Is it time to focus on upgrading the customer experience, not just the contact lens?
Ian Cameron

Whether it’s the latest incarnation of your smart phone, a bigger, brighter, wider screen TV or jumping from economy to business class on a plane, 21st century life seems to be all about the upgrade.

We appear to have an inbuilt desire to progress, to step up, to move on to the next level. It’s perfectly understandable, but is it always necessary? Are we focusing too much on the individual product and not enough on the actual experience?
That is one of the questions being put under the microscope at BCLA Visionaries, with experienced contact lens professional Ian Cameron debating what more we can do as an industry to better serve our customer and focus our attention on them, rather than simply the lenses they wear. He said: “Over the years the contact lens industry has spent countless pounds and lecture hours trying to teach ourselves the minute differences between various material properties and product specifications in a bid to increase penetration and satisfaction in contact lenses. 

“But what if we’ve been looking at this the wrong way around? What if we should be focusing on the patient instead of the product? What if we stopped talking about physiological issues and started to address ‘higher level’ needs in our patients?” Would this approach create increasingly loyal, compliant and satisfied contact lens wearing patients? 

Ian will be sharing his frontline experiences gained from his specialist contact lens practice in Edinburgh and seeking to inspire and enthuse delegates to see even the most settled patient as an opportunity to offer more and upgrade their contact lens experience. The session will form part of the spectacular Visionaries event, which takes place at London’s Royal College of Surgeons on Monday. November 14, and will include an evening reception for drinks and an extended exhibition from some of the industry’s biggest names. 

The event is free for full BCLA members, although you do need to register online in advance for the event. If you are not a member but would like to attend, please email [email protected]

Register for Visionaries here