SPECSAVERS
Specsavers unrestingly looks to expand its service across the globe and is leveraging data to do that : we speak to Helen Mannion and Tina Christison
Everybody surely knows about Specsavers . Its long-running ad campaign (“ Should ' ve gone to Specsavers …”) has made sure of that . That is , arguably , one of the most recognisable campaigns ever - and , as it was made in-house , says a lot for the ethos of a company that in just 38 years has grown to be the number one optical brand in many of the markets it serves . This success is no accident . Since founding the company in 1984 at Guernsey , where it ' s still headquartered , Doug and Dame Mary Perkins completely changed the landscape from a model that depended on isolated local opticians to an interconnected franchise model whereby a uniform customer experience could be guaranteed .
To maintain and grow this dominance , the founders put customer experience at the top of their agenda , says CRM and Analytics Director Tina Christison . Being knowledgeable and accessible is essential to delivering world-class customer experiences , but what Specsavers ' 38 million customers across the globe really remember is great human interactions : the special care and attention that its people provide every day . “ With this many people coming to our stores , clearly the ability to retain their custom is vital : data and analytics are the keys to ensuring a great customer experience .”
200 August 2021