The firm’ s store can be viewed as a service factory. As Collier and Evans (2011, p. 118) describe, the firm’ s service process begins when a customer arranges an appointment with an optician and ends when the eyeglasses are delivered and paid for. “ Between these two points, the customer travels to the store, parks, receives a greeting from store employees, obtains an eye examination, selects frames, is measured for proper eyeglasses and frame fit, watches the eyeglasses were made in the laboratory, and receives a final fitting to make sure all is well” (Collier & Evans, p.118).
The information flow during the service process in the form of prescriptions, bills, and receipts also adds value to customer satisfaction. In short, this comprehensive service delivery system gives customers improved shopping experience. Intense market competition and corporate social responsibility seem to be the two major challenges facing operations management. Today there are numerous potential market players in the optical industry and hence it is a troublesome task for the company to survive the market competition. In order to address this issue, the firm needs to promote technological innovations and encourage creativity in operations management.
Referring to the views of Werther and Chandler (2010, p. 22), today people are increasingly aware of the social responsibilities of corporations and therefore the LensCrafters cannot sustain in the market unless it pays due attention to the overall wellbeing of the society. It is advisable for the company to set aside a fixed percentage of its earnings and to appoint a special committee to perform better in terms of social responsibility. While evaluating the LensCrafters’ value chain, it is obvious that the value chain has significantly contributed to its operations in terms of quality, value creation, and customer satisfaction.
As discussed already, the equipment used in LensCrafters’ labs are technologically advanced and this strong technological background assists the company to manufacture and deliver eyewear products on-site without compromising quality.
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