LensCrafters Love Your Eyes - Case Study Example

? LensCrafters Case Study Introduction LensCrafters is a renowned global dealer of eyewear such as prescription spectacles and contact lenses. This company is America’s leading optical chain, since it has approximately 90 outlets in the state of California only. Since its inception in the year 1983, by Dean Butler, a former Procter and Gamble manager, LensCrafters currently has about 860 service outlets spread all over Canada, the UK and South America. The optical chain’s success is attributable to comprehensive operation activities and management strategies. These factors, together with the chain’s value chain and potential challenges are the principal focus of this paper. LensCrafters’ operations strategy and sustainability based competitive advantage LensCrafters was the first optical vendor to promise its customers quality eyeglasses within a short duration of one hour. The chain is able to attain this challenging feat by introducing autonomous onsite optometrists, fully equipped optical laboratories, as well as, a broad range of glasses’ frames at every outlet. LensCrafters’ operations strategy is guided by its mission, which explicitly states that the chain focuses on being the world’s best optical outlet. This happens through creating a loyal customer base, by promoting formation of a dynamic team of leaders and associates, who craft high quality eyewear in just one hour, and deliver superior services that meet customer’s personal needs and preferences (Collier & Vans, 2011). It is clear that LensCrafters is a distinctive optical chain in marketplace, since it offers full laboratory analysis onsite and is also able to provide the customers with quality eyeglasses or contacts within one hour or even less. This service is coupled with a ninety day guarantee, which allows customers to return their spectacles unconditionally or exchange them, if they do not meet specifications. Additionally, the optical retailer offers an extended protection scheme and optometrists to give customers’ a comprehensive eyes’ examination, while offering them the chance to pay later. This allows them to broaden the customer base, since everyone can afford services provided (Collier & Vans, 2011). In terms of sustainability, the company has a broad range of strategies that give it competitive advantage over rivals in the optometric industry. For instance, LensCrafters has focused extensively on its philanthropic efforts in the diverse societies in which its service outlets are located. An excellent example is the optical retailer’s partnership with Lions Club’s branches to facilitate recycling of used spectacles, in order to help those individuals that do not have enough money to purchase new eyeglasses. This distinctive service is provided not only in the chain’s American domicile, but also in developing countries like South America’s Puerto Rico. This philanthropic act enables the optical dealer to provide its immense expertise to needy individuals. The strategy has brought the company a lot of goodwill among customers, since they know that associating with LensCrafters allows them to reach out to the underprivileged in society. Humanitarian efforts, therefore, gives LensCrafters competitive advantage over other global optical companies. For specificity, the company has programs like “Give the sight gift”, in which the company offers vouchers to needy customers, for them to acquire free eyeglasses. There is also the “See more” program, whereby official company vans travel to public schools locally and internationally giving free eye care to kids (Collier & Vans, 2011). Another important aspect is that, LensCrafters’ staff work for longer office hours. This allows them to cater for many customers, in an economic environment characterized by extremely busy work schedules and little free time. The firm also upholds environment protection efforts, an action evident from its eyewear recycling program. All these efforts clearly depict LensCrafters’ commitment to protecting societal norms and concerns. Further, these operation strategies give optical chain viable advantage over competitors. Operation management activities and challenges Evident from the operation strategy discussion above, LensCrafters has successfully created a perception, among customers, that it is distinctive from other optical outlets. The principal operation management activities implemented by the chain include providing the most up-to-date eyewear, providing flexible and affordable options for payment such as later payment. The latter makes it possible for customers to get proper treatment at a budget that would not be supported by other optometric retailers. Another distinctive operation activity that gives the chain competitive advantage over others is the onsite optometric service, which makes it easy and convenient for customers. Additionally, LensCrafters’ personalized service shows complete commitment of the company to its customers. The eyeglasses made for customers not only cater for medical requirements, but also the individual’s face frame, thus giving such a person a stylish look. However, LensCrafters exemplary service provision and management strategies are not exempt from challenges affecting other optometric enterprises. These challenges and potential solutions are described in subsequent paragraphs (Atom, 2010). The principal challenge is in complying with stipulated optometric regulatory guidelines. Customarily, operational managers are expected to make sure that operating guidelines and corporate policies conform to stipulations set aside by executive leaders, optometric profession standards and human resource requirements. Operation guidelines are also supposed to adhere to government regulations and industry practices. For instance, LensCrafters’ got into trouble when customers launched complaints regarding its eye examination practices. Many claimed that they got the wrong spectacles prescriptions, and had to return to the service store several times before they actually got the right pair of glasses. To avoid such cases and allegations, it would be advisable for the optometric retailer to conform fully to guidelines set aside by the national association of optometrists and opticians (NAOO), and conduct eye exams keenly to get proper patient prognosis. This would go a long way towards preventing operational hazards or losses likely to result from litigation expenses (Atom, 2010). Another critical challenge encountered by LensCrafters is trying to ensure that the chain’s design concept is replicated in new locations. This difficulty is accentuated by the dynamic nature of technology and varying conditions of geographical locations. The optometric chain must, therefore, develop procedures to sustain consistency in operation. This could include gradual execution of technological changes in different locations (Atom, 2010). LensCrafters’ value chain and its effectiveness to quality, value creation, and customer satisfaction LensCrafters has remained as one of the most customer satisfying optical companies in the world. This is because, it makes sure that it does not have limits in providing the customers with appropriate commitment to produce quality glasses and also satisfy their vast consumer base. The company has created immense value for their customers. For instance, the organization has a one year “Eyewear Protection Plan”. The plans provide that customers will have quality glasses regardless of the fact that one needs repair and maintenance or a replacement as in bound logistics (Collier & Vans, 2011). Therefore, the company operations are focused towards providing the customers with quality services. Additionally, the company has good and quality products which are generally known as the outbound logistics. The service provided at LensCrafters involves sales acquaintances who are imperative in sales and marketing. As a leading retailer of prescription eyewear, the company has embarked skilled lab technicians as well as including optometry doctors. It is imperative that these positions have technical and service administration skills. This ensures that the organization offers the best services in addition to quality products. Therefore, the company has embarked on extensive training to all workers. The lab technicians are supposed to be certified in all processes and tasks (Collier & Vans, 2011). Types of performance measurements suitable for LensCrafters’ service delivery system design The service delivery system in this organization is evident from the fact that its stores are located strategically in high traffic regions especially the malls and shopping centers. Additionally, these stores are located within 5 to 10 miles from each other. However, in order to ensure that the company is efficient in this delivery system design, there are diverse performance measurements that they should adapt (Atom, 2010). These performance measurements are discussed herein. Efficiency Determination A company’s efficiency can be determined by calculating the business ratio in terms of inputs and outputs. If a company is ends up investing in its products, this means that the organization is not running efficiently and this means that the business is ultimately losing funds. In this case LensCrafters should start using business rations in determining its operations. As previously argued the company should adapt this mode of performance measurements, in order to streamline its productivity. Additionally, this type of measurement will abolish wasteful spending exercise thus becoming a more efficient business. Quality of Service The other performance measurement methods that can be utilized by LensCrafters is provision of quality services. This can be determined by determining the number of customers that have been satisfied by the company’s services. This is one of the ways that can be used in determining the quality of services provided. This can be achieved by conducting consumer service surveys. This can be done by using comment cards as well as impact statements which can be requested after completion of every service. By determining the proportion of contented customers, the company can be able to determine if they are providing quality services to their customers. Therefore, the managements should embark on improving their customer services by evaluating the staff and also improve their business model to suit their customers. Different types of technologies in LensCrafters’ and how they strengthen the value chain LensCrafters is an organization that is committed to provide new optical lens by using the most available technology. They have achieved this by surpassing conventional and manual gauging methods. The company has a new technology, as well as, an exclusive “AccuFit Digital Measurement System”. This allows them to digitally measure the link between the eyes, frame and face thus they are more accurate in placing prescriptions in a customer’s eyeglasses because they have 5x more accurate measurements (Evans, 2011). So as to tailor a customer’s vision needs, LensCrafters have a LensSimulator which allows consumers to view and also compare a wide assortment of lens choices. This is good because, it helps the customer in determining what they want. This is because whether an individual wants a lens for eyestrain reduction or one that offering the best impact resistance, the LensSimulator will assist in all those ventures. This enhances customer satisfaction because they are allowed to participate in choosing the kind of lens that they deem appropriate to their preference (Evans, 2011). Conclusion LensCrafters is one of the companies in that has diversified intensely in the optical industry. It has maintained production of quality products thus able to satisfy its cast loyal customer base regardless of the saturated optical market. Additionally, the company has a unique culture that strives to maintain their core values of putting the employees and customers at the forefront in their operations. However, the organization should also consider the performance measurements that have been suggested in the discussion above. This will assist them to enhance their operations and also ensure that they have satisfied customers. References Collier, D., & Vans, J. (2011). Operations Management. Mason, OH: Cengage Learning. Atom, R. (2010). LensCrafters Love Your Eyes. Retrieved May 4, 2013, from http://www.lenscrafters.com/lc-us/eyeglasses?cid=cpc:GL000000:Tablet_-_LC_Trademark_-_Phrase-lenscrafters Evans, C. (2011). An Integrative Case Study of LensCrafters, In C. l. Evans, Operational Management (pp. 109-111). Mason, OH: Cengage Learning. Read More