Today, businesses often focus on designing great experiences for young people, especially Gen Z. But in fact, there is still a segment of older customers who seem to be forgotten on the CX map. The world’s population is aging, so designing experiences for the elderly will become increasingly important for businesses to stay competitive and meet customer needs.
Designing effective CX strategies for older adults requires a thoughtful and holistic approach. Businesses need to understand the needs and limitations of the elderly to design great experiences that cater to them.
Emphasize simplicity and clarity
Use clear and concise language in communication, avoid technical jargon or confusing jargon, and provide step-by-step instructions to help elderly customers use digital services. Interfaces and interactions need to be extremely simple, direct, and easy to understand.
Businesses like GoGoGrandparent already offer a service that allows older customers to book ride-hailing services like Uber without using a smartphone app. The service uses a simple phone call interface, allowing customers to request a ride by pressing a button on their phone.
Easy access
User experience design always emphasizes ease of access whether customers are young or elderly. But for the elderly, this issue is even more important. Many elderly customers may have physical or cognitive limitations that affect their ability to interact with brands. It is essential to ensure that your CX is accessible to all customers, regardless of their abilities. This can include high-contrast text, large and clear fonts, and the ability to zoom.
For example, GrandPad, a tablet designed specifically for older customers, features a simplified interface with large, easy-to-read buttons and pre-installed apps for video calling, emailing, and music playback.
Extensive testing and research
Conduct experiments with older customers to better understand their needs and preferences, and use feedback to iterate designs and improve the overall customer experience. For example, Procter & Gamble (P&G – a corporation specializing in American consumer goods with familiar brands such as Tide, Head & Shoulders…) has conducted extensive research to better understand the needs and preferences of older customers. The company has used this research to develop products tailored to the unique needs of older customers, such as larger packages, easy-to-open containers, and products with bright colors that are easier to see.
By taking the time to understand the needs of older customers, this business has been able to develop products, services and programs that are tailored to customers. This has generally resulted in an improved customer experience and higher customer satisfaction. According to a survey conducted by the American Association of Retired Persons (AARP), 88% respondents said they are more likely to do business with a company that provides elderly-friendly products and services.
In addition, according to Alfred’s statistics on the average annual total expenditure by age in the US, it can be seen that the age group from 65 years old has a much higher total expenditure than the group of young customers under 25 years old (gen Z customers). ). This shows that older customers are a group of potential customers that need more attention and focus. This further proves that designing for older customers can have a positive impact on a business’ bottom line, as well as customer satisfaction and loyalty.
Based on the information mentioned above, businesses can create a more inclusive and productive experience for the elderly. SOI.Pro with more than 10 years of experience in the field of assessment, survey and customer service improvement will help businesses create the best experiences for customers regardless of age.
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