Effects of the cost of living crisis were a key factor in optical complaints over the last year, according to a new report. The Optical Complaints Consumer Service (OCCS) repeatedly found related issues in its 2022-2023 report, entitled Mediation and the New Normal.
The OCCS said that despite clear challenges the report was ‘defined by a tone of optimism’, which can be seen by the 2% year-on-year decrease in complaint enquiries, from 1,734 in 2021-2022 to 1,707 received between April 1, 2022 and March 31, 2023.
Of those, 1,588 (93%) fell within the consumer complaints remit of the OCCS, with 124 enquiries being outside their remit, a 2% decrease from last year.
Jennie Jones (pictured, right), head of OCCS, said: ‘There can be no doubt that the past year has been defined by rising inflation rather than the effects
of the Covid-19 pandemic. Unquestionably, a significant shift in terms of consumer behaviour, this altogether new trend has challenged the optical sector in a novel way.
‘In particular, practices are now faced with complaints that are firmly rooted in financial anxieties, causing them to be far less willing to accept a goodwill gesture as a form of resolution.
‘Undoubtedly, the dominant theme of the report, the cost of living crisis brings into clear focus the various ways that tighter finances influence customer behaviour and expectations. More specifically, it reveals how the challenge for optical professionals has shifted from the strained communications of the pandemic to the difficult conversations that emerge when customers are faced with unexpected costs and fees,’ she said.
Changing resolutions
Outcomes have found people were less inclined to resolve through mediation easily, with mediations concluded dropping from 19.3% to 17.9% in 2022-23, with 11% resolved successfully, compared to 14.8% in 2021-2022 outcomes.
Of the complaints that were resolved using mediation between 2022-23, the greatest share was attributed to the category of Goods & Services, up from 46% to 54.1%, compared to 2021-22 and rising a significant 20% over the past two years.
The OCCS said this suggested people were more sensitive over prices at practices due to the cost of living crisis. More specifically, a greater number of people complaining over goods and services suggested that there was a lower tolerance for imperfections and a higher expectation than there was before.
There was a decrease in enquiries mediation concluded without resolution, from 6% to 4%. The OCCS suggested this was linked to several financial reasons, including: consumers being more committed to a financial resolution; thresholds to complain and seek a financial resolution were lower; and commercial decision-makers in practice being more reticent to offer or increase financial resolutions.
The OCCS highlighted the most significant increase in complaint types involved those seeking compensation, despite analysis of the complaints in the category showing no sign of potentially increased negligent care. The OCCS suggested the cost of living crisis was influencing the remedy sought by consumers.
It said the growing number of consumers who insisted their dispute can only be resolved by way of financial remuneration is a clear sign economic hardship is surfacing in the sector, with 41 enquiries falling into this category, an increase of 22 when compared to 2021-22.
New Normal
The OCCS believed complaints in the optical sector were beginning to settle into a ‘new normal’, as economic challenges continued for practices, and all other categories only differed by around 2-3%, including customer care complaints, which decreased from 31% in 2021-2022 to 29.7%.
Complaints resolved through practice advice and preliminary mediation supporting local resolution remained consistent with last year’s outcomes. Similarly, the overall duration of the OCCS process was consistent with the previous year’s timescales, with a slight increase in efficiency seen by more mediations concluded in the 45-day period.
The report concluded: ‘The OCCS has played an important role in providing a resolution pathway for increased tensions, illustrated by General Optical Council enquiries not increasing in 2022-23, and the OCCS outputs remaining steady in a more challenging complaint landscape.
‘As we look to 2023-24 and beyond, the OCCS understands the need to support optical professionals and practices to meet the challenge of high expectations, lower thresholds for complaint escalation and financial focus on complaint resolution, to improve compassionate and effective consumer interactions and reduce complaints.’