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The article presents an interview with optical sales representatives Kylie Matya of Safilo USA and Jaysun Barr of Santinelli International on tips to improve the purchasing process for both representatives and buyer.

The article offers some personal interaction tips, as well as the basics of doing busines by The Ritz-Carlton, a luxury hotel chain, which include the importance of attitude as a component of customer service interaction, the three steps of service, and appropriate conversation.

The article talks about the Vision Expo East that focuses on balancing professionalism with customer friendly experiences in eyewear.

An introduction is presented in which the editor discusses various reports within the issue on topics including the Vision Expo West to be held in Las Vegas, Nevada in September 2015, Frame Buyer Certificate Program, and retailers' customer service.

The article discusses the Chief Experience Officer certificate program at the Vision Expo West in Las Vegas conducted by Scott Deming, an expert on customer service. Deming stresses the importance of building a brand through exemplary customer experiences. Eyecare Business, a magazine publication, is the media sponsor of the Framebuyer Certificate Program and the Visionomics program.

The author offers information on the Chief Experience Officer (CXO) Certificate Program that will be conducted by customer service expert Scott Deming at Vision Expo in the U.S. on March 16, 2013. The event will be organized by The Vision Council. The author also mentions that the magazine "Eyecare Business" has been named as the exclusive media partner for the program.

In this article, the author discusses how to handle patient or customer complaints. She cites the recommendations by author Ron Kaufman on the issue as presented in his book "Uplifting Service." Among the suggestions are thanking the customer for the opportunity to recover their service, do not be defensive when hearing the complaints, and acknowledging the value dimension of the customer's complaint.

The author discusses various research studies indicating that a relaxed retail environment can lead customers to spend more. She agrees that small retailers can do what luxury retailers practice. Also discussed are ways to offer a relaxed environment including offering cappuccino, using mood lighting and other emotional marketing tactics.

The article talks about the initiatives taken by Kevin Peters, chief executive officer (CEO) of Office Depot, in which he performs undercover work to determine the changes that the company needs to implement to better serve its customer. The author relates that Peters' ask, recommend, and close (ARC) strategy could be adopted in the optical trade. She suggests for individuals in the business to break the cost down to help their employee's overcome the fear of asking for money.

The article provides some perspectives on what eye care customers and the retail environment would be like in 2020. The sharing of pictures will be done by just simply placing a finger on the product where it says "share" and it will be instantly uploaded. Some elements necessary to achieve success are improved customer experience and differentiation from competitors. The package design will incorporate electronic papers that are flexible.

The article discusses the results of the third annual Trend Report survey of "Eyecare Business" magazine, which was conducted online between November 2009 and January 2010. According to ten percent of respondents, their business remained stable during the economic downturn in 2010. Respondents said they focused on customer service, inventory mix, more promotions, increased advertising efforts and reducing selection, as ways to cope with the changing business climate. The top product revenue producer was lenses, specifically spectacle lenses.

The article offers ways on how retailers can keep up with the challenges in the eyecare industry. It includes having a positive attitude about things in order to provide customers the best service. Another is maximizing every opportunity by giving consumers a unique experience. It also includes becoming a better salesperson by focusing on average sales.