What’s in a Name?

Richard Bohn, OD believes in loyalty. The optometrist—who along with his optician son Jared owns Plaza Optical in Oceanside, N.Y. and Access Optical in Merrick, N.Y.—has been working with the same wholesale lab now for nearly three decades. As he puts it, “[The owner] has helped me out over the years and really stood by me.” It’s clear his relationship with the Woythaler family, owners of 21st Century Optics in nearby Long Island City, N.Y., runs deep. Dr. Bohn says the lab owners have supported him through several changes in his own business since he first started working with them in 1974.

But so much has changed since his early days as a customer. The Woythalers (Ralph, who is president and CEO; brother Barney, who serves as vice president of operations; brother Michael, who is vice president of production; and Ralph’s sons Robert and Craig) and director of sales and marketing Anthony Fulco decided in 1997 to change the lab’s name from Eye-Glasses to 21st Century. Since the then, the lab has undergone two major operational overhauls and revamped its customer service, sales and marketing departments. The lab now offers same-day or next-day turnaround on the brunt of the orders they produce, particularly for customers in New York City. It also made an ambitious entry into the anti-reflective coating market in 1998 with the purchase of National Lens Coating. With the acquisition, the lab now provides stock and custom A-R to labs and dispensers across the New York area.

But the biggest change 21st Century has experienced is on the service and sales sides. Through a proprietary software program, all customer service reps undergo formal training on all aspects of eyewear and lab operations. The department not only files and tracks orders, but it can also guide customer dispensers through the ordering process at the push of a button, including exact pricing information.

To thank customers such as Dr. Bohn for their loyalty, 21st Century hosted an event for more than 250 customers at Terrace on the Park at Flushing Meadows Park. Held in conjunction with lens partners Transitions and Varilux, the event rewarded customers for reaching summer sales goals. Because of efforts such as these, Transitions honored 21st Century with its 2003 Lab of the Year award.

“As Eye-Glasses, the lab put out stuff quickly and at a good price,” says Dr. Bohn. “But a few mistakes would slip by. Then, with the name change, their goal became increased quality.” —BPD (20/20 Magazine)