Optical Lab Products July 2017

OPTICAL L AB P R O D UC T S PRODUCTS AND IDEAS FOR THE LABORATORY PROFESSIONAL

JULY 2017 OpticalLabProducts.com

STAFF TRAINING P6

CUSTOMER SERVICE P10

MANAGEMENT: FROM STAFF TO CUSTOMERS

NEWS P15

VELOCITY PG 7 HARD COATING SYSTEM OF CHOICE FOR PREMIUM LENS MANUFACTURERS SUPPLEMENT TO VCPN JULY 2017

July OLP.indd 1

6/29/17 11:00 AM

POLYCARBONATE COMPOSITE SEGMENTED MULTIFOCAL LENSES: FT28 Bifocal FT35 Bifocal 7 x 28 Trifocal

WHAT’S NEW? Transitions® Signature® VII FT28 bifocal, FT35 bifocal and 7 x 28 trifocal lenses are now available in polycarbonate composite material, in both gray and brown.

This means even more segmented multifocal lens wearers can enjoy the unsurpassed photochromic performance of Transitions Signature VII lenses!

GOOD TO KNOW: Transitions Signature VII polycarbonate composite technology now available in FT28 and FT35 bifocal and 7 x 28 trifocal lenses Unique photochromic Trivex layer uses Chromea7™ technology to provide unsurpassed Transitions Signature VII performance Choice of gray or brown

Photochromic Trivex® front surface This thin layer of specially adapted Trivex® has been optimized for superb photochromic performance.

Polycarbonate

Processes just like polycarbonate 1.59 Index: Same as polycarbonate Superb segment cosmetics Integral chemical bond will not separate Excellent impact resistance

Available exclusively from Younger Optics, call 800-366-5367 to order.

Photochromic performance is influenced by temperature, UV exposure and lens material. Transitions, Signature and the swirl are registered trademarks and Chromea7 is a trademark of Transitions Optical, Inc., used under license by Transitions Optical Limited. Trivex is a registered trademark of PPG Industries Ohio, Inc.

Trans Sig Poly Untitled-2 1 Comp Multifocal - OLP.indd 1

4/10/2017 4/21/17 10:20:36 2:12 AMPM

JULY 2017 CONTENTS

Contents OPINIONS 02 Rollins on Marketing 03 In the Lab 04 One-to-One with Steve Sutherlin, Lab Liaison, The Vision Council

FEATURES 06 Techniques to Train Your Staff 10 Customer Service: Does One Size Fit All? 12 DigiCON 14 Finding the Synergies Among Optical Labs

Going Above and Beyond

BY JIM GROOTEGOED This issue of OLP is dedicated to

base line attitudes, if you will,

helping make you successful!

that can be communicated to all

Eric Rollins has a provocative column enclosed entitled, “Two

Examples could include return

Out of Three” that challenges the

policies, pricing adjustments,

classic triad of quality, service and

shipping methods, new product

price. I’d like to take it a step

information and more. We all do

further, suggesting that it’s really

a pretty good job on this.

“One Out of Three.”

Quality, as Eric notes, is a

RUNDOWN 15 Lab News

EDITORIAL STAFF

members of your business.

Service excellence is the customer service homerun and

given. Our vendors have provid-

can’t be scripted nor taught. In

ed us with machinery that allows

Cara Huzinec’s article on custom-

even a hack like me to produce a

er service in this issue she de-

quality lens. (Well, maybe not

scribes an instance where a

Our vendors have provided us with machinery that allows even a hack like me to produce a quality lens.

VP, EDITORIAL • John Sailer • JS@VisionCareProducts.com PROFESSIONAL EDITOR • Jim Grootegoed • JG@VisionCareProducts.com

quite that good.) Price, as Eric

customer’s patient was flying out

VICE PRESIDENT, DESIGN • Jane Kaplan • JK@VisionCareProducts.com

points out is relative and com-

and desperately needed eyeglasses.

ASSISTANT EDITOR • Cara Aidone Huzinec • CH@VisionCareProducts.com

prised of many more components

The lab hired an Uber driver to

ASSISTANT ART DIRECTOR • Bruce Kenselaar • BK@VisionCareProducts.com

than just a lens product.

take them to the airport. That’s

PRODUCTION AND WEB MANAGER • Anthony Floreno • AF@VisionCareProducts.com CONTRIBUTING WRITER • Eric Rollins • EricRollins@Comcast.net

BUSINESS STAFF PRESIDENT/CEO • Frank Giammanco • FG@VisionCareProducts.com

Service, on the other hand, is the variable that can make you successful. However, it too is

and beyond.

Here’s another, years ago one

EXECUTIVE VICE PRESIDENT • Shawn Mery • SM@VisionCareProducts.com

comprised of many factors. I’d

of our customers had a fire on a

DIRECTOR OF SALES • Janet Cunningham • JC@VisionCareProducts.com

challenge you to sit down with

Friday evening. A lane of equip-

VICE PRESIDENT, MARKETING • Debby Corriveau • DC@VisionCareProducts.com

several employees and custom-

ment was loaded into a van and

VICE PRESIDENT, OPERATIONS • Sharon O’Hanlon • SO@VisionCareProducts.com

ers—and others not necessarily in

delivered to a temporary space,

the optical business—and ask

and the doc was open for busi-

them to define “service.” (Feel

ness Monday morning.

FOLLOW US ON FACEBOOK https://www.Facebook.com/OpticalLabProducts

free to send the list of what you

FOLLOW US ON TWITTER @OLP_Magazine

address below, and we’ll be happy

customer service

to consider your answers for

that will set you

publication.)

apart.

FOLLOW US ON LINKEDIN https://www.LinkedIn.com/Company/Optical-Lab-Products Throughout this magazine, trademark names are used. Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only with no intention of infringement of the trademark.

come up with to my email

You can also use the results of that exercise as your service standards or expectations, your

OpticalLabProducts.com

July OLP.indd 1

just one example of going above

Those are just two examples among many of the kind of

Jim Grootegoed is professional editor of OLP. July 2017 1

6/29/17 10:54 AM

OPINIONS ROLLINS ON MARKETING

Two Out of Three

BY ERIC ROLLINS

C

ommon wisdom says that

new business for very long. Think

we have three things to sell:

about that before you start your

price, quality and service.

promotion to gain new business.

This comes with the corollary

I believe customer service

that you can only get two of the

will trump every other point of

three (for instance, if you have

value to our customers. Now

great quality and service, then

is the time to invest in training

your price will be higher).

and possibly expanding staff.

In the optical laboratory

Make sure you keep your great

business, we only have two: price

customer service representatives

and service. It’s not that I don’t

by offering competitive wages,

think quality is important. In fact,

showing respect to them for the

it’s just the opposite. Quality is

great job they do and having

so important to our customers

special events for them. Some

that they pretty much don’t even

ideas: have a special dinner

give credit to labs for having great

for customer service reps and

quality. It is simply expected.

their significant others at a nice

Now is the time to invest in training and possibly expanding staff.

Price and service will also

restaurant, offer to take them and

sometimes act as a fulcrum in

their significant others to a local

balancing the value of the optical

event (baseball game, concert,

laboratory to its customers. If

play, etc.) or even have a contest

your prices are low enough, then

for them with the winner getting

the customer may be willing

a weekend getaway. Tip: check

to accept some lesser degree of

with your vendors to see if they

service. If your service is good

may sponsor some of these ac-

enough, then customers will be

tivities. It is always better to keep

willing to pay a higher price to

great employees (and customers!)

a certain degree. On the other

than try to find new ones.

hand, if your prices are on the high side and your service is somewhat less than desired, you are on your way out of business.

Price can be a very effective tool to get new business, but if the service level isn’t there then chances are you won’t have that 2 July 2017

July OLP.indd 2

Eric Rollins is a veteran of the optical retail, frame and lab industries. His firm, Rollins Consulting, LLC, consults with the three Os to improve profitability. Email him at EricRollins@Comcast.net.

OpticalLabProducts.com

6/29/17 11:02 AM

IN THE LAB OPINIONS

Show It But Don’t Say It

BY JOHN SAILER

B

aseball, beer and barbecue.

which also discusses some best

Invite your customers to

practices that labs of all sizes

they don’t belong in your

talking to your customers while

enjoy them all in one

employ to develop and maintain

discussions with your customers:

making a point of showing them

their business relationships.

“Our” (impersonal), “policy”

how much you care using some

setting, and you have the makings of an evening that is a good

Avoid these words when

(inflexible), “per” (formal),

of the examples in this issue,

example of how to treat them

actions you can take to improve

“department” or “division” (irrel-

along with the many others you

right. This issue of OLP is about

your customer service, there are

evant), “seems” (indirect), “just”

surely experience every day, and

customer service, and Schneider

also some things you should not

(unnecessary limiter), “misun-

the word-of-mouth about your

Optical Machines’ recent

do . . . or say. The recently

derstanding” (emphasizes

lab will surely take on a positive

DigiCON event shows how some

released “13 Words You Should

customer error), “if” (qualifies

spin.

companies go above and beyond.

Never Use When Replying to a

customer complaint), “fault”

In addition to our review of

Customer” by digital marketer,

(defensive), “blame” (sets up

DigiCON, find other examples of

business strategist and bestselling

right vs. wrong), “but” (wishy-

good customer service in Cara

author, Jay Baer, provides some

washy qualifier), “try” (incom-

Huzinec’s article, “Customer

insight into what one should not

plete), “consider” (dismissive and

Service: Does One Size Fit All?”

say to customers.

insincere).

OpticalLabProducts.com

July OLP.indd 3

While these articles share

Here are the 13 words and why

John Sailer is VP, editorial of First Vision Media Group.

JS@VisionCareProducts.com.

July 2017 3

6/29/17 11:02 AM

OPINIONS ONE-T0-ONE

OLP interviews Steve Sutherlin, The Vision Council’s Lab Division Liaison.

How would you describe your role with The Vision Council?

The title of my job

OLP: How is the Lab Division

SUTHERLIN: As mentioned

is Lab Division

continuing to evolve?

earlier, we developed a compre-

Liaison, and the

hensive list of benefits called the SUTHERLIN: We have a

Lab Toolkit. It covers a wide

represent the interest of the Lab

steering committee that helps us

array of services including:

Division members. That includes

to plan for the future, as well as

• marketing assistance

the development of programs

the direction of our chairman

• sales and customer service

that benefit our members,

Drake McLean and vice chair

helping them to utilize those

Swen Carlson. They do a terrific

benefits, answering questions,

job in their advisory roles.

role is exactly that: I

responding to concerns and working to bring members the direction they need to navigate

STEVE SUTHERLIN is Lab Division Liaison at The Vision Council.

We continue to add member benefits all the time. The latest addition is our shipping discount program that we offer

industry issues.

in conjunction with Allied OLP: How have things

We also lead the industry in

Growth Partners and Trans-

changed since The Vision

creating and maintaining

portation Impact. Members are

Council took over the Lab

standards, and we advocate for

reporting savings approaching

Division (formerly the

legal and regulatory issues that

30% off rates they had

Optical Lab Association)?

our members face.

negotiated hard for previously.

One of the best things about

training • premier industry events such as the Lab Division meetings at both Vision Expos and the Executive Summit, the California Optical Laboratories Association (COLA) meeting and The Hall of Fame dinner • lab performance benchmarks • production standards and technical assistance • workplace regulatory compli-

We’re also very involved in

ance, legal assistance and

SUTHERLIN: I like to think that

the merger is that we are now

helping our members deal with

organizational resources

we have taken advantage of the

able to work hand-in-hand with

legal and regulatory challenges

• resources for our members’

best of both worlds. The Vision

all The Vision Council divisions

like California Prop 65 and the

customers, including the very

Council has so many resources

to advance the cause of our

FDA’s Unique Device Identifica-

popular Progressive Identifier

that labs didn’t have access to as

members. As the manufacturing

tion (UDI) mandate. I’m

book (which will soon go

the OLA. We can offer a long list

side of our industry continues to

tremendously proud of what

of member benefits, including

evolve, the need for all our

our organization has done to

marketing programs, shipping

members to work together

help labs navigate the former,

discounts, customer service

increases every day. We are

and be exempted from the latter.

training and much more. We call

working on joint projects with

it the Lab Toolkit. Members are

both the Lens Processing &

What services does The

amazed when they look at the

Technology Division (LPT) and

Vision Council’s Lab

long list of services that we

the Lens Division right now that

Division offer its member

provide for them.

will bring a tremendous synergy.

optical labs?

4 July 2017

July OLP.indd 4

OpticalLabProducts.com

6/29/17 10:55 AM

ONE-T0-ONE OPINIONS

digital), the Clear Choices

SUTHERLIN: We have an

able to put their own brands in

patient education brochure

incredibly exciting program in

the catalog.

and the Indispensable Dispens-

the works for Vision Expo West.

ing Guide

We’ll kick it off on Wednesday

our LPT & Lens Divisions to lead

with a session on Industry 4.0/

the way on Smart Manufacturing

Smart Manufacturing. It’s a

Processes. There is a tremendous

red-hot topic that we featured at

opportunity to enhance the way

COLA. There has been so much

lenses are made, providing far

buzz following that meeting that

greater efficiencies for labs.

• r egulations and business advocacy • c onsumer education and outreach • reduced shipping cost • cyber security resources • l ocal and national discounts for members’ employees through PerkSpot • f ree access to industry-leading

we decided it would be great to present it to the entire membership.

On Thursday morning, we will have a session on cyber security for labs. It’s another hot topic

market research reports and

right now with lots of twists and

access to custom research at a

turns that labs have given little

steeply discounted rate

or no thought to.

• r aising the tide for the industry

We will also have presenta-

at-large through the Think

tions from Michael Vitale, The

About Your Eyes campaign

Vision Council’s Technical

We will soon release the Progressive Identifier Book in digital format, which will allow lens companies to keep their styles updated in real time.

OLP: How many members are

Director, and Rick Van Arnam,

there? And what direction is

our Regulatory Affairs Counsel.

the membership headed?

It should be a great meeting, and I hope to see a stand-

SUTHERLIN: We currently have

ing-room-only crowd.

well over 400 members in our division. There are new players

OLP: Other than Vision Expo

opening every day, and I see that

West, what new initiatives is

number continuing to grow

the Lab Division working on

because of that. We work closely

now and into the future?

with our LPT members to identify new labs that could

SUTHERLIN: We will soon

enhance their business by

release the Progressive Identifier

becoming a member.

Book in digital format. The popularity of this publication is

OLP: What does The Vision

unbelievable. Going digital will

Council have in store for the

allow the lens companies to keep

Lab Division during Vision

their styles updated in real time.

Expo West?

Our member labs will also be

OpticalLabProducts.com

July OLP.indd 5

We will also be working with

THE VISION COUNCIL ADVOCATES FOR THE INDUSTRY “We’re also very involved in helping our members deal with legal and regulatory challenges like California Prop 65 and the FDA’s Unique Device Identification (UDI) mandate,” said Steve Sutherlin, Lab Division Liaison to The Vision Council. Here’s what the organization has done to help labs navigate the former and be exempted from the latter.

Proposition 65 has been a California state law since 1986.

Passed as the Safe Drinking Water and Toxic Enforcement Act, “Prop 65” regulates the presence of certain chemical substances found in products sold in California or present in the workplace in California. On May 11, 2015, the State of California relisted Bisphenol A (BpA) on its Proposition 65 list of substances known to the state to cause cancer, birth defects or reproductive toxicity. The chemical is of note to members of the optical industry because it is used as a starting material in the manufacture of polycarbonate. On June 17, 2016, California’s Office of Environmental Health Hazard Assessment published its Maximum Allowable Dose Level for BpA (effective Oct. 1, 2016) as less than 3 micrograms per day. To assist members of The Vision Council and their partner retailers with the BpA labeling requirements established by Prop 65, the organization created the California Proposition 65—BpA Labeling Guide, which is available on its website.

The Unique Device Identifier (UDI) System of the U.S. Food and Drug Administration (FDA) requires manufacturers to assign and affix a UDI to each medical device they offer in interstate commerce, but The Vision Council convinced the FDA to exempt optical lenses from these regulations. As a result of advocacy brought forward by The Vision Council, the FDA has exempted optical lenses from the scope of the UDI regulations.

July 2017 5

6/29/17 10:55 AM

MANAGEMENT STAFF TRAINING

Techniques to Train Your Staff Just as important as the quality of your equipment and the products your lab offers, staff training should be at the top of any company’s to do list.

BY JAIMEE PALKOVICZ

P

There are several specialized and advanced ways to get them up to

roduct knowledge and

speed on everything optical

training are key to

within a short learning curve. Of

running a successful lab,

course, there are also plenty of

whether it is your customer

learning opportunities for your

service personnel brushing up

sales staff as well.

on the newest lenses or your expert finishing technicians

LENS MANUFACTURER

learning the newest machinery.

TRAINING

There are several ways to

Several manufacturers offer

either initiate staff training or

easily accessible training

improve what you are already

programs that allow employees

doing. For lab staff who work

to brush up on their product

with the machines, constant

knowledge right from their

training is important. Even when

desks. Essilor’s EyeTrain allows

can earn points by taking a

University. Although some of its

someone is great at their job,

IDD lab employees to participate

variety of product training

programs are geared toward

there is always room for

in online courses and quizzes,

courses and performing a variety

ECPs, it can also help lab

improvement. And what about

rewarding those who successfully

of sales activities. For instance, a

employees learn all the dynamics

new recruits who come into the

complete them with points that

sales rep can earn points by

of the industry, as well as

lab with no optical knowledge?

can be redeemed for prizes.

taking product training about

continue to grasp product

Varilux and then earn additional

knowledge and real life scenarios.

Satisloh technical product manager, surfacing, Dan Kurban (in blue shirt) leads a hands-on course during Satisloh Academy.

Prior to installation, Quantum Innovations holds training sessions for customers in its facility in Oregon.

Through the mobile app, users

points for training their eyecare

Essilor also offers Essilor

The VISION EASE Education

professional (ECP) customers

site is an eLearning platform

about Varilux as well.

where training includes quizzes

The IDD EyeSell app engages

and where results are tracked.

sales consultants to keep track of

Labs typically use this resource

their sales activity and training

to train their sales and customer

through a fun, easy-to-use and

service teams about VISION

competitive environment. The

EASE’s products.

EyeSell app lets sales reps keep

6 July 2017

July OLP.indd 6

track of their weekly performance

SALES TRAINING

and sends their score and ranking

How your sales force and

to the IDD website leaderboard.

customer service personnel

Although the EyeSell app is

handle their calls and customers

geared toward independent lab

is something that should be

sales reps, other lab employees

continuously monitored and

can also utilize the app to further

improved. One way to do this

their product knowledge.

within your lab is by utilizing the OpticalLabProducts.com

6/29/17 12:46 PM

LENSES

Untitled-2 1

6/28/17 12:04 PM

MANAGEMENT STAFF TRAINING

work of Michael Karlsrud. For

Quantum Innovations’ location

many years, he has been in the

for training learn on the actual

business of training and coaching

machine that will be installed

sales professionals and managers

in their lab. This training

in the art of conversation and

program was created to ensure

sales pitch techniques. He also

that your lab succeeds while

focuses on the areas of change

getting hands-on experience.

management, organization and

Other companies that offer

personnel development, specializ-

further machine training upon

ing in executive management

purchase and delivery are MEI,

coaching. One of the easiest ways

Satisloh and Coburn. When labs

to access Karlsrud’s expertise is

install MEI machinery, the

through The Vision Council,

company creates an individual-

which provides customer service

ized training program specifical-

and sales training (featuring

ly designed for that shop.

Karlsrud) available for free to em-

Depending on their location,

ployees of any of its Lab Division

customers can either go to MEI’s

members on the website at

facilities for training, or MEI will

TheVisionCouncil.org/Labs.

come to them. The company is based in Bergamo, Italy, with

EQUIPMENT TRAINING

satellite offices throughout the

Training on the machinery being

world in Hong Kong, Sao Paulo

used is vital to any lab’s success,

and Chicago, with another U.S.

as it keeps your employees sharp

branch opening in Ontario, CA.

and adds to the lists of skills they

(See “Poised for Growth: MEI

can master. Most machinery

Opens New Factory,” May 2017

manufacturers will come out to

OLP).

install the machinery and also

Satisloh povides factory-certi-

spend a few days on-location

fied training from its Satisloh

training your staff.

Academy, which offers in-depth,

Quantum Innovations not

hands-on courses featuring the

only comes to your location for

knowledge necessary to run

installation, but they also

Satisloh equipment at optimum

prepare your employees by

capacity.

offering them an in-depth,

Coburn Technologies takes a

detailed course on the machinery

more personalized approach,

on their property in Central

providing customized training at

Point, OR, prior to your lab’s

no additional cost based on the

machine being shipped out.

knowledge the customer has,

Lab employees who go to

which determines how long, how

Coburn takes a personalized approach, basing the length and depth of training on the customer’s existing knowledge.

in-depth and what the focus of

videos on operations and

the training will be. Someone

routine maintenence.

who is new to using Coburn

Essilor also offers training

machinery will get more

when its machines are installed.

in-depth and longer training that

Essilor’s EyeTrain recently added

may even include some fol-

a Lab Specific section to help

low-up visits. Alternatively,

further train lab employees who

someone who is familiar with

work with the machinery and

Coburn machines and is just

more technical aspects of the lab.

upgrading to the newest model

Employee training, regardless

will probably just need a day or

if it’s your sales team, customer

so to get filled in on the newest

service or expert finishers, is

features and how to use them.

your job as a company to

Santinelli includes full

provide your employees with a

installation and complete staff

robust program to ensure they

training with all new and

are successful while in the optical

pre-owned edger purchases.

industry. This will allow your

Santinelli provides initial

employees to gain the confidence

installation, a follow-up

they need to sell and supply your

technical visit and training

customers with the best quality

within 60 to 90 days. Labs

workmanship and service.

receive a DVD with the equipment for review prior to

Jaimee Palkovicz is marketing

set-up. Santinelli’s post-training

coordinator of i-see Optical Lab in

also includes support services,

Blackwood, NJ.

both a Help Desk with live personnel as well as online support that consists of chat rooms, technical PDFs and

WHERE TO FIND IT: Coburn Technologies, Inc. • 800.262.8761 • CoburnTechnologies.com • CustomerCareCenter@ CoburnTechnologies.com • Essilor of America, Inc. 800.542.5668 • EssilorUSA.com • EssilorIDD.com/EyeTrain.html • MEI S.r.l. 847.357.0323 • MEISystem.com • Info@MEISystem.com • Quantum Innovations Inc. 888.268.3414 • QTMI.net Info@ Bisphera industrial-sized edgers are manufactured QTMI.net • Santinelli International, Inc. 800.644.3343 • Santinelli.com • Sales@Santinelli.com • Satisloh North America, Inc. in MEI’s new factory for worldwide distribution.

800.866.5640 • Satisloh.com • Info.USA@Satisloh.com • VISION EASE 800.328.3449 • VisionEase.com • Info@VisionEase.com 8 July 2017

July OLP.indd 8

OpticalLabProducts.com

6/29/17 12:46 PM

Leybold Optics CCS610T+ Redesigned with a thermal evaporator and more powerful ion source This fourth generation coater has been redesigned - packing more capability into a smaller footprint - while retaining an affordable entry price.

Questions? leyboldoptics.cary@buhlergroup.com 919.657.7100

Innovations for a better world.

Untitled-2 1

2/16/17 6:35 PM

MANAGEMENT CUSTOMER SERVICE

CUSTOMER SERVICE: DOES ONE SIZE FIT ALL? All labs face challenges processing jobs. Find out how these labs keep customers happy.

BY CARA AIDONE HUZINEC

you don’t know the answer to

being honest with the customer,

he mainly looks for technical

the question, and if we made a

and they really trust us with

skill, then optical experience.

ustomer service in

mistake and had to remake a

that,” Kirman added. “A trust

Personality is also important.

optical labs has its

lens, then that’s what we tell the

relationship is important, and at

difficulties: from

account.”

our size [K Optical processes

many positions where you are

about 150 to 170 jobs daily], we

genetically disposed to do a job,

can do that.”

but I generally think the quality

C

educating customers on new

Because J&J is a small lab that

products and electronic

does about 125 jobs per day,

ordering, to lens breakage and

Haigh described customer service

other quality issues—all while

there as “multi-functional.”

processing jobs at a speedy rate.

“We don’t just look at the

At Schroeder Optical in

“I don’t think there are too

of a customer service person is

Roanoke, VA, CEO Tom

to be able to quietly and

Schroeder stresses follow-through

patiently listen to customers

computer,” he added. “A

with customers, explaining that

complain eight hours a day,” he

HONESTY AND

customer service rep is required

sometimes a job requires

said. “They need to be generally

FOLLOW-THROUGH

to physically find the tray in the

numerous conversations and that

pleasant and tolerant and have a

For Jerry Haigh, president of J&J

lab and expedite it with that

a relationship built on trust “goes

real desire to help. You can hear

Optical in Paradise, CA,

department. I want every

a long way in partnering with the

it on the phone.”

customer service means

customer service person to be

ECP to get the job done. Every

truthfulness.

personally responsible as far as

business to some degree is a

about having skilled people on

delivery to every account.”

relationship business, and

the phone,” admitting finding

everything we do is slightly

those people has been a

Optical in Hummelstown, PA,

custom compared to the next pair

challenge. However, he said lab

agreed that trust and open

of glasses,” he said. “We try to

consolidation has helped

communication are key to

look through work in progress

Schroeder Optical gain skilled

providing good customer service.

and see if there’s a delay and then

employees. As corporate labs in

get back in touch with a custom-

the area have either downsized

er. That’s always our goal.”

or closed, Schroeder Optical has

“I don’t like people making up stories,” he said. “Be honest if

Don Kirman, owner of K

“There’s always going to be that job that goes bad, but we try to do the best

Jason Sharpe, vice president of operations at St. Cloud, MN-based Eye-Kraft, said he

Schroeder said he is “serious

been able to hire some and benefit from their experience.

Kirman also said that because

doesn’t expect customer service

K Optical’s customer service

employees to know everything or

department is really the genesis

be optical experts, so “if they

of all jobs—from traying out a

don’t know the answer, they will

job and pulling blanks, to doing

get back to them. They need to

data entries for prescriptions

be able to listen, find out what

and frame types—his lab “needs

the account is looking for and

to have somebody who is sharp

follow-up.”

and able to learn quickly and then retain that information.

10 July 2017

July OLP.indd 10

HIRING THE RIGHT PEOPLE

They also need to recognize the

As for hiring criteria, Rochester

job in front of them and how it

Optical COO Greg Novak said

needs to be done.”

OpticalLabProducts.com

6/29/17 10:55 AM

CUSTOMER SERVICE MANAGEMENT

system, customer service reps can tell customers exactly where a job is and when it will ship.

“We put computers in front of everyone (in the customer service department) and taught them how to use our customer service interface,” he said. “It’s been a huge boon for our The customer service department at Cherry Optical, Inc. in Green Bay, WI.

company and our customers.”

And at Sycamore, IL-based

LAB MANAGEMENT SYSTEMS

“We turn it into root-cause

Rochester Optical has created

analysis and then take corrective

implemented its own software

said eliminating telephone

customer portals and shared

action.”

systems, which has created better

orders has reduced miscommu-

and more efficient customer

nication and order errors.

information sites on which

Novak described an issue

K Optical developed and

AccuLab, CEO Chris Brundies

customers can access informa-

when a regular customer who

experiences, according to

tion about the lab’s services and

routinely ordered safety glasses

Kirman.

products. Admitting that

had to consistently complain

Rochester Optical historically

about not always receiving side

along with the ability to view

start the job and get it to them

didn’t always have the best track

shields. Instead of addressing the

shipments and invoices, K

quickly and correctly.”

record with quick turnaround

true issue, Rochester Optical

Optical’s software also enables

times, Novak said a company

relied on the one employee in

customers to see the lab’s full

philosophy change—mainly in

the shipping department who

inventory.

examining causes of issues

happened to know to send side

instead of merely treating the

shields.

symptoms—has reduced lead times by three to four days.

“Part of what we are doing is

With full tracking systems

“The software gives a high

“It’s almost like 24-hour customer service,” he said.

“With electronic means, we can

But sometimes, even electronic ordering won’t get the job done.

“We had someone leaving the country that day, so we imple-

degree of efficiency and cuts

mented Uber to drive the job

down on the amount of time we

from the lab to the patient in

information in the computer to

talked to accounts from 15 years

Chicago,” said Brundies, adding

“The fix was to put that make it actually impossible to

ago,” he said, adding that he’s

that Sycamore to Chicago is an

turning ‘customer service’ into a

ship the job without side

now down from three phone

approximate 90-minute drive.

verb across the organization and

shields,” he said. “And now we

lines to two.

“A couple of hours later, that

not leaving it up to the customer

have a customer who says: ‘We

service department,” Novak said.

don’t have a problem anymore!’”

Sharpe explained because of Eye-Kraft’s lab management

patient got on a plane with new glasses.”

WHERE TO FIND IT: AccuLab 800.688.3904 • AccuLab.net • Eye-Kraft Optical, Inc. 888.455.2022 • EyeKraft.com • Info@EyeKraft.com • J&J Optical 530.876.1586 • JJOpticalLab.com • K Optical, Inc. 800.548.7540 • K-Optical.com • Info@K-Optical.com • Rochester Optical 800.820.6616 • RochesterOptical.com • Schroeder Optical 800.628.4146 • SchroederOptical.com • Schroeder@SchroederOptical.com OpticalLabProducts.com

July OLP.indd 11

July 2017 11

6/29/17 10:56 AM

EVENTS DIGICON

Keep Your Eye on the Lens With the theme of “Keep Your Eye on the Ball,” the baseball motif permeated Schneider’s DigiCON event, which shared the company’s latest lens-processing technologies.

BY JOHN SAILER

Ballpark, home of the Frisco Rough Riders minor league

It was serious fun at this year’s

baseball team, where attendees

DigiCON event, hosted May

wore personalized jerseys and

11-12 in Frisco, TX, Schneider

played ball in an actual stadium.

Optical Machine’s U.S. home-

Company founder and president Gunter Schneider hosted and educated guests throughout DigiCON.

The two-day event featured Company employees per-

discussion of his career as a football

town. The serious aspects were

workshops and presentations

the many formal presentations

describing the company’s

formed a demonstration of how

coach encouraged attendees to

and hands-on demonstrations

newest advances, including the

a technician would use the

work together as a team.

that showed the company’s

Modulo modular lens process-

company’s new virtual reality,

current offerings for producing

ing system, new automatic

remote diagnostic system to

founder and president, closed

quality finished lenses. The fun

deblocking and cleaning

communicate with a customer

DigiCON hinting at what’s soon

came in the form of social

technology, alloy-free blocking

service person back at the

to come, including automated

events and a night at Dr. Pepper

and four-axis edging.

Schneider headquarters in

feeding of blockpieces and

Germany to find out what’s

blanks, changes in blank

wrong with a machine anywhere

production resulting in tape-free

in the world.

production, new coating stacks

Coating equipment was among the hands-on demonstrations led by Kevin Cross, VP sales.

12 July 2017

July OLP.indd 12

Gunter Schneider, company

At the conclusion of DigiCON,

with a reduced number of layers,

the sports theme continued with the

anti-fog technology and integrat-

keynote speaker, Peter Vaas, whose

ing coating into the line.

Schneider North America president Kurt Atchison welcomed lab managers, owners and other eyecare professionals to DigiCON 2017.

OpticalLabProducts.com

6/29/17 10:56 AM

DIGICON EVENTS

Paul Faibish from Plastic Plus, Maui Jim’s Paul Ponder and Bill Heffner of FEA were among the lab leaders in attendance.

Schneider employees demonstrated the new virtual reality system that enables technicians in Germany to remotely troubleshoot anywhere in the world.

DigiCON Attendees took to the field at Dr. Pepper Ballpark.

OpticalLabProducts.com

July OLP.indd 13

July 2017 13

6/29/17 10:57 AM

EVENTS EDUCATION CONFERENCE

Finding the Synergies Among Optical Labs Optical Synergies members shared insights at their recent annual National Educational Conference.

BY JIM GROOTEGOED

more about the organization and

and TransFirst for credit card

Optical Lab in Clarkston, WA;

T

what it provides to its members.

processing, among others.

and Tom Schroeder of Schroeder

he concept of being an

With full access to the program

Optical Synergies entered into

Optical in Roanoke, VA.

individual has been the

and its members provided by

an agreement with Global Optics

Their comments were

genesis of our industry.

group director Jim Misco, I had

in 2015 to also provide lenses

surprisingly consistent. The

But times have changed, and

two initial impressions: This was

and some frame products, result-

fellowship of being around

most of us have learned that by

generally a younger crowd, a

ing in reduced pricing and

like-minded people, the

joining forces with others with

positive for our industry, and the

consolidated ordering and

networking opportunities with

similar needs greatly increases

attendees were really involved, a

shipping. Global stocks a vast

other lab owners, information

the chances for success.

positive for them.

array of lenses from most major

sharing and saving some money

This little industry of ours has spawned a number of organizations promoting the self interests of wholesale labs, such as Lightbenders Inc., NEXUS Vision Group and OSI (Optical Services

along the way were all very

This was generally a younger crowd, a positive for our industry, and the attendees were really involved, a positive for them.

The formal educational

suppliers, so all orders are

valuable. The annual conferences allow these benefits to be experienced firsthand, and face to face, with fellow members.

The “much more” referenced

International), all now defunct

program consisted of presenta-

consolidated into one package

above was the ability to talk,

with their members having been

tions, gentle reminders, on

with no minimums, for one

relate and share with others in

mostly absorbed by lens manu-

business topics and organiza-

overnight delivery. The ease of

the same boat, and the informa-

facturers. We have also had

tional disciplines that could, and

use and the significant shipping

tion sharing was quite honest

product-specific organizations

should, be used by all.

and labor savings associated with

and open ranging from equip-

receiving and unpacking just one

ment experiences, vendor

package draws rave reviews.

relations, marketing successes

such as the AR Council and the

Like most groups of this type,

Polycarbonate Council dedicated

its initial concept was to be a

to collectively promoting the

buying group, leveraging the

benefits of their products.

Speaking with several Optical

(and failures), operating

combined purchasing power of

Synergies members during as well

statistics, legal issues and even

Among the remaining such

its members to negotiate

as after the conference I was able

P&L information.

organizations serving the optical

“preferred” pricing from

to get a deeper understanding of

lab community are Global

vendors, but this quickly evolved

the benefits of the organization.

Jim Grootegoed is professional

Optics (see “Membership Has Its

into much more.

Among the members who

editor of Optical Lab Products.

Privileges,” January 2017 OLP),

In addition to offering its

provided me insight into the orga-

Optical Supply Co-Op and

members access to over 30 lens,

nization were: Chris Brundies of

Optical Synergies.

frame and consumable

AccuLab in Sycamore, IL; Stewart

Optical Synergies recently held

vendors, Optical Synergies’

Cage of Eye Save Optical in

its annual National Educational

program soon grew to include

Bogalusa, LA; Don Kirman of

Conference in Scottsdale, AZ,

agreements with Dell, Staples,

K Optical in Hummelstown, PA;

which I attended in order to learn

FWC for equipment financing

Ray Scheuerman of Central

WHERE TO FIND IT: Optical Synergies 800.305.2082 ext. 9238 • OpticalSynergies.com • JMisco@OpticalSynergies.com 14 July 2017

July OLP.indd 14

OpticalLabProducts.com

6/29/17 10:56 AM

NEWS RUNDOWN

LUXEXCEL GAINS INVESTORS TO DEVELOP 3D-PRINTED LENSES At the award presentation (l-r) are Stuart Kosh (VSP), Vincent Monaghan (Digital Eye Lab), Dave Delle Donne (VSP), Nan Meehan (ABB) and Maria Varga (Arc of Westchester).

Luxexcel, the Belgium-based company that developed technology to 3D print ophthalmic lenses, received $10 million in equity financing from KLA-Tencor Corp. in combination

DIGITAL EYE LAB HONORED BY VSP OPTICS

with existing investors SET ventures, Munich Venture Part-

VSP Optics named Digital Eye Lab, a division of ABB Optical

ners and investment fund PMV. Introduced at Vision Expo

Group, “Unity Independent Lab of the Year” for its perfor-

East, Luxexcel’s printing platform comprises industrial grade

mance in 2016.

3D printers, lens design software and workflow integration

Presented to Digital Eye Lab at its Hawthorne, NY, headquarters in May, the Unity award is given each year by VSP

tools. The company is planning global shipments of its 3D printing platform for the second half of this year.

“The investment by a group of renowned investors com-

Optics to an independent lab that exceeds Unity sales targets and provides both exceptional quality work and superior

bined with the strategic cooperation of KLA-Tencor is of key

customer service. VSP Optics donated $2,500 on behalf of

importance to our business development,” said Hans Streng,

Digital Eye Lab to the Arc of Westchester Foundation, an

Luxexcel CEO. “It enables us to bring high quality 3D print-

organization that supports children, teens and adults with

ers to the ophthalmic market, and it shows great confidence

intellectual and developmental disabilities.

in our business strategy.”

THE BEST PRODUCTS FOR DIGITAL LENSES • STM640 Digital Coolant • Aspire Lens Polish • Sentry Lens Tape

M HAS VERED!

CONTACT US TODAY

CALIFORNIA 800.445.6339

NORTH CAROLINA 800.234.1982

CANADA 844.858.7444

www.salemdist.com

OpticalLabProducts.com

July OLP.indd 15

July 2017 15

6/29/17 11:00 AM

RUNDOWN NEWS

COLA members met for the 2017 Spring Meeting in Temecula, CA.

LABS GATHER FOR COLA SPRING MEETING The 2017 COLA Spring Meeting was held April 27-28, 2017, at the Temecula Creek Inn, Temecula, CA, and focused on the state of optical labs as the association embraces Industry 4.0—the fourth Industrial Revolution—where machines are infused with intelligence; more specifically, artificial intelligence for the manufacturing optical lab.

Lab Liaison at The Vision Council, Steve Sutherlin addresses the group.

COLA honored members, Ken Lin and Lori Treadwell, with awards during its Spring Meeting.

CERIUM OPTICAL PRODUCTS FOUNDER

allows prescribing of precision tinted lenses to treat visual stress

AND CHAIRMAN PASSES

in poor readers or those who suffer from neurological conditions,

Clive Sangster, founder and chairman of

which led to the formation of Cerium Visual Technologies.

U.K.-based Cerium Optical Products, has

A member of the Worshipful Company of Spectaclemakers,

passed away. Established in 1972, Cerium

Sangster received many awards throughout his career, including

manufactures and exports consumables such

the Queens Award for Industry in 1986, and he was granted the

as polish, edging pads and lens protection

Freedom of the City of London.

tape. In addition to the U.K., Cerium has

Sangster is survived by his wife, Lyn, five children and nine

offices in the U.S., Australia, Singapore and Cyprus. In 1993, the

grandchildren. Sangster’s son James will continue to run Cerium

British Medical Research Council approached Sangster to manu-

Optical Products while daughter Kimberley will head Cerium

facture and market the Intuitive Colorimeter, an instrument that

Visual Technologies.

16 July 2017

July OLP.indd 16

OpticalLabProducts.com

6/29/17 11:00 AM

DIGITAL REFRACTOR COURTESY OF MARCO | BLAZE COLLECTION SUNGLASSES COURTESY OF RAY-BAN (RB3574N)

EDUCATION.FASHION.INNOVATION. LAS VEGAS SEPTEMBER 13–16, 2017

VisionExpoWest.com BROUGHT TO YOU BY:

Untitled-2 1

PROUD SUPPORTER OF:

PRODUCED BY:

6/28/17 12:05 PM

Smooth Blocking The new alloy-free technology

Untitled-1 1

6/29/17 12:02 PM