A Vision Of Dreadful Customer Service.
Dear Mark Ross, Chief Executive,
Thank you for sending me some kind of in-house magazine by post. I note in your introduction that, as a company, you value my feedback. Please spare me the effort of recycling magazines I will not read by not sending any more of them.
I had no intention of using your company, and only had my eyes tested at Black & Lizars by mistake. There is another optician next door to the branch I called into, and on the day I opted to make an appointment I only walked as far as the first opticians I came to, knowing I was in the right locale of the smaller company I wished to give my business to.
I do realise that this has overtones of the very old joke: “I need my eyes tested” “You certainly do, this is a butchers.” However, it is also true. Not expecting that there would be two practitioners in such close proximity, I arranged to have my eyes checked in the wrong one.
Your staff were, at first, welcoming. I noticed a small trophy displayed by the window, which stated that they had won a “best Black & Lizars award” from Black & Lizars. Who knows how an outside agency may think of them? Anyway, I had no initial complaint. The receptionist and the woman who tested my vision were both professional and pleasant. It was all very civilised.
My eyes have served me well. In my early school years I was prescribed, and rarely wore because I knew best, a pair of glasses most accurately described as “Clark Kent specs.” Since then, my sight has been fine – once even described as perfect – until recently. My suspicions were correct and, I was informed, I would benefit from wearing glasses at certain times. Those times related to specific tasks, you understand – it is not as if I was advised to don a pair of spectacles every day at, say, five past noon.
I was shown back to the waiting area which also serves as the main body of your shop, and told to discuss the recommendation with another of your staff members. She launched into her sales pitch, and seemed caught off-guard when I began asking simple questions like “how much is this going to cost me?” and “how does this work?” I appreciate that she sells frames every day and it will be second nature, but if this is the first time in your adult life that you have required a pair, the process is alien. She did not explain it particularly well, and definitely not in what could broadly be described as “layman’s terms.”
Furthermore, I felt the oxygen levels in the room shrink with her intake of breath when money was mentioned. It changed the atmosphere so fully it reminded me of – well, have you ever been in a chip shop on Sauchiehall Street at 3.30am on a Saturday night? It does not matter how happy that post-club queue of drunks is, lined up waiting to be fed, all it takes to make it unbearably tense is one arsehole walking up and down asking everyone “Rangers or Celtic?” Now, there is a rapid change in bonhomie equivalent to that witnessed when I dared to enquire about cost.
I freelance, which means I have to budget tightly as sometimes I have cash on the hip and sometimes I do not. I had no pressing need to explain this, it being my private business, and I was already annoyed and embarrassed that your staff member’s condescension was being brought to bear in front of other customers. With the action of a person I can only refer to as a snooty bastard, she held aloft the eyedrops it had been suggested I use. Revealing them and holding them forth like the prize in a second-rate television gameshow, these were, she said, a mere six pounds. Again, I had to squirm in my seat and meekly tell her that, at that moment in time, that too was out of my reach.
Maybe she is one of those secret millionaires, but that should not stop the display of something comparable to empathy, understanding, or tact. Having now been condemned – to some degree publicly – as a Poor Person, she could not chase me out the shop fast enough.
When work picked up, guess where I bought the glasses I am wearing as I type this? That is correct, one of your rivals – a rival who, wholly aware of the competition, even advises in their well-known marketing slogan that I “should have gone” there.
I went in and stated outright that I had no idea what is involved, and was helpfully guided through the selection of frames available. While this felt a little rushed, I already had a rough idea of what I wanted. With zero interest in fashion, and no real sense of vanity, I just needed something functional. My only stipulations were that I needed something which would keep the lenses positioned in front of my eyes, to save me holding them there, and that I had no desire to wear anything that may have previously been seen accessorising Dennis Taylor.
What a friendly and painless process that turned out to be. I was very happy with the service provided – perhaps you could send some of your haughtier staff there, to learn how to retain customers rather than ensuring they will never return.
In short, I request that you save your money and your postage, and refrain from sending me any further junk in the mail. The attitude of that one woman has permanently lost you a customer.