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How Synoptik Exceeded Industry Standards for Engagement

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Since 1930, Synoptik has been a trusted advisor to customers looking for glasses, sunglasses, and contact lenses. With 103 stores throughout Denmark and 750 employees, Synoptik is one of the country's leading optical chains. The company is partly owned by Synoptik-Fonden and the international optical group GrandVision, which operates in 40 countries with more than 37,000 employees worldwide.

Source: https://www.synoptik.dk/

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Industry Retail
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Product Employee Engagement Survey

Synoptik faced the challenge of declining employee satisfaction, but turned things around by taking a structured, employee-centric approach.
By putting employees at the center of the solution, Synoptik has been able to surpass industry benchmarks and foster a culture of engagement and motivation.
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THE CHALLENGE

Addressing Gaps in Employee Satisfaction

In 2019, Synoptik faced a challenge. Their annual employee survey revealed that satisfaction and motivation levels had not met expectations compared to the previous year. Despite efforts to implement change initiatives, the results showed significant variation in employee sentiment. It became evident that a stronger, more focused approach was required to ensure that changes were not just introduced but truly embedded across the organization.

HR Director Tina Thomsen reflects:

"The results of the measurement were surprising and clearly showed that we had failed to implement the change initiatives we had commenced at all levels of management in the organization."

- Tina Thomsen, HR Director. Synoptik

Employee Engagement Survey

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THE SOLUTION

Data-Driven and Employee-Centric Action Plans

To address this challenge, Synoptik used Ennova's engagement survey tool to identify key focus areas and create targeted action plans. The survey provided clear insights into where to focus efforts to increase satisfaction, motivation, and loyalty.

HR Partner Regitze Gerlach explains:

"The recommendations of the measurement have been very good for us. It made it easy for our managers to explain to the employees in the departments which focus areas that action plans could be made for – and this led to a high level of engagement among managers."

Regitze GerlachHR Partner, Synoptik

Empower Employees to Turn Insights into Action

Empowering employees was a critical part of the process. Encouraging them to focus on the factors that drive their personal satisfaction and motivation created a sense of ownership and commitment to the change process.

With Ennova's expert guidance and platform, Synoptik also focused on understanding the connections between survey results to ensure the right actions were taken. 

As Regitze Gerlach notes:

“We benefited greatly from Ennova’s advice and their platform because it helped us understand what the results were actually showing. It was necessary for us to understand the context of the result in order to implement just the right initiative for improving our satisfaction, motivation and loyalty.”

To further reinforce the effort, Synoptik's executive board engaged in direct dialogue with employees through workshops, Teams meetings, and feedback sessions, strengthening commitment across all levels.

THE RESULT

Surpassing Industry Benchmarks

The results speak for themselves. Synoptik's employee satisfaction and motivation levels exceeded the benchmark for the Danish retail sector and even the national average for medium-sized companies.

Their impressive progress placed them in the top 10% of Ennova's retail clients with the highest employee engagement. Tina Thomsen acknowledges the importance of Ennova's role in achieving this milestone:

“Over the years, Ennova has certainly helped us be able to work in a focused way with initiatives that make a difference in the organization – both in the long and short term.”

- Tina Thomsen, HR Director, Synoptik

A Trusted collaboration with Great Sparring

Having partnered with Ennova since 2015, Synoptik values the expert advice and actionable insights provided, which have continuously helped them drive meaningful change. As Regitze Gerlach states:

“One of the best things about the collaboration with Ennova is that we have received great advice and sparring. This was possible because Ennova was capable of turning their valuable knowledge and insights from data into good advice and sparring.”

- Tina Thomsen, HR Director, Synoptik

Today, Synoptik stands as a shining example of how a structured, data-driven approach combined with leadership commitment can lead to sustainable improvements in employee experience.

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