Understanding & Communicating Your Value Proposition for the Individual Consumer 26 November 2015
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1 Presentation name Understanding & Communicating Your Value Proposition for the Individual Consumer Jeremy McAuliffe - General Manager, Benetas Home Care – 26 November 2015
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Transcript of Understanding & Communicating Your Value Proposition for the Individual Consumer 26 November 2015
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Understanding & Communicating Your Value Proposition for the Individual ConsumerJeremy McAuliffe - General Manager, Benetas Home Care – 26 November 2015
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Overview• Setting the scene• How consumer choice and control will change buying
behaviour.• Understanding customer demographics and their perception of
quality.• Ensuring practice is aligned with what you market.• Conclusion.• Questions.
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About Benetas
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• Anglican Aged Care Services Group was established in 1948 by volunteers from the Anglican Diocese of Melbourne.
• Re-branded under the trading name of ‘Benetas’ in 2003 (which means ‘a good age of life’ in Latin).
• Services provided across Melbourne and regional Victoria - home care packages, home nursing, respite programs, residential aged care facilities, independent living units, retirement living.
• 1,400 employees and 400 volunteers.
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• Initial CDC experience – organisation, staff and consumer perspective.
• What lies ahead – reform snapshot?
• Where have we landed?
Setting the scene
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Service model…Moved from traditional Home Care Package service models to new reform responsive and CDC aligned service models
Operational practice…Revised program procedure and documentation to align with CDC and reform requirements
Teams and staff…Reworked team structure and job roles to enhance capacity to provide CDC responsive services
Finance…Getting CDC finances sorted, thinking about competition, pricing and viability, adapting administrative systems and tools
Initial CDC experience – organisation
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Transition…A difficult period, with one foot in the old world and one foot in the new world, but fully operating in neither one nor the other
Service rationale…A shift in understanding from “how will it work for me” to “how do you want it to work for you”
Reform…Understanding that change is a response to choice and control philosophy, not changed financial arrangements
Tradition…Moving from “supply on demand” and unlimited time to choice driven, unit based and time limited servicing
Initial CDC experience – staff
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Service model…Three tiers of control– fully supported, partnership, self managed; most opted for fully supported, few opted for self managed
Choice…More involved, not a lot of changes to service and support, priorities when needs are many and resources are limited
Finances…More transparency, more package refusal than ever before, participation is a financial decision for some
Awareness…All aware of what is possible, but opportunity to better understand opportunities in practice.
Initial CDC experience – consumers
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Late 2015/early 2016…Fully functional My Aged Care assessment & referral system, ACAT transition to My Aged Care, a new dynamic that “pushes” choice.
February 2017…Home Care Package national pool, recipient to nominate preferred provider, portability and choice drive “allocations”.
July 2018…Integration of Home Care and Home Support programs, expanded recipient choice, block funding? “trip advisor”? provider ratings?
What lies ahead – a reform snapshot?
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• Support sought by consumers hasn’t changed much; some shift in choice of service supplier, few exits.
• Anticipated competition and expanded choice is yet to fully impact the service environment.
• When will the majority preferred choice option shift to self-managed?
• Next wave of reform will “force the issue”.• Sustainability dependent on capacity to retain
clients.• Growth dependent on capacity to attract those
exercising choice.
Where have we landed?
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How consumer choice and control will change buying behaviour.• Choice has been focused on
consumer service preference.• Now it is multi-layered –
provider, service offer, flexibility.
• Provider – which one?• Service offer – how will it be
for me?• Flexibility – what’s available?
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How consumer choice and control will change buying behaviour.• Is it about volume or value?• The bottom line – spending or
saving?• Whose money is it?• Providers duty of care vs
consumers dignity of risk?• Trusted advice vs informed
choice?
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• Consumers are looking for information, guidance …….we set consumer expectations, often from the moment of first contact.
• The expectation we set will influence the customer experience sought by the client.
• You cannot afford to create an expectation that you cannot fulfill.
Understanding customer demographics and their perceptions of quality
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• Research – optimal Cx• Listen & respond, personal &
individual responses, respectful relationships, imagination & creativity, information & consultation.
• Organisational benefits – trust, retention, recommendation.
• Customer experience – the optimal outcome sought by consumers.
Understanding customer demographics and their perceptions of quality
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• Quality of life indicators – impacts and benefits for the consumer.
• From - service standards & guidelines, professional criteria, program outcomes as measures.
• To - action based on consumer’s criteria, consumer defined services/supports, consumer defined performance.
• Personal Outcome Measures (POMs)
Understanding customer demographics and their perceptions of quality
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• Brand and reputation count for a lot but there is more.
• customer value proposition …. describes why a customer should buy a product or use a service….specifically targeted towards potential customers….. appeals to the customer's strongest decision-making drivers.
Ensuring practice is aligned with what you market.
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• Consumer choice is the new market force.
• Our business is to understand and respond to consumer’s desired outcomes.
• Staff practice and behavior fulfils consumers expectations.
• Cx into practice – training, narratives, scripts, change.
Ensuring practice is aligned with what you market.
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“The interaction between staff and residents is the best predictor of success in aged services, and providers must make this their focus in order to succeed in the consumer-directed market…”Dr John Fleming in Australian Ageing Agenda November 18 2015
Ensuring practice is aligned with what you market.
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Ensuring practice is aligned with what you market.• The Benetas Commitment is a
strategic initiative that brings together our reputation, our practice, our understanding of customer experience, our workforce management now and in the future, and our culture and values in a way that has all working in harmony.
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• CDC to date has opened up consumer choice, but consumers are yet to “force” it.
• Provision of a great “customer experience” is a new “quality standard”.
• Fulfilment of consumer expectation is another, but what it is about has changed.
Key Messages.
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• A stronger consumer focus means a change in mindset, attitude and behaviour for all our staff.
• Staff play the most critical role in bringing your value proposition to life.
• Attraction and retention is no longer about staff only.
Key Messages.
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1300 23 63 82 www.benetas.com.au
