By Roger Runswick, Director of The 50plus
The population continues to age. There are currently over 21 million people aged 50 and over in England. This represents over a third (38%) of the population[1]. With this arises an increasing need to tailor services to meet the needs of mature customers. This is especially true when it comes to property maintenance. This demographic requires a blend of sensitivity, adaptability, and specialised expertise to ensure their comfort, safety, and overall satisfaction. Here are key considerations for providing services to this segment of clientele.
Effective communication is paramount. Understanding the preferences of older clients is essential for delivering satisfactory service. At The 50plus, we prioritise human interaction. We ensure the team is readily available to answer calls, emails, texts, and WhatsApp messages. Often, we are communicating with family or friends who are acting on behalf of the customer. Staff take the time to listen to concerns, preferences, and special requirements. This builds trust and establishes a rapport, fostering a more positive experience.
Safety and accessibility need to be equally prioritised. Understanding the importance of providing customers with peace of mind is crucial. Provide the names of the service providers attending and offer timed appointments. Also, recognise that some customers may have mobility issues or physical or mental limitations. Ensure your team is trained to navigate these challenges safely and respectfully.
Tailor services to accommodate the unique needs of mature customers. This can include flexible scheduling options, detailed explanations of procedures and specialised advice services. Our approach is centred on customisation. We ensure that each client receives the personalised attention they deserve. Our services are designed to address the needs of a mature clientele. But we find that the quality and level of service we provide are also appealing to a wide range of age groups.
Mature customers value honesty and reliability when engaging with service providers. Be upfront about pricing, timelines, and the scope of work involved in repairs or projects. A commitment to transparency has earned us a reputation for integrity and dependability. This results in a high customer retention rate and positive word-of-mouth referrals.
Serving mature customers requires a holistic, thoughtful, and empathetic approach. Prioritise communication, safety, accessibility, customisation, and trustworthiness. By doing so, you can meet their unique needs and foster lasting relationships built on mutual respect and satisfaction.
[1] Centre For Ageing Better: Our Ageing Population | The State of Ageing 2023-24
