This trophy is designed to reward a support team of optical staff who can demonstrate excellence in customer and patient service. The judges will be looking for reception, dispensing and other non-professional staff who have made a tangible difference to the experience of clients. Our panel will be looking for a team that makes customers look forward to their visit to the optician so much so they encourage their friends to use the practice too. This is a team award so close working within a group should also be highlighted.