Visionary CX: Specsavers’ Journey From Traditional to Transformational CX

Specsavers isn’t just the biggest privately-owned optical retailer on the planet, with 2,700 stores across 11 countries and 45 million customers—they’re on a mission to change lives by helping people see and hear better. But by 2022, things were shifting. How consumers bought had evolved, and those outdated surveys? Not cutting it anymore. With response rates dropping and a growing need for deeper customer insights, Specsavers knew it was time to level up their CX game and take the brand to the next phase of growth.

CHALLENGE: Surveys Are Just Not Enough

Specsavers had been relying on transactional surveys for years, and for a while, they worked. But then COVID-19 hit, and customer journeys changed fast. Suddenly, surveys alone weren’t enough. Feedback started dropping off, leaving Specsavers with a blurry picture of what customers actually wanted. Without clear insights, it became harder to set priorities. The CX program stalled, and it was clear that something had to change.

Enter InMoment. Specsavers picked InMoment for more than just great tech—it was the partnership that sealed the deal. InMoment took the time to really get Specsavers’ business and worked hand-in-hand with their team. Together, they built a CX program that went beyond basic surveys. They designed a journey-based listening system that captured feedback at key moments across the customer experience.

ACTION: Expanding the Listening Program

Specsavers didn’t just stop at post-purchase surveys—they built a comprehensive system that tracks customer feedback across every touchpoint. Whether through Google reviews, SMS, images, or even video submissions, they now have a 360-degree view of the customer journey, both online and in-store. InMoment’s Active Listening tool leveled up their surveys, pulling richer insights from customer comments. To manage online reputation, Specsavers integrated ReviewTrackers, keeping an eye on Google and Trustpilot feedback and responding in real time. But collecting feedback was just the beginning. The real challenge? Turning that mountain of data into actionable insights.

From Insights to Action

With a flood of new data, Specsavers turned to InMoment’s Spotlight tool to make sense of it all. This powerful analytics solution helped them dive deep into unstructured data, revealing not only what customers were saying but also the intent and effort behind their feedback. By using Touchpoint Impact Mapping, Specsavers gained a clear understanding of how each interaction influenced the overall customer experience, allowing them to identify the most critical moments that shaped customer satisfaction. Meanwhile, True Driver Analysis uncovered the root causes behind both positive and negative experiences, guiding the team to focus on the highest-impact improvements.

For store managers, these insights were a breakthrough. They now use real-time customer feedback to adjust and enhance the experience on a store-by-store basis. Meanwhile, the support office leverages the same data to drive larger, national-level improvements. The Moments app keeps teams in the field connected to real-time customer sentiment, while an advocacy board at the support office ensures that customer feedback remains a top priority across the business.

Engaging the Frontline Team

Specsavers’ success didn’t just come from gathering data—it came from engaging their frontline teams in the process. With InMoment’s help, they identified the true drivers of customer experience, leading to the development of “The Specsavers Way,” a customer- focused framework that is now baked into training, onboarding, and recognition programs.

Frontline teams stay motivated through quarterly magazines, monthly awards for outstanding service, and events like Customer Service Week, which celebrates the importance of delivering exceptional experiences. Customer feedback is showcased throughout the business, reinforcing how every employee plays a role in improving the customer journey.

RESULTS: CX Fuels Business Growth

Since launching their integrated CX program, Specsavers has seen incredible results. Survey volumes have skyrocketed by 50%, and Google and Trustpilot reviews have doubled. Even more impressive, sentiment and Net Promoter Scores (NPS) continue to climb month after month. The connection between Specsavers’ CX strategy and business performance is undeniable, allowing them to fulfill their mission of improving lives through better sight and hearing.

But Specsavers is far from done. With InMoment as their partner, they’re ready to push the boundaries of customer experience even further, driving growth and making an even bigger impact.

Is Your Business Ready to Act?

So, what’s stopping your business from making customer experience its greatest asset? If you’re ready to move beyond surveys to capture customer feedback at every stage of the journey and transform that data into real action, InMoment’s integrated CX could be the answer. To discover how much your business can grow with the right tools in place, schedule a demo today!