Winning back the progressive quitters

With the ageing population (and more people in general) relying on digital devices for everyday and professional tasks, the need for progressive lenses is only increasing. It is very likely a customer will require vision correction for both near and distance vision for at least the next 10 or 20 years. Alongside these changing lifestyle needs, lens technology has advanced drastically in recent years, especially in the design and performance of progressive lenses. So we must ask ourselves: is accepting the patient’s dissatisfaction robbing them of the opportunity to adapt?

If a customer walks away from a solution that could genuinely improve their vision and quality of life because of one poor experience, we have a professional responsibility to revisit that choice. Educating, supporting and re-evaluating isn’t just good practice, it’s the right thing to do. As a DO, you have a duty of care that goes beyond product dispensing. Recommending the best possible visual solution, even when it takes extra time and explanation, is part of our ethical responsibility.

A visual history

Before moving forward with a new sale, it’s important to understand the customer’s previous experience, especially if it was frustrating and disappointing. This is where strong communication skills become essential. We need to lead with empathy – after all, it’s clearly frustrating to invest in a pair of spectacles, often at a significant cost, only to feel let down when expectations aren’t met.

By asking open-ended questions such as, “What were you unhappy with?” or “What were your expectations?”, we create space for the customer to share their experience. This not only helps us understand their concerns and past experiences, but also shows that we are actively listening and committed to getting it right this time.

Experience statements like: “I couldn’t get used to them”, “I felt dizzy”, “The reading area was too small”, “Too much head movement was needed”, or “They did not work on my desktop” are triggers for you to take the time to explore those experiences fully until you understand the specifics, and then let your customer know you are committed to a successful outcome.

At this point, you can bring out your DO toolkit, starting with a thorough lifestyle assessment. Ask about work habits, hobbies and device use, differentiating work from leisure use. Next, you need to gain a clear understanding of your customer’s expectations. A long-term single-vision distance wearer will very likely expect their new progressive lens to perform the same as their previous spectacles, without any distortion or reduction in visual field. However, if you explain the differences and, ideally, show them to the patient, it will help to set clear and accurate expectations from the outset.

Disappointment arises when expectations aren’t met. If those expectations are too high or not accurate, the risk of an unsatisfied customer increases significantly. It is the DO’s duty of care to fully explain the lens’ advantages, limitations and all aspects that may require time to adapt to. With this information, the customer can make an informed decision and realistic expectations are set.

Product knowledge is key

Your practical skills and product knowledge are just as important. Accurate PD and fitting-height measurements – down to the millimetre – as well as pantoscopic tilt, back vertex distance and frame wrap all play a crucial role. Next to the advancements in progressive lens technology, we are also seeing a rise in digital measuring systems. These are excellent, but only as excellent as the user. When using such tools, it is important that DOs stay up-to-date with training and understanding the optical principles behind the measurements, especially if troubleshooting is required. It’s essential to ensure the frame is in its correct final fit before taking any facial measurements. All measurements must align with both the frame in the final fit and the manufacturer’s fitting requirements to ensure optimal visual performance of the lens.

What’s more, personalised progressive lens solutions are engineered to adapt to each wearer’s unique visual behaviour, offering seamless vision at every distance. Some examples include VSP Optics’ Unity V3 Elite, IOT Lenses’ Endless AI and Essilor’s Varilux XR series, the company’s first progressive lens powered by behavioural AI.

Taking your ethical responsibility seriously, being aware of the customer's experience and staying up-to-date with evolving technology will build trust between you and your customer as well as with your business. Converting a ‘non-believer’ is a real clinical win and something you can be really proud of. Customers deserve better than to have one bad experience define their future. With empathy, education and a modern toolkit, a DO can rewrite the story on progressive lenses and significantly improve the customer’s quality of life.

Hailing from Switzerland and a nurse by training, Eva Walker is now an optical trainer with the Australasian College of Optical Dispensing (ACOD). She holds her Certificate IV in Training and Assessing (2024) and Certificate IV in Optical Dispensing (2021).