dick stroud's presentation to the assisted living conference in liverpool
DESCRIPTION
This is the presentation given by Dick Stroud at a conference organised by the Technology Science Board to display the results of its investments in the Assisted Living SectorTRANSCRIPT
Dick Stroud
Sales & Marketing
+Physiological Ageing
2005 Segmentation Technology Quantification ‘Targeting’
Complex Bunch
Equally Complex Bunch
Age
Wealth
Education Sexuality
⬇ Central government spending
⬇ Local government spending
⬇ Property prices
⬇ Household budgets
Maslow's Hierarchy
Psychological
Physical Physiological
Physiological ageing
Communications
Support
Product
Online Retail
Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Hair Flexibility
Weight & Body Size
DigesAon
Urinary
Skin
Menopause
Dental
Sexual
25 types
➟ Access
➟ Assembly Support
➟ Audible Use
➟ Ease of Use
➟ Instructions
➟ Physical Effort
➟ Tolerance for Error
➟ Touch & Feel
➟ Visual Use
Assembly
Design
Packaging
Pricing
Warranty
Communications
Support
Product
Online
Retail
Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Flexibility
Weight & Body Size
Skin
➟ Graphics
➟ Handling
➟ Comprehension
➟ Opening/Closing
➟ Text
Assembly
Design
Packaging
Pricing
Warranty
Communications
Support
Product
Online
Retail
No metrics
No process
No actions
25 effects of ageing X
200 touchpoints X
Age/Client Weighting
Touchpoints
Ageing Factors
Database
Interface
Comment
Photo and record sound
Question and guidance
Evaluate
3rd party apps for precision
Engine
SOME EXAMPLES
Specific Age
Age
PRODUCTS
MARKETING
Silo
Neutral
Neutral
Neutral
The brand’s age position
Specific Age
Age
PRODUCTS
MARKETING
Neutral
Neutral
Communications 2.7
Online 2.6
Retail 3.5
Product 2.2
Support 3.6
AF Score = 2.7
Specific Age
Age
PRODUCTS
MARKETING
Neutral
Neutral
The brand’s age position
Illuminated keyboard
Large character displays
Large keys
Excellent audio & tactical feedback
Lightweight
Loud hands-free
Robust joystick
Record conversations
Product – packing and instructions
0 1 2 3 4 5
Graphics
Information
Text
Ease of use
Instructions
Tolerance for error
Handling & Carrying
Opening & Closing
Visual use
Communications Not measured
Online Not measured
Packaging/instructions 2.6
Retail Not measured
Product (handset) 3.8
AF Score = 3.2
Specific Age
Age
PRODUCTS
MARKETING
Neutral
Neutral
The brand’s age position
Communications 4.7
Online 4.1
Product 4.0
Retail 4.4
Phone 4.6
AF Score = 4.4
Age-friendly touchpoints are the foundation of all marketing ✔
Essential to evaluate the complete customer journey ✔
The devil is in the detail – numerous 1% improvements ✔
The Assisted Living Industry should establish the performance benchmarks ✔
Thanks for listening!
Dick Stroud [email protected] www.20plus30.com @20plus30 dickstroud dickstroud
www.the50plusmarket.com
www.age-friendly.com