Hands On - EDITOR'S LETTER
Aging & Raging

You've heard it a thousand times--your patient base is aging. The over-65 population now represents more than 12 percent of the U.S. population, and that number will more than double by 2030. Yet many businesses continue to ignore this demographic. Our special focus in this issue is, in fact, on meeting the needs of both seniors and boomers. And, in the pages that follow, we hope you'll find new strategies for building business with them.

According to a Nov. 4 article in The Wall Street Journal, a recent survey by the Customer Care Alliance, a Virginia-based consortium of customer service firms, reported a five percent rise from last year in "customer rage."

That rage--which the survey says was expressed by 73 percent of those who reported serious problems with a product or service--spans all age groups. Only 16 percent reported a satisfactory solution. More than half said their complaints were unresolved and decided never to do business with that company again.

What did these unhappy consumers want? Most said they didn't want any compensation--only a fix for the problem. Instead, the majority reported they would have settled for a quick, free solution. That, says staff reporter Raymund Flandez, "is an explanation, an apology, a chance to vent their frustrations, and assurance that the problem won't occur again." Next time you need to placate a disgruntled patient--whether that person is 25 or 75--try two simple words: I'm sorry.

Sincerely,

Stephanie K. De Long
Editor-in-Chief