Independent opticians top ‘Which?’ survey

Local independent opticians emerged as the clear winners

Since Lesley Cree opened as an independent optician in Radcliffe on Trent, our number one priority has always been to offer exceptional levels of service, based on treating every customer as an individual.

It seems this ethos is well founded, because when it comes to customer service, independent opticians like us lead the way according to a detailed report published recently by Which? The UK’s leading consumer body.

The report’s findings were based on a survey completed by over 5,400 Which? members, rating their experiences of eye tests and purchasing glasses or contact lenses over a three-year period.

Conducted in spring 2014, the Which? Survey invited members to rate satisfaction with their current practice based on their most recent visit. It also asked whether or not patients would recommend the practice to a friend.

When the survey’s results were analysed, local independent opticians emerged as clear winners with a customer satisfaction score of 88 per cent.

By contrast, the best-performing high street chain only attained a score of

72 per cent, while another received just 59 per cent.

Significantly, independent opticians were the only practices to achieve the highest ratings in customer service and staff skills and were unbeaten on product quality, timekeeping and product choice.

Independents even came out on top in terms of aftercare, as Which?

reported that local practices were most likely to fix a problem with glasses without accepting any payment.

Another aspect of the Which? survey considered where to purchase new or replacement glasses. The conclusion was that patients should always buy frames and lenses from the practice that conducts their eye tests, as it can be harder to resolve eyecare issues when patients divide their custom between different practices.

Commenting, Lesley Cree added “When conducting an eye examination or dispensing we take great care to discuss the patient’s precise requirements to ensure  that new glasses and contact lenses are exactly suited to the individual.. All frames are  fitted to sit comfortably, and patients encouraged to return for minor adjustments if necessary.”