An Australasian consumer ratings company has declared Luxottica’s Budget Eyewear as winning its ‘Most Satisfied Customers – Optometrists Award’.
Cannex Blue is a new ratings standard from Canstar Cannex. The company rates consumer goods and services after interviewing 2,500 people from a broad cross section of the Australian population who have recently used the product or service.
In this survey, the company compared optometrist satisfaction ratings by Australians across price, service, after sale service, range, accessibility of store and overall satisfaction.
Optometry War Continues
In its media release, Cannex Blue stated: “The war between the optometry chains shows no sign of slowing, according to the results of our latest survey. Aggressive but similar advertising and competition between eye care providers has meant it has become more and more difficult to differentiate between the players, with many offering very similar deals and running identical ads.”
Overwhelmingly, feedback from the consumers surveyed was that prices for eye care products such as frames and lenses are too high, and are not competitive against prices that can be achieved in other countries
Within this highly competitive environment, challenger brand Budget Eyewear has taken out our inaugural ‘Most Satisfied Customers – Optometrists award’.
Cannex commissioned professional market research company Colmar Brunton to survey 2,500 people and asked them to rate an optometrist they had recently visited on a number of different criteria.
It found that Budget Eyewear customers had the highest overall satisfaction with their optometrist. They were also the most satisfied with after sale service and tied with Laubman & Pank for the highest satisfaction for the service and advice they received in the store.
“Overwhelmingly, feedback from the consumers surveyed was that prices for eye care products such as frames and lenses are too high, and are not competitive against prices that can be achieved in other countries,” Cannex stated.
“Additionally, there is frustration that the advertised deals are very different or difficult to take advantage of once in the store, with many limitations on available products.
Customers have also told us that there is not enough choice in specialty and lower price options. They have reported that the range of frames is limited when it comes to anything that is out of the ordinary or at the lower end of the price scale.”
Cannex claimed that those surveyed also raised concerns about being treated as a sale rather than a patient and service received had been described as variable, from pushy to non-existent with some customers reporting feeling that the eye exam was simply a way for the stores to sell overpriced or unsuitable contact lenses and spectacles.
Females were the most satisfied with their optometrists across every criteria, with Victoria the most satisfied state. Baby Boomers have lived up to their optimistic reputation, reporting greater satisfaction with their optometrist, ahead of Generation X, and then Generation Y.
The survey also revealed the following:
Budget Eyewear triumphed in this section, with their customers recording the highest satisfaction with this optometrist. Just Spectacles, Laubman & Pank and OPSM received four stars, followed by Specsavers and Optical Superstore on three.
Optical Superstore was rated the most highly by its customers in this criteria, followed by Specsavers and Budget Eyewear on four stars. Just Spectacles, Laubman & Pank and OPSM followed on three stars.
Service and Advice
Budget Eyewear and stable mate Laubman & Pank tied for most satisfied customers in this criteria, followed by OPSM and Specsavers on four stars and Optical Superstore and Just Spectacles on three stars.
After Sale Service
Again, Budget Eyewear customers have rated their provider the highest, followed by Laubman & Pank, OPSM, Specsavers, and Optical Superstore on four stars and Just Spectacles on three stars.
Laubman & Pank and OPSM customers were happiest with the range offered by their optometrists, followed by Budget Eyewear and Specsavers on four stars and Optical Superstore and Just Spectacles on three stars.
Accessibility of Store
Just Spectacles customers were happiest with the location of their stores, followed by Budget Eyewear, Specsavers, OPSM and Laubman & Pank. Optical Superstore received three stars.