Operations Strategy and Sustainability
Operations Strategy and Sustainability
LensCrafters operations strategy is to provide high quality eye care services to customers throughout the US, Canada and Puerto Rico. LensCrafters is known for the ability to perform eye exams, prescribing sunglasses and eyeglasses, and production of the glasses on the premises for each customer. To maintain economic sustainability, LensCrafters goal in 1983, was to be the only optical eye care retailer to guarantee eyeglasses in less than an hour. Now, after 30 years, LensCrafters is considered one of the leading optical retailers known for their impeccable customer service, excellent products and some of the biggest names such as Armani, Coach, and Prada in frames (LensCrafters, 2014). They show a high degree of commitment to performance excellence by continually providing their customers with new technologies to improve eye care, customize prescriptions, and assist their customers in selecting the right frames.
LensCrafters also offers expert care for their customers with proficient optometry doctors at every store. Through resource management they manage their assets effectively and efficiently being able to “Give the gift of sight” to millions of people all over the world through their OneSight charitable organization where they partner with local communities to provide permanent access to affordable eye care and eyewear in both the developed and developing world. Included in their sustainability initiatives they piloted a self-sustaining vision center in a school located in one of the poorest neighborhoods in Cincinnati, Ohio. In doing this, LensCrafters has put vision care right where people need it. In this school, getting an eye exam is as easy as walking down the hall instead of missing half a day of class or, for parents, missing half a day of work. Another way of maintain economic sustainability is that LensCrafters love eyes and care about the people behind them.
LensCrafters’ customer benefit package includes providing goods and services that meet the needs of individual customers. They have conveniently located branches, professional employees, the latest eye-exam equipment and eyewear accessories to meet the different tastes of their loyal customers. LensCrafters portray their commitment through honest care for their customer’s eyes and constantly are determined to improve the experiences of their customers. LensCrafters associates receive training in personalized service to ensure their customer’s experience is valued. LensCrafters will continue to put their customers first to maintain their competitiveness and customer loyalty. For social sustainability, LensCrafters have their branches conveniently located in highly populated areas like shopping malls. This ensures that they reach their target market faster.
The stores designed with economically to provide the best customers service from the initial exam to the final fitting of the glasses. They have on-site fully equipped laboratory with the latest machinery and encourage their employees to interact with their customers in the eye-exam rooms and “fitting stations” (Collier & Evans, 2013). The walls of their stores have the certificates and degrees of their optometrists and technicians demonstrating to the customers that competent staff is serving them. Communication is consistent between the customer and staff throughout their eye care purchase. Operations Management and Challenges
The operations management at LensCrafters has a strategy that staff follows in order to provide their customers with high quality service and products. LensCrafters requires their employees to possess the required skills and knowledge for optimal work productivity by utilizing their time with the customers effectively and efficiently. Laboratory technicians have the needed certifications for their line of work and all other employees undergo training before and during their period of employment. The employees at LensCrafters offer unsurpassed services because they are well motivated with rewards and employment recognitions from the operations management team.
One of the challenges of that face operations management at LensCrafters is the changing of customer expectations. Many want designer frames that they have seen on other people this could be a discontinued style or require additional time to acquire the glasses. Another challenge is changing technology. The operations management at LensCrafters stays aware of the newest technologies and takes the time to research the equipment to determine if it would make a substantial change in their work processes and customer service. Value Chain
The value chain at LensCrafters begins with the gaining the customer through preproduction services such as the Customer Benefit Package that includes providing goods and services that meet or exceed the needs of individual customers. LensCrafters also provide their customers with impeccable customer service, excellent products and some of the biggest names such as Armani, Coach, and Prada in frames (LensCrafters, 2014). LensCrafters accepts vision plans from numerous insurance companies that major companies offer to their employees. If customers do not have insurance, LensCrafters can set up a payment plan with the customer. LensCrafters offers promotions such as buy one pair of glasses and get the second one-half off.
Following the preproduction phase is the primary production processes. Once the customer makes the decision to come into LensCrafters, the employees provide high-quality services. Once the eye exam is completed, an associate helps the customer select the frames that they like the best. The associate accompanies the customer to the appropriate station for their frames and selects various frames in all shapes and colors. An associate will capture pictures of the customer in their selected frames using LensCrafters own “myLook” camera application LensCrafters, 2014). Once this is completed, the associate and customer compare the photos side-by-side. Once the customer has selected the frames, the associate gives the customer’s prescription and frame selection to the lab to create the customized glasses. Value is created with the customer by the high quality customer service, customized prescription glasses, and convenient location.
Once the glasses are ready for the customer to pick up, the customer comes in and the associate shows them the glasses. The associate adjusts the frames to fit the contours of the customer’s face. Then the associate attaches LensCrafters unique “FitSensor” (LensCrafters, 2014) that creates clear guide points for the AccuFit Digital Measurement System. The FitSensor software measures the location of the customer’s pupils and spacing of their eyes relative to their frames. Using these measurements, the associate is able to determine the best placement of the customer’s eyeglasses with five times the precision of manual eyeglass measurements. Performance Measurements
Performance measurements that can be used to measure LensCrafters’ service-delivery system design include business location and servicescape. Location is imperative when it comes to accessing the target market. LensCrafters has branches in the most convenient places for the sake of their customers. LensCrafters’ needs to ensure that they are located near their customers to continually increase their sales and strengthen customer relations. Every LensCrafters has the same or similar store layout, job design, services technology figures and delivery services. LensCrafters has up-to-date technology in their equipment in laboratories, technicians, optometrists, eye examination areas and fitting station. A service process leads to an outcome which results in the customer being either happy or unhappy with the service experience. It is the role of ‘delivery’ to ensure that the expected service outcome is received by the customer.
The service delivery design for LensCrafters includes facility location and layout making the customer experience more efficient, and keeping in step with the newest technology, including designing their own technologies to make the experience at LensCrafters unique. The servicescape of LensCrafters is designed to provide the customer with the sense of quality and professionalism. The store layout is open and uncluttered. It store is carpeted and has professional frame display areas for men, women, and children. Modern furniture adorns the retail area and up-to-date equipment is seen in the laboratory. The store is brightly lit to attract attention to the display cases. The store display cases, eye examination area, and fitting stations are placed in the areas where the customers and service providers inter-act frequently. Types of Technology
Technology allows LensCrafters to stay committed to providing innovative eyewear technology. They have developed several new technologies of their own with their AccuFit Digital Measurement System that takes measurements to fit the eyeglasses to the customer’s face. They also developed the LensSimulator that allows customers to view and compare a broad variety of lens choices. Another unique technological advancement of LensCrafters is the “myLook” camera application that allows the customer to seem themselves in several pairs of frames to see which looks best on their faces. LensCrafters provide their customers with unique and innovative technologies that give them an edge over their competition and keeps the competition anticipating the next innovative process.
Collier, D. A., & Evans, J. R. (2013). OM4. Mason, OH: South-Western Cengage Learning. Print. Lenscrafters (2014). Retrieved May 5, 2014 from http://www.luxottica.com/en/retail-brands/lenscrafters LensCrafters (2012). About LensCrafters. Retrieved May 5, 2014 from http://www.lenscrafters.com/eyeglasses/7/about/company-history-about-lenscrafters LensCrafters (2014). Eyeglasses. Retrieved May 7, 2014 from http://www.lenscrafters.com/lc-us/eyeglasses LensCrafters Eyes a Central Vision with PCMS’ Retail Solution (2010). Retrieved May 7, 2014 from http://www.pcmsdatafit.com/files/casestudy/PCMS_and_Lenscrafters_Case_Study_(US).pdf