How GroHawk helps independent optical practices grow through feedback…

Gathering feedback and monitoring customer experience is critical to business growth. The two hidden secrets to business growth are Patient Retention and Patient Referrals. It is no secret that it costs 4-6 more on average to acquire a new customer than it does to retain an existing one.

This is especially true for opticians, where a well-established practice can see generations of family members coming through the business.

Here are three examples of where GroHawk has swooped into action to create fantastic results for our optical clients through our two-pronged Retention and Referral strategy.

Tyrells and Embery Opticians, Blackburn

Independent Opticians, Tyrells and Embery recently had a great success story after their patient, Mrs. Walsh, visited the practice. On the surface, she seemed to be a perfectly satisfied customer; she ordered two pairs of specs and even commented on how professional the practice director and optometrist was. However when completing her GroHawk survey, she only gave the practice an NPS score of six. Having been notified with this feedback to their mobile in real time, the practice manager immediately called Mrs Walsh to investigate. It soon became clear that Mrs Walsh didn’t fully believe that she needed to update her distance specs. 
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The practice manager was able to give her a clearer idea of why she had been made this recommendation and before they knew it, they had a middling-to-unhappy patient who was now walking away fully happy and confident in her experience. So much so that by the end of the phone call, not only had Mrs Walsh thanked the team for giving her a clearer understanding of her prescription, but for taking the time to look at her review and responding. A patient well retained! Here is where Patient Referrals comes into it. 30 minutes later her partner rang to make an eye appointment including additional scans.

By using GroHawk as a weather vein for their customer experience they not only strengthened and retained a customer relationship but gained a new patient by referral.

A win, win situation if ever we did hear one!

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Bennett and Batty Opticians, Liverpool

Sometimes you’ve simply got to take the bull by the horns. Or in GroHawk’s case the bird by the beak? Anyway, the point is that when you get a bad review, you can’t be afraid of taking charge of the situation and learning from it to further improve your offering. Bennett and Batty Opticians used GroHawk to do exactly that.

When an unhappy patient came into the practice complaining of the practice having dispensed him a poorly fitting pair of glasses he gave the practice a pretty low NPS score of 4 through GroHawk. He was happy with the eye examination but he didn’t think the glasses were worth the money he had paid for them.

 

The score came in and the team leapt into action making sure that he was fully dispensed a new pair of glasses, which alleviated his concerns. He was then invited back into the practice to ensure they fit exactly how he wanted them.

The score taught the team a valuable lesson in patience, as they certainly had to work to regain his trust but through perseverance and communication he finally left happy. The patient later confessed that, prior to their intervention after being prompted by GroHawk, he was willing to go to a national chain competitor for a replacement pair. GroHawk successfully allowed them to retain a customer and save valuable revenue.

Bennett and Batty Opticians, Liverpool

Sometimes you’ve simply got to take the bull by the horns. Or in GroHawk’s case the bird by the beak? Anyway, the point is that when you get a bad review, you can’t be afraid of taking charge of the situation and learning from it to further improve your offering. Bennett and Batty Opticians used GroHawk to do exactly that.

When an unhappy patient came into the practice complaining of the practice having dispensed him a poorly fitting pair of glasses he gave the practice a pretty low NPS score of 4 through GroHawk. He was happy with the eye examination but he didn’t think the glasses were worth the money he had paid for them.

The score came in and the team leapt into action making sure that he was fully dispensed a new pair of glasses, which alleviated his concerns. He was then invited back into the practice to ensure they fit exactly how he wanted them.

The score taught the team a valuable lesson in patience, as they certainly had to work to regain his trust but through perseverance and communication he finally left happy. The patient later confessed that, prior to their intervention after being prompted by GroHawk, he was willing to go to a national chain competitor for a replacement pair. GroHawk successfully allowed them to retain a customer and save valuable revenue.

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Adlam and Coomber Opticians, Cambridge

GroHawk isn’t solely there to help you when you inevitably drop the ball from time to time. It’s important that you’re taking a wider view of all your data to see where your business soars and where you’ve got room for improvement.

Using their GroHawk feedback data, Adlam and Coomber implemented a number of initiatives based on positive GroHawk NPS scores they received.

Making a note of their favourite drink to have it ready and waiting for them on arrival? Check! Memorising personal details shared in conversations such as upcoming birthdays, any exciting news? Absolutely!

This means when they’re chatting with their patients, they help them to feel like the practice is genuinely listening to them. It makes them feel appreciated and helps them feel connected to the business. It also results in a lot more scores of 10’s and powerful new referrals.

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