Optician chain links customer information to its website in a bid to improve service

Specsavers has completed the implementation of a customer relationship management (CRM) system as part of a wider ecommerce redevelopment project.

The latest stage of the optician’s online strategy was the relaunch of its contact lenses web site in February.

The software replaces a previous system that put limitations on customer care, said Specsavers IT manager Chris Corbin.

“We used to record customer data on spreadsheets and then save it in different locations, so as a result were not acting on tasks as quickly,” he said.

“Now we can react to customers’ requirements with an informed view by having access to their full history in one place, instead of sifting through spreadsheets and notepads.”

Customers can purchase disposable contact lenses via the Specsavers web site and contact the call centre to rearrange payments and additional orders if they find they have more lenses than they require, eliminating monthly direct debits.

The information is recorded on the system, which took a year to be implemented following the development of additional user interfaces in-house.

Other customer services are expected to be added to the web site in the next couple of months, said Corbin.

“Everyone, including business analysts and subject matter experts in other departments, is engaged during our project cycles,” he said.

“Training is also important to ensure our IT staff develop their capabilities and feel involved.”