Optician, what can you learn from the hotel business?

Monday November 12th, 2018

Hospitality is at the heart of the hotel business – identifying customer needs, a customer-oriented service, and creating a positive customer experience. Customer experience has become an increasingly important factor, also in the daily business of an optician. How can an optician establish a positive customer experience in the midst of a price competition?


In the past, when evaluating visits to, for example, a department store, positive experience has been described as gratitude for a good or friendly service, low prices, or the speed and ease of carrying out errands. During the 2000’s, the concept of customer experience has began to be used. The same matter remains the case: what kind of sentiment is left behind. There are several definitions of customer experience.


Here is one of them:

Customer experience is the internal and subjective response customers have to any direct or indirect contact with a company.” (Meyer & Schwager, 2007).

A crucial aspect of the customer experience lies in what the set expectations are. American psychologist Barry Schwartz commented sarcastically that the key to happiness is low expectations. However, in tough competition, there is a need to surprise the customer by providing a positive customer experience.

In the hotel business, a phenomenon called “shiny moment” is known. This is the moment in which the customer’s expectations are exceeded. I think that this is a wonderful idea. Fortunately, it is possible to measure customer experience and then develop business through it.


Let’s think about optical chains. The customer is provided with an expert and friendly service. The intensification of price competition has led to the experience of good deals. Appointments are, at best, easy and quick.


But where is the “shiny moment” offered by optical stores? Where can one find a breakthrough competitive advantage that will exceed customers’ expectations – to create a truly positive customer experience?


A new innovation for optical chains and opticians to improve customer experience


Vision tests are developing. These can also provide new insights for customers.


Ocusweep, a new functional vision test developed by an eye doctor, enables customers to be told for the first time about how they really see in their daily lives – when driving a car, working or doing sports. The test is fun and quick to do.


“Ocusweep – a vision test that has never been experienced before.”


The testing of functional vision is a new thing – both in Finland and the world – so there is little expectation among consumers. Now, optical chains and opticians have the best possible chance to exceed their customers’ expectations.

The quick and new kind of vision test gives the customer more understanding of their functional vision. After the test, the customer will receive a personal and illustrative vision report to their mobile device that will explain more comprehensively than ever before how they actually see.


The exceeding of customer expectations and excellent customer experience will lead to both recurrent business and recommendations. Both will increase sales.


Pekka Silvennoinen, Executive Vice President, Ocusweep