The American Optician

FALL 2017

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VISION EASE 2 2 . Discovering new ways to help your customers. VISION EASE visionease.com industry, and much of the formula for fortitude and for growth lies in the customer experience. Opticians are the customer experience. They are the critical link that will bring customers to brick-and-mortar establishments, and as such, opticians play an incredibly powerful role in the future of optical retail. Leading with their expertise and their connection to the consumer, opticianry will survive and thrive if it leverages its importance as the owner of the customer experience and customer relationship. Opticians are the customer experience. They are the critical link that will bring customers to brick-and-mortar establishments, and as such, opticians play an incredibly powerful role in the future of optical retail DB: As CEO, what specific goals do you have for The Vision Council in the next year? AM: Vision is everything—it's quality of life, how you express yourself, how you experience your life, how people see you. It's such an important part of every person's well-being, from children's ability to learn in school to the opportunity for seniors to drive at night and maintain their independence. The Vision Council is constantly working to ensure a growing marketplace and fair regulatory environment for our members. Our strategic plan tracks the optical industry to promote market growth and consumer awareness. We have a very talented staff who achieve these on a daily basis. There is still room for us to do more, and that lies in raising the importance of vision care and vision wear so that every consumer makes vision a priority. Read the rest of the interview here . Dibby Bartlett is OAA's vice president.

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