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Mission Accomplished
A mystery shopping trip (or 30) to the dispensary reveals a telling snapshot of the state of customer service at independents and chain stores across the country
By Erinn Morgan

If one of our editors visited your dispensary, would she have received good customer service? Over the course of several weeks, we checked out ECPs across the country to test their service quotient. You might be surprised how they measured up.

Some dispensers excelled in a variety of areas—from frame selection to lens presentation. In fact, 68 percent of dispensaries visited left us with an overall feeling of excellent or good customer service and 82 percent did an excellent or good job of devoting the appropriate time to us. An interestingly large number did not make the grade, however—32 percent were merely satisfactory or poor on the service front.

We found many ECPs were too busy or uninspired to take the time with their ever-important customers. In fact, some practitioners appeared overworked and harried, a fact that came through clearly in their quality of service. Unfortunately, 36 percent of dispensers visited were rated as only satisfactory or poor on greeting customers. These businesses have a lot of room for improvement.

Those that shined did so with frame fashion and lens product information, including AR coatings. A whopping 65 percent did a good or excellent job of presenting AR as an option. Many dispensers have mastered the art of AR, in fact, providing solid information about features and benefits, and bundling it with lens package pricing. 

AREAS OF EXPERTISE

Our "shoppers" found great service at many independent locations and the chains. More than 60 percent of dispensers at optical chains were "excellent" at greeting customers (versus 39 percent of independents) and 70 percent were "excellent" at answering questions appropriately and had a good knowledge of their products and services (versus 28 percent of independents).

The employees at optical chain stores like LensCrafters and Pearle Vision demonstrated good customer service techniques. Some of the best service received, however, was at Wal-Mart, where dispensers are clearly receiving good training about service and products. Here, we were consistently greeted immediately and helped enthusiastically with products, particularly AR.

Wal-Mart dispensers presented this as part of the lens package price and we were not offered the option of not getting it.

Actually, almost all dispensers excelled at recommending AR. Over 65 percent did a good or excellent job of mentioning special lenses and coatings like AR.

One ECP in Colorado asked, "Are you on the computer a lot or do you drive at night?" She then recommended AR for both. Another ECP made AR part of the package: "You'll want AR too. It's the way to go."

ECPs are also using fashion to make the sale. In Montgomeryville, Pa., the dispenser told our shopper: "Plastics are very trendy right now, but they don't work for everyone. Why don't I get you a try-on bin and you can start to pull some things you might like."

Almost all dispensers mentioned that things like plastics, rimless, and smaller frames were popular. And many were proud of their frame selection, saying things like "this just came in" or "let me get the new frames we just got in from the back."

Good service was found at independents as well. At one shop, the receptionist greeted the shopper and asked for her name. The optician came out immediately to start the visit, even though the shop was busy.

AREAS OF IMPROVEMENT

Across the country, there were a few common trouble spots.

■ Understaffing. One very noticeable problem was that some practices were too busy to provide good service.

Many ECPs seemed stressed and rushed. When asked about the best frames, one harried dispenser said to "just have at it" and pointed to the frame boards.

Owners, doctors, and managers need to consider what's happening in the dispensary when they are understaffed.

■ Depth of knowledge. Whether it was lack of available time, inexperience in the field, or training, some of the ECPs we spoke with didn't have a depth of knowledge. The independents edged out the chains when it came to in-depth discussions and perceptive frame fitting practices, but by a slim margin.

■ Sticker shy. Another issue we noticed was that some dispensers are high-priced product averse. One of our high-myope shoppers actually got an apology because only high-index AR lenses would fit with her prescription. What message is this sending?

Being budget-sensitive is good, but they are not making the bigger potential sale. This rang true with extras like accessories or second pairs—43 percent did a poor job of presenting these.

■ Lifestyle dispensing. Very few ECPs asked about lifestyle. This causes them to miss out on the sale of extras and multiple pairs, and also creates the risk of recommending the wrong eyewear and lenses.

■ Tactical challenges. While only seven percent use hard-sell tactics, many use no-sell tactics, leaving customers on their own. There is no question that addressing these issues will increase sales and satisfaction.

Tips for better service

If you aspire to impress your customers, and keep them coming back, then heeding some of the basics of service can get you there. All it takes is one bad experience and the person who walked in the door to give you their business may walk out and not come back. Here, some tips gleaned from our experiences during this survey and recommendations from the American Marketing Association.

1. Have enough staff to serve customers.

Busy dispensaries with overstressed staffs seemed all too common during our survey. However, having enough staff on the floor to fulfill customers' needs (during peak times is even more crucial) is one of the first rules of thumb of good service. While you may think you are saving money by limiting staff, you are likely turning business away.

2. Invest in good training for employees.

It was quite obvious that the chains and mass merchants we visited had solid training programs in place for employees. Get your staff up to snuff with periodic training on products, service, and selling techniques.

3. Create a welcoming environment for customers.

Good service begins with just saying "hello" to customers as soon as they walk in the door. Acknowledge them even if you are with another customer and say, "I'll be right with you" or "Someone will be with you soon." Few things can be worse than ignoring a customer in the shop (something we experienced too often). It is off-putting and simply bad business.

4. Listen to the customer.

People walk in your door because they need something. Asking them how you can help and what they are looking for will make for an efficient, pleasant experience for all.

5. The Golden Rule.

How would you like to be treated when you walk into a store? Think about this and then turn it around in your dispensary—common courtesies like "please" and "thank you" go a long way.