The document describes a study that evaluated mystery phone calls to 30 refractive clinics across 7 European countries to analyze differences in their telephone practices. The study looked at how clinics performed in areas like call handling, needs assessment, and offering additional resources. The results showed significant gaps between the ideal standards and the average performance of clinics across Europe, with some countries performing better than others.

1. How does
your clinic
compare?
Differences in telephone practices amongst
European Ophthalmology Clinics

2. Agenda
• The questions
• The methodology
• The results
• The gaps
• The solution

3. The Questions
• How do clinics compare across Europe?
• Why do some countries perform better than others?
• How big is the GAP between the Ideal and Average?
• What are the biggest areas that need improvement?

4. The Methodology
• 30 refractive clinics (top 3 in Google)
• 7 countries
• Sampling of mystery calls across Europe
• Evaluated across a qualitative score
• 14 distinctions

5. Ideal skills baseline Rings
5
Offering of additional
Initial greeting Weighted Performance
resources 4.5
4
3.5
Enquiry source tracking Time to reach counselor
3
2.5
2
1.5
Control of the
Needs detection
1 conversation
0.5
0
Call to action Qualifying interest
!Knowledge of procedure
Practice differentiation
basics
Review of procedure
Technology and benefits
pricing
Review of financing
options

6. The results

7. England France Germany Greece Italy Portugal Spain
100
100
75
75
67
50 57
50
25 33
25
0
How convincing was the Clinic Staff?

8. Ideal Europe
Q. In how 100
many rings 75
was the 50
phone 25
answered?
0
One Ring Three Rings Teleprompter

9. Ideal Europe
100
Q.What was 75
the quality of
the initial 50
greeting? 25
0
4/4 3/4 2/4 1/4 0/4

10. England Europe
Q.Was the 100
caller asked 75
if they were
an existing 50
patient or a 25
new enquiry? 0
Yes
14

11. Ideal Europe
100
Q. Did the 75
receptionist
ask for any 50
caller details? 25
0
Full set of details Some details No details

12. Ideal Europe
Q. Did the 100
receptionist 75
introduce 50
themselves 25
by name?
0
Yes

13. Ideal Europe
Q. Did the 100
receptionist 75
ask the caller 50
to book an 25
appointment?
0
Yes

14. Ideal Europe
Q. “How long 100
have you 75
been 50
considering 25
this service?”
0
Asked

15. Ideal Europe
Q. “What’s 100
motivating 75
you to have
this 50
procedure 25
now?” 0
Asked

16. Ideal Europe
100
Q. “What 75
prompted
you to call 50
us?” 25
0
Asked

17. Ideal Europe
100
Q. “How 75
would you
describe the 50
problem?” 25
0
Asked

18. Ideal Europe
100
Q. “Have you 75
had services
like these in 50
the past?” 25
0
Asked

19. Ideal Europe
100
Q. “What 75
important for
you in choosing 50
a provider?” 25
0
Asked

20. Ideal Europe
100
Q. “What do 75
you do for 50
work?” 25
0
Asked

21. Ideal Europe
100
Q. “What do 75
you do for
hobbies or 50
sports?” 25
0
Asked

22. Ideal Europe
Q. “Is there 100
anyone else 75
helping you to
choose a 50
service 25
provider?” 0
Asked

23. Ideal Europe
Q. “When 100
would you be 75
interested in 50
purchasing 25
this service?”
0
Asked