From Average to Elite: What Exceptional Labs Do Differently to Increase Loyalty and Revenue
A really good lab isn’t defined purely by the lenses it produces — it’s defined by the experience it creates for the practices it supports. That was one of the strongest themes coming through in the conversation with Kate Child. What stood out immediately was that her journey into optics didn’t begin with technical knowledge, but with a deep understanding of people. And in many ways, that’s exactly what separates an average lab from an exceptional one.
Kate emphasised that customer service isn’t a department — it’s the culture. Every interaction, from the first phone call to the final delivery, should feel personal, considered, and human. It’s about picking up the phone with a smile, taking the time to understand the problem, and never making the customer feel like just another order number. In her words, the goal is not to be transactional, but to build partnerships. That shift alone changes everything.
Passion also plays a critical role. You can feel it in the way teams talk about their work, the pride they take in solving complex prescriptions, and the willingness to go the extra mile. Kate described how their lab never says no — even when faced with unusual or challenging requests. That mindset creates trust. When an optician knows their lab will find a solution, it removes friction and builds confidence in every recommendation they make to patients.
Engagement is another key differentiator. Whether it’s through social media, training, or simply putting faces to names, great labs make themselves visible. They show the people behind the process. They create a sense of familiarity long before a practice ever picks up the phone. That connection matters more than most realise.
Finally, shared ownership ties it all together. When a lab is employee-owned, every individual has a stake in the outcome. Standards rise, accountability increases, and care becomes genuine rather than forced. It’s no longer just a job — it’s something people are invested in.
Ultimately, what makes a great lab is simple: they care more, show up more, and treat every relationship as something worth building.
Why Social Media Visibility Matters: Great Optical Brands Are Recognised Before They Ever Walk Into the Practice
Social media has become one of the most powerful tools in optics — not because it’s technical, but because it’s human. And that’s exactly where most opticians, labs, and even ophthalmologists get it wrong. They try to be too polished, too clinical, too “perfect.” But as Kate highlighted in the conversation, that’s not what people connect with.
“People want to see… this is Sally… she likes chicken sandwiches for dinner.”
It sounds simple, even a bit tongue-in-cheek, but it cuts right to the truth. Patients don’t follow practices for lens specifications or clinical terminology — they follow people. They engage with personality, relatability, and authenticity. In a world of endless scrolling, the content that stops someone isn’t the most technical — it’s the most human.
Kate’s approach worked because she didn’t come from optics. She couldn’t lean on jargon or product knowledge, so she leaned into storytelling instead. The result?
“We felt we needed a personality behind Optimum… not just a transactional lab with no face.”
That shift from faceless business to visible, relatable brand is where social media becomes powerful. It builds familiarity before a conversation even starts. It creates trust before a patient walks through the door — or before an optician picks up the phone to a lab.
And the data backs it up:
“The About Us page is the most viewed.”
That tells you everything. People are curious. They want to know who they’re dealing with. They want reassurance, connection, and confidence.
Ultimately, social media isn’t about selling — it’s about showing. Showing your team, your culture, your values. Being consistent, visible, and real.
Because when you get it right, something powerful happens:
People feel like they already know you.
And in optics — that’s often the difference between being chosen… and being ignored.
Why Customer Service in Optical Labs Still Makes the Biggest Difference
Customer service in an optical lab still makes a difference because, at its core, optics is a people business — not just a product one. You can have the best lenses, the latest technology, and the most advanced coatings, but if the experience behind it isn’t right, it all falls flat.
What separates a good lab from a great one is not just what they produce, but how they support you. A great lab becomes a partner. They pick up the phone, they listen, they question, and most importantly — they care about getting it right. That’s why speaking to your rep is so important. Behind every order is a team with knowledge, flexibility, and often solutions you didn’t even know existed.
In the conversation with Kate, this came through clearly. The difference wasn’t just technical capability — it was mindset:
“We never say no. We always try and find a solution.”
That’s powerful. Because when an optician knows their lab will go the extra mile, it changes how they practise. They become more confident in what they recommend, more ambitious in what they offer, and more willing to push beyond the basics.
A strong relationship with your lab rep opens doors. Whether it’s:
- bespoke tints
- second-pair promotions
- complex prescriptions
- or simply getting something turned around quickly
Those opportunities don’t come from a catalogue — they come from conversation.
Ultimately, customer service in a lab builds trust. And in optics, trust drives everything — from the recommendation you make, to the experience your patient receives, to the reputation your practice builds over time.
Commercial Growth for Opticians: The Missed Opportunities That Could Increase Revenue, Loyalty and Practice Performance
One of the biggest opportunities in optics today isn’t attracting more patients — it’s maximising the value of the ones already sitting in your chair. And as this conversation highlighted, there is a huge amount of revenue being left on the table every single day.
It comes down to one simple question:
“Why are we only selling one pair?”
That line alone should make every optician pause.
Because the reality is, most patients don’t just need one solution. They need multiple — they just haven’t been shown them. Whether it’s a pair of prescription sunglasses, vocational lenses for work, or even something as simple as a second pair for reading in bed, these are all genuine needs hiding in plain sight.
Kate put it perfectly when reflecting on her own experience as a patient:
“Nobody asked me what I did for a living.”
“Nobody offered me any of that.”
That’s where the gap is.
Not in clinical ability — but in conversation.
Think about the everyday scenarios:
- Reading above your head in bed
- Working long hours on screens
- Driving in bright sunlight
- Wanting something more stylish at the weekend
These are not upsells — they’re lifestyle solutions.
And when you position them that way, everything changes.
Kate shared just how powerful one product can be:
“Prescription sunglasses… they were life changing.”
That’s the level we should be aiming for. Not just “that’ll do,” but genuinely improving someone’s day-to-day life.
Even something like tints or vocational lenses can open doors:
“We get phone calls all the time… can you do this? Can you match that?”
The demand is there. The opportunity is there.
But too often, it’s missed.
Sometimes it’s hesitation.
Sometimes it’s assumption.
Sometimes it’s simply not asking.
And yet, the impact is proven:
“Just ask everybody about a second pair… there was about a 23% increase in their margins.”
That’s not small.
That’s transformational.
Ultimately, moving from average to elite isn’t about working harder — it’s about seeing what’s already in front of you.
Because the truth is simple:
👉 The second pair
👉 The better lens
👉 The lifestyle solution
It’s not hard to sell.
It’s just waiting to be offered.