Community Forum - Securing Our Place in the Future
What do the reforms mean for the Customer –
Provider Relationship? How can providers meet customer expectations?
Jane Mussared, Chief Executive, COTA SA
10 November 2015
Who and what is COTA?
Aged care will grow a lot….
Aged over 65 Percentage aged over
Percentage aged over 65
People with dementia
8 million 25% 36.5% 900,000
Largest employing industry in Australia, employing more than 1.4m people (12.3% of the total workforce)
Increased by 458,500 (or 48%) over the 10 years to May 2014 - largest growth industry in
Australia over this period
Average annual growth rate of 4% - double the growth of 2% in all industries
The Aged Care Market
“get out of the way; let consumers decide what they want and allow the market to supply what is needed.”
Former Aged Care Minister Mitch Fifield, Nov 2014
So what might that mean?
What do the reforms mean for the
Customer – Provider Relationship?
How can providers meet customer expectations?
Nobody knows exactly what it will mean
But there are some questions that might help…
From – Provider with Government
To - Provider with Customer
And its no longer exclusive…..
Move & declutter
Ironing, home maintenance etc
Customer (& their network)
New measures of quality
Government Customer and their network
95% survey satisfaction
Focus on benchmarking
Financial accountability to government
Focus on ACAR & passing accreditation
Deep conversations with new insights
Focus on point of difference
Explaining price to customer
Focus on each part of the value chain
Quality Systems and Better
The Theory of Markets
• if the price isn’t right, don’t buy if the service is sub-par, go elsewhere if what you want isn’t available, try someone else
• if advice and extra care matters, pay more
Wow! - Kano Model
Surveys v Conversations
Benchmarking v Point of
General promise – market pitch
Individual promise – personal pitch
Battle of the brands?
The re-emergence of craft beer
Foodland takes it up to
Woolworths and Coles
2. Power Imbalance
3. Immature Market
4. Low expectations of selves
5. Thin or non-existent markets
6. Artificial cap on what and how much
7. Exclusion and marginalisation
Home ownership in free fall
It will thus be a highly segmented market, not only for aged housing and aged care, but for all the goods and services older people use.
Professor Graeme Hugo, 2014
“Things have been shaken up enough that truly there's this opportunity on the horizon for reinventing the idea of what it means to age.”
Sloan Center for Work and Aging
No one wants to spend time with me now that I have a diagnosis. It is like they think I no longer count and I am not a person anymore.
Man with dementia, Alzheimer
’s Australia 2014
Complaints, Rights and Advocacy
Information and Language
Is this the right amount and type?
78 residential care places
2 “reablement” places
45 home care places
Technology and equipment
COTA NSW www.cotansw.org.au [email protected]