The customer journey

1
The customer journey
Touchpoint one
2
Recognition of need and choosing an optician

• Touchpoint one

3
Recognition of need and choosing an optician

• Patient identifies need
• Selection criteria
• Practice differentiation
• Marketing

4
Patient identifies need

• Receives reminder letter
• Cannot see clearly
• Broken spectacles
• Lifestyle requirements
• Fashion

5
Selection criteria

• Previous experience
• Recommendation / reputation
• Advertising promotion
• Special offers
• Location

6
Practice differentiation

• High St. multiple
• Traditional independent
• Modern/specialist independent
• Contact lens practice

7
Marketing

• A customer-orientated approach to business, that
  ensures sustainable profit.
• Six Ps
• Product
• Price
• Promotion
• Place
• People
• Processes

8
Marketing strategy

• Before deciding strategy agree objectives
• Minimize patient attrition
• Profitable practice growth
• Inform existing potential customers
• Improve dispensing rates
• Increase dispensing values

9
Product Price

• Mix
• Display
• Information
• Services

10
Promotion Place

• Promotion
• Reminder letters
• Practice brochure
• Newsletters
• Public Relations
• Advertising
• Yellow pages
• Radio TV
• Newspapers

• Place
• Location
• Appearance
• Décor
• Merchandising

11
People Processes

• People
• The practice team

• Processes
• Every transaction during the Customer Journey

12
Summary

• To ensure continued success and profitability, a
  practice must continually improve and monitor its
  performance for each of the six Ps.

13
Recognition of need and choosing an optician

• Action plan
• Spend some time as a team reviewing the way your
  practice promotes itself. Consider recall
  letters, window displays and the use of
  Point-of-Sale materials. Put a plan together for
  the next 12 months to ensure that your practice
  promotes a consistent message that builds
  throughout the year.