Operations management is significant in all successful business. Notably, a company that is successfully utilizing operations management is Lens crafters. The company uses an important operations strategy that focuses on highly effective value chain that depends on state of the art technologies that have a favorable customer outcome ( Stevenson, 2014) . Due to the strategy, Lenscrafters has been successful in achieving their strategic goals. Operations management describes the process of controlling business processes to achieve maximum efficiency in a company. It focuses on transforming inputs such as labor and materials into services and goods as efficiently as possible to optimize returns and profit. The five essential priorities covered by operations management include innovativeness, cost, delivery performance, quality, and flexibility. The combination of the five strategies has assisted Lenscrafters to evaluate and improve their status in their market while guiding their decision-making process. The paper will analyze Lenscrafters’ operations management strategy.
Innovativeness describes how quickly the company’s new processes, products, and services can be utilized and marketed. Cost involves effectively analyzing revenues and expenditure while allocating resources to various activities ( Stevenson, 2014) . On the other hand, flexibility refers to how Lens crafters can manage or adapt to changes in the workforce, product mix, equipment, service mix, and volume. Quality ensures that Lenscrafters comply with quality standards regarding customer service and eyewear. The combination of the five strategies is essential in improving an organization's market position and service delivery. However, the weaknesses and strength of operations management strategy are dependent on Lenscrafters' consistency and dedication to operational processes. In a very competitive industry such as eyewear, the success of a firm is dependent on a successful implementation of operations management ( Stevenson, 2014) .
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Lens crafters’ Operations Management and Competitive Advantages
The company’s operations strategy is an efficient combination of services and goods in the form of quality services and eyewear in accurate and fast eye examination from patient examination to the finished product ( LensCrafters, 2018) . The organization focuses on offering the best quality and time. Additionally, they offer extensive and attractive benefits to customers such as contact lens accessories, convenient locations, eyewear cases and accessories, friendly and professional employees, eyewear, and other related services. The company attains a competitive advantage through effective and attractive service delivery and production system. The effective production system involves eyewear production in a ‘backroom factory’ located in each store without compromising product quality.
Lens crafters’ service delivery is conveniently placed in high traffic regions. The service system is designed to project high professionalism and quality. The system is designed to have 11 distinct in-store work roles that give a chance to customers to observe the production of eyewear in a store's optical laboratory ( LensCrafters, 2018) . The operation management strategy at Lens crafters enhances their sustainability by providing fast, convenient, and high-quality products and services with minimal material waste and time. Through the effective strategies, the company has retained their top talent, developed long-term strategies of customer retention, and attracted highly qualified employees, and new customers ( LensCrafters, 2018) .
Effect of Operation Management Activities on Customer Experience
Operation management activities in the company have an impact on customer experience because Lens crafters designed a highly interactive examination and eyewear production that provides customers with high-quality products within an hour ( LensCrafters, 2018) . Also, the stores are properly designed to offer high-quality services from the initial exam to final fitting to after-sales services. Furthermore, the company's employees are encouraged to interact with clients within the eye exam rooms. Moreover, the walls are fitted with degrees and certificates of technicians and optometrists as a way of showing clients that they will be served by competent staff. Also, there are effective communication channels between employees and clients. All in all, all these activities have a positive impact on customer satisfaction.
Challenges
Some of the operations challenges are inconsistent production techniques and different eye examination techniques. The challenges are confronted by the company by ensuring there are proper training and communication channels that allow employees to understand company processes. The other challenge is dynamic customer expectations. In most cases, clients who like ‘designer' frames tend to look for a specific type of frames, and it may be challenging to find that specific frame ( LensCrafters, 2018) . Additionally, technology is also dynamic. Therefore, the operations management team in the company spends time researching and analyzing up-to-date techniques and machines for improved customer service and work processes.
Lens crafters’ Value Chain
An organization’s supply chain describes the stages involved when delivering a service or product from the business to the end consumer. On the other hand, a company’s value chain explains how a company receives inputs such as raw materials, value addition processes on the raw materials, and selling the end product to customers. Lenscrafters’ value chain begins with attracting clients through various products such as customer benefits packages that involve offering services and goods that address or exceed a customer’s needs ( Lens Crafters, 2018) . Furthermore, they offer customers excellent products and high-quality services from some of the biggest names in frames industry such as Prada, Armani, and Coach. Also, if clients do not have insurance, the company can develop a payment plan with the client. Moreover, Lenscrafters often have promotions where customers can buy a pair of glasses and get a 50% discount on the second pair ( Lens Crafters, 2018) .
After a client decides to visit Lenscrafters, all workers are dedicated to providing high-quality services. After the eye exam is complete, an associate or employee assists the client to choose the best frames. Also, the employee accompanies the customer to another station where they can select different frames in all colors and shapes. Moreover, the employee takes pictures of the client in different frames using a high resolution. After they complete taking pictures, they compare all the photos side by side, and the customer selects the best frame. The associate records the customer's choice, and the selection is sent to the laboratory. After the glasses are ready, an employee adjusts the frames to suit the contours on the customer’s face. Additionally, they use a Fit Sensor Software that determines the best position of the patient’s eyewear with more than five times the accuracy of manual eyeglass measurements ( Lens Crafters, 2018) . Therefore, the company adds value through high-quality services, personalized customer care, and convenient locations.
Lens crafters’ Performance Measurements
There are various types of measurements such as cost leadership, service livery, business performance, business location, and customer growth. However, the section will focus on business location and service delivery. Geographic location is important, especially when targeting a particular market. Lenscrafters' ensures that its stores are located in convenient places that are easily accessible by customers ( Lens Crafters, 2018) . Furthermore, being close to the target market increases sales volumes while strengthening company-customer relationships ( Jacobs, Chase, & Lummus, 2014) . Moreover, each Lenscrafters’ store has similar delivery services, store layout, service technology figures, and job design. The organization ensures that it’s fitting stations, laboratory equipment, eye examination areas, technicians, and optometrist are up-to-date with the latest technologies.
Also, service delivery is a delicate process whose outcomes can either be unhappy or happy clients ( Jacobs, Chase, & Lummus, 2014) . It is Lenscrafters' responsibility to address or exceed customers' expectations. The company enhances customer experience through strategic locations, high-quality services, and up-to-date technology. Also, the layout in stores enhances delivery while encouraging employee-customer interactions. As mentioned earlier, the stores are designed to portray a high level of professionalism and quality ( Lens Crafters, 2018) . Furthermore, the stores are open and well arranged. Also, they have carpets and professional displays. The layout allows customers to see up to date equipment while they are seated on modern furniture. Besides, the stores are brightly lit to attract potential customers to display cases. Service providers and clients mainly interact in the fitting stations, store display cases, and eye examination rooms.
Impact of Technology on Lenscrafters’ Service Operation and Value Chain
The company's service operations involve different types of technologies. Due to the need for an accurate and fast eye examination and a one-hour service from the eye examination to the end product, Lens crafters depends on highly reliable support systems and technology. To offer accurate and fast prescriptions, the organization depends on various technologies such as Clarifye digital eye examination ( Lens Crafters, 2018) . The digital eye examination is used by trained eye examiners to identify accurate prescriptions and offer detailed information. Furthermore, they also use the Snellen eye chart to evaluate a patient’s vision proximity. The eye examiner uses a phoropter to test the farsightedness or shortsightedness of the patient according to the outcome of the Snellen eye chart ( Lens Crafters, 2018) . If astigmatism is detected, the eye examiner may decide to use a keratometer to analyze the reflection and curvature of the patient’s cornea. Furthermore, to ensure the finished eyewear not only fits the prescription but also fits the face properly, the company uses AccuFit technology to measure the distance between the client's eyes, how the eyes will line up within the patient's frame, and how the eyewear will fit the customer's face ( Lens Crafters, 2018) .
Notably, when Lenscrafters is preparing eyewear from various measurements and prescriptions, they use state of the art and up-to-date technology as used in large-scale eyewear production facilities. Moreover, when customers require special eyewear, the company sends the measurements and prescriptions to a nearby special facility with advanced technologies ( Lens Crafters, 2018) . Regardless of the offsite facility, the company still attempts to have the eyewear ready within an hour as initially promised in the customized package or at a specific date. Additionally, to relieve eyestrain, improve eyesight, and eradicate glare, Lens crafters utilizes antireflective coating machine to place an antireflective coat on the lenses ( Lens Crafters, 2018) . All in all, all the technology would be ineffective without qualified personnel. Lenscrafters has a group of trained and certified employees who were trained through effective examination processes to ensure they not only examine and prepare eyewear but also triple check their outcomes before passing the information or finished product to the client. Ultimately, Lens crafters depend on state of the art technologies to offer the fastest and high-quality eyewear to clients ( Lens Crafters, 2018) .
Conclusion
The paper has analyzed Lens crafters’ operations management strategy. They use an important operations strategy that focuses on highly effective value chain that depends on state of the art technologies that have a favorable customer outcome. Also, Lens crafters uses operations strategy which is an efficient combination of services and goods in the form of quality services and eyewear in accurate and fast eye examination from patient examination to the finished product. The five essential priorities used by Lens crafters’ operations management strategy include innovativeness, cost, delivery performance, quality, and flexibility. Regardless of the challenges faced such as dynamic technology and customer preferences, the business strategy has a positive effect on customer service and perceptions. Additionally, they offer customers excellent products and high-quality services from some of the biggest names in frames industry such as Prada, Armani, and Coach. In a highly competitive industry, the success of Lens crafters relies on the effectiveness of their operations management approach. In conclusion, Lens crafters have effectively used operation management processes to achieve their strategic goals.
References
Jacobs, F. R., Chase, R. B., & Lummus, R. R. (2014). Operations and supply chain management (pp. 533-535). New York, NY: McGraw-Hill/Irwin.
LensCrafters. (2018). Retrieved from https://www.lenscrafters.com/
Stevenson, W. (2014). Operations management : McGraw-Hill Higher Education.
