At Econsultancy Live: CX 2022, Specsavers Group CRM and Analytics Director Tina Christison sat down with Econsultancy’s Steffan Aquarone to share how Specsavers’ approach to the customer has evolved.
A person might wear a pair of glasses or a hearing aid every day of their life, but when it comes to engaging with the brand behind that pair of glasses or that hearing aid, those interactions take place much less frequently.
As a company that offers both eye tests and hearing tests as well as products that aid vision and hearing like glasses, contact lenses and hearing aids, Specsavers has a unique challenge when it comes to the customer experience. It has regular, predetermined points of contact with the customer – such as an eye test every two years – but how can it remain front of mind in the interval, and ensure that the customer comes back? And what else can the brand do to make sure that the customer experience is as seamless as possible?
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Six years ago, Specsavers set out to answer those questions and more – and two years ago, the onset of the Covid-19 pandemic further reshaped the way that the brand interacted with its customers, prompting additional change.
At Econsultancy Live: CX 2022, Specsavers Group CRM and Analytics Director Tina Christison sat down with Econsultancy’s Steffan Aquarone to share how Specsavers’ approach to the customer has evolved, and how the entire company was brought on board with the transformation initiative.
Specsavers' Tina Christison and Econsultancy's Steffan Aquarone sit on-stage at Econsultancy Live.
Specsavers’ Tina Christison, in conversation with Steffan Aquarone, at Econsultancy Live: CX 2022.
Building relationships with customers between checkups
Prior to beginning its customer transformation six years ago, Specsavers had a single point of contact with its customers: reminding them that they were due for an eye test.