the customer journey – touchpoint one. recognition of need and choosing an optician touchpoint one
TRANSCRIPT
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The customer journey
– Touchpoint one
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Recognition of need and choosing an optician
Touchpoint one
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Recognition of need and choosing an optician
Patient identifies ‘need’Selection criteriaPractice differentiationMarketing
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Patient identifies need
Receives reminder letterCannot see clearlyBroken spectaclesLifestyle requirementsFashion
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Selection criteria
Previous experienceRecommendation / reputationAdvertising & promotionSpecial offersLocation
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Practice differentiation
High St. multipleTraditional independentModern/specialist independentContact lens practice
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Marketing
‘A customer-orientated approach to business, that ensures sustainable profit.’
Six P’s Product Price Promotion Place People Processes
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Marketing strategy
Before deciding strategy agree objectivesMinimize patient attritionProfitable practice growth Inform existing & potential customers Improve dispensing rates Increase dispensing values
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Product & Price
Mix Display Information Services
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Promotion & Place
Promotion Reminder letters Practice brochure Newsletters Public Relations Advertising
Yellow pages Radio & TV Newspapers
Place Location Appearance Décor Merchandising
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People & Processes
People The practice team
Processes Every transaction
during the Customer Journey
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Summary
To ensure continued success and profitability, a practice must continually improve and monitor its performance for each of the six Ps.
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Recognition of need and choosing an optician
Action plan Spend some time as a team reviewing the
way your practice promotes itself. Consider; recall letters, window displays and the use of Point-of-Sale materials. Put a plan together for the next 12 months to ensure that your practice promotes a consistent message that builds throughout the year.