Seniors Want Great Service Too
by Lynette Hawkins

"I had to sit on the aisle next to the bread; I just needed a few minutes." This comment came from a senior living in Washington DC. She recently discovered how difficult it is to find a chair in the grocery store. With arthritic knees and tired feet, a 10 minute grocery trip can take a half hour. What`s a person to do in a grocery store? Sit on the refrigerated freezer or an empty bread shelf?

With $900 billion in spending and steady growth, it`s time to pay attention to seniors` shopping needs. Being sensitive means walking around the store and looking through senior eyeglasses. Walk in their shoes. Think about what it is like to have cloudy eyes, aching hands and money to spend. It`s disappointing to shop where service providers ignore you. Regardless of ethnicity, seniors prefer companies that sincerely want to make their experience easier.

African American, Latino and Asian seniors are not much different from the general market. The biggest difference is they also desire more respect from the service provider. Too often they are not treated with the dignity expected by elder family members. For example, they like to be called by Mr. or Mrs. instead of Joe and Elizabeth. As with younger members of their ethnic groups, respect is a big issue in service.

Service is not a one size fits all. Everybody looks at service from their own experiences. Seniors expect personalized services that address their needs. Companies that roll out the welcome mat with comfortable seating, easy to read signs, friendly staff and convenient services win seniors for life.

If your business attracts seniors, we suggest you identify the services that make them feel at home. Here are 6 ways to start being "senior friendly":

1. Offer convenient services and products to match senior needs. At-home delivery, in-store alterations and product demonstration are a few services seniors rank highly. 2. Train your staff to show respect. Respect is pretty basic but often ignored. Get people in the habit of saying "Mr. & Mrs." to adults. First names are only okay if the customer thinks so. 3. Check for senior safety hazards. Are their pot holes in the parking lot or on the sidewalk? Is the door too heavy to open? Is there enough lighting in the rest room and hall way? Step into their shoes and see if you have accidents waiting to happen. 4. Make signs readable. Use larger block letters and clean graphics to make reading easier. 5. Train for senior sensitivity. Encourage your staff to take a walk in their shoes. Offer training that lets them experience the aging process first hand. Try putting vasoline on eyeglasses to see what it`s like to fill applications out with cataracts. 6. Make listening a priority. Too many service providers don`t hear what people want. Everyday customers complain, "why don`t you have...". Turn seniors` complaints into suggestions for services offered. 7. Show appreciation. Call customers by name. Recognize their continued loyalty to your business. This goes a long way in keeping seniors committed to doing business with you.

©Copyright Lynette Hawkins - All Rights Reserved.