Optician Success 60

Weekly nuggets of random goodness, hand-picked to complement the OpticianWorks Ultimate Guide to Becoming a Rock Star Optician; tips, stories, and science helping you focus on getting the most from your optician business/career.

 

Video of The Week:  Good News, Bad News, and Your Input Needed

First. the bad news: There happen to be some elements (dropped cameras, scheduled vacations, work trips, and production setbacks) conspiring against us, keeping us from releasing new videos over the next few weeks.

The good news: We should end up with some killer new content on the other side.

One of the projects we are working on is our “backyard laboratory” comparison of Trivex and polycarbonate. Why “backyard laboratory?” Well, because we’re not exactly COLTS. But, anything that involves firearms, caustic chemicals, and 2-ton jacks can’t be all bad. Stay tuned!

 

Where you come in:

  1. Since we’re a little delayed in production, I’d like to find out from you if there is anything you want to see compared in the poly vs Trivex debate, that perhaps we haven’t thought of. Are there any common myths, strongly held beliefs, or questions about the two materials that should be tested, compared, or addressed?
  2. We’re heading to Laramy-K next week to shoot some video on the conventional surfacing, digital surfacing, and AR coating processes. Is there anything else the lab does that you would like to learn about or think other opticians might benefit from learning?

We’re here for you, so drop me an email and let me know your ideas!

 

 

Inquiring Minds Want To Know...

Why do [customers] think we give a fuck about their personal drama?

(an eloquently posed question from everyone’s favorite optician FB group this week)

 

The irony of the question aside, let’s start here:

We know that your customers will put up with imperfect, but one thing that they'd like in return is for you to care.

Marketers keep making big promises, and organizations struggle to keep those promises. Sooner or later, it leads to a situation where the broken promise arrives on the customer's lap.

In that moment, what the customer wants most is someone to care.

Almost as good: an organization that consistently acts like it cares.

It's a mistake to believe that you actually have to care the way the customer cares and that anything less means you shouldn't even try. In fact, professionals do emotional labor all the time. They present the best version of their professional self they are capable of.

When Bette Midler shows up on stage in Hello Dolly, the audience would like to believe that she's as engaged and excited as she was on opening night. And she might be. Or not. What matters is that we can't tell.

If you care, that's great. If you don't, at least right now, well, it's your job. That's the hard part.

Acting as if, doing it with effort and consistency, is what your customers need from you.

—Seth Godin

 

And if numbers are more your thing here are just a few more reasons:

  1.  70% of buying experiences are based on how the customer feels they are being treated.
  2. It's 6-7 times more expensive to acquire a new customer than it is to keep a current one.
  3. On average, loyal customers are worth up to 10 times as much as their first purchase.
  4. 48% of customers who had a negative experience told 10 or more others.
  5. 64% of customers cited shared values as the primary reason for a strong brand relationship.
  6. 78% of customers have bailed on an intended transaction because of a poor experience.
  7. It takes 12 positive experiences to make up for one unresolved negative experience.
  8. 68% of customer quit because of the attitude of indifference toward the customer by the owner, manager or some employee.
  9. 3 in 5 Americans (59%) would try a new brand or company for a better service experience.
  10. Customers who engage with companies over social media spend 20 -40% more money with those companies than other customers.
  11. 89% of consumers began doing business with a competitor following a poor customer experience.
  12. A 5% increase in customer retention can lead to a 25% to 100% increase in profits

 From: How to Keep Customers Happy (and Why [You] Should Care) 

 

Eclipse Madness: Traffic Jams, Temperature Drops, and Shadow Snakes. Oh, My!

 If you are planning on experiencing the totality of the solar eclipse on August 21—I’m lucky enough to be within a few miles—here are a few resources you may not have seen:

A fun video that talks about some of the lesser known effects of a total solar eclipse including shadow snakes (a.k.a. shadow bands). 

If you are driving to view the eclipse, have you considered the possibility of a traffic nightmare? 

Not to mention, if you are already in the path, you should probably stay off the roads during the hours of the eclipse. 

Still looking for free eclipse glasses? Check your local library. Or if you’re brilliant enough to be Laramy-K lab customer, give us a call and we’ll send you some for free.

For the ultimate resource with safety/viewing tips, live broadcasts, events across the country,  education, and even an app, check out NASA’s eclipse page.

And one last site with more information than you can shake a selfie stick at, including detailed maps, traffic predictions, and an app of their own: The Great American Eclipse 

 

Our goal is to provide more accessible and a higher level of education for opticians everywhere. If you like Optician Success and the weekly video training, and would like to support our effort, please consider becoming a member of OpticianWorks.com for access to even more high-quality optician training. Better yet, open a Laramy-K Optical lab account for the best in independent uncut work and we'll throw in the OpticianWorks memberships for free. Your staff and your customers will thank you!

 

I hope you enjoyed this issue of Optician Success.

Until next time,

Thanks again for reading!

-Keith

 

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