last word

Walk This Way

By Erinn Morgan

During a recent "Mystery Shopper" customer service survey conducted by the Eyecare Business editors, we found that more than 70 percent of dispensers visited had a good or excellent knowledge of their products and services.

Still, nearly 30 percent did not fare so well on this front. Helping customers find the product right for them involves being knowledgeable about products.

It also means working with the customers to find what is right for them—not what you like.

Here, a few words (both positive and negative) from the dispensers we visited across the country.

TMI

Some dispensers tripped us up by providing too much information:

"These are right for your face shape and coloring," said one optician, handing over frame after frame, all of which the shopper had to place back on the board quickly after try-on to handle the incoming styles.

He said things like "I like to focus on brands…" and "Well, you'll want AR, too. It's the way to go…"

After nearly 15 minutes of frame suggestions, he threw up his hands and said, "Well, it's really up to you. I am very low pressure."

—independent optical shop, Durango, Colo.

FASHION FOCUS

One efficient dispenser provided fashion information but individual style was emphasized as the goal:

"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?"

Note: The try-on bins, which customers can fill with frames they like and then sit down at a dispensing table to try them on, are an excellent idea.

—LensCrafters, Montgomeryville, Pa.

SOFT-SELL TECHNIQUES

When asked how to determine the right style, one dispenser said:

"I know that people often say to go by the shape of your face, but I don't believe that…I think you really need to find what works best for you, and I think that varies."

— Wal-Mart, Hatfield, Pa.