Recognition of need & choosing an optician
Some simple tips collected from successful practices.
| CHECKLIST | TIPS |
 Use database to
select customers |
Regularly update your database with customer insights such as lifestyle activities, change in circumstances and prescription. |
| Send out targeted recall letters |
Send out periodically (for
example, quarterly) to specific, targeted customers. Find a way to measure responses. For example, by using voucher redemption or simply asking the new customers when they come in to practice what made them choose you. Remember to update the database with the new responses. |
| MAGIC | TRAGIC |
| "My Optician sent me a letter to advise me of a new contact lens and promotion to suit me" | "I had an eye sight test and contact lens check about two months ago. In the post last week I received a letter advising me that I was due a contact lens check and how important it was to attend etc. . I found this really irritating" |
Useful Resources
London
Business School Practice Profitability Model.
Simply input some data (such as pricing and staff costs) into this model and it will help
you to assess different scenarios for profit growth.
For copies of CD-ROM containing
the LBS model and a video introduction, click here.
Leaflet: Getting the most from your visit.
This leaflet can be mailed or used in your practice to inform customers and to inspire them to ask about their eyewear options. Order from CIBA VISION on 0800 336655 quoting code 91000445.
Touchpoint 1 training presentation.
Slides and practical exercises - everything needed to train practice staff. Your CIBA VISION Business Development Manager is trained to deliver this material effectively.
Touchpoint 1 training notes.
These notes accompany the presentation and can be used to train any staff in practice involved in this stage of The Customer Journey.