Dawn Baines had no idea she had even been entered into the optician Awards until she found out she had made the final five. Owner and optometrist Liz Jackson put Baines forward because she thought it was 'high time' her assistant was recognised for her good work.
'Putting Dawn forward for the awards was my way of getting public recognition for what she does so well with such enthusiasm and for the fantastic public service she provides,' says Jackson. 'We were hopeful she would win but also unsure because, to a certain extent, as an independent practice you don't have a great concept of what everyone else is doing outside your cocoon,' she says.
Jackson couldn't make it to the ceremony so Baines attended with her colleague Denise Gallehawk, a screener at the practice.
'When I found out I had won I was over the moon and shaking with excitement. I know I do a good job but it was so nice for people who don't work alongside me to recognise that too and to be acknowledged for my contribution to the business,' she says.
Baines attributes her success as an assistant to her genuine approach to customer care. 'It's important to be yourself and always be aware of your surroundings. I always say to people that no two days are the same and to always expect the unexpected.'
With 13 years in the business, eight at Oakwood and five at Dollond & Aitchison in the same role, Baines has had plenty of experience of dealing with the general public. 'You learn to judge the customers you can have a laugh with and those who prefer a more courteous, formal approach,' she says.
In her role, Baines assists the two dispensers at the Oakwood Eye Care Centre by ordering lenses, chasing orders, putting spectacles together, informing patients and she also finds time to do some dispensing herself.
'I help patients choose their frames and give honest opinions about which frames I think suit them. I will not sell products to patients if I don't think they necessarily need them.'
Baines also helps out on the reception, meets and greets customers, books appointments and takes phone queries.
Providing the 'wow' factor
'I absolutely love working in optics,' she says. 'I love the variety and giving every patient the "wow" factor when they leave the practice with good vision and a great pair of spectacles.'
When she returned to the practice in Derby after the awards night, Baines was presented with a bouquet of flowers and countless cards from patients and colleagues to congratulate her on her success.
'It was a fantastic ceremony and when I phoned my family and colleagues they were screaming down the line at me, it was just sad they couldn't be there to share it with me.
'We put a large display up in reception for Dawn,' says Jackson. 'We framed all the articles from optician, put up some information about how we entered the awards and some really awful photos of Dawn just to embarrass her some more.'
The awards have been great publicity for the practice, says Jackson, and a 'great boost for Dawn'.
'Patients are quick to complain but they don't always compliment staff when they do something well. But when they saw Dawn's award they openly acknowledged that it was well deserved.
'We are so proud of Dawn. I would recommend entering the awards to other practices because I think it is good to hold a mirror up to yourself on a regular basis. We've had a very positive experience with the awards and will definitely be looking at the categories next year to see if we can enter again.'