financial services forum - presentation by dick stroud
DESCRIPTION
This is a PDF of the presentation that Dick Stroud gave to the Financial Services Forum - May 2013TRANSCRIPT
Marketing to the Baby Boomers
Dick Stroud
9th May 2013
Lots to say
20 mins
www.20plus30.com/FSForum
Not discussing
⤫ Business rationale
⤫ Market / Segment quantification
⤫ Methods of segmenting
⤫ Generational and lifestage factors
⤫ NPD requirements
Physical Ageing
Exciting Essential
Depressing
Age
Wealth
Education Sexuality
Health
Complex Bunch
Equally Complex Bunch
Really Complex Bunch
Standard of living Happiness
Health
Quality of life Index
50-54 60-64 65-69 70-74 75+ 55-59
2 0 -‐2 -‐4 -‐6 -‐8 -‐10 -‐12
AB C1 C2 DE
Standard of living
Health
Happiness
2 0 -‐2 -‐4 -‐6 -‐8 -‐10 -‐14 -‐16 -‐20
Quality of life Index
Physiological ageing
Senses Body Mind
Eyesight
Touch
Hearing
Smell
Taste Complexity
Comprehension
Muscle Strength
Dexterity
Hair Flexibility
Weight & Body Size
DigesCon
Urinary
Skin
Menopause
Dental
Sexual
Maslow's Hierarchy
Psychological
Physical Physiological
Communications
Support
Product
Online Retail
➟ Graphics
➟ Handling
➟ Comprehension
➟ Opening/Closing
➟ Text
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
Communications
Support
Product
Online Retail
Product
Retail
Communications
Support
Product
Online Retail
25 effects of ageing X
200 touchpoints X
Age/Client Weighting
Touchpoints
Ageing Factors
Database
Engine
Interface
Who is Who does it well?
Communications 4.7
Online 4.1
Product 4.0
Retail 4.4
Phone 4.6
AF Score = 4.4
A great customer experience starts by ensuring the touchpoints are age-friendly ✔
Essential to evaluate the complete customer journey ✔
The devil is in the detail – numerous 1% improvements ✔
Becoming age-friendly – a matter of when not if. ✔
Thanks for listening!
www.20plus30.com/FSForum
Dick Stroud [email protected] www.20plus30.com @20plus30 dickstroud dickstroud
www.the50plusmarket.com
www.age-friendly.com