Optical Express and CRM

I have to admit to being astonished.
Here’s the time-line.
18:00 casually click on Facebook advert from Optical Express, offering free laser-eye correction for those age 55 and over (yes – that’s me – sigh).
18:02 – finish completing basic details – name, post-code, email, phone and…..CLICK
I kid you not – 60-seconds later…
My mobile rings and a young lady in a call-centre (Scottish) thanks me for my enquiry and suggests that I attend the nearest store (in Torquay) for a free assessment.
After picking myself off the floor, I explain that Torquay is too far away, that I’m about to take a vacation, that I travel on business.
She agrees to call me on 27th August to book a free consult in any nationwide store to suit my travel.
And wishes me a good holiday.
Email arrives to confirm my entry into the free-prize draw and also introduces me to their dental and facial aesthetics clinics.
Plus a link to download their information pack.
In less than 4 minutes I have travelled two-thirds of the way down their prospect pipeline – and had a good experience (not a bit pushy).
Do I think she will call me on 27th?
Damn right I do.
Do I think she will ask if my holiday was a success?
No doubt.
Will I book a free consult.
I’m bloody sure of it.
Was I interested in laser-eye surgery at 17:59?
Is that the single most breath-taking customer service experience I have had this year.
Am I a little paranoid?
Just a bit – I feel as if she may be watching me right now……


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.