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How age-friendly
             is Panasonic?
As part of a client benchmarking study we researched the product
touchpoints of a selection of household electronics products. This
case study illustrates some of the issues we encountered when
reviewing the Panasonic household digital answering system.

The research was conducted in a UK using the Panasonic KX-
TG8424 phone system and focused on the packaging and
instructions. A qualitative assessment was made of the product
design.

The following is a small excerpt of findings from this Audit.
The Age-Friendly company




www.age-friendly.com
The scope of the AF Audit Tool




        25 effects of ageing:
          Mind
          Senses
          Body


        200 customer touch-points
The scope of the AF Audit Tool
The AF Audit Tool measures 200 touchpoints across the five
major customer experiences.
The brand’s age position

Neutral


M
A
R
K
E
T   Age
I
N
G




Specific         Age       Neutral

              PRODUCTS
Overall Scores

Communications           Not measured


Online                   Not measured


Packaging/instructions       2.6

Retail                   Not measured


Product (handset)            4.3
                               
            AF Score =      3.2
EXAMPLES OF GOOD PRACTICE
 The following represent a examples of where the product
 achieved a high age-friendly score. The telephone handset
 was well designed and contained good examples of how
 technology can assist older customers.

 The following is a short qualitative description of why the
 product achieved a high score.
Lightweight


                                 Large
                                 character
 Record                          displays
 conversations

                                  Illuminated
   Robust                         keyboard
   joystick
                                  Large keys

Loud hands-free                 Excellent audio &
                                tactical feedback
High scores for the product handset


•  High specification without becoming complicated
•  Relevant use of technology
•  Intuitive design

•  Functionality addressed key physiological ageing factors
   •  Loss of touch sensitivity

   •  Eyesight clarity and need for illumination

   •  Loss of flexibility
OPPORTUNITY FOR
IMPROVEMENT
The following represent a few examples of where the
company needs to change to improve the customer
experience for its older customers.
Product – packing and instructions
                       Visual	
  use	
  
           Opening	
  &	
  Closing	
  
         Handling	
  &	
  Carrying	
  
          Tolerance	
  for	
  error	
  
                    Instruc4ons	
  
                     Ease	
  of	
  use	
  
                                 Text	
  
                    Informa4on	
  
                         Graphics	
  
                                             0	
     1	
     2	
     3	
     4	
  

•    Confusing and difficult to read instructions
•    No priority hierarchy to the instructions
•    Jargon and technical terms used on the packaging and instructions
•    Product packaging did not explain or sell the product
•    Confusing product naming nomenclature
Product packaging - examples
                No rationale for
                diagram

                More appropriate for
                technical user than
                consumer




                Confusing

                Not in same style as
                other packaging
                diagrams
Product packaging - example
                A list of technical
                features and jargon

                Not written from
                consumer’s
                perspective




                Explanation of the
                features not how to use
                the product

                No distinction between
                common and
                advanced features
TOP LINE ISSUES
This case study is an excellent example of how the marketing
attractiveness of an age-friendly product can be damaged
by the lack of consideration given to the packaging and
instructions.

The same problems were encountered with the online
marketing of the product – not discussed in this case study.
To learn more about Marketing to
the Ageing Consumer and the AF
Audit Tool

Visit the website www.age-friendly.com

E-mail enquiries@age-friendly.com

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How age-friendly is Panasonic (wireless handset)

  • 1. How age-friendly is Panasonic? As part of a client benchmarking study we researched the product touchpoints of a selection of household electronics products. This case study illustrates some of the issues we encountered when reviewing the Panasonic household digital answering system. The research was conducted in a UK using the Panasonic KX- TG8424 phone system and focused on the packaging and instructions. A qualitative assessment was made of the product design. The following is a small excerpt of findings from this Audit.
  • 3. The scope of the AF Audit Tool 25 effects of ageing: Mind Senses Body 200 customer touch-points
  • 4. The scope of the AF Audit Tool The AF Audit Tool measures 200 touchpoints across the five major customer experiences.
  • 5. The brand’s age position Neutral M A R K E T Age I N G Specific Age Neutral PRODUCTS
  • 6. Overall Scores Communications Not measured Online Not measured Packaging/instructions 2.6 Retail Not measured Product (handset) 4.3   AF Score = 3.2
  • 7. EXAMPLES OF GOOD PRACTICE The following represent a examples of where the product achieved a high age-friendly score. The telephone handset was well designed and contained good examples of how technology can assist older customers. The following is a short qualitative description of why the product achieved a high score.
  • 8. Lightweight Large character Record displays conversations Illuminated Robust keyboard joystick Large keys Loud hands-free Excellent audio & tactical feedback
  • 9. High scores for the product handset •  High specification without becoming complicated •  Relevant use of technology •  Intuitive design •  Functionality addressed key physiological ageing factors •  Loss of touch sensitivity •  Eyesight clarity and need for illumination •  Loss of flexibility
  • 10. OPPORTUNITY FOR IMPROVEMENT The following represent a few examples of where the company needs to change to improve the customer experience for its older customers.
  • 11. Product – packing and instructions Visual  use   Opening  &  Closing   Handling  &  Carrying   Tolerance  for  error   Instruc4ons   Ease  of  use   Text   Informa4on   Graphics   0   1   2   3   4   •  Confusing and difficult to read instructions •  No priority hierarchy to the instructions •  Jargon and technical terms used on the packaging and instructions •  Product packaging did not explain or sell the product •  Confusing product naming nomenclature
  • 12. Product packaging - examples No rationale for diagram More appropriate for technical user than consumer Confusing Not in same style as other packaging diagrams
  • 13. Product packaging - example A list of technical features and jargon Not written from consumer’s perspective Explanation of the features not how to use the product No distinction between common and advanced features
  • 14. TOP LINE ISSUES This case study is an excellent example of how the marketing attractiveness of an age-friendly product can be damaged by the lack of consideration given to the packaging and instructions. The same problems were encountered with the online marketing of the product – not discussed in this case study.
  • 15. To learn more about Marketing to the Ageing Consumer and the AF Audit Tool Visit the website www.age-friendly.com E-mail enquiries@age-friendly.com