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Feedback and Complaints Concurrent SessionComplaints are Golden Nuggets

LASA Tri-State Conference 25 February 2019

Forrester 2017 report: Insight-driven organisations - Grow 30% YoY - Grow 8x faster than global GDP- Are customer-obsessed and use it to create competitive

advantage.

CUSTOMER INSIGHTS DRIVE BUSINESS GROWTH

WHAT: COMPLAINT MANAGEMENT

“The good thing with innovation is THERE ISN'T A LAST NUGGET”

INCREASED SCRUTINY INTO AGED CARE SERVICES

“This Royal Commission will primarily look at the quality of care provided in Residential and Home Aged Care…” Health Minister, Greg Hunt (17 Sep 2018)

AGED SERVICES ARE BRANDS

Edmonds Marketing uses quality insights and knowledgeto define and differentiate our client’s offerings and

inform strong communications campaigns.

A STRATEGIC MARKETING CONSULTANCY

© 2008 − 2019 𝐸𝑑𝑚𝑜𝑛𝑑𝑠 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔

SERVICE ARMS

© 2008 − 2019 𝐸𝑑𝑚𝑜𝑛𝑑𝑠 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔

OUR CLIENTS – AGED SERVICES

AGENDA

• Quality Standards 2018

• Rise of Services

• Quality Management

• Feedback management

AGED CARE QUALITY STANDARDS

Quality of Care Amendment Principles 2018:- Standard 1: Consumer dignity and choice- Standard 2: Ongoing assessment and planning with consumers- Standard 3: Personal care and clinical care- Standard 4: Services and supports for daily living- Standard 5: Organisation’s service environment- Standard 6: Feedback and complaints- Standard 7: Human resources- Standard 8: Organisational governance

Source: https://agedcare.health.gov.au/quality/aged-care-quality-standards

Inserting ‘consumer’ in place of ‘care recipient’:- Consumer definition: A person to whom an approved provider

provides (or is to provide) care through an aged care service or their representative.

Moving from ‘compliance’ to ‘service’:- Compliance – meeting accreditation standards- Service - partnership

Quality standards:- Standards for quality of care and quality of life.

KEY CHANGES FROM QUALITY OF CARE PRINCIPLES 2014

Quality Standard 6 - Feedback and complaints

Consumer outcome Organisation statement Requirements

I feel safe and am encouraged and supported to give feedback and make complaints. I am engaged in processes to address my feedback and complaints, and appropriate action is taken.

The organisation regularly seeks input and feedback from consumers, carers, the workforce and others and uses the input and feedback to inform continuous improvements for individual consumers and the whole organisation.

The organisation demonstrates the following:(a) consumers, their family, friends, carers and others are encouraged and supported to provide feedback and make complaints;

(b) consumers are made aware of and have access to advocates, language services and other methods for raising and resolving complaints;

(c) appropriate action is taken in response to complaints and an open disclosure process is used when things go wrong;

(d) feedback and complaints are reviewed and used to improve the quality of care and services.

Source: Australian Government, Department of Health Aged Care Quality Standards 2018

THE RISE OF INTANGIBLE SERVICES

CUSTOMER PIPELINE/ FUNNEL

Awareness -> Consideration -> Interest -> Evaluation -> Selection -> Action

PROSPECT/ CONSUMERCUSTOMER (1x)

REPEAT CUSTOMER (2x)

LOYAL CUSTOMER (ie. regular)

ADVOCATE(ie. refer on)

LAPSED CUSTOMER

© 2008 − 2019 𝐸𝑑𝑚𝑜𝑛𝑑𝑠 𝑀𝑎𝑟𝑘𝑒𝑡𝑖𝑛𝑔

NB. Different nuances for aged care segments

WHAT: FEEDBACK AND COMPLAINT MANAGEMENT

Responsive to feedback- Sits at heart of continuous improvement and sustainable

growth

- Every customer touchpoint can allow a rapid response to concerns.

FEEDBACK LOOP

If service variation is minimised:• Customer appreciation is maximised• Leading to higher customer loyalty and greater value.

DEMING’S QUALITY MANAGEMENT – MINIMISING VARIATION

CONTINUOUS IMPROVEMENT: DEMING’S PDCA

WHY: FEEDBACK AND COMPLAINT MANAGEMENT

Creates ongoing value for customers 1. Customers drive revenue

2. Their needs change quickly - collecting feedback allows you to stay ahead of the market

3. Analysis of feedback allows you to improve service quality (ie. innovate)

STAYING CLOSE: WEEKLY MEETINGS WITH RESIDENTS

Residential care complaint- Negative feedback from resident’s daughter – she didn’t feel

her mother’s day-to-day problems were being heard.

Outcome: CEO meets with residents each week- Various new services directly align with their interests.

- It was either one resident complaining or several?- Sophy might have some more ideas on exactly which

services he is scheduling for 2019.

STAYING CLOSE: FACEBOOK

Preparing for new NDIS service- Developed content on Facebook to communicate new service - Built up carer network.

Direct and indirect feedback - Likes, dislikes and comments reveals support- New special interest groups -> more trips- Social as important as learning - New service valued as a place to make friends and have a life

outside home.

STAYING CLOSE: TURNING ISSUES INTO OPPORTUNITIES

Building Advocates in Homecare- Going above and beyond

- By listening to an unhappy customer and working their complaint through

- That customer became an Advocate - now refers new clients.

STAYING CLOSE: REGULAR COMMUNICATIONS

Starts with your leadership team- Improved services rely on proactive staff

- Clear vision, purpose and values? - Clear lines of authority with regular catchups?- Supported with tools to download any time of day?- Are regular staff seen and heard?

- Positive restorative care vs social activity - challenge the notion that older people are beyond needing meaningful activity

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CONTACT

07 3175 9905www.edmondsmarketing.com.au

DEMING’S QUALITY MANAGEMENT – MINIMISING VARIATION