‘Our ethos is to make sure customers feel special, impressed and delighted by offering real product choice with outstanding customer experience and clinical excellence,’ says optometrist Neil Frost. Frost co-owns Frost Borneo Opticians in partnership with fellow optometrist Catalina Borneo, and together the pair have created a winning practice in the centre of Henley-on-Thames. Following the awards ceremony in April, Frost Borneo Opticians took home the award for Independent Practice of the Year, which was sponsored by Hoya.
Frost and Borneo have been in partnership for 25 years but the site itself has hosted an optical practice since the 1870s. During their ownership, over a period when independent opticians have faced pressure from the multiples, the practice has thrived by becoming a part of the community and differentiating itself from competition through emphasis on customer service and clinical care. Through these methods, the practice has seen its annual turnover increase by 10.5% over the past two years.
Customer care
How patients feel as they enter a practice, and how they are treated by staff from the front desk to waving goodbye, is an essential consideration for any top-rated practice. Frost Borneo appreciates this, and the team measure their performance closely to make sure they are constantly improving. Borneo says: ‘We continuously ask for feedback via customer testimonials and maintain excellent customer service with ongoing assessment and training of all staff to maintain our high standards.’
The customer journey at the practice is also designed to create the best possible experience, with the practice making sure all care is individualised. ‘The customer journey begins with a warm welcome from our friendly receptionist followed by a thorough 40-minute appointment with an optometrist, which allows time to build a strong rapport and recommend solutions for their lifestyle and visual requirements,’ explains Frost. When the eye test is
completed the optometrist makes sure the patient is handed over to a highly trained dispensing optician with a branded card recommending some suitable frames.
‘We have an extensive range of affordable and fabulous eyewear encapsulated by our Henley Collection, which currently consists of Land Rover, Cocoa Mint and Kate Spade frames. All of our team are involved in choosing our frames so they are enthusiastic in talking to customers,’ says Borneo. The practice also boasts the largest range of sunglasses in Henley, allowing it to provide real, individualised options to patients.
Customer journey and a wide-ranging frame collection is no substitute for clinical excellence though, and Frost Borneo has invested in this side of the business too. Frost details the investments that have been made to acquire Optomap ultra-widefield retinal imaging, an OCT machine and a BlephEx tool among other technologies. This equipment is supplemented by longstanding clinicians with decades of experience; Frost has worked at the practice for nearly 40 years while Borneo has been there since her pre-reg year in 1991.
In the community
Independent practices are well served by effective community outreach, which Frost Borneo carries out with all the enthusiasm of a long-standing local business. Borneo says: ‘In 2018 we partnered with the prestigious Leander Club in Henley-on-Thames and supplied all 99 rowers and coaches with a pair of Maui Jim sunglasses. The partnership means we attend the annual Henley Royal Regatta where we showcase Maui Jim and promote the practice.
‘We support local charities too, and this year have raised approximately £1,500 for Daisy’s Dream, which supports children and family affected by life threatening illness, with some events still to take place.’ Connections with local businesses are important to the practice and the team has recently introduced a contact lens recycling scheme for the residents of the town, further showcasing their sincere engagement with the public.
Award
Frost and Borneo had clear motivation for entering the awards. ‘We’ve made many improvements over the last five years and wanted to prove to ourselves, our team and our customers that we are winners,’ exclaims Frost.
After winning at the Optician Awards, Borneo says the team brought the celebration back to Henley: ‘We celebrated with a party at the practice which the local mayor and press attended. Promoting the win on social media has gathered a huge response with many customers watching a video of us collecting the trophy, which we keep on display in the window.’
Frost Borneo Opticians is clearly a practice on the up, and when asked whether they had any big plans for the future, the co-owners respond simply: ‘Wait and see!’
