Perfect Vision: Navigating the Feedback Loop at Optica

Discover how Optica delivers exceptional eyecare experiences to its customers

Optica, a leading eyewear brand known for its exceptional products and services, has made a name for itself by prioritising the needs and preferences of its clientele. We sat down with Shyam Shah, Optica’s Senior Technology and Operations Manager, to delve deeper into their customer-centric approach.

Shyam could you briefly explain how Optica collects feedback from its clients?

We use a convenient two-way SMS survey system. Triggered upon order completion, clients receive a simple text message requesting their consent to participate in a brief survey.

This streamlined approach encourages participation while providing valuable quantitative (Net Promoter Score — NPS) and qualitative insights through a rating prompt (0–10) followed by open-ended comments.

We use NPS to identify happy customers (promoters) and those who have had a less-than-ideal experience with us (detractors and passives), allowing us to prioritise who we reach out to.

How does your feedback loop system operate?

At Optica we go beyond simply collecting feedback, we actively address it.

“Detractors” (clients scoring 0–6) and “Passives” (those with neutral scores of 7 or 8) are automatically flagged for our customer service (CS) team. They proactively call these clients to understand the reasons behind their less-than-ideal experiences.

This personalised approach demonstrates our commitment to resolving issues and enhancing customer satisfaction. If a client phone call isn’t successful, we follow up with an SMS inviting them to reconnect and discuss their feedback further.

What strategies does Optica use to deal with detractors and better understand their concerns?

We prioritise recurring issues identified through detractor feedback. This demonstrates a commitment to resolving pain points and creating a smoother customer journey.

Additionally, Optica incentivises high NPS scores within its staff and branches, fostering a company culture that prioritises customer satisfaction.

For passives, how do you interpret their feedback? What steps do you take to convert them into promoters?

While “promoters” (with scores of 9–10) don’t require immediate intervention, their positive experience is still valued. We recognise the importance of promoters as potential brand advocates.

Passive feedback can be a rich source of insight and is carefully reviewed by our CS team. Comments are categorised as compliments with low ratings, suggestions for improvement or potential complaints. Based on the categorisation, the CS team might take various actions:

i. Seek further clarification: Where feedback is unclear, our CS team reaches out to build a fuller understanding of the customer’s experience.

ii. Offer solutions: Issues identified by passive customers are directly addressed to improve future interactions.

iii. Provide incentives: Depending on the situation, the CS team might offer incentives to show appreciation and encourage the client to become a promoter.

Can you share any specific example or case study where feedback from your NPS system led to significant improvements or changes within the business? How did you measure the success of these changes?

Traditionally, free spectacle cases were only offered with new frame purchases. Clients utilising their frames received no case. This resulted in customer feedback highlighting the inconvenience of not receiving a case for PF purchases.

In response to this feedback, we implemented a new policy offering a free soft case with all lens purchases, regardless of frame type. This addressed their concerns and reduced potential lens damage during transportation - a win-win for us and our customers.

Shyam: Tech Leader with a Slice of Innovation

Optica’s customer-centric approach underscores the importance of listening to customer feedback and implementing meaningful changes to enhance the overall experience.

As businesses strive to differentiate themselves in a competitive market, prioritising customer experience remains a cornerstone of success. By leveraging feedback to drive continuous improvement, brands can forge stronger customer relationships and stand out in today’s ever-evolving landscape.