iDay highlights value of customer service

Customer service, a mystery shopper exercise, CET points and a networking dinner were just a few of the highlights at Independents Day (July 8) which took place at the National Motorcycle Museum in the Midlands.

Discussing the importance of customer service during Monday’s main programme was expert Stuart Dalziel who took examples of customer care from other markets to get his message across before offering some practical tips on how practices could define their own cycle of service.

Delegates attending the event were mystery shopped and the results fed back by Jonathan Winchester who provided a warts and all view of optical practice as seen by the customer. This highlighted the mismatch between the 80 per cent of businesses who believe they are offering great customer service and the 8 per cent of customers who say they are receiving exceptional service. The full findings (to be published) revealed how independent practices performed against key service measures and offered some simple ways they could improve their service levels.