With more than a third of the UK population being 50 or over, Which? Trusted Traders is offering advice on working with older customers. Although older customers make fewer purchases, Which? says they are prepared to spend more when they do, which is why this demographic will expect a high level of customer service.
Which? Trusted Traders offers seven tips on the best way to work with older customers:
1 People don’t like to think of themselves as old
‘Old age’ is relative – to a teenager it’s anyone over 30, but to a 50-year-old it’s people in their 70s, and once you’re in your 60s, up it goes again. Don’t refer to your customers as ‘elderly’. Older consumers are fitter, healthier and more active than ever. They will choose products that enhance their self-respect – that make them feel good.
2 Courtesy goes a long way
Older consumers want to be respected. While many people are used to being informal and switch instantly to first names, some older customers may prefer to be called Mr Jones or Mrs Smith.
3 Don’t rush
Allow sufficient time in appointments with older customers to allow them to make decisions at their own pace. Nobody likes being hurried, and some of your older consumers may prefer to work at a slower pace than you.
4 Have online and offline information and contact options
Overall, silver surfers are the fastest-growing demographic of internet users in the UK, with almost 70% having their own Facebook account and 90% checking their emails daily. Those who are online are likely to be heavy internet users, as they have more free time than average to dedicate to the internet and social media.
But those who are not comfortable with tech may well prefer to avoid emails and websites. Many older consumers would prefer to speak to a customer services representative than look for information or advice online. Maintaining a personal connection is important to them and increases brand loyalty.
5 Use larger print
Many older customers complain that they can’t read packaging or instructions easily. Ensure any written communication is easy to read and offer large-print versions if necessary.
6 Consider whether you need to adapt your premises
While people don’t want to be reminded of their age, older customers do want you to cater for them. It’s a balancing act, but being inclusive of older consumers is ultimately good for everyone.
Business premises need to be readily accessible to customers with mobility problems. Providing ramps, lifts or level access to premises and accessible toilets is important for customers who find stairs challenging. Ensure all products are easy to access – not on high or low shelves. If your business premises are large and involve customers moving to different areas, provide regular stopping points where they can sit down.
7 Try marketing directly to older customers
Recent research from Mailjet found that a quarter of older customers think brands are too focused on targeting younger consumers. A similar proportion felt that there was a lack of emphasis on customer service and advice. Older consumers are waiting to be wooed by businesses that can provide them with excellent customer service and products that fit with their lifestyle – whatever that may be.
To find out how to join Which?’s Trusted Trader endorsement scheme, just click here.
