|
Hi all, I hope the summer has treated you well. It's been the normal muggy weather here in Cincinnati. With fall and football season around the corner, I can't wait! In the June edition of
OptiCourier my article was about "silly little things" that we do for our patients. The response was fantastic! I would just like to thank all of you who wrote in to let me know what you think.
Apparently the vast majority of you in opti-land agree that if we as opticians approach our patient with kindness and service, everyone benefits. I would like to reprint a few of the letters that I received.
Nancy writes; I enjoy reading your articles in OptiCourier. I would like to get a copy of the recipe for lens cleaner that you mentioned. Thank you!
Marsha in Florida writes; Please send me the recipe for the eyeglass cleaner I read about in your article. I must say, I agree 100% with your views on the nose pads and such. Little things do mean a lot!! Thank you.
Jay in Wisconsin writes; I agree with you. These things that we do for our patients are what set us apart from others and keep them coming back. Send me the recipe for your lens cleaner. Thanks!
These letters were typical of most that I got in, with one notable exception. A fellow named Barry seemed to think that I should keep my opinion to myself. I think I touched a nerve, what do you think?
Paul:
I read your article in this month's issue and I do not agree with you entirely. Screws and adjustments should be free, we agree, but nosepads and cleaner? Even after 20+ years I occasionally have a screwdriver slip and scratch a lens. Of course, if your mark-ups are full, you can offset this, but to say that everyone should give free nosepads and cleaning liquid? By the way, my cleaning liquid is not soapy water. It is special formulation which is safe for the delicate coatings we use on our lenses. Not all lens cleaners are safe for the coatings, which is why my customers gladly pay.
Of course, you should not be writing this article from YOUR opinion. Since you are not the owner, and are not responsible for this kind of decision, you should tell us what your BOSS thinks of your opinion. Take a look at some very large, successful companies and see how they handle customer service. Last time I took my Toyota in for service they did charge me for everything not covered in my warranty, including a fanbelt. They even go further by charging me separately for labor to install said belt. Every manufacturer (in) our industry charges for replacement nosepads. When they supply them free, then, you might be right. However, as the boss who must cover your high salary, I need the extra money we make on nosepads, cleaners, cases, neckcords, chains, clip-ons, etc.
After you open a store or two if you want to make these statements you might be right. However, you are generally wrong and you should keep your opinion to yourself.
Sincerely,
Barry S. Raines
Chief Operating Officer/ Optician
Raines Optical Company
See what I mean, Barry seems a little tense, or is it just me? I don't have a copy of the email that I sent in reply, but I'll do my best to paraphrase my response to him.
Barry, I would like to start out by thanking you for reading OptiCourier and
Ask the King in particular. You said that I should not write this from my opinion, I'm sorry but that's what
OptiCourier pays me to do. As for what my boss thinks, well, being that I'm the manager, these kinds of discussions are up to me. My sales at this location are up 300% in the last 3 years and profit is up 192% over the same period. He could care less about pads and cleaner, he is far too busy watching his business be successful. As for taking a look at large companies and their customer service, I have, and I want my patients to have that personal touch that comes from those silly little things. My patients also want that, which is why we have grown 300% in 3 years. As for your cleaner, "it is a special formulation which is safe for the delicate coatings that we use on our lens.” I understand if this is what you are telling your customers, but you don't expect me to buy that line of bull, do you? 2/3 water 1/3 rubbing alcohol and detergent, that's all lens cleaner is. By the way, if your coatings are that delicate, should you be selling them to folks? Thanks again for reading.
Mr. Rains brings up some valid points. The sale of accessories can add value to the care the patient receives, as well as adding to the bottom line of your business. It can be a tightrope act as we need to be sure not to over-commercialize our patients.
This discussion with Mr. Raines brings up another good topic, patient vs. customer. What do you have in your shop? I have spoken with several people over the years on both sides of this debate, and their answers seems to depend on what types of jobs they have had in the optical industry. Those of us who have worked for the most part in a retail setting have customers.
On the other hand, those of us who have worked in more of a clinical or independent MD, OD or Optician setting have patients. My optical jobs have been evenly split, and I only have patients. I think it comes down to your mindset. If you see your job as one to separate folks from their money, you have customers. If you primary goal is to help people to see as well as they possibly can, you have patients. I know that these statements are generalized, but this is, in my opinion, one of the most important issues facing opticians in our country. The difference will define us, opticians, in the years to come. On which side of the fence do you stand? I had to retake the ABO/NCLE exams a few years back and was shocked at the wording. I cannot recall one time that the term patient was used. I feel that "customer" should be stricken from our optical vocabulary. I would like to start a grassroots push to change this mindset in the industry, and I would like to know what you think. Thanks again for your readership and your comments.
If you
have any questions you would like me to answer, feel free to send me an
email at
asktheking@opticourier.com
or at my home address of 4kings@fuse.net
|
