Ordering

Problems and Solutions

This OLA article looks at how to increase success in ordering

By Alex Yoho, ABOM

It's great when an order is placed and the eyewear is received exactly as expected in a timely and efficient manner. Wouldn't it be wonderful if it happened all of the time?

After talking with hundreds of lab folks, doctors, and opticians, I've determined that there are just a few things that, if corrected, would make a profound difference in the ordering process.

Here is a look at these problems and some suggestions for solving them.

PROBLEM: INCORRECT INFORMATION

The number-one issue is lack of or incorrect information. If the information to complete the job is not there, the lab must call the account and ask for the information. This brings the job to a screeching halt, whereupon it is taken to customer service for a "callback."

CALLBACKS. Labs usually try to prioritize callbacks as they are received, but they face a few obstacles.
■ Busy phone lines
■ No answer
■ Missing measurements
■ Additional information needed

PERCEPTION. That is the worst scenario for all involved.

Patient. The patient's perception of the doctor's/dispenser's competence is eroded.

ECP. The doctor/dispenser feels the pressure from an annoyed patient.

Lab. The lab is already working on a slim margin and is frustrated that these callbacks are killing them.

The result of these problems The typical lens-only order is submitted to the lab electronically, and the lenses may even be started before the frame is put in the mail. Without good frame information, the job will have to wait until the frame arrives. There is far too much competition out there to let jobs stall like that.

SOLUTIONS

CHECKLISTS. Remember, if your cost of goods is going up, check ordering efficiency first. Try a checklist, order flow chart, or other means of ensuring a complete order for all dispenser trainees. Make sure it's reviewed by their supervisor before newcomers are allowed on their own. A review by their superior is key, just to double check accuracy.

People who need People

One of the most serious issues in optical is turnover, and the fact that labs invest time and money to train personnel, only to have them leave the business. As a result, those of us who train have become a little reluctant to expend the energy needed to get them up and running—because there is a fair chance they will not stay. This is true in both wholesale and retail. Like it or not, trainers and staff need to get reasonable communications back on, even with beginners.

DISCIPLINE. For trainers, it's a matter of discipline. We must devote the time needed to complete an order at the time it's taken. Others waiting for help will have to wait so that you can give them that same degree of attention when it's their turn.

Why? Because it's usually when we multitask that errors are made.

PROBLEM: INCOMPLETE UNCUT ORDERS

Then there are the uncut order problems. This happens all too often. A dispenser orders the thinnest lens materials available, but neglects to send an order with a B or ED measurement. Without a B measurement, accurate segment or fitting heights are impossible. Providing the ED measurement is the most critical for correct thickness and cut-out.

Without this, you risk the patient's rejection of thick lenses. Or worse, you may try to edge the lenses and find they won't cut out of the blank sent by the lab. This is because the lab computer selected the blank size according to the measurement it had.

Since most eyecare professionals who order uncut lenses to edge in-office know that the ED is twice the longest radian of the shape and not just a diagonal measurement, it's either just forgotten, or perhaps there is no pattern to measure.

SOLUTIONS

There are several possible options.

TRACERS. Most newer edgers are run by a tracer. Regardless, today's techno is likely to have an in-office tracer whether you edge or not. Taking a moment to trace the frame while the patient is there can give you an exact rundown of the information you need to give the lab for cut-out and thickness.

RESEARCH. If the frame is known, you can check online. Or, the manufacturer may be able to supply you with the proper information.

DO-IT-YOURSELF. As a last resort, center the lens and trace around it. Then measure the longest radian and double it.

PROBLEM: IMPOSSIBLE ORDERS

ECPs sometimes order things that simply aren't made. Obviously this requires a callback. Unfortunately, it often results in a disgruntled patient.

SOLUTIONS

There are a number of solutions to keep your selections realistic.

PRICE LIST. The lab's price list is a great tool for product availability.

TECH CHECK. Most electronic means of ordering utilize input validation, meaning it does not allow combinations that do not exist.

CALL THE LAB. If there is any doubt regarding availability, call the lab before the patient leaves. Patients won't mind because you are striving to provide them with something that is unique to them. Though it may take a few minutes, the lab will be more than happy to research out-of-the-ordinary possibilities.

DETERMINE THICKNESS. It is critical to envision the finished eyewear in your mind's eye before the patient leaves. This is done by adding the eye size and the bridge size together, then subtracting the distance PD from the total to see if there is excessive decentration.

On average, anything more than 6mm is excessive and should be addressed by reducing frame size. Be especially watchful on wrap frames and short B measurement frames, which can be deceptively wide.

DOUBLE CHECK. This is also an opportunity to double check that you have remembered to mark every necessary box on the order form and that the measurements are realistic.

For example, place your rule on the frame and look at the seg height you just wrote.

Ask yourself: Does it look right? If it is a progressive, does it meet the manufacturer's fitting requirements? Is the monocular PD that uneven?

Answering these questions and visualizing the finished product can make a difference. If you're not sure your measurements are good, put some dots on the sample lenses while the patient is there. This allows you to see if the patient's head was held in an unnatural position and, if so, it can be corrected.

We must do better at communicating orders. Our industry will be all the more efficient, de-stressed, and profitable for it. EB

If you would like to know more about what your OLA lab can do for your business, give them a call or visit www.ola-labs.org.