Silver Group, a strategic marketing consultancy, released a new tool that enables companies to respond to the physical, sensory and cognitive ageing of their clients and become age-friendly.
The tool provides a common language and metrics that can be used to improve all aspects of older people’s lives. Prototypes of the tool have been used to evaluate over 50 customer journeys for businesses in the telecoms, financial services and hospitality industries.
Ageing experts Kim Walker (pictured) and Dick Stroud, discussed the issue with senior representatives of academia, government, healthcare and industry. They identified the need for a measurable process that could evaluate any environment from the perspective of older people.
Walker and Stroud codified 25 ways that ageing impairs the senses, body and mind. These ‘effects of ageing’ are applied when evaluating the interaction or touchpoint that a person has with a particular environment.
This thinking is now incorporated into an iPad app that scores each touchpoint, providing a rigorous method to identify the preparedness of a city, company or any environment in adapting to the effects of ageing.
“The physical, sensory and cognitive differences between generations amplify from around 50 years of age” said Stroud. This demands that almost every interaction must be re-evaluated and adapted in response to these physiological differences. Walker added: “It’s business common sense to ensure that adults of all ages can easily engage with you”.