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Patient feedback and a top down approach to dispensing won over the judges in their decision to choose Hammond and Dummer as the 2014 Premium Lens Practice of the Year at the Optician Awards.
Hammond and Dummer’s determination to get its patients into the best possible lenses was clear in its entry and its dispensing figures back that up. Not only does the practice have 478 lenses to choose from but of its Rodenstock progressives 92 per cent were the premium Impression lens. The practice doesn’t offer uncoated lenses to adults and of the product it ordered from Rodenstock 79 per cent were coated, its entry revealed. By having such a wide variety of lenses to choose from Hammond and Dummer says it can always offer the most suitable option for the patient. Among the lenses joining its line up in the year under review was Tokai’s 1.76 index bi-aspheric, the thinnest and lightest lens on the market. Among other products it mentions is Trivex and sport lenses from Shamir with base curves to 8 and cyl powers up to nine.
The practice also fits its own staff with premium product to underline its belief in dispensing the best. In its entry it said: ‘our enthusiastic approach to dispensing lenses is infectious, patients realise we are passionate in providing them with the very best visual solutions. We always offer our premium products without discrimination or assumption because we believe in the quality of vision. Top down dispensing ensures that patients are getting the very best for their money.’
Hammond and Dummer also ensures all of its staff understand the products on offer, that education is extended to the patients so they too understand the lens options. This is achieved through information and demonstrations about everything from coatings to photochromics.
Owner and prescribing optometrist, Claire Ranger, says her ethos to practice is very hands on. ‘I like to be really involved in the practice, I am there six days a week even if I’m not testing. I think it’s important to keep on top of all aspects of the practice.’ Echoing the practice’s entry she says that when dealing with patients it’s all about quality. ‘We want to give the best customer service and the best products available. Having the ability to meet any patient’s needs no matter how demanding or obscure. We are friendly, small team and we want our patients to feel at ease so they can relax and enjoy their experience here. We have time to explain the benefits of our products so patients feel they have made an informed decision rather than being pushed with a hard sell.’
She says that by offering a minimum of 40 minutes for each test patients get the best and that sets Hammond and Dummer apart from other practices. That time presents the opportunity to get to know the patient and go through any worries or questions they might have.
‘The customer experience is really important to us we want all of our patients to feel valued and to enjoy coming to us.’ The whole profession needs to look after patients more, she adds.
The Optician Awards was not a new experience for Hammond and Dummer. ‘We’ve entered the awards for the last five years. It is a great way of getting the whole team to think about what we do and why we do it. The bonus is being picked for the final, the icing on the cake is winning.’
Ranger didn’t expect to win and made some big promises to staff ahead of the presentation. ‘We hadn’t won in the past and there are some great practices out there. I did say to the girls that if we won this year, I’d buy them a bottle of Bollinger on the night – I was hoping we’d win, but not really expecting it.’
So how did they feel when their name was read out? ‘Ecstatic. After getting to the final a few times, it was unbelievable that we’d finally won. It’s great that the team’s hard work has been acknowledged nationally. Last year I said to the team that if we became finalists, I’d take everyone to the evening, I did the same this year and so the whole practice came. Although one of the girls, who’d done the most work for the awards, was sick that day. It was a great shame she could not be with us to celebrate too.’ The staff were ‘over the moon’, she says.
She encourages others to enter the awards as it’s a great team-building exercise and fun night too. She also urged Optician to consider visiting all of the practices that enter as part of the judging process.
Since winning the Award the practice has used the win to promote the work it does. It has emailed its entire also patient base and put news of the win on A-boards outside the practice and is currently creating a small newspaper about the win to be delivered locally.
Entering the Optician Award proved a worthwhile experience for Hammond and Dummer and one which is helping enhance its business.
On the night the team celebrated with a bottle of Bollinger, another expensive promise made beforehand, and the trophy takes pride of place in the practice’s window. ‘We all had a fantastic evening. The venue was lovely, the organisation was great and the entertainment was wonderful,’ concludes Ranger.