The 4Cs for Sustainable Senior Care

We are facing a new social challenge, as aging population density steadily grows: offering them and their families appropriate care and auxiliary services. 

For aged care service providers in Australia and across the world, it is an opportunity where they can invest in research, development, and innovation, to offer sustainable and high quality care services and experiences to consumers who need them. 

The changing need and expectations from consumers cannot be ignored. Aged care service providers are starting to see and feel the impact it has on its care model and approaches. Many are beginning to look beyond its current situation and into how business model innovation can provide even more person-centric care services.  

So, what would separate an average and a good and sustainable aged care? There are many factors to account for, and here are our 4C’s. The list is not exhaustive but certainly can put any aged care provider at the pole position to achieve sustainable care for consumers.  

Consumer-Centric Care 

To provide good consumer-centric care that caters to the need of the care recipients, aged care providers need to anticipate their needs, and develop care services that approach opportunities and challenges from the recipient’s perspective.   

Once again, data is a reliable source where care providers can gather information. But with the huge volume of data generated, it is nearly impossible to rely on manual or entry-level systems to handle data storage, workflows, and the processes needed in the highly complex senior care model. A flexible and intuitive CRM will help capture and interpret all consumers. This will allow care professionals to see and use the relevant and connected data during decision-making.  

Content Feed 

Besides paying attention to care services, consumers need information and support to understand and navigate the changes that aged care involves for them and their loved ones. Content on how to engage aged care services, information about the option, and availability to consumers. Aim for expansive but easy to navigate content. Piecemeal sections will only add to confusion for care recipients and their families.

To ensure consistent content feed and engagement, service providers could look into sales and marketing automation systems to help them personalize content for their audience, increase their efficiency, and accelerate the engagement process. 

Communications Channel 

Aged care recipients and their families are caught in the middle of all the regulatory and funding reforms and recommendations arising from Australia’s Aged Care Royal Commission Care. Aged care providers have to ensure that they communicate with their consumers through varied but streamlined channels. This will boost the level of customer experience and will supply the audience with the necessary information, through their preferred channel.  

Omnichannel communication not only helps increase engagement efficiency but also reduces the necessary resources required when engaging with prospects. Omnichannel communication enables care providers to prioritize through intelligent and automated case routing to ensure proper outreach to each prospect. 

Channel of Partnership

Aged care services are complex and they often mean the management of complex health issues such as dementia, falls, fractures amongst others. Establishing the right channel partnership with healthcare institutions will form the backbone for the continuum of care for the consumers. 

Although existing aged care and health care data are collected separately at the moment, it is essential that care recipients’ data such as medical summary, current medical record, care goals, are easily accessible for care professionals. A 360-degree view of the care recipients is possible, and using intelligent CRM tools facilitates the process. 

With the 4Cs approach, service providers expand their capabilities to provide complete and comprehensive care services for consumers.

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About the Contributor
Jason du Preez
Jason du Preez As SVP and GM, APAC, Jason joins Sugar as an accomplished IT executive, having worked in the industry for nearly 30 years. At Sugar, he is responsible for overseeing all aspects of sales, marketing, and service for the region, with experience spanning ERP, ITSM, CX, CRM, contact centers and digital. His IT career began as an ERP implementation consultant delivering large scale projects to manufacturers, and later joined Epicor Software, where he spent over 11 years in roles to include European Channel Manager, Sales and Marketing Director for ANZ and Managing Director of APAC. Jason also worked in the ITSM and CX space with Numara Software where he led and built their APAC business. He looks forward to evangelizing their next-generation CX capabilities that create customers for life.

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