The quality of the eye test, the price charged and the speed at which it was executed were exemplary. It should have been, the optician’s was empty and I was the only customer. My issue is not with the service, but with how it left me feeling.
Now my wife accuses me of being a demanding customer and expecting too much. You may agree, but before you do, let me explain why I don’t think I am.
During the whole time I was there, none of the staff I interacted with smiled at me. When I was asked how I was, the inquisitor wasn’t really interested in the reply. Beyond the factual questions about my spectacles, no one asked how I felt about them or how I chose them. No one asked me what I liked or disliked about them. I was treated like I was on a conveyor belt to be processed as quickly as possible. I was left feeling like an inconvenience, someone to tick off the list.
Treating customers quickly and efficiently is important, and I would guess that most customers would value it. I know some people that would value it above all else. However, I was looking for a little more. Some small talk, a little chat about my holiday, the weather - the whole back to school phenomena.
Customers are not just units to be processed quickly. They have feelings and if they didn’t branding wouldn’t work. Taking a little time to connect with me would have transformed how I had felt about my relationship with Vision Express and I would have considered them for my new sunglasses.
Consider how differently this blog would have turned out and the value of the order they have missed out on.
If I'm totally honest, I agree wholeheartedly with you - noone in, a bit of banter is a great way to pass the time, if it's busy that is a different story.
ReplyDeleteMy other half, on the other hand, he can't stand small talk, it makes him nervous and he'd rather just be processed efficiently.
GOOD customer service is recognising that!
Thanks Becca, that's what is exactly what I was trying to say.
DeleteHi Simon,
ReplyDeleteWe're very sorry to read about this. As a company we pride ourselves on our customer service, and we understand how important choosing glasses is, after all the majority of us wear them every-day, so they need to reflect our personality.
Our store associates are trained very highly in providing good customer service, both in asking the right questions and in when to step back to allow you some time to think things over. We are therefore sorry that you did not receive this service.
We would like to investigate it directly with the store, if you would be so kind as to email marketing@visionexpress.com with store details, so we can do this.
Hi Kate, I appreciate you getting in touch. I am impressed you are monitoring so effectively.
ReplyDeleteI don't think there is anything to investigate as this is a learning opportunity for every retail brand. Like I said, the service provided was perfect, it's just I would like to have left feeling a little less like an inconvenience. That won't be everyone's experience.
It may be an age thing but nowdays I do not hesitate to either bring it to the attention of the individual or their supervisor/manager that although I would like to buy from them I feel they could be making me feel more valued as a prospective customer.
ReplyDeleteI find it works as long as I do not rant and rave and although I cannot tell if it trickles back through the organization and change is made - I find it far more satisfying to get what I want having made my feelings clear and I prefer not to wait until the organization implements change.
I have been a BMW owner for 18 years and due to moving around I have dealt with numerous dealerships - for the whole period I have had nothing but consistantly good service however there have been exceptions where I would have preferred an individuals bedside manner to have been a little better.They have a robust customer satisfaction system however some do fall between the grid lines.
Thank you for taking he time to share your experiences Richard.
ReplyDeleteI use my experiences in this blog, not as a source to rant, but to make broader points about brand marketing and customer experience. In this case, the point I was making is that the experience that the organisation may work so hard to deliver, while functionally perfect, may not meet the emotional needs of the consumer, which diminishes whatever relationship may exist. Of course, if anyone isn’t at least the service they are paying for, me included, then of course they should complain at the point of sale.
It’s interesting to hear how you have invested in your relationship with BMW. That proposition is quite different to the relationship you may have with a brand offering a 30 minute eye examination that you use every couple of years, but I’m sure equally as emotionally orientated.