Lenscrafters Case Study
Lenscrafters is a business firm providing eye care services. The headquarters of the company is located in Cincinnati, Ohio state. Most of its customers are drawn from America, Puerto Rico, as well as Canada. Lenscrafters has approximately eight hundred and sixty stores around the world for distribution of its goods. The company is regarded as the largest optical chain in the United States of America. The company began in 1983 producing quality eye glasses and sun glasses. With their excellent customer services, the company has grown into one of the top business entities in the world. This paper is set to analyse the operation strategy, operations management, types of performance measurements, and value chain of the Lenscrafters. Additionally, the paper will examine the types of technology that is applied to the firms and their importance in strengthening its value chain.
Lenscrafters Operation Strategies
The primary strategy employed by the Lenscrafters is the provision of quality services to their clients. For any firm providing eye care services, it is essential to offer quality goods as well as services. The company prescribes eyeglasses, performs eye examinations, as well as an instant production of glasses for its clients (Kotler & Lee, 2011). The integration of these services ensures that the clients can access all services under one roof. Due to faster and efficient production of glasses, the company has the potential to attract a bigger customer base. Through this strategy, the firm has managed to be one of the leading producers of eyeglasses worldwide. Their customer service has been impeccable since its inception. The firm has shown that they are dedicated to providing high quality goods as well as services.
The firm employs several experts who deal specifically with optometry. All stores have qualified personnel. This enables the customers to have trust in the operations of the business (Lenscrafters, 2014). Proper management of resources allows the firm to provide the ‘gift of eyesight' to its clients. The firm also has a charity that partner with local firms or communities to provide affordable health care to the needy. The primary service offered is the eye care service. Through this firm, they can attract and keep customers. This is essential for the sustainability of the firm.
Additionally, the Lenscrafters Company started a vision centre within a school in Ohio. The centre sustains itself since most of its customers come from the school or neighbouring communities (Kotler & Lee, 2011). When an individual within the school needs an eye examination, they usually take the shortest time possible. This encourages the parents of children with eye problems to enrol their children in the school. Moreover, the passion exhibited by both the management as well as the employees of the firm helps in attracting customers. Once customers realize the love offered to individuals with eye problems, they tend to visit the company frequently. This strategy has worked to the advantage of the firm.
The benefits package offered by the LensCrafters Company to the customers meets their individual needs. The convenient location of their branches next to their loyal customers as well as the provision of quality services or goods enables them to stand out among world producers of glasses. This also shows the commitment of the company to providing goods as well as services required by the customers (Kotler & Lee, 2011). The firm strives to meet the expectations of its clients by continuous training of their staff on customer relations. These personalised pieces of training enable the staff to value their customers. Putting their clients before profits distinguishes the firm from other profit making entities. most of its branches are located in highly populated areas to ensure that the company is socially sustainable. These areas include shopping malls as well as other busy commercial buildings.
The design of the stores also gives the company a competitive advantage over other glass producing companies. Every process is in order from the enquiry to the final stage where glass is issued (Kotler & Lee, 2011). The existence of modern laboratories in all stores provides the clients with a chance for faster diagnosis of any eye condition. Within the laboratories, there is modern eye equipment that enables the laboratory technician to detect even complex eye problems. The design of the walls, as well as the roofs, also helps in attracting clients. Additionally, it is a requirement for the staff to display their professional and academic qualification on the walls. This enables the clients to know the qualifications of the staff who attends to them.
Operations Management and Challenges
The firm must provide a strategy that is followed by all its employees to guarantee that the offered goods, as well as services, are of high quality. The employees are required to possess certain knowledge and skills for proper operations of the firm. Time management is also an essential requirement for all employees (Lenscrafters, 2016). Within the firm, excellent performance is often recognised and rewarded. This keeps the employees motivated throughout the year. This is a major function of the management team dealing with operations. The ever-changing customer expectations are one of the most common challenges facing the firm. Dealing with the changing expectations offers challenges to all firms. Additionally, the evolution of technology affects business operations. Clients usually want goods and services to change with advancements in technology. The businesses need to change to avoid being driven out the market.
The Value Chain
The Lenscrafters value chain starts with introducing the customer through certain services that precede the production of glasses. The preproduction stage is an essential process that allows the firm to gauge properly if the customer is interested in their services (Lenscrafters, 2014). Such services include the client benefit package (CBP). The package includes service delivery as well as goods with the potential of meeting the expectations of customers. Additionally, the customer can benefit from a connection with insurance companies through the client's benefit package. During the preproduction phase, the company offers promotions dubbed ‘buy one eye glasses to get the second pair of glasses half off'. This step is essential in introducing the client to the firm.
The next phase in the value chain is the primary production stage. When a client makes a decision to visit the Lenscrafters for eye check-up and production of glasses, the employees often strive to provide high quality services. The production phase begins with eye check-up. Upon the completion of the check-up, the client is taken to the frame selection section (Kotler & Lee, 2011). At this point, the customers are required to select a frame of their choice. The selection is done through the help of an associate of the company. During the selection process, the associate takes pictures of the client wearing different frames. This is used by both the customer and the associate to compare the images side by side by selecting a final frame.
After frame selection, the frame is taken to the lab with prescriptions for the creation of a customized glass. Convenient location, excellent customer services, as well as the production of customized glasses, creates value with the customers (Lenscrafters, 2014). When the glass production process is complete, the associate gives the glasses to the client. He or she ensures that the glasses fit the client by adjusting the frames. The glasses are then fit with the Lenscrafters ‘Fit Sensor'. The software has a potential of measuring the location of the client's pupils as well as eye spacing about the frames. The measurements enable the associate the best position for the client's glasses with greater precision. The precision is equal to five times the manual eye glasses measurements.
Performance Measurements
In measuring the performance of the Lenscrafters regarding service delivery, it is essential to employ measurement strategies that can give clear reports. The best performance measurements include services-cape as well as business location. To access the target population, business location is an essential factor. Most of the Lenscrafters branches are located in highly populated areas (Cordón, Hald, & Seifert, 2013). The management of the firm ensures that all the branches are located near the clients. This enables them to increase their sales due to increase in the number of customers. The existence of laboratories in all branches, similar layout, delivery services, as well as technological advancements, can also be crucial in measuring locational performances. The satisfaction of the customer and subsequent performance by the firm depends on the locational measurements.
The design for service delivery of the firm includes layout and facility location. It enables the consumers to experience high quality services. The Lenscrafters involve the use of technology to ensure the services provided are unique to their firm. The uniqueness gives the company clear advantages when it comes to service delivery and customer experiences. The Lenscrafters services-cape is designed in a way that it provides the clients with a sense of professionalism as well as quality (Kotler & Lee, 2011). The open and uncluttered layout of the store provides ample space for interaction with the customers. The modern laboratory equipment, as well as the furniture, gives a professional display of the firm. Besides, the performance of the institution is also measured by collecting customers’ comments. There are questionnaires given to customers to collect their views or rating of the quality of services as well as goods they receive from the firm.
Types of Technology Employed by the Organization
The commitment of the Lenscrafters in the provision of quality eye care services to its clients is one of the reasons for its success. It is essential for firms to put their customers before profits. This would assist them to succeed in the long-run. Additionally, it is crucial for business entities to analyse their operations for proper decisions regarding its success. Technological advancements are also an essential tool for the success of companies. The business world is always changing, and businesses must also advance to align with the changes.
References
Cordón, C., Hald, K. S., & Seifert, R. W. (2013). Strategic supply chain management. New York: Routledge.
Kotler, P., & Lee, N. (2011). Corporate social responsibility: Doing the best for your company and your cause. Hoboken: John Wiley & Sons.
Lenscrafters (2014). About LensCrafters. Retrieved July 14, 2016, from http://www.luxottica.com/en/retail-brands/lenscrafters.
Lenscrafters (2016). Onesight. Retrieved July 14, 2016, from https://www.lenscrafters.com/onesight?sid=OurVisionDD-Espot-Onesight-US- 041614#sd.
