Family values

A true 'family business' is the only way to describe Colin Lee Opticians. Dispensing optician Colin Lee and his wife, Linda, started the practice as the local 'caring opticians' in 1978.
DO Clive Marchant, Lee's brother-in-law, joined the company two years later, although he had helped in many ways from day one, including shopfitting.
Together they have created a family environment, and many family members have worked there and most of the staff have been with them long-term, making them part of the family too.
Marchant's father started and ran the optical lab for many years. The lab now covers all the practices, with orders collected and delivered all day by the husband of the Walsall practice receptionist.
'Most of our 30-strong staff across the five practices have been with us for a long time,' Lee explains. 'We work very hard at maintaining a good relationship with our staff, and there has always been a social side to work. We have a monthly newsletter in which we include information about employees, for example if someone is having a baby.'
To further this, the group runs regular training sessions, either in-house for aspects of the business or by outside providers for general issues. Marchant says: 'It keeps the staff involved in the business and part of the team. All our staff are involved in making decisions. We point them in the right direction, but they decide how they work. We have never dictated products to staff, for example. This has helped us to retain staff, as we give them some authority, instead of just telling them what to do.'

Consolidated business
There were seven practices at one time, but one was unsuccessful and the other was too far away for practical reasons, so these two were sold. Colin Lee Opticians now consists of outlets in Aldridge, Great Barr, Lichfield, Rugeley and Ward End.
'We expanded in the early years, but now have the same number of practices we did 10 years ago,' says Lee. 'We have found the ones we opened ourselves are the most successful. We have always practised as well, because it keeps us involved with the staff and patients.'
Lee and his wife also started a purchasing group soon after setting up in business, but administration was a problem and they sold to National Eye Care Group.
The decision to concentrate on customer care rather than outlet expansion has paid off. The group has a database of 90,000 patients, and performs 15,000 eye examinations per year.
'We have a lot of loyalty,' Marchant says. 'Most of the patients come to us through word of mouth, as we cater for the whole family. In a suburban area you have to have something for everyone. Our patients who have left come back because they want the personal service and attention, and they want quality spectacles or contact lenses for the price they can afford.'
The practice enhances its image further by advertising in local magazines and other media, and gives talks at local groups. There is competition from both independents and multiples in all the areas in which Colin Lee operates, but it has always been very focused on the latest technology and equipment, and believes this provides an advantage.
Colin Lee Opticians was one of the first in the country to have a non-contact tonometer. It now offers diabetic screening and recently purchased a fundus camera.
'We charge for this, because it's outside an NHS test and it is a very expensive piece of equipment,' Lee says. 'We have not had a problem with the patients. The problem is with the optical profession.
'Opticians are notoriously backwards about selling themselves.'

Extra services
The practice offers aftercare for laser eye surgery patients, but is not affiliated with any provider. 'It is important so as not to drive the patients away, they still need eye care,' explains Lee.
It also offers audiology, employing an independent practitioner to work part-time. Lee first saw the idea in practice when he worked at Scrivens, and says it works well. 'We have offered it for 15 years because it has compatible principles to optometry Ð a test, an aid dispensed, aftercare provided. It helps to bring in patients, from children to older people.'
When looking ahead to the next 25 years, Lee and Marchant say they are determined not to become complacent.
'We are always looking for new ways to do things,' says Lee. 'So far this year, our turnover is up 7 per cent on last year, without having done much differently, so we must be doing something right.'