SINGAPORE–(BUSINESS WIRE)–The new tool from Silver Group means that organizations can ensure their
customer experience (CX) responds to the physical, sensory and cognitive
ageing of their clients.
Most products and services are still designed by the young, for the
young. Yet the world is ageing faster than at anytime in history. The
implications for cities, business and healthcare are dramatic.
While researching their book, Marketing
to the Ageing Consumer, ageing experts Kim Walker and Dick Stroud,
discussed the issue with senior representatives of academia, government,
healthcare and industry. They identified the need for a measurable
process that could evaluate any environment from the perspective of
“The physical, sensory and cognitive differences between generations
amplify from around 50 years of age” says Stroud. This demands that
almost every interaction must be re-evaluated and adapted in response to
these physiological differences. Walker added “It’s business common
sense to ensure that adults of all ages can easily engage with you”.
Age-Friendly (AF) audit tool
Walker and Stroud codified 25
ways that ageing impairs the senses, body and mind. These ‘effects
of ageing’ are applied when evaluating the interaction or touchpoint
that a person has with a particular environment.
This thinking is now incorporated into an iPad app that scores each
touchpoint, providing a rigorous method to identify the preparedness of
a city, company or any environment in adapting to the effects of ageing.
The AF Tool can be applied across all parts of an organisation.
AF Brands, AF Cities and more to come
Free versions of AF
Brands and AF
Cities iPad app are available on iTunes. The AF Cities app uses an
adapted form of the questions developed by the World Health
Organisations Age-Friendly Cities initiative.
Prototypes of the tool have been used to evaluate over 50 customer
journeys for businesses in the telecoms, financial services and
For the first time, companies can evaluate all the physical and digital
touchpoints with their customers.
The tool provides a common language and metrics that can be used to
improve all aspects of older people’s lives.
Stroud and Walker are working with functional experts to apply the tool
to places where older people work, live and receive healthcare.
Kim Walker +66 874998890