Home' Australian Ageing Agenda : AAA Mar-Apl 2015 Contents focus
an advertising feature
Successful retirement living and aged care operators will be the
ones who find ways to exceed customer expectations and make it
easy for people to find out what is special and unique about their
service. Living Well Navigator with its Owl Ratings provides a virtual
marketplace that connects consumers with providers.
As van der Loos puts it: "This is a national site and a national
initiative and it is important that we reach out to the national
audience." She adds that 60 per cent of Living Well Navigator's
audience is outside New South Wales.
INTRODUCING THE OWL RATINGS
Owl Ratings help people navigate aged care and retirement living
services Australia-wide to assist them to live independently, or
with a little support if needed. The Owl Ratings are designed to aid
those searching for and using retirement living options and rates
how the providers of these services drive high levels of customer
engagement. Based on Gallup's Customer Engagement methodology
it measures the level of customer loyalty and emotional connection
people have with a service.
Van der Loos says unlike government accreditation and
industry certification, Owl Ratings are about what matters most to
customers and what drives them to want to do more business with an
organisation, and then refer others.
"Service providers who meet Gallup's Customer Engagement
benchmark may receive one, two or three Owls. Receiving a Living
Well Navigator Owl Rating is a prestigious recognition of the quality
of service, similar to receiving a 'Chef Hat' in a great restaurant. If
you receive an Owl Rating your customers are highly engaged and
connected to you and this translates into improved business outcomes."
• One Owl means your service has good Customer Engagement
compared to other rated services
• Two Owls means your service has very good Customer Engagement
compared to other rated services
• Three Owls means your service has excellent Customer
Engagement compared to other rated services
Gallup's Customer Engagement methodology is the foundation
of Owl Ratings. It is an evidence-based scientific model based on
the principles of behavioural economics and is a globally validated
methodology. Over 11 million respondents have been interviewed
using this process.
Gallup has used the methodology across most business to
customer industry segments including its US assisted living data
base. Customers are grouped by their level of engagement and
the results for each service are compared to the Australian sample
and Gallup's Global Benchmark. All operators,
regardless of whether they receive an Owl Rating
or not, receive an Owl Rating Scorecard showing
their results with practical suggestions on how to
sustain and improve customer engagement.
Gallup's experience over 20 years in measuring
customer engagement shows that:
• when 23 per cent of customers are fully engaged
in a service they are more emotionally attached,
more loyal and more likely to buy more services,
making the business more profitable
• when 13 per cent of customers are actively
disengaged in a service they are more likely to be
adversarial, pose legal risks, be hostile and are
more likely to leave the service
The Owl Ratings survey is based on the customer engagement
questions in addition to experience based driver queries for each
service type, which includes areas such as quality of life, social and
WHAT OWL RATINGS CAN DO FOR PROVIDERS:
• Build insight. Owl Ratings help you understand what matters most
to your customers.
• Build trust. Owl Ratings are Australia's only independent, validated
and tested ratings and are unique in the aged care and retirement
• Get your Owl Rated retirement villages in front 1,600,000 NRMA
Members and other potential customers across Australia.
• Build quality. NRMA's trusted brand promotes only the best
customer service providers.
• Build awareness. Owl Ratings feature at the top of Living Well
Navigator search results.
• Build innovation. Your Owl Rating puts you at the forefront of the
government's new consumer-directed policies.
Owl Ratings give providers the opportunity to assess their
performance in customer engagement. This is an essential
component of consumer directed care. Owl Ratings help the very
best providers grow their brand reputation by using consumer
engagement as an important competitive advantage.
Owl Ratings are currently available for retirement villages only
with a pilot underway in home care.
An Owl Ratings assessment for retirement villages with fewer than
99 units is $2,999 plus GST and $3,999 plus GST for retirement villages
with over 99 units. Payment plans are available.
PEOPLE FIRST: LIVING WELL
NAVIGATOR AND THE FUTURE OF
RETIREMENT LIVING AND AGED CARE
According to The National Roads and Motorists'
Association (NRMA) Aged Care industry advisor,
Gillian McFee it is important to position what the
NRMA is doing within the broader context of the
current aged care reform agenda announced in
November by the Assistant Minister for Social
Services, Senator Mitch Fifield. While the Living
Longer Living Better reforms have improved
consumer control, the Minister has described a future
vision where consumers could have even more input
in directing their housing and support services.
Gallup's CE11 Engagement Pyramid
Owl Ratings Scorecard cover page
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