The customer journey

– Touchpoint eleven

Payment, product presentation and leaving the practice

Touchpoint eleven

Payment, product presentation and leaving the practice

Final paperwork & taking a depositDelivery times & departurePrice quotationsSpectacle/contact lens collectionAfter they leaveAction planning

Payment, product presentation and leaving the practice

Final paperwork & taking a depositAlways issue a copy of the customer’s

prescription, when they are paying for an eye examination

Provide a practice brochureBefore ordering spectacles or contact

lenses always ask for a depositOffer a choice of payment methods

Payment, product presentation and leaving the practice

Delivery times & departureQuote an expected delivery date

‘Under promise & over deliver’Use their name and thank themAccompany them to the doorRemind them to contact the practice if

they have any questions

Payment, product presentation and leaving the practice

Price quotations If someone is keen to ‘shop around’ offer

a no obligation price quotation.Consider a price match guarantee

Payment, product presentation and leaving the practice

Spectacle/contact lens collectionMake appointment for collectionAt collection remind customer of key

features & benefitsDemonstrate care & cleaningCheck fit & adjustFor contact lenses offer non-Rx.

sunglasses

Payment, product presentation and leaving the practice

After they leaveFollow-up ‘phone callsEspecially for first time bifocal/varifocal

and contact lens wearersAsk if they have any questions (not

problems)Remind them to contact practice if they do

Payment, product presentation and leaving the practice

Action planning The whole practice team should consider ways in

which all customers can have their expectations exceeded during the final stages of their visit to the practice, after the sale has been made. This can be extended to include ways to generate more new patients through existing happy ones.

Consider ‘recommend-a-friend’ schemes and exit questionnaires