Synsam is the leading optical retail chain in the Nordic countries, with almost 60 stores across Finland. Serving customers in-store, by phone and online creates an omnichannel service that requires effective customer service solutions.

DialOk provides Synsam with outsourced customer service and outbound customer relationship management, boosting sales and freeing Synsam’s own staff to serve customers in-store. The partnership got off to a good start and has since expanded to cover all the chain’s stores in Finland.

The partnership began with a real customer need

Synsam’s Sales Director Tero Lahti and Retail Location Director Helena Koski-Väänänen explain that the partnership between DialOk and Synsam began with a genuine customer need.

“It all began when Kari Aaltonen from Picte, a DialOk sales partner, was himself a Synsam Lifestyle customer. During a store visit, he noticed that no one had time to answer the phone and that his annual Lifestyle agreement calls had not been made on schedule. Aaltonen spoke to the store manager and explained that a solution was available.”

Synsam stores were under considerable pressure to contact customers about the annual eyewear exchange included in Lifestyle agreements, and could not complete every call on time. Together, the companies began developing a solution using DialOk’s outbound service.

“The number of Lifestyle agreements has grown dramatically in recent years. It is a comprehensive, worry-free service designed to make wearing glasses as easy as possible. Customers choose three or more pairs of glasses, sunglasses, sports glasses or contact lenses from our extensive range for a fixed monthly fee. In other words, they rent their glasses instead of buying them outright. The agreement includes many things that make everyday life easier. We invite our subscription customers for an eye examination every year, and if their vision changes, we replace the lenses in all glasses covered by the agreement free of charge,” Lahti explains.

The service saves us a significant amount of time and has a positive impact on both customer satisfaction and business performance.

“DialOk’s customer service agents call Synsam customers, invite them for their annual eyewear exchange and book an eye examination and, if needed, an appointment with a style adviser. This frees store staff to provide personal service to customers in-store. The service saves us a significant amount of time and has a positive impact on both customer satisfaction and business performance, because we can serve every customer, both by phone and in-store,” Lahti and Koski-Väänänen say.

Outsourced inbound and outbound customer service

The successful partnership was later expanded to include inbound customer service. DialOk’s outsourced customer service professionals answer Synsam customer calls as an overflow service outside store opening hours.

Our stores have been very pleased that customers can be served for longer hours and that appointments appear directly in each store’s own calendar.

“Calls are automatically routed to DialOk’s contact centre in the evenings and at weekends. DialOk’s agents can make and cancel appointments in the system and advise customers. Our stores have been very pleased that customers can be served for longer hours and that appointments appear directly in each store’s own calendar.”

Developing customer service around changing needs

Synsam’s customer service is developed in close cooperation with a dedicated Customer Success Manager. Open discussion and collaboration ensure that customer service supports Synsam’s business in the best possible way.

“After the initial teething problems, we found effective ways of working together. Improvements and development have continued beyond the pilot phase through monthly meetings, where we review metrics and key figures and identify areas for improvement.”

Improvements and development have continued beyond the pilot phase through monthly meetings, where we review metrics and key figures and identify areas for improvement.

Customer focus and working together have been central to the partnership between Synsam, DialOk and Picte. As a sales partner, Picte supports the customer journey before and after the sale, working with DialOk’s account management and delivery teams.

“We appreciate that the salesperson does not disappear once the contract has been signed. Kari and Teemu from Picte have been closely involved at every stage and actively help by offering solutions to emerging challenges. Their approach is truly customer-focused, and we would not have come this far without their contribution.”

Synsam’s team praises DialOk’s outsourced customer service solutions.

“We are very pleased to receive a service tailored to us and to share the same goals with DialOk. Suggestions for improvement are put into practice immediately, and we are listened to. We feel that we are an important customer, and our contact person is always available. Based on this experience, it is easy to recommend DialOk!”

Synsam wanted to free up time for in-store customer service and improve the efficiency of customer service relating to annual agreements.

The company chose DialOk’s outbound calling campaigns and outsourced customer service overflow.

As a result, the customer service solutions free store staff to serve customers face to face, extend service beyond store opening hours and ensure that all annual agreement customers are contacted on time. Outsourcing delivers significant time savings and financial benefits for Synsam by enabling every customer to be served promptly, by phone and in person.