Company: Contact Lens King Inc., Champlain, NY
Company Description: Founded in 2004, Contact Lens King has made it its mission to provide contact lens wearers with the best online option to buy brand name contact lenses at the lowest possible prices on a consistent basis. In concert with its commitment to value focused pricing, the company conducts its business in keeping with practices that support providing an exceptional customer service experience.
Nomination Category: Sales Awards Team Categories
Nomination Sub Category: Online Sales Team of the Year
 Nomination Title: Contact Lens King Inc. - Online Sales Team of the Year
- Which will you submit for your nomination in this category, a video of up to five (5) minutes, explaining the achievements since July 1, 2020 of the nominated team, OR written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video. If you are submitting written answers to the questions for this category, provide them in the spaces below.
- Briefly describe the nominated team: its history and past performance (up to 200 words):
Total 199 words used.
Contact Lens King is an online retailer with 100% of its orders being placed online. The company generates all its sales using various online channels and forms of digital marketing ranging from paid search, display, video, and shopping ads to name a few. In an effort to provide its customers with an exceptional experience, the organization focused on improving its customer service and fulfillment departments. Through proper analysis, it was determined that the organization could provide better online sales performance by focusing on the level of service it provides its customers. Some of these areas include error rate reduction, lowering customer attrition rate, and improving the customer online experience. Through various means, the company was able to improve its overall service level, efficiency, and efficacy in an effort to provide the best online sales team within its industry. During its initial evaluation, the company decided to focus on optimizing the following key performance indicators; order attrition rate (orders placed versus actual orders shipped), rate of return of orders due order processing errors, etc., live chat acceptance rate, rate of response for email communications, and outbound sales response times to address known issues such as credit card and prescription issues.
- Outline the team's achievements since July 1 2020 that you wish to bring to the judges' attention (up to 250 words):
Total 245 words used.
For ContactLensKing.com’s Online Sales Team it was imperative that the company not only provide a good online experience but also an exceptional experience in all aspects. For its Customer Service and fulfillment departments, it became critical to find creative and innovative solutions to address issues in an efficient and effective manner. The first step was to build an open and inclusive culture; one that engages and invites all employees to participate in managing and addressing known obstacles. By creating a collaborative approach to management we were able to isolate both commonly known and some unknown issues. The Contact Lens King team then addressed these issues by implementing new policies, expectations, and error-catching solutions. Ultimately, this exercise allowed the company to set common goals in order to improve the customer's overall experience.
Contact Lens King has decreased its order attrition rate to 6.8% from 7.2% in 2020. It has also increased its customer lifetime value by over 21% from 2021, and it also reduced its order return rate by 8.73% to 0.91% from 1.03%. Contact Lens King also used many online tools such as SMS and Live chat to communicate with customers. The company’s Live Chat acceptance rate improved by 21% to 89.89% while the call center’s Service Level Agreement surpassed industry averages by 17.5% to 94%. The call center has also decreased its overall call abandonment rate to less than 1%, well below the 5% industry average.
- Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 250 words used.
Attachment: America’s Best Customer Service 2022 - Newsweek
This Newsweek acknowledgment helps demonstrate Contact Lens King’s continued commitment to improving its performance towards providing exceptional service to our customers. This publication has listed ContactLensKing.com as number 1 in its industry as displayed at the following link; https://www.newsweek.com/americas-best-customer-service-2022
Attachment: America’s Best Customer Service 2022 - Newsweek
This Newsweek acknowledgment further illustrates Contact Lens King’s continued commitment to improve its customer’s online experience while also providing exceptional service . This publication has listed ContactLensKing.com as number one of the best online shops in its industry as displayed at the following link; https://www.newsweek.com/rankings/best-online-shops-2023.
Attachment: TrustPilot Company Rating
This attachment illustrated the company’s achievement in providing exceptional service ranking as one of the highest rated businesses in its industry.
https://www.trustpilot.com/categories/contact_lenses_supplier
Attachment: Vonage Performance
This attachment illustrates both ContactLensKing.com’s SLA service level of 94% with a 1% abandonment rate.
Attachment: TalkDesk
Shows standard call center stats such as the SLA (80%) and abandonment rate (5%-8%).
KPI Performances
Abandonment Rate
-Contact Lens King Inc.: <1% Abandonment Rate
SLA (80/20 Service Level Agreement)
-Contact Lens King Inc.: 94% SLA
Customer Order Attrition Rate
-Contact Lens King Inc.: 6.8%
Customer Satisfaction
-Contact Lens King Inc.: 4.8/5 (Trust Pilot), A+ Rating (BBB)
Live Chat Acceptance Rate
-Contact Lens King Inc.: 89.37%
Volunteering
-2021 Volunteered for Toys for Tots
-2022 Great Strides for CF
-2021 Salvation Army’s Christmas Angel Tree
-2022 Salvation Army’s Christmas Angel Tree
- Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the team's past performance (up to 250 words):
Total 234 words used.
Contact Lens King’s performance improvements have been recognized and rated as industry leaders by multiple sources including Newsweek and TrustPilot. For instance, Newsweek has recognized Contact Lens King as providing exceptional customer service, ranking it #1 for 2022, and as one of the Best Online Shops of 2023. This acknowledgment was also reaffirmed by TrustPilot, where as of January 4, 2022, it ranked Contact Lens King #1 in its Contact Lens Supplier industry. The company has also proven itself as a trustworthy and dependable brand, receiving an A+ rating from the BBB; an accomplishment its competitors have yet to achieve.
These performance improvements directly impacted the company’s revenue; reducing attrition rates, experiencing order growth, and increasing customer loyalty. These results are a testament to the company’s online presence and support. Also, by developing common goals inter-departmentally, such as reducing error rates, improving order-to-ship times, and streamlining communication the organization was able to provide a better overall experience to the customer.
Contact Lens King Inc. also focuses more on inbound marketing and moved away from the funnel model. By re-prioritizing its existing customers the company was able to increase customer loyalty while decreasing its attrition rate. This change in approach also helped to increase its Customer's Lifetime Value, exceeding those of its competitors. Being recognized by third-party sources such as Statista and Newsweek is indicative of how critical Contact Lens King’s Online Sales Team is.
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