Driving customer loyalty

The fitting appointment is the most valuable appointment a practitioner can make, delegates at the first Glasklar Hub meeting heard.

Dispensing optician, Dan Scott (pictured), told attendees during his presentation, Making spectacles collections memorable experiences, that one appointment can result in additional spectacles and accessory sales.

He explained that this could improve customer retention and increase referrals, as well as build social media content and lead to more positive reviews.

“The patient’s lasting impression of us and the biggest moment for them is the exciting moment they pick up their new glasses,” Mr Scott said.

The event was organised by the brand’s distributor, Positive Impact, and took place on 11 October at Regent’s University London.

Its ‘See you again soon’ theme explored ideas for independent practitioners to improve customer service and drive patient loyalty.

Director of marketing and professional services at Positive Impact, Nick Atkins, told attendees that “there is no magic bullet to building customer loyalty” during his presentation, Customer loyalty: Doing a good job is no longer enough.

“You need to be creating patient ambassadors, patients who are not just loyal but really go out and proactively recommend your practice,” Mr Atkins explained.

An interactive workshop on maximising patient referrals was also held during the event, where delegates shared ideas that work for them in their own practices.