|Day Presenting:||Tuesday 30 October|
|Session||Concurrent C4- Marketing, Media and Branding|
|Presentation Title||What really matters to clients? Determinants of Net Promoter Scores|
|Position Title||Research and Innovation Manager|
As the aged care sector moves to a market model, understanding consumer perspectives has become core business. A common metric for customer loyalty, used across many service industries, is the Net Promoter Score (NPS). Best practice use of NPS goes beyond simple tracking of scores, and includes understanding the key drivers. That is, what are the factors which lead people to be “promoters” or “detractors” of your business? This is a critical step in being able to use NPS data to ensure that organisational practices and approaches are attuned to customer needs and preferences.
This presentation describes an investigation of key drivers of NPS ratings using data from a client experience survey. The survey was completed by 1374 clients of Benetas home care and residential care services, and their relatives, in late 2017. The survey included 24-30 individual items (depending on respondent group – home care versus residential; clients versus relatives) across five domains of quality of care:
• dignity autonomy and choice
• staff interactions
• personal and clinical care
• lifestyle and support services, and
• service environment.
The survey also included overall ratings questions, including the NPS question: “How likely are you to recommend Benetas to your friends or family?”
The presentation describes which survey items were significantly associated with being a detractor and a promoter, for each respondent group.
This analysis fills a significant gap in knowledge of NPS in the aged care sector. While a number of aged care providers are collecting NPS data, unlike other sectors there is no information publicly available about industry benchmarks.
The presentation will assist aged care organisations to think about the kind of data they can collect in a consumer-directed market, and importantly, the type of analytics they can use to improve the quality of their services and better meet customer needs and preferences.
Dr Catherine Joyce is Research and Innovation Manager at Benetas, and holds the position of Adjunct Associate Professor at the Monash University School of Public Health and Preventive Medicine.
She has 20 years’ experience as a health services researcher, with a particular focus on the exchange between research and policy and practice.
She has undertaken research and published in a range of areas including aged care services, client and consumer perspectives, primary health care, and the health workforce.