Flex the frog's blog !
Eyewear by Steph is a business run by Steph Cawte, an independent dispensing optician. She operates separately to an optometrist that you might go to for your eyewear prescription – you can take your prescription to Steph who is trained to help you choose frames and lenses that fit your face correctly, look great, work with your lifestyle and are within your budget. The chosen frames are then sent away to have the lenses (professionally) fitted. It is a completely customised service and the benefits are immense and easy to communicate. Steph took me through the process and this is how I would describe it if I were trying to educate a prospective client of hers…
STEP 1 – LISTENS
By the time you get to step one you are already sold on the benefits of her service, so this step is what happens first at your one-on-one appointment. Steph asks for your lens prescription and asks you some questions about your eyewear history, issues you may be having and any other relevant considerations
STEP 2 – ADVISES
After listening to you, Steph uses this insight to advise you on what is going to be the best solution for you, what her process of getting to that solution might be and any other relevant bits of information
STEP 3 – INSPIRES
Steph selects a tray of frames that she has chosen as a starting point for your frame selection and one by one tries them on you, describing why each may or may not be any good for your individual face
STEP 4 – GUIDES
After working out the best frame shape, Steph moves on to trying different colours and her expertise naturally comes out as she guides you to making a choice with the pros and cons of different options. Steph’s guidance makes it much easier via a process of elimination to narrow down to one final frame that is best suited
STEP 5 – MEASURES
Any time you get new frames a special gadget that measures the distance between your eyes should be used to ensure you get the perfect fit. Additional measurements are taken as required
STEP 6 – EXPLAINS
This is the transactional part of the session – the frame you have selected may need to be ordered, or it may already be in stock, but there will need to be some explanation involved in terms of when the lens will be fitted into the frame, when to collect them, how much to pay and to take payment
STEP 7 – DELIVERS & DELIGHTS
Within a brief couple or few days (depending on what’s involved with the particular frames selected and lens required) you will be back at Steph’s clinic for a final fitting. The glasses are personally adjusted for that perfect fit and you are talked through any special care instructions for prolonging the life of your glasses
NOTE: Notice how each of these steps (especially the step labelling) have been written in a positive language from a customer’s point of view? All too often when businesses document a process, they have their technical hats on and a lot of jargon that is not customer-friendly gets used!!
If you want help communicating your process in a customer friendly or visual way, get in touch to see how Flex Marketing & Design can help.12 March,2012
First in the series of fascinating froggy facts!