Browsing & waiting.

Some simple tips collected from successful practices.

CHECKLIST		TIPS
Use relevant display material		Ensure that there is relevant material for all eyewear needs. Try mixing and matching contact lens and spectacles information together.
Smart, clean, attractive setting		Why not try the area yourself, from the customer's point of view? Sit in reception for 10 minutes.
Ensure that there is sufficient seating		Although you offer customers a seat, don't be afraid to give them the option to look around at latest styles, etc.
Ensure that it is obvious that the practice supplies contact lenses		How do you make sure you do this in your practice with every customer?
Offer refreshments and have a toilet accessible.		Ensure restroom facilities are clearly indicated and kept clean and tidy.
Explain their patient journey - adapt to the customer's needs and requirements. Make use of the patient booklet.		Ensure no-one is around the desk area unless booking an appointment or answering the telephone.
Give them customer lifestyle questionnaires to complete or ask the questions in discussion.		If appropriate/time permitting walk them through the questionnaire. See 'Useful Resources' at the bottom of this page for a lifestyle questionnaire or use the simple one in the leaflet, 'Getting the most from your visit'.
Establish if they are wearing contact lenses. If so, take them to an appropriate area to remove if necessary. If not, sit with them.		If they are not wearing contact lenses, this is a great opportunity to ask them if they would like to try them.

MAGIC	TRAGIC
"I went to my opticians recently with my 1 year old daughter. Entrance had easy access for the buggy and a video in the waiting area showing a contact lens demonstration. The receptionist wasn't stuck behind a desk and they actually had a meet and greet area-really friendly and approachable".	" At my local practice, the reading material was out of date and irrelevant. I felt invisible and was treated as a number. Worst of all, my glasses were removed and I was left in the waiting area unable to see!"

Questionnaire Section

3-1	Was there any display material for Glasses / Contact Lenses in the shop?
	Posters, leaflets and other information on spectacles? Please describe look of posters - eye catching, informative etc   M		A.
	Just spectacle frames   N		B
	Posters, leaflets and other information on contact lenses? Please describe look of posters - eye catching, informative etc  M		C.
	No material observed  N		D
3-2	Were refreshments made available to you?  M Score Yes if they were available or offered even if you do not have any yourself.	Y	N
3-3	Was a rest room (toilet facilities) available for you use ?  M	Y	N
3-3a	If Yes, was the rest room clean?   M	Y	N	NA

Useful Resources

Lifestyle questionnaire
Allows even new members of staff to help a customer to identify lifestyle needs. Lifestyle answers are turned into eyewear recommendations on a second sheet. Call Customer Services on 0800 336655 to order a pad, quoting code 91000456.   
Touchpoint 4 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 4 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.