Sept. 21, 2024 — As the eyewear market becomes increasingly competitive, the importance of providing an exceptional patient experience is more critical than ever. At Vision Expo West in Las Vegas, Andrew Bruce, LDO, ABOM, NCLEM, FCLSA, a pro in opticianry education, led a course titled “Only the Best Will Do!” designed to equip eyewear professionals with the skills necessary to stand out in a crowded marketplace.
The course, accredited by the American Board of Opticianry and NYS-D-I, highlighted that delivering superior service and premium quality eyewear is essential for success. Every team member, from receptionists to dispensing opticians, plays a vital role in creating a remarkable experience for patients.
Ahead of his course, EB connected with Andrew Bruce to gain more insight into what he planned to discuss with attendees.
“When the patient walks in the door, the [person who greets them] must be smiling, cheerful, and welcoming. That excitement to see them has to carry through the entire journey—every single individual has to demonstrate that. And then the optician, ultimately, puts the icing on the cake by providing eyewear that allows the patient to see as the doctor ordered,” Bruce explains. “If the patient goes somewhere else, all they have is a piece of paper. By keeping the approaches in-house, it allows the doctor to maintain more control over the finished product and the patient’s experience. Treat every patient like they’re the only patient that matters.”
Throughout the 40-minute session, attendees explored the following key areas:
- Service and patient care: Understanding how to establish and maintain an exceptional standard of care is paramount. The course covered the collaborative efforts of the entire team in achieving this goal, highlighting the importance of effective communication during the doctor-optician hand-off.
- Premium eyewear: Bruce discussed the optician's extended role in lens and frame selection, including the benefits of premium products. Participants gained insight into how to avoid overloading patients with choices by providing precise personalized fittings.
- Delivery of eyewear: Bruce provided tips into ensuring a memorable delivery experience, emphasizing the importance of presentation without trays and making fittings enjoyable—particularly for younger patients.
- Aftercare: Superior aftercare is crucial for patient retention. The course provided insight into how to maintain relationships with open lines of communication through follow-ups, thank-you notes, and invitations for professional cleanings.
- Crisis management: The session also addressed potential challenges, including how to handle difficult situations and keep patients informed during stressful times.