Getting there, first impressions & welcome.

Some simple tips collected from successful practices.

CHECKLIST		TIPS
Ensure easy access - imagine that you are old or disabled to ensure that you could gain easy access. The practice must be clean and tidy.		Ensure the practice looks inviting and is well merchandised (up to date information on eye care, new materials in good condition). Try to note early in the day who are new customers (using colour coded stickers on their cards), so that you can acknowledge them and pay them extra attention.
Acknowledgement when the customer enters the practice is important. This does not need to be verbal: eye contact and smile will do.		Perhaps ask how was your journey & did find us OK?
Ascertain how much assistance they want or need		If customer is browsing, be sensitive - don't pounce! Try pointing out similar ranges/trends as an icebreaker.
Use an appropriate greeting: Good morning/afternoon, may I help you?		Value the customer as an individual - tailor the greeting to them. Consider using name badges for staff for easy identification.
Move away from behind desk. Make sure the reception desk is low and free of clutter.		Standing behind the desk creates a barrier and can make you unapproachable.
Stop what you are doing: the customer is your priority now.
Ascertain why the customer is here, whom they will be seeing.		Check the appointment diary. If your diary is confusing, use colour codes.
Have record cards ready.		Pull out customer information prior to practice opening each morning. If it is a new customer, collect the personal info discreetly and efficiently. If possible, take them to a quiet environment - or give the card to the optometrist to prepare. Remember people are often sensitive about questions regarding their age or whether they are receiving benefits. Try "targeting" as a team which products could most suit your customer's needs, for example varifocals and progressive contact lenses for over 45s.
Direct customer if appropriate.		Direct and make hand movement to make this personal.
As appropriate, offer tea, coffee or a cold drink.		Manage expectations: if you are running late, advise the customer, offer them something to read or take this opportunity to explain the next stage of their journey.

MAGIC	TRAGIC
"I arrived for my appointment in a real rush-I was on my lunch break. The OA acknowledged this and didn't waste time" QUOTE: "The only job security is that provided by satisfied customers". Jack Welch, CEO of GE.	TRAGIC: "When I entered the practice, the assistants were chatting to each other and didn't even acknowledge me!"

Questionnaire Section

2-1	Was access to the premises easy? (wheelchair & buggy access)            M	Y	N
2-2	Was the shop clean & tidy?
	Very clean and tidy & smelt fresh?  M	A
	Mainly clean & tidy?  L	B
	Not very clean & tidy / Stuffy?  N	C
2-3	Was the shop inviting and well merchandised?   L	Y	N
2-4	Was your entry acknowledged (eye contact, verbally or non verbally) even if the member of staff was busy?   H	Y	N
2-5	How long did you have to wait before a member of staff approached you?
	Approached immediately upon entrance   H	A
	Approached within 2 minutes  L	B
	Had to approach them  N	C
2-6	On greeting you..
2-6a	Did the member of staff smile and make eye contact?   M	Y	N
2-6b	Did the member of staff greet you with a 'Good Morning, Hello, How Can I Help you' or similar?  M	Y	N
2-7	Did the member of staff make you feel welcome and at ease    M	Y	N
2-8	Were the members of staff wearing name badges?  N	Y	N
2-9	Did the Optical Assistant reference the diary to confirm your appointment?  L	Y	N
2-10	Had they prepared a record card for you prior to your arrival?    M	Y	N

Useful Resources

Touchpoint 3 training presentation
Slides and practical exercises - everything needed to train practice staff. Your CIBA VISION Business Development Manager is trained to deliver this material effectively    

Touchpoint 3 training notes
These notes accompany the presentation and can be used to train any staff in practice involved in this stage of The Customer Journey.