How ZEISS VISION CENTER Professionally Organize Every Step of the Eyeglass Purchase Process

Combining two generations of ophthalmic optics expertise and strategically supporting the ZEISS VISION CENTER  – currently with the introduction of the "My Vision Experience by ZEISS": Heinrich Raub and Christoph Wenzel are both opticians and support ZEISS in training colleagues and eye care professionals all over the world. In the interview, both explain why the ZEISS Vision Analysis is being replaced by this optimized systematic consulting process and what other exclusive offers are available for the ZEISS VISION CENTER stores. Thanks to their decades of experience, they know exactly how in-store and digital experiences align, plus what eye care professionals (short ECPs) and consumers expect from eyeglass products.

When asked why the new consulting process is being introduced, Wenzel replies, "Nowadays, if you want a pair of new glasses or if you're experiencing problems with your eyesight, you often go online to find out more before making a purchase. Plus, you'd also like to receive information afterwards as well. There are numerous digital touchpoints we need to link to what's happening in the store itself. One way we've achieved this is with the "My Vision Experience by ZEISS". Wenzel is responsible for all the aspects exclusively involved in the new digitization process at the ZEISS VISION CENTER.

"We must bear in mind that the 'post-purchase experience' is also always the 'the pre-purchase experience'. ECPs need to ask themselves: What can I do to keep my customers ? How do I make sure they enjoy the whole process of buying glasses and come back again? And of course, all of this as a digitized process," declares Raub. He has been at ZEISS for over 30 years and is extremely familiar with the needs of ophthalmic experts. “It's really important to have fun and feel good when you buy something. It should be a shopping experience that answers all questions, makes everyone feel comfortable and, whether online or offline, everything flows seamlessly together," adds Wenzel.

The "ZEISS Vision Analysis" was designed to meet consumer needs. This process has already answered questions like: What does the ECP do? Why is my personal data so important? Can I do something wrong? With the "My Vision Experience by ZEISS", the focus has shifted back to the consumer. "To date, the process focused on: What is happening to me. But now the consumer thinks more along the lines of: What am I experiencing," explains Raub.

The ninth step is one of the most innovative features: Service and Follow-up. This also provides a platform for customer loyalty, support for any queries, and answers to simple questions, such as how to clean eyeglasses properly.

"Every consumer receives a new booklet that isn't too technical so it's easier to understand. We've also digitized a lot of the content. For example, interesting information and recommendations at the end of the booklet can be accessed online with a QR code," explains Raub. This booklet is customized to contain all the important information about the personal purchase of eyeglasses, measured data and evaluations in the form of a report from ZEISS VISUCONSULT 500. It also has a glossary and provides, among other things, detailed explanations of various sight defects and also which frames best suit certain face shapes. "If after buying the eyeglasses, the consumer is asked: What glasses are you wearing? The answer shouldn't be 'I don't know'. The booklet and "My Vision Experience by ZEISS" give consumers a better understanding of the whole process, so they ultimately know more about eyeglasses," says Wenzel. This way, consumers are well informed and can actively make decisions by themselves.

"Good advice from an ECP would typically involve giving a full explanation of the added benefits of more expensive eyeglasses – yet also informing of what may not be essential at that time or why there is not one perfect pair of glasses for all situations. Then, as a consumer, I know: 'What I really need.' 'What my options are.' With the help of the "My Vision Experience by ZEISS", we create maximum transparency," emphasizes Raub. "The consumer is fully informed, and as all the important information is in one place – namely in the booklet – we've made this as easy as possible."

Anyone who is shown the entire purchase process by Wenzel and Raub in detail might be surprised. Because it goes way beyond the nine steps of the "My Vision Experience by ZEISS". The so-called “ZEISS Consumer Journey” consists of more than 20 individual steps in total. Each step offers ECPs an opportunity to purposefully interact with their customers, support them and convey a consistent image. This is where ZEISS steps in. The first steps are completed at home, such as online research for new products or vision problems, making online appointments or online vision screenings. The next steps are completed in-store, which are then followed by: service, cleaning, resuming contact, and updating information. All of this from a single source delivered at a consistently high quality. This has been carefully checked again and all ZEISS VISION CENTER receive continuous training in this area.

"Our training sessions look at the numerous steps actually involved in the purchase of eyeglasses and where these can be optimized. They also look at how ECPs can make their customers aware of the final eyeglass at every step, and therefore appreciate the final price tag," says Wenzel.

Raub sees the big plus of this service: "The "My Vision Experience by ZEISS" is a quality feature for ZEISS VISION CENTER." Wenzel adds: "Consumers should understand what goes into making their glasses, and this service helps them do just that."
 

Raub and Wenzel are currently busy establishing the new "My Vision Experience by ZEISS". They spend most of their time training ZEISS colleagues. But sometimes they visit ZEISS VISION CENTER stores in person to take a closer look at the processes in the actual stores. "It's really fun getting ECPs to review their routines and see things from their customer's point of view," says Wenzel. "And, of course, inspiring and motivating them to use our technology," adds Raub.

Besides the training courses, ZEISS VISION CENTER regularly receive newsletters in which new exclusive frame partnerships or new centers worldwide are presented. Digital Meetups are used to discuss Google My Business setting and ratings, social media campaigns and success stories. This draws the ZEISS VISION CENTER community even closer together.

More than 240 of these iconic specialty stores have already opened in 37 countries: