31 July 2025
Bainbridge Bespoke Opticians has been shortlisted for a flurry of awards recognising customer service.
The group, with practices in Redditch and Harborne, is a finalist in the Lloyds British Business Excellence Awards for the Customer loyalty award.
The practice has also been shortlisted in the Redditch Business Awards in the categories of Customer service excellence and The shopper’s choice award.
OT heard how the practice applied for the awards, why this is a focus for the business, how this helps to raise the profile of optometry practices, and what the recognition means for the team.
Making an application
Describing what it means for the practice to have recognition in business awards, Ella McCormack, group manager, practice manager, and dispensing optician, told OT: “We believe in ourselves, but it’s a great feeling when someone else believes in you too.”
When outlining key objectives at the beginning of 2025, the group decided to pursue national business awards – spurred on after winning the title of Contact lens practice of the year at the Optician Awards in 2024.
Trusted with the challenge, McCormack decided to apply to the Lloyds British Business Excellence Awards.
She shared: “Lloyds is a big name that everyone is aware of and an association with the brand automatically implies a level of business prestige that we can use in marketing to impress both new and existing clients.”
The online application form was “long and complex” but helped by guidance that provided a percentage breakdown of how entrants are judged against the criteria, McCormack said.
“As it is a business award offered by a bank, they wanted to know about our turnover and profit, financial growth, big business decisions and future plans,” she said. McCormack added: “I had to give specific examples around how we capture and nurture clients to gain repeat business, how we support the community and how the service and products we provide are of the highest level and quality.”
Demonstrating care for clients
The business is now one of 10 finalists in the Customer loyalty award category. In September, the team will head to London to deliver a 15-minute presentation in front of three judges, followed by a Q&A.
McCormack said: “The thought of a Dragon’s Den style interview is making us nervous, but we are also very excited, and we want to learn from this rare opportunity.”
Asked about what the team hope to showcase to judges, McCormack said: "We want to show how much we care about and appreciate our clients.”
“We want to demonstrate how much thought and planning we put into the customer journey and how we consistently create a fun and memorable experience that surpasses client expectations,” she continued, adding: “We want to present ourselves as forward-thinking, proactive and savvy business people with plans to expand the business and our scope of practice.”
The practice has received a toolkit to present itself as a finalist and the team has been invited to networking events including a meeting at the House of Commons.
“Getting to the final is an amazing achievement, it lifts the team and gives momentum to our daily routine,” McCormack added.
Winners will be announced at the awards ceremony in London in November.
McCormack reflected: “Sometimes optical practices can be undervalued by a public perception of being ‘salesy’ or by being pitted against online competitors. I think acknowledgement from Lloyds that an optical practice deserves to be considered for a business award helps to elevate the positioning of the profession within the community.”
I think acknowledgement from Lloyds that an optical practice deserves to be considered for a business award helps to elevate the positioning of the profession within the community
Local recognition
The practice has also been shortlisted in the local awards organised by Redditch Business Improvement District (BID).
“There are hundreds of applications every year and we all go to the local theatre for the awards ceremony,” she said.
The practice has been shortlisted for the Customer service excellence and The shopper’s choice awards.
McCormack added: “I’m also shortlisted for Employee of the year after a surprise nomination from Steve and Amy [Bainbridge, practice owners].”
The practice won the Customer service excellence and Business of the year accolades in 2024, receiving coverage in local press and interest from clients.
“We acquired a new client who wanted to test us out after seeing us in a local newspaper. He purchased a pair of varifocals that he is very happy with, and he is planning to bring his wife in next,” McCormack explained.
Enhancing reputation
The team displays its certificates and trophies in a cabinet in the practice window, where passersby often stop to look.
“It’s a differentiator in a competitive market that nudges the consumer. As a small independent practice, any opportunity to get our name out there and increase brand awareness is important,” McCormack said.
She continued: “Winning awards enhances your reputation and public image. It all helps to establish you as trustworthy and reliable.”
Considering what awards can mean for patients, McCormack suggested: “New clients must have a reason to visit us for the first time. I think knowing that we have won awards gives them a certain level of reassurance that we are going to look after them, fix their problem, or just give them something different.”
“For existing clients, it’s another reason for them to be loyal. It shows we aren’t standing still, and it gives them something to tell their friends and family about,” she said.
For the practice team, the award nominations are encouragement to “keep going” McCormack said, and “recognition that all our hard work is paying off.”
“Oh, and some great team nights out of course,” she added.
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