UK Optical Provider…
LAST UPDATE
October 27
’20
The business
A UK provider of contact lenses to opticians (and directly to customers).
TAG CLASSIFICATION
CM
CD
EX
CX
The background
The business wanted to enhance its service offering to opticians and understand how it could support them to enhance the patient experience.The ultimate goal being to increase customer sales & repeat purchase and improve optician loyalty.
Our Approach:
A Steering Group was established to confirm our objectives and review available insight into the tri-partite relationship. A work programme was then created consisting of ‘Cycle’ workshops across the organisation, observational research and customer interviews. This identified many ‘Tragics’ (and potential ‘Magics’) in the 3-way relationship. A team of ‘Cycle Champions’ had responsibility for implementing all improvements.
The Outcome:
- Significant increase in market share (7-10%).
- Improved from 4th to 1st in terms of being the ‘provider of choice’.
- Recognised as ‘Best B2B CX’ at national awards.
- Savings: eliminated activity customers didn’t value (£10s thousands).