Online Customer Service Must Include Elderly People

Businesses should not ignore the influence of silver surfers when developing online customer service strategies.

Benjamin Dyer, of ecommerce provider Actinic, wrote on MyCustomer.com that older people are the fastest growing demographic on the internet with a growing number of those aged over 60 getting to grips with the online world.

Research by AXA revealed that the most popular pastime for pensioners was surfing the internet, which put the conventional favourites associated with older people of DIY and gardening into second place.

There is also evidence to support the fact that older people are embracing social networking sites as men and women aged between 55 and 65 are the second and third fastest growing demographic on Facebook.

Mr Dyer pointed to his grandmother who is a regular user of Facebook, because it is easy to navigate, and also visits NHS Direct for resolutions to health issues on a consistent basis.

With more elderly people using the internet, it is important that web designers create sites and systems that provide an accessible online experience for all ages and does not exclude any demographic group.

He wrote on MyCustomer.com: "In designing the user experience, it's also important to remember that many elderly web users retired before the internet, or even the PC was used extensively in the workplace.

"For this reason it's a good idea to stick to conventional methods when designing sites. If you confuse the visitor they are more likely to become frustrated and abandon your site."

Mr Dyer advised companies to employ web designers who are able to develop sites from a pensioner's perspective as this will improve customer service and maximise their profit potential of the older demographic.

Viewing an organisation from a customer's point of view is one of the central tenets of systems thinking, which is a business theory that has gained importance among performance improvement consulting experts.

Using systems thinking can help people view their organisation not only from a customer's perspective, but from a broader point of view by focusing on the whole business as a system rather than as just parts and departments.

If implemented correctly, a systems thinking approach can improve customer service and production, whilst reducing mistakes and eliminating waste at every level of an organisation.

Businesses should only employ performance improvement consulting professionals who are trained in the understanding and practical application of systems theory, systems analysis, systems thinking and intervention theory.