OPTICIANS MAKE A REAL SPECTACLE OF THEMSELVES!

Champagne flowed into glasses of a very different sort for 7 team members at opticians Dolland & Aitchison this week, as staff celebrated a spectacular new year win by becoming ‘top of the shops’ in a Crystal Peaks’ “Retailer of the Year” independent survey.

Throughout 2006 the Sheffield Shopping Centre commissioned an impartial research company to look into how their retail stores satisfied demand amongst their local community and also how the shops create a pleasing experience, judged from the customers perspective – simply, to see things their way!            


Mystery shoppers were engaged to evaluate the autonomous encounters by awarding marks for a pleasing approach, personal presentation, cleanliness and general demeanour, clear pricing, attentiveness and confidence when replying to questioning and thoughtfully processing the transaction. Other areas observed were store layout, a tidy and litter free environment, being served within a reasonable time, eye contact, goods served or packaged appropriately and even thank you’s and goodbye’s were secretly taken note of!

Centre Manager, Chris Jones said, “It’s so important to tell if businesses are meeting shoppers needs and how effective they are at handling customers with their attitude and mannerisms to enhance the sale.  It will come as no surprise that I too am a customer, and when I’m out shopping if there is a high quality of service and I feel welcomed and valued I’m liable to return there and become loyal. You form a perception of the quality of the organisation through staff and personal interactions and it must be a positive experience to create the right confidence within the store.” He added,  “I’m so proud of our Dolland & Aitchison’s exceptional customer service. It’s a tribute to Jo’s highly motivated team who recognise this and value their loyal customers.

Manager Joanne Dolman commented, “D&A Crystal Peaks goes from strength to strength! We always knew that by offering customer focused excellence and the very best in quality eye care it would pay dividends - but little did I realise we’d be the crystal clear winners out of over 75 stores surveyed.  We always have a vision and mission of supplying high-end, superior opticals to our clients, backed by training our professionals in focused customer excellence. This furthers endorses our credentials as one of the most respected and established opticians within the local community, made all the better by impartial independent scrutiny. We are all thrilled to bits and are looking forward to being of great service this year too!”

For further information, please call:
Darryl Dawson

t: 01302 759696 m: 07973 676942
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