Case Study Analysis of Sof Optics

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Solution Sof-Optics – Background (External Factors) Sof-Optics is a small (specialty-niche) player in a $155M contact-lens market. (Three competitors occupy 75% of this market (Bausch + Lomb (51%), American Optical (14%), Continuous Curve (10%); approximately twenty players (including Sof-Optics’ ~3%) occupy the remaining 25%.) This consumer space is already appreciable in size (~5M contact-lens wearers in 1980), and promises exponential growth in future years (only 10% of ~50M prospective lens-wearers in America have even tried soft contact lenses). Contact-lens magnates recognize a dual-segmented product space – private practice (i.e., doctor/ophthalmologist supply) versus retail (i.e., health + beauty, pharmacy).…show more content…
An Average Customer Call (handled by Customer-Service Rep): (60% are 85 sec) + (15% are 120 sec) + (15% are 220 sec) + (5% are 450 sec) + (3% are 125 sec) + (2% are 120 sec) = 130.65 sec An Average Customer Call (handled by Data-Entry Operator): (60% are 30 s) + (15% are 40 s) + (5% are 240 s) + (3% are 50 s) = 37.5 sec Assuming perfection (no busy-signals, no customer-abandons), a Customer-Svc Rep can handle (8 hrs) ÷ (130.65 sec) = 220.4 calls/day, or 206.6 calls/day with a 30-min break. A Data-Entry Operator can handle (8 hrs) ÷ (37.5 sec) = 768 calls/day, or 720 calls/day with a 30-min break. 8 Cust-Svc Reps => 1652 to 1763 calls/day (theoretical max capacity) actual (Exhibit 5) performance is 159 to 166 calls/day, which (over 8 staffers) should be 1272 to 1328 calls/day. Cust-Svc Reps are operating at 75.3% to 77% capacity even *with* the built-in stretches of idle time estimated in Exhibit 5… handling the 11% to 23% abandon volumes calculated on the previous page should be no problem with existing staff, if said abandons could be prevented. 4 Data-Entry Opers => 2880 to 3072 calls/day (theoretical max capacity) Data-Entry Operators are nowhere near capacity. Even making the unrealistic assumption that all 1272 to 1328 calls/day require data-entry, Data-Entry Ops are
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