As the end-users of your services, your customers play a crucial role in your digital telecare project – and should be involved in this right from the start.
With the ongoing work for the digital switchover, the transition to digital telecare is essential to ensure the safety of your services. But, amid discussions about the technology and the practicalities of the project, it’s also important to recognise this is personal for your customers.
They need to be at the heart of your plans, as your telecare services are a central part of their lives. This means thinking carefully about how you communicate with them about digital telecare, as well as including them as you map out your requirements.
Five tips for involving your customers in your transition to digital telecare
1. Provide information on why you’re investing in digital telecare
The digital switchover and its impact on analogue services is, of course, a key driver for digital telecare. But, while housing providers have a good level of awareness about this, it’s likely your customers know very little about it. In fact, recent research highlights that “levels of awareness about the digital shift among service users and their families is generally very low” due to “limited media coverage”.
It’s important your customers are informed about the changes, though, especially as telecoms providers are being urged to provide more details to the public, which could lead to concerns among your customers about what this means for them.
In its Telecare Stakeholders Action Plan, the Department of Health & Social Care notes: “Telecare service providers (need) to communicate with all telecare users clearly, in consistent language and in an accessible format about all aspects of the digital switchover, so that telecare service users and their friends and family have a clear understanding of what is happening.”
This bigger picture is the backdrop to your digital telecare plans. Make it clear that the changes you’re implementing are about the safety of essential services – but also show how digital can help you go beyond this to improve those services and, as a result, your customers’ experiences.
2. Address potential barriers to the adoption of digital telecare
New technology can provoke mixed reactions. Some people will be used to accessing online services and will be pleased to see the upgrade. Others may be anxious about how the changes will impact them.
It’s useful to consider potential barriers, so you can deal with these proactively before you rollout your digital systems. Barriers could include:
– A lack of confidence with, or lack of use of, digital technology
– Resistance to, or suspicion of, new technology
– Lack of knowledge or awareness of digital technology
A survey as part of research for the NHS Transformation Directorate found there were several concerns about the switch to digital among telecare users. People were worried about aspects such as reliability, costs and privacy, while there was also confusion about what digital telecare actually meant.
Being aware of these potential barriers means you can tailor your communications to be inclusive and tackle any concerns. Provide clear information, reassurance and support, such as hands-on training to increase familiarity.
3. Talk about the benefits of digital telecare
Digital technology offers many exciting features beyond the scope of analogue telecare services. Show your customers how they can use this to support their needs by relating this to their lives in a tangible way. Generate excitement and buy-in by demonstrating:
– How digital telecare helps your customers to be safer
Talk about the reliability and speed of digital and how staff can monitor equipment more effectively, so your customers can be confident help is available when they need it.
– How digital telecare helps your customer to have more control
Talk about features such as an “I’m OK” facility and video calling, allowing your customers to choose how and when they have contact with your staff, enabling them to live as independently as possible.
– How digital telecare helps your customers to be more connected
Talk about how video calling and Wi-Fi means they can stay in touch with friends and family more easily, and access information and advice from the comfort of their home.
4. Involve your customers in your digital telecare project from the outset
The concept of co-production is increasingly recognised as a key element for delivering better, person-centred services. By working with your customers from the outset, you can feel confident you’re investing in the right areas and creating a service that genuinely meets the needs of the people who rely on it.
This case study of a discovery and co-design workshop shows how fun activities were used to engage residents and family members with the technology and uncover valuable insights into their motivations.
5. Create a proactive communications programme
You can bring all these elements together with a planned communicates programme that raises awareness, reassures, educates and generates buy-in.
Think about how you will communicate at different stages of your digital telecare project: for example, with general information at the start and more specific details as you prepare for installation, so that everybody knows what to expect.
The programme could include:
– Surveys and events to collect feedback during the planning stage
– Demos for opportunities to handle equipment and see how this works
– Events such as coffee mornings to give a chance to ask questions
– Resources on digital telecare in general and on your systems in particular, such as posters for your properties, articles in newsletters, leaflets, FAQs, how-to guides
– Hands-on training and ongoing support
It’s important to think about the language you use to talk about digital telecare to ensure your communications are accessible. Be consistent with terms, avoid jargon and focus on what your audience needs to know and is most interested in. Bear in mind your customers may refer to your existing services as warden call, community alarm or similar, so make sure you relate any new terminology to this.
Conclusion
It’s vital to keep your customers at the centre of your digital telecare project – not least because the success of your new systems will depend on their buy-in as end users.
The move to digital telecare needs to be managed in a constructive and positive way. Your communications should reflect this, finding the balance between addressing valid concerns or barriers regarding digital telecare, and generating excitement about how this can improve their day to day lives.
Take a look at our latest guide on how to engage customers through your transition to digital telecare.
