The Pandemic of COVID-19 that hit the world hit sales performance in the optical retail sector. This makes management have to adapt to the changes that occur. One of them is to improve service in accordance with customer expectations. The analysis was carried out by internal and external methods. The internal method uses a fishbone diagram while the external method uses Servqual analysis and Importance Performance Matrix. The research method is carried out by observation, literacy studies, Focus Group Discussions, and surveys to 100 respondents who are optical customers. The results showed that customer segmentation, reduced operating hours, incentive schemes, and many customers switching to online sales were the main causes of declining sales. The Empathy dimension has the biggest gap and the priority for service improvement is product price, order lens manufacturing process, product quality, and product warranty service.