OPTICAL L AB P R O D UC T S PRODUCTS AND IDEAS FOR THE LABORATORY PROFESSIONAL
JULY 2017 OpticalLabProducts.com
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CUSTOMER SERVICE P10
MANAGEMENT: FROM STAFF TO CUSTOMERS
NEWS P15
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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.”
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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
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