Editorial

One of the most powerful aspects of the optical business is that it is highly dependent on customer service. That contrasts with many other retail categories, which increasingly focus on self-service.

As Anthony Stokan, a principal in the Toronto-based retail and shopping centre consultancy Anthony Russell Inc., notes that this creates a tremendous opportunity for eyecare professionals to positively influence consumer attitudes and purchase decisions.

“Unlike many other categories where buying decisions are made largely out of necessity or on impulse, people enter an optical store expecting someone with a high degree of expertise and experience to walk them through the decision-making process,” he explains. “And the success of the interaction depends heavily on the quality of customer service.”

As the feature story in this issue of Vision Magazine points out, good service is particularly important in the current economic environment, where it acts as an important differentiator between optical professionals. And although some customers may be more demanding during hard times, they can become your best ambassadors when treated properly.

We’re pleased to bring you two articles in this issue about people with powerful visions who have brought vision to countless others. A husband-wife team of doctors affiliated with University of British Columbia’s Department of Ophthalmology – Dr. Paul Courtright and Dr. Susan Lewallen – put on the sleuthing caps many years back to figure out why more than 90 percent of the world’s blind people live in poor countries, and what they could do about it. They discovered a multi-layered complex problem that they are helping to solve through the organization they founded – the Kilimanjaro Centre for Community Ophthalmology.

Another couple with vision are Sam and Vivian Hardage of San Diego, California who turned the very personal hardship of having a son with a serious vision impairment into research on behalf of the millions of children around the world who suffer from hereditary eye diseases that cause blindness or visual impairments that make it impossible to do daily tasks without specialized adaptations. The work of the foundation started by the Hardages – Vision of Children – is impressive indeed and I’m sure you’ll enjoy reading about it.

There’s plenty more to enjoy in this summer issue of Vision Magazine, including news from the Opticians Association of Canada and an article that sheds some light on recent moves to reign in credit card companies.

Here’s to summer, and thank you for sharing your valuable time with us.

Paddy Kamen