Home' Community Care Review : CCR Jan-Feb 2015 Contents SPONSORED FEATURE
The fact that clients will have
choices and make choices means
that we have to be delivering a
superior product based on a deep
understanding of the client's needs.
these clients will be even more informed about their choices.
Redford believes while initially clients will stay with what they know
they will eventually begin to compare what providers offer.
"They will start looking at their options and realise there is a
broader choice or better experience for them out there. Clients will
be happy to pay for different price points for products because not
everyone will deliver the same product at the same price. I think
there will be differences in what providers deliver.
"At Catholic Community Services we are helping clients
understand what the underlying principles are all about and believe
we should not be giving lip service to client's choice. Clients should
be able to have full choice in the range of services that will best
meet their needs.
"We wanted to put ourselves into the shoes of the client, hear
their conversations and experience some of their frustrations.
Once we do that it sends a very clear message to us that if we don't
improve the client's experience of each of our touchpoints, clients
might just exercise their choice of provider and move elsewhere.
"We had to be clear and decisive in what we needed to
accomplish to be ready to meet the July 1, 2015 deadline for the
roll-out of CDC."
Engaging with the client is vital
to the process
Catholic Community Services decided to tackle this challenge
using design thinking, an approach that has gained traction in the
business community for its ability to achieve meaningful, lasting
results. A series of activities are undertaken to create a deep
understanding and empathy for the user or consumer, literally
stepping into their world to inspire a phase of idea generation.
This is followed by an iterative cycle of prototyping and testing
before a final design is released into the market. This human-
centred methodology allows organisations to quickly identify,
build and test their way to a successful outcome that is designed
to not only meet the needs of the customer
but to delight them.
The project is the biggest initiative
ever undertaken by the organisation. For
some time Catholic Community Services
has been going through the process of
preparing for the shift to CDC from a
number of aspects. One of the first areas
to be put into place was the move to new
client management system which was
completed three years ago.
"Having implemented a new state wide
system three years ago with integration to
Finance and Payroll, we have ensured that
our systems are CDC ready and will support
the transition for Catholic Community
Services' 1219 clients on a homecare package.
Our systems are established and stable and
will facilitate the move to CDC, with good
reporting at all levels," Redford says.
But it is not just CDC occupying the
aged care agenda. The National Disability
Insurance Scheme (NDIS) is also top
of mind for many aged care providers
preparing to deliver a disability service.
Like the NDIS, the CDC lets the user be the
decision maker in the services they choose.
As is the intention with the NDIS, people
benefit from CDC with a different approach
and different service which is designed to be
more personal and person-centred. Redford
says she has heard about clients changing
providers because providers have not been
flexible with their service delivery to meet
the needs of clients going forward.
"If clients need a service on the weekend
and providers cannot deliver that type of
service, or provide it at a time it is needed,
then I suspect clients will seriously consider
changing providers. The winners here are
providers who are flexible, innovative and
responsive to client needs. Clients have
become empowered," she notes.
What Catholic Community Services set
out to achieve utilising design thinking is
a strong customer engagement strategy
with a more personal and deeper approach.
"Our engagement commences from the
initial enquiry from the client, even though
aaa community care review | 33
Links Archive CCR MAY 2016 Navigation Previous Page Next Page