Mapping the Eldercare Digital Decision Journey

Written by Julia on November 1, 2015

More consumers are increasingly doing research online before they make purchases, making their digital decision jo. According to GE Capital Retail Bank, “81% of consumers go online before heading out to the store, and spend an average of 79 days gathering information before making a major purchase”.

This is especially true for eldercare decisions. The gravity and personal nature of the decision drives people to ensure that they make the right choice of eldercare provider. They want to feel like they are working with a trustworthy, straightforward, and efficient company.

Eldercare providers should present their services clearly and methodically so that the customer will have an informed understanding and will feel comfortable making a purchase.

Keep It Simple

Choosing an eldercare provider is a stressful and emotional situation for many people. They want to provide the best for their relatives, and they may even feel guilty or confused about reducing the autonomy of their loved one. Not to mention that the array of options when it comes to eldercare providers can be overwhelming.

Because of all this stress, people looking to purchase eldercare want their options spelled out clearly. If services are stated in simpler terms, they are more likely to buy it. Most people purchasing eldercare do not have a background in the field and need an explanation of exactly what they are buying.

They also need easy access to customer service representatives. People expect immediacy when they want to ask a question- making them fill out a form or taking a long time to call them back will turn them off. The Interactive Intelligence Group’s Customer Experience Survey found that “a timely response” ranked higher than efficiency, professionalism, first call resolutions, effective follow-up, and knowledgeable agents in terms of most valued attributes for client interaction.

Making sure that customers can quickly reach company representatives over the phone will keep them interested and build trust.

Pay Attention to the Little Things

Subconscious factors also shouldn’t be underestimated- website design can leave a lasting impression on potential customers. For instance, simpler fonts are easier for people to read, and they will transfer that legibility onto the subject matter. Additionally, an easy to navigate website will portray the company as easy to navigate. Presenting something simply and legibly can go a long way towards convincing customers that your agency is a good investment.

Be Thorough

Customers don’t want charts or graphs that take a degree in Calculus to understand. However, they do want as much information on possible purchases as possible. When choosing an eldercare provider, they want to know all the details covered by the plan. They want to know if the staff is attentive or if the facility is pleasant. It is important to provide as much detail as possible about plans, services, and facilities.

Psychologically, people want as much information as they can get about a product before they commit to it, especially when it comes to such a big decision. Having plenty of photos, videos and general materials on your facility encourages prospects to stick around. They are encouraged to investigate, and view your business as open and willing to share information.

Build Trust

Most importantly, consumers want to ensure that they can trust their eldercare provider.  For this reason, past experiences from other people who have used the same product are crucial.

According to a 2010 study by the Nielsen Company, 57 percent of online respondents consider reviews prior to buying. Testimonials from former and current clients will go a long way to sway potential future customers.

Due to the nature of online interaction, negative reviews can have a considerable affect. Dimensional Research found that 95% of people who had bad experiences with companies shared them, compared with 87% of people with good experiences.

Furthermore, any negative reviews are intensified in light of the personal nature of the decision. Because of this, it is crucial to provide a high level of customer satisfaction.


When it comes to eldercare, people are not just choosing an agency, but an experience that will deeply affect the life of someone they care about.

For this reason, it is important to make sure to build trust with the customer through clear information, communication and a user-friendly website.

Mapping the digital decision journey of a prospect will help you better understand pain points and optimize for those needs.