We have put together a “Practice Series” which will include advice from doctors, opticians and administrative staff, on common and relevant topics that come with running a practice. Stay tuned for additional contributions each month! Read previous Practice Series articles: Building Practice Culture What Is Your Advice On Building Relationships with Sales Reps? Melissa Rasband : I must say that 80% of our vendors/reps are AMAZING. Most of them go above and beyond to help our office out. For the other 20%, checking in with us on a quarterly basis, responding to emails and sending RA’s when requested would be a great start. We find that with some vendors/reps they just don’t seem to care. We had one rep who told us that “if you drop my lines, your business will fail”. This rep was immediately let go (for other reasons as well) and we are still a thriving practice. Weeding out reps/vendors that do not take care of our practice or treat our staff with respect has really increased the rep-staff relationships. Be more efficient. If we can do less leg work and fewer emails by working with you, that’s VERY appealing! It’s ideal if you can make our lives easier by doing the heavy lifting to help us with training opportunities, cost savings, new product role outs, etc.. – Mollie Tavel Carissa Dunphy, ABOC : You should approach all reps with a give and take outlook. The majority of reps will go out of their way to provide anything for you to help your practice succeed. If you need something, ask. They are a valuable resource and they see a lot within the industry and your region. They can provide recommendations, tools, special offers, and much more. However, they aren’t going to go out of their way for you if you are rude and disrespectful. It is give and take, so work with them and you will both benefit from it. On the flip side, if you have a bad apple rep, you do not have to remain their customer. Use business sense and make decisions based on actual data, not personal feelings towards the rep (this applies to both buying and firing). Sales reps that are not knowledgeable and rude to my staff are dismissed from the practice. Also, I don’t like to feel like I must fit a quota.  We need transparent pricing not pricing on volume. – Dr. Sampalis Christine Maiello : Be consistent with following up and following through! We are so busy with caring for our patients and maintaining good team culture while managing the growth and success of our practices that having to reach out to our vendors for service is tiresome. In the same way we want to deliver great care to our community of patients, we anticipate the same level of care from our vendors to ensure great service for the needs that keep our practice running in tip-top shape! What are your suggestions for working with reps? Let us know in the comments!

Next to the relationships a business holds, the second most important thing that a business possesses is its reputation. Benjamin Franklin famously said, “It takes many good deeds to build a good reputation and only one bad one to lose it.” Today’s consumers and clients are more vocal about the service they receive than ever before. It is inevitable, no matter how good your service is, that a negative review will appear. Here are four steps to turn this negative situation into a positive outcome. Step 1: Do Not Panic Negative reviews can be the most pernicious. In reading these negative comments, it is common for one to take them personally. It is also common and, in some cases fair, to feel attacked. The worst thing you can do in this instance is to be quick and impulsive in your response. In most cases, negative reviews cannot be removed from a platform. Do not despair! This negative review is an opportunity to make your business look great, rebuild a relationship with the reviewer, and buy some general goodwill to entice new customers. As a Public Relations Director and someone who has practiced crisis communications for almost two decades, the worst thing that a business can do is to be hasty in their reply and meet the negative comment with anger or more negativity. This never ends well, trust me. Step 2: Learn All you Can Before you respond to a negative comment or review, you have some homework to do. Research the relationship that this person has with your business, find out who was working that day, and talk to them about their interactions with this person. Learn all you can about this reviewer’s interaction with your business. Pay close attention to the reviewer’s claims and address those issues head-on. Ignoring the grievances in your response can make things worse. Most importantly, try your best to understand where this review is coming from, and put yourself in their shoes. Ask yourself, are they making a valid point, and is this an area where your business can improve? No one likes to be told their work should be improved, but sometimes we need to hear it in order to improve it. Try to find out all that you can about the time the reviewer spent interacting with your business. This is essential to understand the situation and determine where things went wrong. Step 3: Draft a Response Now that you’ve taken time to learn about what went wrong, we are moving toward a resolution. I recommend drafting a response and running it past a few trusted individuals before you post. In your response, address the reviewer’s claims directly. If there is a misunderstanding that led to negative feelings, apologize. Crisis communications practice teaches us that to begin to repair a relationship and build trust, the following steps must be taken – First, accept responsibility for your role in the situation. Ask yourself, was this a misunderstanding, or did we provide bad service? Second, apologize. You may be thinking, we didn’t do anything wrong. While that may be true, your customer had a negative experience with your business, and that is enough for an apology. Step 4: Kill them with kindness… Publicly With your drafted response in place, where you’ve addressed their complaints, apologized for your role in the situation, and reviewed with a trusted college, now is your business’ time to shine. Pro-tip : if you have someone senior in your organization address the customer review, even better. This shows all audiences that, as an organization, bad reviews go straight to the top. It helps the reviewer be heard, and in the end, that’s what most people want. It also makes them feel important, which can lead to a better outcome in most cases. When you post your response, thank the reviewer for this critical feedback, as a way for your business and staff to be more mindful and to improve operations. Respond on the same platform of the initial review. If the reviewer can leave an additional response to your comments, even better. Do your best to keep the dialogue public. Be overly kind and showcase the great customer service of your business. Also share all of the potential solutions that you are willing to provide to “make this right” for the customer. Doing this will demonstrate that your business cares, and in some cases delegitimize the negative comments. Unfortunately, social media is the court of public opinion. No matter what, do not be impulsive in your responses. Stay calm, collected and kill them with kindness. All Shiny and Bright! Bad reviews do not have to be the end of your business’s reputation. Make this an excellent opportunity to showcase your customer service skills and make your business more personable and likable. Life is one giant learning experience, and, if you approach the situation correctly, there are tremendous opportunities to learn more about your business, your staff, and your customers. Sometimes these lessons are painful, even more so when they’re learned publicly, but humility and a curious attitude go a long way. Follow these four steps and find your way back to shining brightly again. Written by: Jacqueline Thomas

My first memory of my dad’s optical store was when I was about 6 years old — I would sit in the waiting room watching the opticians help people select glasses. It was ingrained in me from that early age that I would follow in his footsteps and choose the optical industry for my profession.  My father sold his optical store to a retail chain by the time I reached my teenage years and that would be where I would start working, at sixteen years old. Working on the frontlines of retail optical gave me the foundation that has truly built a deep understanding of what is needed to be successful in this industry.  I was lucky to have worked for a retail chain that was one of the best run organizations that I have seen in the optical world.  There were many things that the retail chain did well, but the two that I have taken with me daily into my career were: Listen to the Customer They would ask every single customer after each transaction how their experience was from start to finish. Then they analyzed the responses and made business decisions and changes to the organization based on those results. This optical chain was customer centric before that was even a thing. Train the Team They realized that highly trained employees equated to delighted customers, which increased revenue.  They spent a great deal of time and effort training managers and employees on everything — from service skills to sales and product training. I managed some of their largest one-hour optical superstores and worked my way to being one of their first corporate trainers. I was at the chain for many years before they were acquired by Luxottica Retail. At the same time, I was recruited by Bausch & Lomb and decided it was time to try outside sales. As a sales rep, it was amazing to now step foot in every type of eyecare office and see all the differences and similarities. I learned a lot while being out on the road as a rep for a few years — I’ll leave you with my top three takeaways that can be applied to any business: Do what your competitors are not willing to do. Be a resource, be valuable and give without expectations. Be helpful. Be the expert.  Be visible and easy to contact. I spent the next year in clinical consulting for Optos; At this point, I had spent a good deal of time in optical and eye care, yet spending a year in clinical taught me that our patients do not know enough about their eye health and taking care of their eyes. I will say this to all ECPs: take more time teaching patients the value of annual eye exams and eye health awareness. Dentists have this down pat…get your teeth cleaned and checked yearly or lose them…we need to be more direct and commanding in our messaging. In 2009, I started my first business, Total Focus Consulting, and landed a contract with an optometry buying group in Canada, called Eye Recommend. I started as a training and events consultant, but would become the Vice President of Training and eventually, the VP of Marketing, Training and Events. I applied my years of corporate training and event planning and took on an entirely new role in marketing. I love how progressive this group was and how open to change and innovative ideas they were. Collaborating now solely with independent optometrists allowed me to get into the depths of their challenges and opportunities. Here are three insights I took away from working with these practices, which are still top ways to help them grow: Staffing Challenges are the same in many businesses — finding, keeping and maintaining staff is a top concern. Training Often, many practitioners do not have the resources of an optical chain, so training can be little to non-existent. At that time, we had surveyed the organization and only 3% of doctors, opticians, optometrist assistants or any employees had ever had any sales related training. Differentiation and diversification Standing out from the competitor down the street was, and still is, a challenge. In 2014, it was while I was looking for optometry marketing ideas that I met my business partners and began the path toward full entrepreneurism. In 2015, Marketing4ECPS was born. I knew that our industry needed a marketing company that had eyecare and optical knowledge, as well as understood the nuances that would affect advertising. We built one of the first custom digital agencies focused in eyecare. I could give you a list of learnings from being an entrepreneur, but my favorite saying is, “ I wish I had done it sooner ”.  It takes grit, determination, tough skin, hustle and tenacity, but it is one of the most worthwhile things I have ever done. I can now add ‘Best Selling Author’ to my list of achievements. I wrote and published a book in 2022 called, The Digital Sales Rep , which details the steps to building a personal brand, connecting, networking and prospecting on digital and social platforms.  It has sold over six thousand copies and is available on Amazon today. As of right now, I have left the marketing agency in the capable hands of my business partners while I work on what I am passionate about: speaking and training.  I am writing a new book on building your personal and professional online brand and taking that message all over North America to different conferences — I hope to see you in my travels! As I write this blog, I am also writing my acceptance speech for an award being presented to me by the Optical Women’s Association at their Champagne Breakfast in New York during Vision Expo. It is called the Pyxis award — which is a constellation in the southern sky known as The Compass — it is awarded to those that have given direction and support to other women in optical. In my speech I give recognition to three mentors from throughout my life: My father, who told us kids that whatever we wanted was right there in front of us, we just needed to go and get it. A trainer, who engrained in us that whatever we wanted was one step over fear, and we just needed to have courage and get out of our comfort zone. A boss, who said that whatever we wanted was right there at the top of that mountain. It was not going to be easy or fast, but that it would be worth it when we reached the top. I leave you with this: Look for all the lessons along the way, be a mentor and pay it forward. Be a compass to those around you. And, keep your eyes looking forward, whatever you want might be right there in front of you today. With optical love… Written by Trudi Charest

Think of the retail environment today, compared to five years ago — not only are customers more educated and digitally connected, but the entire customer journey has evolved. Having a digital footprint is more important now than ever, and customers want customized experiences that make them feel special. This article breaks down the top five trends shaping the future of optical retail and how you can capitalize on them to provide a better customer experience. Omnichannel Experiences: 81% of customers go online before buying product in- store.* Customers want speed and convenience where online and in-store experiences  blend together. How can you apply this to your practice?  It doesn’t always mean having an ecommerce website, it can be as simple as providing an online catalog for customers  to look at prior to their visit or using a tablet linked to your vendors website to show the  “unlimited aisle” concept. Most vendors are able to provide high-res images by brand to make an ecommerce shop or a digital catalog easy to manage. This is all about providing value and offering convenience to your customers. Sustainability in Eyewear: Over the past five years, there has been a 71% rise in online  searches for sustainable goods, according to The Economist Intelligence Unit. Manufacturers are responding by ensuring there are sustainable options in their  collections. How can you capitalize on this trend?  Create awareness through social media and on your website that you offer sustainable collections, with the importance of why. You can also create a section on your board space highlighting sustainable frames. Personalization : In a world where customers have a ton of choices, offering personalized  products or experiences can help you stand out. How does this apply to optical?  Look for bespoke — customized acetates linked to a special collection.  These capitalize on the “scarcity” factor and can help sell the story of the brand. Not sure which brands offer these? Ask your sales rep and they should be able to help. Kate Spade and Tom Davies offer these in every collection. Provide personalized shopping experiences for your customers based on their  preferences, face shape and size. Even if you are already doing this, market your  business with this as a “Service” — it helps show value and distinguish your business. Look for wholesale vendors that allow you to customize your eyewear such as Pair Eyewear , iGreen or Swissflex . You can change your entire look without having to buy a whole new frame and lenses or customize your entire pair of glasses. Customizing cases for your customers, with their initials — this can be done at an event or a party to make it part of the whole experience. A bonus is that this can provide a ton of social media exposure! In-Store Experiences have become a big trend in retail. In optical, this means the modernization of the “trunk show”. We are seeing brands and optical stores partnering together to create a new collection event, a brand launch or a patient appreciation event. These are typically a shorter time period than a typical trunk show and involve some sort of education or “draw” for the customer/patient to attend. Talk to your sales rep —  chances are they can help with digital invitations, giveaways and brand education at the event. Social Media: This is not a new trend, but one that is not going away. Instagram is the new Google — people go to Instagram to look up businesses and to understand their brand. Some ideas on what to post include new product launches, staff favorites, eye health tips, customer spotlights and education content such as a “did you know” series. Marketing 4ECP’s has great ideas and resources on their Instagram that are free and inspiring. Additionally, talk to your sales reps as most vendors have social media content they can  provide to you in the form of video’s or editorial content. One last stat to leave you with — 92% of customers trust recommendations from friends and  family over all forms of advertising**. By staying ahead of the trends you will get people talking and engaging, which in turn will help increase and retain customers — the ultimate goal for any business! Drop a comment and let us know what tip resonates the most with you. Written by Reagan Colpitts Sources: * GE Capital Retail Bank’s second annual Major Purchase Shopper Study ** Nielsen’s latest Global Trust in Advertising report

Baking in my grandma’s kitchen. Baking has been a constant thread in my life. I remember baking with my grandmother and my mom, learning all their tips and tricks. My dad of course was always ready willing and able to be the official taste tester. I love baking so much I went to college and got a degree in baking & pastry arts. Chef in training at Johnson and Wales University This recipe for chocolate almond oatmeal cookies was originally from my grandmother, was passed down to my mom, and then to me. We have tweaked it a little over the years, and it is still as tasty as I remember from my childhood. It is one of the cookies that is requested for every holiday and whenever I make or eat them it brings back happy holiday memories. The best part is watching my friends and loved ones enjoy the things I bake for them. The recipe is quick to put together and can easily be doubled. So… let’ go make some Chocolate Almond Oatmeal Cookies! View the Recipe  View more Food for Thought Recipes here .  Written by: Jeannette Berman

Hi to all my friends in the Optical Industry! Cooking together as a family has always been a big tradition in my home. I come from a really big family of five brothers and one sister and we each have our own children, and most of our family gatherings are spent in the kitchen around food. If you find yourself at home over the summer with children and you’re looking for an activity to do together, this is a great recipe to interact and spend some good quality time together. In this video you’ll see me with my 5 year old niece, Millie, who taught me how to make this simple cookie recipe using just a boxed cake mix, with three simple ingredients. Enjoy! View the Recipe  View more Food for Thought Recipes here Written by: Mary Lanning

While the patient-facing eye care force is powering through their busiest time of year, the non-patient workforce is busy behind the scenes planning for 2023. On top of work we all have our personal lives, holiday planning, family obligations, inclement weather, kids on school break, you name it. Whatever role you are in, this time of year can be stressful. So, to end the year on a high-note, appreciate some past highlights, or to get some inspiration for the new year, I’ve compiled a few things that I’ve found could be helpful: Reflection If you went to an OWA event, or never have, you can revisit the fun via the photo galleries of OWA Events . From Expo East and West, Regional events, Anniversary and Awards events, these event photos go back to 2010! OWA events are a great way to meet other members, put a face to the name, and appreciate the connection we all gain from this amazing community of women! Sweet Treats The OWA’s Food For Thought videos are a fool-proof way for you to learn how to prepare a new dish. I’ve gathered up some of my favorite posts on their sweet treats that would be perfect for a holiday get together: Whipped Cream Chocolate Almond Oatmeal Cookies Cake Box Cookies  Basic Caramel  Koulourakia or Greek Easter Cookies Nut Butter Cookies + Nuts and Berries Cocktail Pumpkin Cheesecake  BONUS: Charcuterie Board with Jameson Manhattan Cocktail Inspiration I LOVE the OWA’s One Minute Inspiration. The OMI’s are sent out twice a month, written by a wide variety of women, and are just that – a quick inspirational one minute read. Sometimes I find myself on the OMI page just reading away because they are so quick, easy, and inspirational! Check out the titles, or sort the One Minute Inspiration ’s by category – when you login you can read them. If you’d rather listen than read, revisit some of our previous inspiring OWA Talks Podcast episodes: The Importance of Connection and Community in Our New Normal with Ashley Mills Choosing Happiness in Times of Change with Victoria Hallberg Rethinking How Networking Can Work for You with Marge Axelrad Planning ahead in 2022 for you and the OWA with Deb Bulken Overcoming Failure to Reach Success with Dr. Maria Sampalis Leadership Insight and Strategies with Cathy Firman and Kylie Mattya Using Influence and Opportunity for Professional Growth with Carissa Dunphy Unlocking The Power of Connections with Dr. Jennifer Stewart Finding Balance: Creating Work/Life Symmetry Pre & Post Pandemic with Katie Lauver Digital Networking & Social Selling with Trudi Charest Need more inspiration? Stay tuned because the last blog post of the year will list the top 3 most read OWA articles of 2022! Written by:  Carissa Dunphy

Opticianry — the mysterious occupation within the eye care industry. Even as I type this, my word processing app refuses to recognize my profession’s name, underlining the mystery word and prompting me to check my spelling.   The confusion of the 3 O’s: Optician, Optometrist and Ophthalmologist, has blurred our lines for many years and consequently kept us a mystery to many. But today, we are here to declare the profession of opticianry is alive and well —, and vital for the optical industry — as we are the ones who proudly complete the circle of eye care for our patients.   When I began my career, almost 45 years ago, I was hired by an optician who owned his own shop.  He sat me down and noted in earnest, "If you are going to be a woman in this field, you must be licensed.  If you don’t get licensed, no one will ever take you seriously.” At that time, less than 20% of opticians were women, and we had an uphill battle to prove ourselves.   Today over 70% of opticians are women.    Opticianry has grown to be an excellent career choice for women. Why? It is highly in demand in almost all states — this creates higher wages, better benefits and more flexibility in work schedules and hours.  The formal education or apprenticeship can often be completed in two years, which makes it an easier profession to enter into, and the licensure in 23 states brings employment security. Helping people to improve their vision and quality of life is incredibly rewarding.  Lastly, and the most exciting reason, is that women opticians have increased recognition and opportunity within this field.   Judy Quinones, Donna Schaub and myself, Dibby Bartlett, all opticians, have enjoyed and continue to take full advantage of the varied opportunities available to us.    Collectively we have:   Managed optical shops Achieved certification and licensure Attained advanced certifications Worked as frame representatives Worked as contact lens representatives Served as Chief Operating Officer of an eyewear company Started a state association Served as a State Association Director Served as a National Association Director Served as a State Association President Served as a National Association President Served as a director on an industry board of directors Consulted for the optical industry Developed a course curriculum Taught at an NFOS opticianry school Lectured nationally Won the NFOS College Bowl Received the Academic Excellence Award Wrote and published multiple continuing education courses Volunteered at Vision Clinics Won an Opticians Association of America Leadership Grant Named a Most Influential Women in Optical Achieved the Eyecare Business Gamechanger Award   Opticianry has given us the opportunities to achieve the above, and, watch out world, we aren’t done yet!   "This profession has given me so many opportunities to grow, lead, and give back. As much as I’ve accomplished, there’s still so much more I want to do, and that motivates me every day. I love taking on new projects and finding ways to make things better. Opticianry is a great profession because it offers so many ways to explore, create, and contribute.” -Judy Quinones   "Opticianry has provided me with numerous opportunities and education both in and out of the workplace and classroom. As the first sales representative to introduce a new contact lens to the U.S. market, I gained valuable insights into how different cultures operate. For example, a phrase I learned from my Japanese colleagues is “otsukaresama desu.” Although it doesn’t translate directly into English, it can be used in various contexts to acknowledge someone’s efforts, serving as a means of expressing respect and appreciation. I have since adopted this mindset both professionally and personally.” -Donna Schaub   "Opticianry has given me more than I ever thought I would have the chance to do and be. Each varied opportunity has been a joy to discover, nourished my intellect and has given me a tremendous sense of accomplishment and enjoyment.” -Dibby Bartlett As we consider the many opportunities we have had and taken advantage of, it seems only fitting that we work together, through the Optical Women’s Association, to encourage those many women opticians out there to do the same.   Our advice to our sisters in the profession is this:   •      Seek out new positions. If you don’t see the one you want, create it. •      Knock on ALL doors, you are worthy and you just never know what can happen. •      Step into any and all leadership positions you can. Even the smallest can be a stepping stone. •      Ask someone to nominate YOU  for an award. Be your own advocate. •      Achieve the highest education in your field. Never stop learning. •      Ask for a hand up from a woman colleague if you need it. •      Give a hand up to other women, every time you can. •      Lastly, Join organizations, like the OWA, that offer the chance to network with influential women. The Optical Women’s Association uniquely fosters mentorship, networking, and professional development for women in the optical industry.  It amplifies our voices and offers us the opportunity to connect, grow, and give back.   Being part of the OWA supports our commitment to elevating our profession of opticianry and take full advantage of the opportunities before us.   If you’re a member of the Optical Women’s Association and know an optician who could benefit from our community, please share this article.   If you are not a member of the OWA, join us , won’t you? Written by: Dibby Bartlett

Diversity, Equity, and Inclusion, or DE&I, is not a new concept. In fact, it originates from the American Civil Rights Movement of the 1960s, more than 60 years ago. During that time, companies saw the introduction of equal employment laws and affirmative action, steering them to improve and achieve diversity in their workforce representation.   However, simple representation is not what DE&I means today. DE&I has evolved to include ensuring fairness (equity) and inclusion in workplace practices and culture.   But with so many other financial and strategic goals in organizations, what is the benefit of DE&I in the workplace and how do we advocate for change where we are?   The Benefits Of DE&I Let’s start by looking at things from a customer’s perspective. Customers, patients, clients and members want to know that you understand their wants and needs in the market. Otherwise, how will you serve them?   When you create teams that reflect the diversity of your community, you gain access to insights on the community’s unique needs, along with diverse preferences and experiences. These insights lead to more effective marketing and product development, more creative problem-solving and new, innovative ideas.   These learnings are essential to any organization’s growth and competitiveness and can enable them to stay relevant within the market — an advantage that can directly impact the bottom line.   As an added benefit, consumers today are increasingly socially conscious and prefer to support businesses that align with their values. By demonstrating a commitment to DE&I in your culture and business practices, you can build a positive reputation and foster loyalty among individuals who value inclusivity.   Furthermore, we know that employees are more likely to be engaged and dedicated to their work when they feel appreciated and respected. Implementing DE&I initiatives in the workplace fosters a sense of belonging and inclusivity, which can result in increased employee engagement, commitment, and loyalty.   Advocate For Change Wanting to have more DE&I values versus demonstrating them requires action. You can begin to intentionally advocate for DE&I as a leader or an individual contributor by simply increasing your own awareness. Pay attention to your workplace and identify areas for improvement. Start by asking yourself these questions:   Hiring Practices  – Does my company promote hiring in diverse locations? Are there any inherent biases in the way that questions are worded, or applications are scored? Does my company offer any DE&I training to help uncover hidden biases in the hiring process? Training Programs  – Does my company provide training in a variety of formats and languages? Does my company provide a platform for employees to contribute to training content? Does my company promote a learning environment that is safe and respectful? Policies  – Does my company have policies in place to report issues of discrimination or harassment anonymously? Does my company have a program or goals in place to understand the diversity of our vendors or suppliers? Communications  – Does my company offer internal communications in a variety of formats and languages? Does my company have a culture of providing necessary accommodation? Leadership Accountability  – Does my company ask employees about their sense of belonging, engagement, and authenticity at work? Does the leadership team at my company represent the diversity of our community?   If your answers to any of the above questions uncovered gaps, the next step is to make a list and then learn about each issue, one by one. Do your research and become knowledgeable about the area(s) you want to change before you connect with others. Look for examples of past situations and determine what would need to happen to make positive changes.   While discovering a gap is easy, you ultimately need to provide solutions in your advocacy to bridge that gap.   The best way to find solutions is to talk about it. Find a diverse group of colleagues and create an environment where they feel comfortable sharing their ideas, concerns, insights and research. It’s much easier to stay motivated when you’re not on your own.   On top of that, since this topic started in the 1960’s, there are several resources, books and established organizations that can help you find a solution that will work for your organization. One of my favorites is "Inclusify" by Stefanie K. Johnson. Her book focuses on creating a workplace that maximizes the benefits of diversity through inclusion.   You can also check out the OWA Community Corner by posing a question or reviewing posts from other like-minded conversations.   Make Your Case Once you know where the issues are and have options for solutions you need to put it all together. Start documenting the following:   What gap are you trying to solve? What are the costs of implementing your new solution? What are the potential benefits, both quantitative and qualitative? How will you measure success? Is there a path to act by starting small to prove the benefits can be realized?   If you can, include success stories from other organizations or key data points or quotes from within your own organization. Being able to tell the full story is the key to influencing others to make change.   As Maya Angelou once said; “ Do the best you can until you know better. Then when you know better, do better .” Written by: Holly Gough

Why stellar customer service is key more now than ever. Instant gratification is at our fingertips — from same-day delivery to subscription services to what we watch on television. Today, it is easier than ever to get what you want, when you want it, all from the palm of your hand. More than 70% of Americans are shopping online, according to Tidio . For example, online mega-giant, Amazon, makes it seamless to get anything delivered within hours, nearly removing the need  to go to a physical store. While instant gratification is convenient, it lacks human connection even when someone delivers the order to your door. When we do venture into a store, quality customer service is usually hard to find — labor is often cut to save money, leaving customers wandering the aisles. Could it be everyone is flying in their own orbits and doesn’t need help OR is it that the accessibility to at-home shopping gives the perception that people don’t want to interact? The answer to this question is both, but it’s much more the latter when there is a positive experience. The key to a successful company is a seamless (and enjoyable) Omni-Channel experience. However, if the experience feels disjointed or underwhelming, customers are likely to never shop with the company again. According to Zippia , 32% of people will stop doing business with a company after only one poor experience. The pressure to make it right is at an all-time high. Creating the Right Experience So, in a world where you can get things faster and easier than ever, how can companies provide an experience that captivates and keeps customers? According to PwC , it’s convenience, consistency, friendliness, and human touch – both in person and digitally. Two companies that rise to this challenge are Starbucks & LUSH — both stay true to their values and offer perfect touches of personalization. The Starbucks app is the easiest & most rewarding app on my phone. It keeps track of what I order, offers ideas for what I may like, and notifies me when the coveted pumpkin spice is back. It is so simple that I can place an order in about 5 taps, and more importantly, I can count on Starbucks to have it ready when I arrive. When I enter, I am greeted by cheerful people who may have been at work since before 4am, but you’d never know. They are happy to work there, to see me, to make coffee, and to send customers on our way as fast as possible. It’s seamless, enjoyable, and personalized. LUSH is THE in-store experience. There is always something amazing to smell, to touch, to sample — and their staff is eager to help you find what’s best for you. Employees know the perfect product for the pimple on your face, your dry knees, and the bath that will replenish you after a long week. The staff is proud of the vegan-friendly products they offer, are knowledgeable of their benefits, and are thrilled you’re there to learn about them. When I shop at LUSH, I don’t feel like I’m in my own orbit, but that I’ve entered theirs. Through offering exemplary customer service, LUSH focuses on the little things, like learning the scent you love and then showing you five other spot-on recommendations. In fact, the last time I went to LUSH, I made three purchases because the associate kept showing me things I needed but didn’t know it yet. I might have bought the whole store if she kept talking. It’s in the way employees get excited when you try their favorite product, and it’s the emotional connection they organically create with every customer that gains your trust and builds a relationship. The Benefits of Human Connection We live in the busiest, fastest paced environment in history. When we make a genuine connection with someone — it reminds us that we need  these interactions. It is what makes us human. I think people are disconnected from one another because of instant gratification. If you don’t want to see anybody, you don’t have to. After a while, everyone lives in their own silo, only occasionally bumping into our neighbors at the grocery store. If we can prioritize the human element in our business, we will feel the difference in the environment and in sales growth. It starts with a friendly greeting, finding a connection, building trust, and helping the customer choose the right product on any platform. This leads to happy, repeat customers, just like me with Starbucks and LUSH. Companies where the human element isn’t evident serve a purpose, but are often forgettable. Humans remember when they feel seen, heard, and important, and they will choose to interact with those who make them feel that way. The best companies know the value of customer connection and invest in it — what is your company’s strategy and how do you set an example for this with your team? Written by: Holly Martin

Jean Scott, Optical Women’s Association Founding Board Member who served as Co-President from 2000-2002, passed away on December 21, 2024.  When Jean was interviewed in 2013 , she recalled back to when she helped create the OWA  in 1997, "We needed a vehicle for networking in a more structured manner, as well as mentoring, so women could continue to excel in leadership positions within our industry," said Scott. At that time, everything was a challenge — getting a board together physically was not possible and they took a fair amount of heckling from the men in the industry. With Founder Linda Little’s vision, Jean, alongside Co-President Marge Axelrad and the founding board members made the time to make it happen. "We shocked many when our first two Pleiades Award recipients were men," Scott recalled. “I think that really helped define our mission and the fact that we were here to stay. Plus organizations that understood the value of women — and were open about it — really benefitted!" While things have certainly changed since the start of the OWA, some things have stayed the same, like women helping other women. "No one succeeds today on their own," said Scott. "You can gain so many benefits from the OWA — from learning, to friendship, to networking. In short, the OWA can be a benefit to a woman throughout her entire optical career." More About Jean, from Vision Monday’s Press Release : She spent most of her early years in Wichita and Abilene, Kan., where she fell in love with the optical industry by working part-time for a close family friend in order to purchase her first pair of designer eyewear. Her passion for the optical industry never waned thereafter. Scott took on managerial roles with Cole National in the Northeast, worked with well-known NYC optician EB Meyerowitz and also at Boscov’s Optical in Pennsylvania. By the time she was 30, she was tapped to be one of the founding executive employees of the original National Vision Associates which was created in 1990 to build and open optical departments within Walmart in the U.S. and internationally as well as other optical retail acquisitions in the ‘90s.  Scott subsequently began a long-term role as vice president of U.S. merchandising for The Luxottica Group known at the time as Avant Garde Optics. It was also during this time that Scott was among the founding members of the Optical Women’s Association, serving as co-president from 2000-2002. She remained very dedicated to the expansion of the organization.    In 2006, Scott left the corporate world and began her own luxury retail business, relocating and operating optical stores in Macau, China and Singapore. Initially these were part of a company called New Lunettes Group Ltd., and then the business there was further developed under the jeanscott retail name. In her free time there, she gave much work to the International Ladies Association of Macau, and co-produced their large annual fundraising gala for several years. Her stores enjoyed tremendous success between 2008-2016, but she eventually returned to the U.S. to begin her next great adventure.  This was in Texas where she met and wed her beloved Lewis Snyder, and together they forged a new future under the Noble Fleece Alpacas banner. Together, they raised show-quality alpacas—winning countless awards and breeding their precious animals with other alpaca owners around the country. Scott had an amazing ability to “speak” to her alpacas and took great joy in educating everyone who wanted to know more about her precious animals.   Ever the global traveler, Scott visited countries extensively across most every continent. She also found much happiness in her dogs Bijou, Jewel, and Thor who is nationally ranked—all Belgian Tervurens. A memorial service is pending and will be held in early spring in Texas. The family has posted its own obituary for Scott here , where visitors can post to a tribute wall.

And just like that, we're at the end of the year. From professional development, to events attended, to personal insights — the OWA's year has been summarized in the weekly OWA Connects blog . A special thanks to our contributors throughout the year — OWA committee members , industry experts and sponsors — without you, this incredible content would not be possible. You are improving our community one blog post at a time 💗 Without further ado, here are the most popular posts of 2024: 10: The Writer Within You: 5 Tips To Getting Your Prose Published Whether it’s an email to colleagues or a comment on your sister’s cute first grader, writing is something we do in some form every day. Advances in technology including Artificial Intelligence (AI) have not replaced the human mind’s ability to amuse and... Read More 9: There's A Course For That! Here’s an expression that digital marketers know well: "The best place to hide a dead body is on page two of Google.” The expression for YouTube is, "If you can’t find how to do it on YouTube, it’s not worth doing.” Neither of these axioms could be further... Read More 8: Setting Boundaries: Balancing Work and Personal Life When Working From Home I have always loved the social side of in-office work. As an ESFJ (for the Myers-Briggs fans), I gain energy from being around and interacting with others — working in an office provides me this opportunity. Traveling to a physical office also allowed me... Read More 7: Keeping Politics Out Of The Workplace During An Election Year A divisive election is looming, and companies are debating how best to manage the potential distraction and stress of uncertain times with their employees and customers. As we learned during this year’s Vision Council Summit, which political party holds... Read More 6: Building Your Personal Brand: The Art Of Being The You That You Want Them To See The idea of building a personal brand, especially in a professional setting, can (and understandably so) feel overwhelming. I am here, however, to tell you that long gone are the days of personal brands being solely for celebrities, executives, and media... Read More 5: Optical 2.0: Top 5 Trends to Elevate Your Practice Think of the retail environment today, compared to five years ago — not only are customers more educated and digitally connected, but the entire customer journey has evolved. Having a digital footprint is more important now than ever, and customers... Read More 4: You're Burned Out By Your Job, Now What? In early 2022, I was reaching a breaking point at work. I was exhausted. I had daily tension headaches from sitting at my desk for long hours. I never made plans on weekdays because I couldn’t muster the energy. I had such intense 'Sunday scaries’... Read More 3: Leadership Insights From Executives In Eye Care Knowledge-sharing fosters collaboration and innovation, allowing us to learn from one another's experiences and insights. This exchange of information not only promotes personal growth but also contributes to the collective intelligence of a... Read More 2: Most Influential Women In Optical OWA Members This year marks Vision Monday’s 22nd annual Most Influential Women in Optical report. The Vision Monday editors selected 40 women who are honored in five distinct categories: Executive Suite, Rising Stars, Mentors, Innovators and Above & Beyond... Read  More 1: Fitting Fitness Into A Busy Schedule Have you been sticking to your New Years Resolution? In a world full of fitness influencers, weight loss medications, and fad-diets the ways to reach your physical fitness goals seem limitless -- but what is actually  sustainable and what is going to... Read More What was your favorite article of 2024? Let us know in the comments!