A softer focus

Hoya's focus has shifted and it is aiming to become the most successful customer-focused lens supplier in the UK.

'We have always been a technical company and perhaps in the past we have relied too much on the strength of our products alone and being in such a dynamic and demanding market, we need to be much more than just a lens supplier,' says managing director Steve Ellis with characteristic candour.

While the technical excellence of its products continues to advance, Hoya is aiming to put a 'softer' face on the company and work more closely with its customers. Its goal is to be a partner in the success of its customers' business.
'We know that our customers expect quality products delivered on time, combined with the very best in service and business/commercial support,' says Ellis.

Focusing on service, Hoya has made dramatic improvements to the service it offers its customers. Two main areas of focus include its customer service department and production facility.
Within its customer service department, plans are in place to improve the communication to their customers, ensuring they can deal with each enquiry efficiently and effectively.

Michelle Walker, customer service manager, states: 'Keeping our customers informed with the very latest information is of the utmost importance to us. We have a variety of initiatives in place to ensure that the team provides this information, combined with the correct skills and expertise on Hoya's products and processes.'

Hoya is moving towards this goal with a multiplicity of initiatives. It has already doubled the number of customer service representatives and training the new recruits is almost complete. It is also developing and installing an improved phone system that will provide customers with direct access to certain representatives trained to deal with their specific enquiries. The phone system will also be used to make it easier and quicker for their customers to speak to the relevant internal team.

To keep customers updated on the progress of their orders, Hoya also offers a fax or email service. A daily report is sent via their method of choice, which confirms receipt of orders and charts the progression of their orders through the manufacturing process. It is also planning to offer a similar service through its web-based system, Hoyanet, giving customers access to the status of their orders at any given time.

'It is imperative for Hoya to continue to meet our customer needs,' says Walker, 'so we are constantly looking for ways in which we can improve our service, the initiatives that we have planned should assist in making our customer service team one of the best in the industry.'