Running head: LENS CRAFTERS ANALYSIS

Lens Crafters Analysis
Rhonda Polak
Principles of Operations Management – BUS 430
January 29, 2012

Lens Crafters Analysis
Identifies three key characteristics of LensCrafters at each of the following three levels (for a total of nine).

a. CBP, strategy and competitive priorities
b. Service delivery system design, and
c. Service encounter design
LensCrafters’ mission statement is focused on being the best by creating customers for life by delivering legendary customer service, developing and energizing associates and leaders in the world’s best work place, crafting perfect-quality eyewear in about an hour, and delivering superior overall value to meet each customer’s individual needs. (Evans, 2011 second ed)
LensCrafters is committed to loving eyes by being: * Passionate-Truly love taking care of people’s eyes * Progressive-Strive to constantly improve every aspect of the vision care experience * Personal-Put the customer first, and seek to connect with them on a long-term relationship basis * Straightforward-Being honest, transparent and upfront with you. Their Customer Benefit Package Design Configuration is the integrated set of goods (eyewear) and services (accurate eye exam and one-hour service) are of equal importance. LensCrafters is a trusted household name across North America, known for providing convenient access to eye exams, a wide choice of frames and lenses, one-hour service, attractive prices, an unconditional 30-day guarantee, fashion and luxury eyewear, and more. With the original store opening in 1983, LensCrafters was the first optical retailer to promise glasses in about an hour. By bringing an independent doctor of optometry, the optical laboratory and a wide selection of frames together under one roof, LensCrafters perfected complete customer convenience. Today, LensCrafters is a leader in optical retailing, with 963 stores and nearly 15,000 associates across the U.S., Canada and Puerto Rico. (LENSCRAFTERS, 2012)
Values and Strategic Positioning LensCrafters is the brand that loves your eyes, and offers its customers: * Convenience-Excellence-1-hour service, on-site labs, in-store exams, opticians and optometrists on site at more than 963 stores in the U.S. and Canada, late hours on weekdays and weekends. * Eye Health and Vision Care-Annual eye exams, on-site doctors, eye health and wellness reports. * Excellences in Customer Service-30 day unconditional guarantee, 1-year warranty, free adjustments for life. * Full Suite of Solutions for Every Vision Care Need-Advanced View Progressive lenses, multi-focal, Featherwates, Transitions, Scotchgard Protector, polarized lenses, Rx Sun, fashionable frames, contact lenses, readers, accessories. (LENSCRAFTERS, 2012)
The service delivery system, as evidenced by the location and layout, servicescape, service processes, job designs, technology, and organizational structure, is combined into an integrated service delivery system. Their stores are located in high traffic areas such as shopping centers and malls within five to ten minutes of the target market. The servicescape is designed to convey an impression of quality and professionalism. (Evans, 2011 second ed)
Optometry degrees, certifications, and licenses hanging on the wall provide physical evidence of employees’ abilities. Technology sees that LensCrafters is committed to providing innovative optical lens technology; they have surpassed traditional, manual measuring techniques with our new and exclusive AccuFit Digital Measurement System. By digitally measuring the relationship between the eyes, face and frame, they are more accurately able to place a prescription in your eyeglasses with 5x more precise measurements.
In order for them to tailor to your vision needs, LenCrafters LensSimulator allows customers to view and compare a broad variety of lens choices. Whether you want a lens that reduces eyestrain, or a lens that offers the most impact resistance, see the difference between various lens benefits by looking through our LensSimulator.
Unlimited free cleaning and adjustments: LensCrafters will keep your quality eyeglasses clean, fitting properly and feeling like new at no charge for as long as you own them. All you have to do is stop in the store nearest you.
One-Year Eyewear Protection Plan: By taking advantage of our One-Year Eyewear Protection Plan, you can make sure your quality glasses are covered, whether you need a repair or replacement. (Service, 2011)
The service encounter design at LensCrafters entails sales associates, lab technician, and doctor of optometry. These positions require both technical skills and service management skills. The associates are well-trained, friendly, knowledgeable about their jobs and cross-trained. The lab technicians are certified in all work tasks and processes. (Evans, 2011 second ed)
2. Discuss what lessons the LensCrafters case demonstrates that other organizations might learn.

What sets them apart from other organizations; LensCrafters remains firm, and has not limits to the never-ending commitment to quality glasses and customer satisfaction. All of their stores nationwide are ready to cater to their customer’s eyewear needs, whether it's new frames or just a simple adjustment. Simply put, they love your eyes. This information is being taken from LensCrafters website and under service they hold on to their word, they are committed and this is something that many organizations can stand to learn from them. It appears as though they go out of their way to make sure the customer has a good experience from start to finish. (Service, 2011)

References
Evans, C. l. (2011 second ed). An Integrative Case Study of LensCrafters. In C. l. Evans, Operational Management (pp. 109-111). Mason: Cengage Learning.
LENSCRAFTERS. (2012, 01 26). Retrieved from LUXOTTICA GROUP LEADERS: http://www.luxottica.com/en/brands/retail/lenscrafters/index.html Service. (2011, 01 26). Retrieved from LensCrafters: http://www.lenscrafters.com/eyeglasses/6/the-lenscrafters-difference-commitment-to-quality-90-day-money-back-guarantee-one-hour-eyeglasses-replacement-discount