mind the gap - amazon s3mind the gap iris brito national consumer projects manager, home care today...
TRANSCRIPT
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MIND the GAP
Iris BritoNational Consumer Projects Manager, Home Care Today
May 2016
1
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What are we talking about?
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Gaps in services: be aware!
Consumer
Policy Knowledge
Delivery
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Customer gap
PerceptionsExpectations
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Policy gap
Services instructionsGov. policies
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Delivery gap
Low quality on the ground
Perfect on paper
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Knowledge gap!
Consumer’s expectations
Management perception
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Why does this gap really matter?
Reduce risks
Business growth
AffinityIncrease efficiencies
Alignment of services
Build loyalty
Build confidence
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What can you do to reduce the
knowledge gap?
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What did staff say after their
experience of co-production?
co-design and co-produce
from the outset!
Customize
know the customer
well
Relationship matters
Involved in the early
stages
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Let’s focus on co-production
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What is co-production?
“Consumer’s participation in the creation of the core offering itself.” (Lusch and Vargo 2006, p. 284).
“Buyer-seller social interaction and adaptability with a view to attaining further value for a product or service.” (Wikström,1996, p. 10)
In the business world co-production is:
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What is co-production?
“Co-production is not just a word, it’s not just a
concept, it is a meeting of minds coming together
to find a shared solution. In practice, it involves
people who use services being consulted, included
and working together from the start to the end of
any project that affects them”.
SCIE 2013, Co-production in social care: What it is and how to do it
In the community care sector:
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What is the difference between co-
creation, co-production and etc.?
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What’s your journey up the
ladder?
Transformational co-production
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How are organisations making their journey to co-production?
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Uniting AgeWell’s Co-production Principles
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What have we learned?Consumer factors influencing the process
Age and personal context
Willingness
Preferences
Ability Role clarity
Perceived importance
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What else have we learned?
Flexibility is
necessary
More heads equal more
ideas
Use resources you have
ideas are
fluidDilemmas will
appear
Conversation breeds ideas
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What did staff say about the
benefits of co-production?
Co-production
• Increases responsiveness and reach
• Increases quality
• Increases loyalty and retention
Better results
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Added benefits
Compliance
– consumer engagement fits in with Standards
– Charter of Care Recipients’ Rights and Responsibilities
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What are you doing to reduce the
consumer knowledge gap in your
service?
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Resources to help you
Home Care Today website
– The Voice of the Consumers Booklet
– Videos
– Self Assessment
– Report on past projects
– Peer education program
– Management Framework
– Checklists
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Are you ready to get to know your
consumer well?
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Before we close …. Questions?
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References
• Kellogg, Deborah L., Youngdahl, William E., and Bowen, David E. (1997), "On the relationship between customer participation and satisfaction: Two frameworks, International Journal of Service Industry Management, 8 (3), 206-219.
• Lusch, Robert F. and Vargo, Stephen L. (2006), Service-dominant logic: Reactions, reflections and refinements, Marketing Theory, 6 (3), 281-288.
• SCIE (2013), Co-production in social care: What it is and how to do it.
• Wikström, Solveig (1996), The customer as co-producer, European Journal of Marketing, 30 (4), 6-19.
• Parasuraman and Grewal, Serving customers and consumers effectively in the twenty-first century: A conceptual framework and overview, Journal of the Academy of Marketing Science,
Winter 2000, Vol. 28, No. 1, pp. 9-16.