How to Generate Engaged Customers: Keep Your Employees Engaged

By Rose Harris

Would you say that the employees in your office are engaged in their work? Or are they just sleepwalking through their workday without regard for either their—or your business’—performance?

During the panel discussions held at the 2015 Transitions Academy event, the participants—comprised of Transitions Eyecare Practice, Lab and National and Regional Retailer of the Year finalists—were asked: “How do you keep your employees engaged in providing great service to your customers?”

You may remember from the July/August issue of LabTalk when Lab of the Year finalists, Denny Geuder (Director of Sales and Operations, Expert Optics) and Brian Conley (Marketing Director, Optical Prescription Lab) discussed how they ensured their employees stayed engaged:

Geuder: “The customer service team should be known as Directors of First Impressions. We engage our customer service team and people within our lab who are seeking ABO certification so that they are able to handle the questions professionally.”

Conley: “Each year, we allow our customer service reps to have two pairs of glasses for free, and we require that one pair has to be a Transitions lens. By doing that, they’re actually wearing the product they’re answering questions about.”

It’s not too difficult to tell the difference between an engaged employee and a disengaged one. When your employees are engaged, they take pride in their work, putting forth dedicated effort and driving innovation to move your business forward, rather than staring at the clock and counting down the hours to go home. Remember that engaged employees generate engaged customers, which will enhance your business’ profitability and patient loyalty.

How do you keep your employees engaged on the job? Keep reading for more ideas from Regional Retailer of the Year finalist, Jason Johnson (General Manager, Henry Ford OptimEyes), and Canadian Retailer of the Year finalists, Marie-Josée Mercier (Vice President of Sales and Operations, Lunetterie New Look Eyewear) and Christine Breton (General Manager, Opto-Réseau). By taking these extra steps, you may notice a difference in your staff and office environment.

Mercier: “To make sure our clients are happy, our employees have to be well-trained and well-educated. They must not only try the product, they must like the product, too. We want to make sure that our employees are buying into the product during the training sessions so they can successfully sell it.”

Breton: “We use the Transitions online Brainshark training sessions. We also build a contest between our employees to encourage them to take the courses. Our employees are younger and younger, so we have to adapt our method of training.”

The online Brainshark training sessions can be accessed through www.Brainshark.com/Transitions.

Johnson: “One of our great programs that we’re really proud of is called ‘Path to Purpose.’ It empowers our employees to do more than just sell glasses. For example, we make sure our employees understand that they are helping a bus driver take our kids to and from school safely without the hindrance of glare and they’re helping a surgeon go into surgery with clarity and less eye fatigue. Having a Path to Purpose understands that we do more than just a job.”

Video clips featuring more highlights from the Transitions Academy best practices panel are up on the Transitions Optical YouTube Channel.

Rose Harris, is the associate director of professional relations, at Transitions Optical.


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August/September LabTalk 2017