Running a half-marathon is not everyone’s idea of how to celebrate winning a professional accolade. However, the owners of Glass and Glass Optometrists are not like most people. By installing a strong team ethic within their practices at Loughborough and Long Eaton, Douglas and Natalie Glass are reaping the rewards of careful planning.
‘It was all just a bit surreal, but just wonderful, says Natalie as she remembers the moment her crew were named Optical Assistant Team of the Year 2017. ‘I just sat there and went “Oh my goodness, oh my goodness.” That’s all I could say – I was stunned,’ she adds.
Douglas and Natalie took over the independent business in 2005 after working at the company for over a decade. Having already established firm relationships with a number of patients, Natalie says that their transition from optometrists to practice owners was a ‘smooth’ one. However, she admits the pair initially struggled with the business side of ownership and, as a result, opted to seek advice from a business coach.
‘What was difficult for us was learning how to run a business effectively. We knew that if we were going to be successful, we had to have those [business] skills. We knew that if we wanted a better team, we had to change us first, so that we could become better leaders,’ says Natalie.
Following a series of discussions with their coach, the pair – happy with the clinical side of the business – decided to focus on the team’s soft skills, rewriting the company’s culture statement. Douglas recalls how each member of staff was given an opportunity to shape the document which has come to define Glass and Glass over recent years.
‘Everybody has a part to play in the business. We are a very inclusive business that doesn’t shy away from, sometimes, having those uncomfortable discussions. Everyone’s opinion is valued and they understand that. It’s a very safe environment,’ says Douglas. He believes that the company’s non-hierarchical approach towards discussing key issues is something which has helped them create a harmonious working environment.
Evidently, the strong team dynamics are having a positive effect on the quality of the service at Glass and Glass. Natalie reveals that she frequently receives kind words of encouragement from patients who are ‘made up’ at the fact they attend an award-winning practice. Doug describes the praise as ‘humbling’.
As well as providing wonderful customer service, the independent takes pride in its frames. Walking into the Culver and Glass practice, it is impossible not to be struck by the immaculate nature of neatly arranged frames on either wall. Douglas admits his business is not trying to compete with local multiples and says his practice offers patients unique frames.
‘We want people to go out in their glasses and feel special and not pass the next person in the street and say, “you’re wearing my glasses”. It’s about the individual service and getting individual eyewear as well,’ stresses Douglas.
He explains choosing the right manufacturer is becoming an increasingly important part of running an independent practice, revealing a preference for smaller companies like Rodenstock, Lindberg and Tom Ford. Although he admits these smaller companies may not sell products at the cheapest rate, Douglas wants his practice to work with manufacturers who provide the best customer service.
‘We’ve had to drop suppliers whose products have been good, but the aftercare has been dreadful,’ Glass says.
Quality of care appears to be a common theme which runs through the core of this business. In addition to inviting patients in for a brew and a chat, the friendly team at Glass and Glass regularly sends out thank you cards for recommendations. The owners believe that warmth and compassion are the two elements that set their business apart from other practices in the area.
‘The difference is, multiples don’t have that inclination [to care] because it’s a head office driven nature, where you have to generate this amount of profit or this amount of turnover or this margin. We know that we put the patient first’, says Douglas.
Looking ahead to the future, the couple reveal they have no plans to ‘take over the world’, but would like to grow their current practices by installing innovative technology and perhaps invest in a third practice. Douglas says: ‘We want to carry on keeping everyone happy.’
Optical assistant team of the year 2017
Winner: Glass and Glass Optometrists
Shortlisted: David Burghardt Vision Care
Davies & Jones Optometrists
Eye 2 Eye Opticians
Specsavers Brixham