Page 146 - Nov- Dec 2024

visually appealing store with an organised
display of eyewear is essential. Staff should greet
customers warmly and offer assistance without
being intrusive. First impressions are crucial; retail
staff should promptly assess customers’ needs
and guide them through available options.
Understanding a customer’s lifestyle, work
environment, and vision needs helps suggest
the most appropriate products. Knowledge
of budgets and insurance coverage is also
essential to recommend suitable options without
overselling. Optical retail is heavily product-
focused. Staff must ensure prescriptions are
accurately filled and that customers have
a positive experience selecting eyewear.
Staff should be knowledgeable about frame
shapes, materials, and styles, recommending
options based on face shape and preferences.
Management includes explaining features like
blue-light filtering, anti-reflective coatings, and brochures, or digital aids makes information
progressive lenses while emphasising their more accessible.
benefits.
Data security is vital in both settings to
After eyewear selection, retail shops must comply with regulations. Using HIPAA-compliant
ensure prescriptions are accurate, involving software and strong data protection protocols
verification processes with a lab or in-house minimises risks and builds trust with patients.
checks. Smooth order management and timely Artificial intelligence (AI) can predict patient
delivery are key to customer satisfaction. Shops needs, such as reminding myopic patients about
can use software to track orders, send updates regular exams or anticipating product demand
on the status, and notify customers when their in optical shops. Shops may invest in augmented
eyewear is ready. Customer management reality-powered virtual try-on technology, while
also includes ensuring a good fit and offering clinics might expand tele-optometry services
adjustments or repairs when needed. for more accessible care. Advanced CRMs allow

Building customer relationships encourages personalised communication, including tailored
repeat visits and brand loyalty. Loyalty rewards, eye health tips, appointment reminders, and
discounts on future purchases, or referral bonuses exclusive offers.
can enhance retention. Regular newsletters
or emails with promotions and eye care tips
keep customers engaged. Gathering feedback
helps improve services and better understand AUTHOR:
customer needs. Customer relationship
management (CRM) tools track preferences, past JAYMIN
purchases, and interactions, aiding clinics and VAGHELA
retail shops in maintaining strong relationships.
B.OPTOM,
Both clinics and retail shops must ensure BHARATIMAIYA
prescription accuracy to maintain patient COLLEGE OF
satisfaction and prevent complications. Quality OPTOMETRY AND
checks and digital tools for verification help PHYSIOTHERAPY,
SURAT
reduce errors. Educating patients about regular
eye care and lens options is critical. Using visuals,

140 | THE INDIAN OPTICIAN | NOV-DEC 2024 PATIENT MANAGEMENT