Increasing Optimax’s conversion rate by 15 points.

At the time of the engagement, Optimax Laser Eye Clinics operated 22 clinics in the UK turning over approximately £30 million per year. As one of the top 3 laser eye surgery chains in the country, they offer no-frills laser eye surgery at a value price.

Optimax wanted to increase the conversion rate of their telephone call centres in Newcastle and Peterborough. After a 6 month engagement, we increased their telephone enquiry to appointment conversion rate by from 15% to just over 30% resulting in an annualized gross revenue lift of £13 million.

After 3 months, Alpa Desai, Direct Marketing Manager 
said “The increase in bookings has been incredible.”

How we did it

Using a highly effective telephone sales methodology, we trained the Optimax teams on how to convert more enquiries into consultations over two days at each location.

Following telephone sales training, we created individualised performance improvement programs for every member of the call center teams and conducted coaching calls on a weekly basis.

Upon completion, Optimax asked us to train their clinic sales staff at every one of their 22 clinics across the UK to help them increase conversion rates at the consultation.

At Optimax, we

  • Evaluated all telephone sales representatives
  • Designed and delivering a bespoke telephone sales training programme for phone reps (inbound and outbound)
  • Coached all telephone sales representatives
  • Produced a sales training DVD
  • Redesigned the consultation process to be more customer-friendly
  • Trained clinical assistants across 18 clinics in the new process
  • Delivered a customised “Increasing Telephone Conversion Rates” course
  • Delivered a customised “Increasing Consultation Close Rates” course