Garry Kousoulou: Turning Every Customer Interaction into Marketing Content

“Logic will get you from A to B. Imagination will take you everywhere.”- Albert Einstein

Garry Kousoulou F.B.D.O started his optician career in a small practice and transformed it into a million turnover through marketing. In his talk at the Sightcare Conference, he teaches opticians tips and tricks to elevate their practice. The first point Kousoulou makes is the importance of utilizing Google and Search Engine Optimization. As he jokes, “the best place to hide a body is on page 2,” because consumers never look past page one.

Google is one of the best ways for clients to find a company. There is value in reviews, which also helps raise awareness on Google for local searches. One suggestion is to create a QR code that can be used by customers to access the review form. By having this done, it allows quick access for patients to respond with their feedback before they leave the practice.

Kousoulou also suggests getting an inexpensive smartphone that you can connect to a WhatsApp number to send to customers. This allows for a more personal connection with them and allows them to have access to the link outside of the practice.

Now that you have customers through the door, it’s important to maintain a positive relationship that can also be used to build more clientele. Visual clues are a must in offices to ensure that you build the habit of asking your current clients for feedback. Then, use this feedback to build positivity and strong habits around the office. Kousoulou talks about his personal preference about how to integrate feedback into meetings. One way is by starting the day by looking at the feedback received. Using this feedback, it’s important to praise those who were part of the experience for the customer and to ensure all clients are having positive experiences and are heard.

When deciding to put more effort into getting reviews, it’s important to know all the information needed. With Google, the most successful companies have at least two reviews per month. To reach this goal, customer service is extremely valuable. Kousoulou shared a short story about how when he first started in optics, he offered a customer a cup of tea before her appointment. This small act is what led to her wanting to take the time to give feedback. Even the smallest acts of kindness and quality customer service can hugely impact a business. Another way Kousoulou suggests is to give out at least two business cards at the end of each appointment. By giving two, you are able to suggest for the client to share your information with others. Then, you are able to encourage a customer to come back, while also gaining a new customer.

It’s also important to market the different customers you work with. For example, if your company specializes in children, it is important to market that to potential clients, or they may never realize that your company is what they are looking for. By showing people the different customers you work with and building connections, you are able to build your clientele and market your company to show what exactly you do.