Seniors’ Customer
S i PServicePreferences
fDISCLAIMER
No portion of these materials isto be used or disseminated byany method without theexpressed written consent of thepresenter(s) and the German
Institute for Japanese Studies(DIJ).

Dr Simone Pettigrew
UWA Business School
University of Western Australia

Customer ServiceDefinition:
 Those aspects of service that support theprovision of the company
company’ss core products.
products
 The personal interaction that occurs in theexchange
hprocess.
Why focus on
customer service?

Sobering thoughts
 Increased ggovernment spendingpg on

health, aged care, and pensions
 Shrinking workforces
 Slower economic growth Need for wellwell-planned and innovative
marketingk i strategiesi Strong focus on consumer needs
 Careful segmentation
 Competitive advantage
 Customer service

What do we know aboutolder consumers?
 Rapidly
R idl growing
i segment Varying age cut
cut--offs:
 50+,
50+ 60+,60+ 65+

 Chronological vs cognitive age
 Heterogenous Age subsub--segments
 Ethnicity
 Health Lifestyle preferences Affluent
AfflAccess Economics
Economics, 2001

Access Economics, 2001Products in demand
 Insurance Financial services

Skincare Retirement housing Healthcare/medical Travel and leisure Boats
 Gambling products
 Tools
 ToysT

Consumer characteristics
Competent consumers
 Loyal,Loyal especially to local businesses
 Social interaction
 Risk averse
 Quality emphasis
 Environmental concerns
 Fastest g
growingg segment
gof Internet users Often underunder-represented and stereotyped inadvertisements
 May resist age segmentation cues and seniors
seniors’ discounts
 Less likely to complain when receiving poor service
 Especially vulnerable to fraudulent business activities
 Customer
C stomer service
ser ice implications?
Physical Needs
 Vision Hearingg
 Mobility Dexterity
 Taste discernmentPsychosocial Needs
 Cognitive processing Self pacing

 Social interaction
 Older sales staff

 Vulnerability
 Ethical implications

The Age FriendlyGuidelines Project

The Positive Ageing
Foundation
oof Australia
usAge Friendly Guidelines ProjectObjective:

To make the marketplace more seniorseniorfriendly by developing customer service
gguidelines for organisations
gtargetingg golder consumers

Stage 1: Selecting Industries
 Focus groups – 260 WA seniors
 Mail survey – 1,300 WA seniors
 Industry
I dselections:l i Financial Planners
 Supermarkets
 Healthcare: GPS
 Hospitals

Stage 2: Developing the guidelines 12 focus groups Segmented by gender and age (50(50-64, 65+)

 Development
D lt off draft
d ft guidelines
id li
 Industry collaboration
 Survey testing (n=505)

Financial Planners
1.
2.
3.
4.
5.
6
6.
7.
8.

Create a trusting working relationship where the client is treated withdignity
Charge reasonable and fully disclosed fees and commissions
Keep up to date with changes in the financial environment
Provide information in clear English
Document the expectations of both parties
Obtain maintain,
Obtain,maintain and display relevant
qualifications
Provide a list of independent contacts
Take the client’s total financial situationand desired lifestyle into account

9 Disclose
9.
Di lallll vestedt d iinterests
tt
10. Provide a history of past performanceSupermarkets
1.
2.
3
3.
4.

Ensure staff are courteous, friendly, and efficient
Provide and maintain appropriate trolleys and baskets
Ensure goods can be easily reachedEnsure easy access within and without
the store
5. Assistance with product location
6. Supply quality produce in small packet sizes
7 Provide delivery options
7.
8. Allocate adequate express lanes
9. Offer a comfortable inin-store environment
10. Provide seniors’ discounts

General Practitioners ((Doctors))
1.
2.
3.
4
4.
5.
6.
7.
8.

Provide prompt referrals to specialists
Stay up to date with recent medical developments
Be familiar with the patient's history and background
HHavea caring
i bedsideb d id mannerProvide explanations of medication usage, sideside-effects, cost options
Listen to ppatients’ concerns
Explain fee structures
Allow appointments with thepreferred doctor
9. Provide estimates of waiting times
10. Provide a nursing serviceHospitals
Nursing staff to introduce themselves and call patients by name
2. Nursing staff to spend time with patients and demonstrate empathy
3. Arrange for continuity of care from nurses
4. Nursing staff and doctors to communicate effectively with each other5 Meals to be familiar and appropriate for patient5.
patient’ss condition
6. Thorough provision of preadmission information
7. Prompt and streamlined admission
8. Availability
A il bili off proximate
ipickpicki k-up/dropup/drop/d -offffareas
9. Provision of inin-hospital transport
10. AgeAge--appropriate facilities: large button
phones, railings, electronic beds,
g font size
menus with large1.

Primary taketake--outs Dominance of relationships
 Empathy
 Social interaction

 Communicate clearly Verbal Written
 Especiallypy about costs

 Provide comfortable physicalenvironments

Relationships Staff:
 Recruitment
 Training Retention

 Mature customer service staff

Communicating• Written versions where possible• NonNon-glare
glare paper• Avoid blue/green colourcombinations• Font sizePhysical Environments:
Think Big!

Physical Environments:
A id bAvoid
being
i seniorseniori -prooff

Consider…
 Multiple
M l i l access points:i Stores, phone, internet, home delivery

 Using technology to advantage
 e.g., talking and voice activatedappliances

To Conclude
 Empower
pseniors throughg superior
pcustomer service byymeeting their Physical needs
 Cognitive needs
 Social needs

 Source of competitive advantage that will be difficult tomimici i