THE CUSTOMER JOURNEY

Your single source for service excellence.

Each stage of the journey a customer makes when they enter your store is listed below. Click on the titles to see more information, checklists and useful resources.

Recognition of need & choosing an optician.

The choice of optician is often through word-of-mouth so quality of the journey through practice will bring new wearers.

Making the appointment.

This stage is where most opportunities for meeting eyewear needs are lost.

Getting there, first impressions & welcome.

Finding the practice, parking and the welcome that the staff give will be important factors in the customer's delight in the whole journey.

Browsing & waiting.

Waiting time can be used to discuss needs with the customer and browsing should in a relaxed and informative environment.

Handover to the optometrist.

It is essential that the Optometrist receives all the information on the customer so that they can tailor the eye examination to their individual needs.

Eye examination and explanation of results.

The key at this stage is to combine medical reassurance with human warmth to put the customer at ease.

Handover to dispensing optician.

The Dispensing Optician will help the customer to choose solutions to their eye wear needs so a thorough handover is crucial.

Choosing frames and spectacle lenses.

The choice of shape and colour is an expertise that the practice can provide.

The contact lens examination.

This can be an exciting stage, particularly for the new wearer of contact lenses. Reassurance will be required during this new experience.

Wearing & caring for contact lenses.

The quality of teaching will determine the customer's success in the early days of contact lens wear.

Payment and leaving the practice.

There is only one chance to leave a good impression so finishing touches like and showing the customer to the door are essential.

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