Word-of-mouth advertising begins with our attitudes. The attitudes of each of us are based on our likes and dislikes and are expressed in our words, our actions, and our behavior. Some of these attitudes become habits, some of which are helpful, but some are harmful to us, the people we work with, and the patients we greet and serve. The eye care professional can analyze these attitudes and try to eliminate those that are inappropriate.

What are the most common complaints from consumers about their experiences in optical shops? According to an article in Consumers’ Checkbook in April 2020, “complaints usually relate to second-rate customer service—rude salespeople, long waits, indifferent advice—and high prices.” The article continues, “But many things can go wrong when buying glasses: Lenses can be positioned wrong or be defective. Opticians and optometrists must understand a slew of complex matters including matching your lenses to your eyes, fitting frames to your face (the contour of your nose is critical) and knowing what to recommend for people who need big corrections.” Sitejabber posted reviews of an optical that has both online and brick and mortar venues. There were a number of positive reviews, but of 70 recent negative reviews, 31 cited poor product quality and 39 cited poor customer service for an overall rating of 2.8 stars for both in-person and online services.