ACOD’s VIRGILIA READETT provides detailed examples of D.O.P.E personality traits and how the optical dispenser can adapt to provide a memorable customer experience.
In Part 1, we covered the D.O.P.E model – Dove, Owl, Peacock, Eagle – to help optical dispensers profile their customers to tailor their service.
Here, I apply this model to Australasian College of Optical Dispensing (ACOD) trainers and provide tips for how each case could be handled.
Dove – A lifelong customer
ACOD trainer Ms Elizabeth Sumner is your typical Dove. It’s important they feel welcome but are given space.
She prefers to select frames on her own before obtaining the opinion of others. “I only like to present a couple of choices to others so will only do so once I’ve spent ample time going through what’s available.”
This was seconded by ACOD director and senior trainer Mr Chedy Kalach: “I like to be approached by the staff initially, and to check back occasionally, as needed.”
Be warned – Doves are a high-risk group because they talk with their feet. They may never return if there’s adaptation issues, don’t like their frames, or feel unwelcomed.
Elizabeth explains, “If the staff wouldn’t leave me alone and kept trying to assist after I inform them that I want to browse independently I would most likely leave and not return.”
It’s important to let this group come to their own decisions, as well as being preemptive with adaptation to new lens designs or prescriptions. It’s best to open the door for them to feel safe and welcome should they need to return. A satisfied Dove will be a customer for life.
The fastidious owl
Owls may seem time consuming – because they are. Offer detailed quotes and information. Use multiple methods to explain the product features and benefits. This may be physical samples, digital displays or perhaps your technical explanation. Some jargon, if used correctly, will impress.
ACOD trainer, and proud Owl, Ms Lara Markham’s said selecting a new frame takes time.
“I appreciate the input of people’s opinion’s close to me, however, once I’m set on a style it’s hard to talk me out of it. I’ll have most likely investigated a few key styles online and have a shortlist of potentials prior to visiting. I’m that annoying person who will try on several frames of similar styles multiple times and still need to think about it. I’ll also compare similar styles from different stores. I often end up choosing more than one pair to be sure I’ve made the ‘right’ decision.
“However, I value good quality assistance from staff. I love when they genuinely show interest and passion about what they’re saying/doing. I appreciate when they understand my needs and offer extra product advice. I value when they can also clearly explain the how’s and why’s and the pros and cons so I can make my decision.”
If faced with troubleshooting for an Owl, let them see the step-by-step procedure. Go as far as keeping a checklist or filling in an adaptation or a troubleshooting report. Impress with your technical explanations and they will return for your expertise.
Hands-on with a peacock
When faced with a vibrant Peacock, engage and assist. They will want your assistance and support. Don’t feel offended if they don’t take your advice – they need to hear five other people tell them the same thing. Offer to take photos, make the experience hands on, and pass options to try on. They thrive on interaction and will enjoy being talked through the dispensing process.
ACOD’s resident Peacock, director and senior trainer Mr James Gibbins, has gained input from his family and the optical dispensers when selecting frames and loves to show his latest selection to ACOD students. A happy Peacock will be your biggest advocate.
Eagles like function
With an Eagle, keep your explanations concise and showcase your efficient systems in store. They may not want your help with frame selection – they will be more efficient on their own. Senior ACOD trainer and Eagle Ms Carly Toms explained: “I rarely ask opinions – they need to do the job and feel comfy.”
Eagles value when you go the extra mile to find suitable appointments and keep them informed on accurate timeframes. If you win them over with efficiency and skill, they will trust you to offer the best.
There is a common thread between the birds – people over the product. Even with decisive Eagles who are results-driven, it is the people that draw them back.
ABOUT THE AUTHOR: Virgilia Readett teaches with ACOD and has been in optics since 2012. She holds a Certificate IV in Optical Dispensing, Certificate IV in Training & Assessing, and a Bachelor of Arts majoring in Communications.
More reading
Fly to the winds of your customer – Part 1
A guide to spectacle lens compensations — Nicola Peaper
Dispensing eyewear for work health and safety