This may be stating the obvious, but each of us likely approaches certain populations with assumptions. In business, it's easy to fall into the trap of thinking there is a one-size-fits-all solution for any one group. However, untested or outdated assumptions about the preferences of a particular demographic can create roadblocks, especially when businesses undergoing transformation need to decide how they will interface with their customers.
For example, have you ever hesitated to implement a customer-facing texting program at your organization because you are sure that older adults—a core customer base—are uncomfortable using digital channels? The assumptions we make, such as the idea that seniors are hesitant to embrace digital communication, may contain grains of truth, but it’s important to constantly test them. This is an especially critical step when it comes to an organization’s digital transformation.
I’ve written before about how digital transformation requires testing and input from as many stakeholders as possible. It’s an iterative process that requires flexibility, comfort with getting things wrong, and the ability to recognize that our assumptions may not always be correct. Change—even small change—typically takes a lot of effort and requires buy-in from across the organization. And an important part of creating that buy-in involves operating from data rather than assumptions.
Take, for example, the common idea that older Americans shy away from online services in favor of mail and phone calls. Data from Pew Research Center shows that while seniors (people ages 65 and older) utilize the internet and email less than younger groups, they are still online—in fact, 75% of seniors report being internet users. And according to Deft Research’s 2022 Medicare Digital Tools Study (membership required), more seniors are spending time online to manage their lives, with 75% actively banking online and more than half buying clothing, compared to 72% and 45% in 2021, respectively.
In its 2022 Medicare Age-In Study (membership required), Deft Research found that, more than any other single source, more individuals (68%) enrolling in Medicare for the first time and choosing a Medicare Supplemental or Medicare Advantage plan find online information to be very or somewhat helpful in choosing a plan. Let that sink in. Most respondents completed their plan enrollment application online, and a large proportion of seniors were comfortable enrolling on their own without assistance.
Ultimately, failing to invest in online communications to reach seniors is failing to meet seniors where they are. The flip side of the Deft Research data, however, makes it clear that a meaningful percentage of seniors still do rely on offline information. Whether that involves talking with insurance agents on the phone or favoring brochures received in the mail, these lines of communication continue to be important. In fact, many of us assume that paper enrollment is being phased out, but the Age-In Study shows that paper applications still made up more than a quarter (28%) of Medicare enrollment submissions in 2022.
This leads to another valuable piece of insight: Focusing only online and attempting too quickly to phase out traditional ways of reaching and engaging with seniors also fails to meet seniors where they are. In fact, some traditional lines of communication may remain important for a successful customer-centric business model.
It is important for digital transformation pioneers to understand and recognize there can be many steps between Point A (offline) and Point B (online). Instead of operating off assumptions about how a given demographic is expected to respond, ongoing research is valuable to understanding trends and the speed of people’s changing habits and to ensuring we don’t prematurely turn off one type of communication for our customers.
So, get to know your audiences. Begin by identifying them; for example, at my company, we communicate with dental providers, patients (our members), potential clients (organizations we target to hire us to manage their dental benefits), active clients, internal groups and more. These audiences have sub-groups within them, requiring an even more tailored approach for successful communications. Often, working with marketing or sales leaders can help with this type of identification.
Then, dive deeper. Effective market research, conducted by an experienced partner, is one great way to test assumptions. It can also be useful to directly ask your audiences their preferences. For instance, end meetings with a client by asking if there is anything they wish you did differently. Offer members the opportunity to complete a survey after they interact with the business. Do the same with employees. In my experience, these simple steps can streamline processes and even increase the bottom line.
It comes down to engaging, asking questions and listening. Incorporating feedback in every interaction with every audience possible, and then testing that feedback by discussing it with stakeholders, isn’t just key to digital transformation—it’s important to an organization’s competitiveness and overall success.
As I said in a previous article, "Successful digital transformation requires an approach tailored to the business, its customers and the culture of the organization." Effective leaders embrace the facts rather than assumptions. In situations like digital transformation, it's important to understand that, regardless of the demographic or the balance sheet, the goal isn’t to digitize everything but to keep leveraging timely market research and learning from trial and error. Just as people have varied needs, organizations should have different destinations and take different journeys—there is no one-size-fits-all approach.
Read the full report here