MIND the GAP

Iris BritoNational Consumer Projects Manager, Home Care Today

May 2016

1

What are we talking about?

Gaps in services: be aware!

Consumer

Policy Knowledge

Delivery

Customer gap

PerceptionsExpectations

Policy gap

Services instructionsGov. policies

Delivery gap

Low quality on the ground

Perfect on paper

Knowledge gap!

Consumer’s expectations

Management perception

Why does this gap really matter?

Reduce risks

Business growth

AffinityIncrease efficiencies

Alignment of services

Build loyalty

Build confidence

What can you do to reduce the

knowledge gap?

What did staff say after their

experience of co-production?

co-design and co-produce

from the outset!

Customize

know the customer

well

Relationship matters

Involved in the early

stages

12

Let’s focus on co-production

What is co-production?

“Consumer’s participation in the creation of the core offering itself.” (Lusch and Vargo 2006, p. 284).

“Buyer-seller social interaction and adaptability with a view to attaining further value for a product or service.” (Wikström,1996, p. 10)

In the business world co-production is:

What is co-production?

“Co-production is not just a word, it’s not just a

concept, it is a meeting of minds coming together

to find a shared solution. In practice, it involves

people who use services being consulted, included

and working together from the start to the end of

any project that affects them”.

SCIE 2013, Co-production in social care: What it is and how to do it

In the community care sector:

What is the difference between co-

creation, co-production and etc.?

16

What’s your journey up the

ladder?

Transformational co-production

17

How are organisations making their journey to co-production?

19

Uniting AgeWell’s Co-production Principles

What have we learned?Consumer factors influencing the process

Age and personal context

Willingness

Preferences

Ability Role clarity

Perceived importance

What else have we learned?

Flexibility is

necessary

More heads equal more

ideas

Use resources you have

ideas are

fluidDilemmas will

appear

Conversation breeds ideas

What did staff say about the

benefits of co-production?

Co-production

• Increases responsiveness and reach

• Increases quality

• Increases loyalty and retention

Better results

Added benefits

Compliance

– consumer engagement fits in with Standards

– Charter of Care Recipients’ Rights and Responsibilities

24

What are you doing to reduce the

consumer knowledge gap in your

service?

Resources to help you

Home Care Today website

– The Voice of the Consumers Booklet

– Videos

– Self Assessment

– Report on past projects

– Peer education program

– Management Framework

– Checklists

Are you ready to get to know your

consumer well?

27

Before we close …. Questions?

References

• Kellogg, Deborah L., Youngdahl, William E., and Bowen, David E. (1997), "On the relationship between customer participation and satisfaction: Two frameworks, International Journal of Service Industry Management, 8 (3), 206-219.

• Lusch, Robert F. and Vargo, Stephen L. (2006), Service-dominant logic: Reactions, reflections and refinements, Marketing Theory, 6 (3), 281-288.

• SCIE (2013), Co-production in social care: What it is and how to do it.

• Wikström, Solveig (1996), The customer as co-producer, European Journal of Marketing, 30 (4), 6-19.

• Parasuraman and Grewal, Serving customers and consumers effectively in the twenty-first century: A conceptual framework and overview, Journal of the Academy of Marketing Science,

Winter 2000, Vol. 28, No. 1, pp. 9-16.