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?
#reframingageing
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Aged care will grow a lot….
2014
Aged over 65 Percentage aged over
3 million
65 2010
14%
Percentage aged over 65
2050
25%
People with dementia
340,000
2050 8 million 25% 36.5% 900,000
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Growing workforce
• 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
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The Aged Care Market
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“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…
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From – Provider with Government
Customer
Government
Service
Provider
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To - Provider with Customer
Customer
Government
Service
Provider
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And its no longer exclusive…..
Brokers
Information
Move & declutter
Ironing, home maintenance etc
Customer (& their network)
Health
Housing
Financial Advice
Service Provider
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New measures of quality
Government Customer and their network
Passing Accreditation
95% survey satisfaction
Focus on benchmarking
Financial accountability to government
Focus on ACAR & passing accreditation
Exceeding expectations
Deep conversations with new insights
Focus on point of difference
Explaining price to customer
Focus on each part of the value chain
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Quality Systems and Better
Practice
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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
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Wow! - Kano Model
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Surveys v Conversations
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Benchmarking v Point of
Difference
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Pricing
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Value Chain
Exit
General promise – market pitch
Individual promise – personal pitch
Delivery
Agreement
&
Expectations
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Battle of the brands?
Misao Okawa
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The re-emergence of craft beer
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Foodland takes it up to
Woolworths and Coles
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Market Limitations
1. Ageism
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
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Cultural Diversity
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Wealth Diversity
• Low Super
• Home ownership in free fall
• No jobs
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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
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Reframe ageing…
“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
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Dementia Friendly
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
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New Language
Customer or
Consumer or
Citizen
Or
?
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Strong Communities
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Co-Design
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Complaints, Rights and Advocacy
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Information and Language
Services
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Uncap Supply
Is this the right amount and type?
• 78 residential care places
• 2 “reablement” places
• 45 home care places
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Technology and equipment
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Ian Day
Chief Executive
COTA NSW www.cotansw.org.au iday@cotansw.org.au
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