Home' Australian Ageing Agenda : AAA Mar-Apl 2015 Contents The community care sector in Australia is undergoing significant change,
with landmark reforms to both home care and home support.
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nces from 1 July
by the Australian
ality of community
ment, but the
of home care, in
ality from 1 July
ell Community Care
en to get more
cy about the
hey are seeking
n the home care
s provides less
y the case.
e defensible in
fter the Quality Agency assumed respon
mmunity care and some in the sector are
impose a residential-based framework,
s community care is different. MEGAN S
a legal context, it also means, according
to one observer, that the services lose "the
colour and movement you used to get in
reports. It also makes them less useful to
check on quality."
Quality Agency CEO Nick Ryan stresses
t h a t the obje ctive is improv ing qual ity
in both residential an d home care .
He concedes that there are different
ph il oso p hies in assessm e nt for both,
s o recr uitment of as sessment staff with
either residential or community skills is
"Ou r medium to lo ng-term aim is to
have a flexible workforce th at is able to
apply and revi e w the standards w hether
the y are in residential aged care or in home
care," Ryan te lls CCR.
"The change in our operating philosophy
is not the shift into home care but to CDC,
which is central to the government's reforms
for aged care as a whole."
to-face discussions to discu ss their
experiences, s atisfaction and kn owledge of
th e care provided.
Review staff do not visit a service
provider's clients, but usually interview them
at the provider's nominated service outlet.
"There is a difference in that in a
residential care environment we look at
matters on site. However, in home care it is
about checking that the service provider has
policies and systems in place," says Ryan.
"We ask about trai ni ng and sup ervision .
We s peak to home care w orkers when
t hey go in to homes. We chec k the p olicies
are right and that co ntinuous improvement
"The Quality Agency has a significant
educational function and we've had
very positive feedback from surveys and
meetings about our education in residential
care. One of our most exciting moves is
working up a new educational program for
home care whi h i
and home care, says that when it was under
ctor gets to
Ill ana H allida y
Rob Ha nkin s
We ask about training and supervision. We speak
to home care workers when they go into homes.
We check the policies are right and that continuous
improvement is occurring.
The fact that clients will have
choices and make choices means
that we have to be delivering a
superior product based on a deep
understanding of the client's needs.
For Catholic Community Services, the decision on how
to reframe and engage with clients as the community
care sector moves into a new wave of reform was simple
- redesign the customer engagement strategy using client
participation and design principles. It might sound like a big
ask, but this new approach is expected to give the organisation a
competitive advantage in the marketplace.
While a lot of organisations are undertaking customer service
training and service satisfaction surveys as well as focus groups,
Catholic Community Services is moving in a totally new direction
and venturing into new territory as it re-engineers its business
model from the client's perspective.
According to Catholic Community Services general manager,
Janis Redford, the community services
sector is undergoing significant change.
"We realised we could not continue to do
business in the same way. Different impacts
and different approaches were required in
order to be successful," says Redford. "The
fact that clients will have choices and make
choices means that we have to be delivering
a superior product based on a deep
understanding of the client's needs."
The process of having an informed
client is only just beginning and with the
transition to consumer directed care (CDC)
A redesigned approach --
Catholic Community Services
enters a new era in client care
An ageing world is a changing world, especially when it comes to community
care, and nowhere is this more evident than at Catholic Community Services
NSW/ACT. The organisation is meeting the challenges of a consumer-led market
with a unique client-centred approach, as KYMBERLY MARTIN discovered.
these clients will be even more informed about their choices.
Redford believes while initially clients will stay with what they know
they will eventually begin to compare what providers offer.
"They will start looking at their options and realise there is a
broader choice or better experience for them out there. Clients will
be happy to pay for different price points for products because not
everyone will deliver the same product at the same price. I think
there will be differences in what providers deliver.
"At Catholic Community Services we are helping clients
understand what the underlying principles are all about and believe
we should not be giving lip service to client's choice. Clients should
be able to have full choice in the range of services that will best
meet their needs.
"We wanted to put ourselves into the shoes of the client, hear
their conversations and experience some of their frustrations.
Once we do that it sends a very clear message to us that if we don't
improve the client's experience of each of our touchpoints, clients
might just exercise their choice of provider and move elsewhere.
"We had to be clear and decisive in what we needed to
accomplish to be ready to meet the July 1, 2015 deadline for the
roll-out of CDC."
Engaging with the client is vital
to the process
Catholic Communit y Services decided to tac kle thi s challen ge
us ing design thinking, a n approach that has gained tracti on in the
busi ness community for its abi lity to achiev e meaningfu l, l a sting
results. A series of activ ities are undertaken to c reate a deep
understanding and empat hy for the user or con su m e r, literally
stepping into their world to inspir e a phas e of idea generation.
Th is is followed by an iterati ve cycl e of pr ototyping and testing
befor e a final design is released in t o the market. Th is human-
cen tred me t hodology allows o r ganisati ons to quickly identify,
build and test their way to a successful outcome that is designed
to no t only meet the needs of the cu stomer
but to delight them.
The project is the bigge st initi at ive
ever undertaken by th e organisation. For
some time Catholic Community Services
has been going through the process of
preparing for the shift to CDC from a
number of aspects. One o f th e first areas
to be put into place was the move to new
client management syste m which was
completed three years ago.
"Having implemented a new state wide
system three years ago with integration to
Finance and Payroll, we have ensured that
our systems are CDC ready and will support
the transition for Catholic Community
Services' 1219 clients on a homecare package.
Our systems are established and stable and
will facilitate the move to CDC, with good
reporting at all levels," Redford says.
But it is not just CDC occupying the
aged care agenda. The National Disability
Insurance Scheme (NDIS) is also top
of mind for many aged care providers
preparing to deliver a disability service.
Like the NDIS, the CDC lets the user be the
decision maker in the services they choose.
As is the intention with the NDIS, people
benefit from CDC with a different approach
and different service which is designed to be
more personal and person-centred. Redford
says she has heard about clients changing
providers because providers have not been
flexible with their service delivery to meet
the needs of clients going forward.
"If clients need a service on the weekend
and providers cannot deliver that type of
service, or provide it at a time it is needed,
then I suspect clients will seriously consider
changing providers. The winners here are
providers who are flexible, innovative and
responsive to client needs. Clients have
become empowered," she notes.
What Catholic Community Services set
out to achieve utilising design thinking is
a strong customer engagement strategy
with a more personal and deeper approach.
"Our engagement commences from the
initial enquiry from the client, even though
aaa community care review | 33
32 | JANUARY 2015
Respite a disputed terrain
Uncertainty surrounds CHSP
Combating social isolation
Dying well at home
Responding to elder abuse
Putting policy into practice
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