARE

If a customer raises concerns about vision or lens performance, always check both the lenses and frame. Ensure that you listen to what the customer is saying and then find a solution that the customer is happy with. This ensures their feedback is properly addressed and shows that you’re taking their concerns seriously. A little extra care and time at this stage can avoid troubleshooting, remakes, and unhappy customers.

MULTIFOCAL MASTERY

Multifocal lenses can be a challenging transition for customers, especially for those new to them or for established wearers with a prescription change.

Here are some pointers for making multifocal collections smooth and effective:

Set clear expectations. While expectations should have been set during the initial dispense, customers might not remember every detail by the time they collect their glasses.

Evaluate frame fit and lens position. Assess how well the frame aligns with the facial structure and ensure the lenses are positioned accurately for optimal vision correction.

Pay attention to fit. Even slight adjustments in alignment, such as heights, pantoscopic tilt, back vertex distance (BVD), or wrap, can make a significant difference.

Communicate effectively. Ensure that all of your customers’ questions are answered and provide clear guidance on the use and care of their new spectacles.

By following these steps, you can help ensure a smooth transition to multifocal lenses and enhance customer satisfaction.

PERFECTING PAEDIATRICS

Providing a glasses collection service to kids requires a slightly different approach, but here are some pointers for making collections for children smooth and stress-free:

Use humour and a light, simple tone. Try age-appropriate rhymes or simple rules to help them understand how to care for their glasses, for example ‘Are your glasses off your face? Put them in a special case!’

Don’t assume prior knowledge. This may be the child’s first time wearing spectacles.

Repeat instructions for existing wearers. Depending on the child’s age, adapt your communication and make them feel special about their new glasses.

Be patient and attentive. Remember that children may not always articulate how they feel or what they see. They might be shy and take longer to feel comfortable speaking openly with you, or they might spend longer thinking before they speak. Allow them to express themselves and ask open questions with lots of time allowed to answer.

Educate parents and guardians. Parents or guardians might tell children to just get used to the glasses as they don’t know what could indicate a problem. Therefore, check all aspects of the spectacles during collection and take time to educate carers about the child’s use of the glasses.

Paediatric collections can take longer, so ensure they are booked with enough time and conducted by the appropriate team member. Finally, encourage the child and their carer to return to the practice as needed, to ensure the spectacles remain in the optimal position for the child.

SUNGLASS SUCCESS

When your customer is purchasing sunglasses, it is a different experience.

Adjustments are crucial. Since sunglasses often have larger frames than clear spectacles, adjustments may be necessary to ensure the customer is satisfied with the fit, especially if they will be wearing them during active outdoor activities.

Re-confirm information. Again, this is an opportunity to re-confirm relevant information discussed at the dispense. For example, remind customers that polarised lenses can sometimes make it difficult to see LCD or LED screens clearly, such as those on smartphones, tablets, or car dashboards.

Discuss sunglass care. There are many common habits associated with glasses, and sunglasses in particular. Let your customers know that putting sunglasses on their head, leaving them in the car, or cleaning them with a shirt or paper towel when on the go can affect the fit and quality of the frame and lenses. Educating customers on proper care can help them get the most out of their sunglasses and reduce the need for frequent adjustments.

ENHANCING CUSTOMER EXPERIENCE

To further enhance customer experience, consider implementing a few additional strategies. For instance, offering a followup service where customers can return for complementary adjustments can reinforce the value you offer. This not only ensures their glasses remain in optimal condition but also provides another opportunity to engage with the customer and address any lingering concerns. Building this level of trust with your customer can also reduce unnecessary remakes as they will be confident in the advice you provide should an adjustment be a more appropriate solution.

FEEDBACK AND IMPROVEMENT

Encouraging customers to provide feedback on their collection experience can offer valuable insights into areas for improvement. Whether through a quick survey, a comment card, or an online review, understanding the customer’s perspective can help refine your processes and enhance overall satisfaction. Actively seeking and responding to feedback demonstrates a commitment to continuous improvement and customer care.

TRAINING AND DEVELOPMENT

Investing in ongoing team training and development is crucial for maintaining high standards of service. Regular workshops, refresher courses, and updates on the latest optical technologies and trends can equip your staff with the knowledge and skills needed to excel in their roles. A well-trained team is more confident, efficient, and capable of delivering exceptional service.

MAKING A LASTING IMPRESSION

In conclusion, every spectacle collection is an opportunity to make an impression. By leading the process, addressing concerns with care, and tailoring your approach to each customer, you can make sure that every impression is a positive one. Remember, you’re not just handing over glasses; you’re creating an opportunity to build strong relationships that will keep customers coming back and spreading the word about your exceptional service.

Elizabeth Cassidy is the Specsavers Regional Training Manager for Victoria and Tasmania. She has a Certificate IV in Optical Dispensing.