Doug Zarkin, VP, Head of Marketing, Pearle Vision, believes the company’s iconic stature and focus on customer loyalty is clear.
Zarkin talked to Loyalty360 about the company’s customer loyalty/CX efforts, listening, metrics, and social media in a compelling interview.
Can you talk about Pearle Vision’s efforts around CX, customer loyalty, and customer engagement and how they have changed and/or progressed in recent years?
Two years ago, we launched The Neighborhood Eye Care Experience, which is the foundation of principles and pillars that we as a brand want to stand for in the consumer experience. We’ve since followed it up with a similar program aimed at the exam experience and in the coming months we will continue to refine and develop tools to ensure that we deliver that amazing patient experience that Dr. Pearle envisioned when he started this brand in 1961. It’s his legacy that we honor today with every Eye Care Center that carries his name.
How important is listening to your customers and how do you leverage those insights for any of your 
CX/customer loyalty/customer engagement initiatives?
I view this as oxygen for a brand. Without