It started as a tiny residential shop-house but has grown to become one of Singapore’s premier eye care providers, pampering customers with an international collection of unique, stylish eyewear, including luxury brands such as TAG Heuer, Oakley and Ray-Ban and featuring cutting-edge collections by hot independent designers such as Kirk Originals, Effector, Traction Productions, Mykita and Blac.
But the secret to its success, says The Eye Site’s managing director Peter Koh, is a business focus on service excellence which has kept customers coming back for more.
"Many of our regular patrons, who have become good friends over the years, bring their children and grandchildren when they visit. After seeing how well we treat their parents, they end up becoming our customers as well," he said.
The Eye Site’s journey towards service excellence has not gone unnoticed. In 2009, the eye care provider joined a select group of retail, F&B outlets and nightspots in gaining membership to the Singapore Service Star, an accreditation scheme which recognises businesses that consistently deliver good service standards.
The developmental nature of the scheme provided The Eye Site with access to a variety of tools to keep them on top of their service game.
Since becoming a Singapore Service Star member, The Eye Site has been able to improve on how it deals with two constant challenges: managing expectations between customers and external vendors, as well as handling difficult customers.
Dealing with difficult customers
Singapore Service Star membership has provided The Eye Site with access to seminars and workshops where its staff was able to learn practical hands-on skills from industry veterans and service consultants, providing them with alternative solutions to handling potentially uncomfortable situations.
"I’ve learnt that the customer is not always right, but it’s not our job to prove him wrong," said Andrew Fong, The Eye Site’s store manager.
He recalls spending eight weeks helping a customer customise her very own spectacle frame. Despite constantly changing her mind on the design, Andrew was patient with her and continually offered recommendations and feedback.
It may have taken close to two months to close the sale, but the customer was happy, and left wearing a pair of glasses entirely unique to her.
Taking charge of the customer relationship
Acting as a go-between for external vendors who are primarily responsible for edging and fitting the lenses on frames, they have, on occasion, had to deal with delays beyond their control.
The training the staff received reinforced the importance of going the extra mile for service. One of the practices the company has instituted in the event of vendor delays is to take it upon themselves to drive to the labs to pick up the finished spectacles and delivering it personally to the customer at their doorstep for dispensing, at times even at the airport departure hall just before they board a plane, bringing tools for on-the-spot fitting and adjustments.
Mystery shopping reports
The store also received regular mystery shopping reports conducted by a professional research house – a Singapore Service Star membership benefit which could otherwise cost upwards of SGD1,000 (USD777) annually depending on the frequency of visits and number of establishments – to keep their service staff on their toes.
To date, The Eye Site has documented a 30 percent increase in positive feedback from customers.
"The mystery shopping efforts have helped us better understand how we are perceived in the eyes of the customer and improve where needed," said Desiree Koh, marketing manager of The Eye Site.
"With the Singapore Service Star decal proudly displayed on our storefront, service counters and social media channels, we know we have a commitment to provide our customers with Singapore Service Star-level service."