Innovative Technology is Focus of Customer X 360 at VM LIVE Event on Sept. 14


NEW YORK—As online purchases of eyewear increase, optical retailers and eyecare professionals are seeking new ways to attract and retain customers, as well as compete with each other. Many are investing in new technologies that promise to enhance the customer experience. Yet the vast assortment of systems, products and processes can be bewildering, and investing in technology without a clear objective and implementation strategy is risky.

Technology’s pivotal role in the vision care customer experience will be the focus of the new VM LIVE event at Vision Expo West on Wednesday, Sept. 14. The event’s theme, “Customer X 360,” will frame a discussion among industry experts on how a mix of advanced technologies, data management and unique presentations is raising the customer experience in vision care to new levels.

“Retailers and health care professionals, large and small, are using cutting edge technologies and new ideas in presentation to create exciting in-store experiences that attract consumers and engage them with their brand,” noted Marge Axelrad, SVP/editorial director of Vision Monday.

The Customer X 360 program will feature three speakers, each offering different perspectives. Michael Kling, OD is one of the country’s most innovative optometrists. He is the owner and CEO of Invision Optometry, a private optometric practice located in San Diego. Dr. Kling recently relocated his practice to a new, 8,000 square foot, state-of-the-art facility setting a new standard in office design, health care efficiency and patient experience. “Invision Optometry embodies the future of eyecare delivery and recognizes the importance for independent practices to remain relevant in an ever changing health care market,” he noted.

Kling joins two others on the VM LIVE speaker roster. Stephen Crossland of Fuel3D, will discuss how 3D capture and imaging systems are being used to enhance the CX in the optical retail store. Crossland, who is vice president, enterprise sales for the U.K.-based company, will explain how advanced its proprietary technology can improve the fitting of eyewear.

Additionally, Pete Bridgman, senior vice president and general manager, LensCrafters North America will discuss the CX strategies of the world’s leading optical retail chain. His presentation will provide a look at LensCrafters’ new store design, just being rolled out, and the use of technology in the patient/customer journey, including the new Clarifye digital eye exam.

VM LIVE will be held at the Venetian/Sands Expo & Convention Center from 4:00 to 6:00 pm. Tickets are $95 and registration is now open for VM LIVE Customer X 360 at