DNA will continue as main corporate partner for the Finnish Association for the Welfare of Older Adults also in 2024 – cooperation to improve senior citizens’ digital inclusion deepens

DNA supports VTKL's remote guidance service launched in 2023 to help the elderly with digital problems. In addition, DNA and VTKL have jointly investigated elderly people's experiences of cyber scams and telecom operators' services. In autumn 2023, DNA commissioned a study (in Finnish only) on telecom operators' service experiences called How can I serve? Service experiences of the elderly with telecom operators.

Senior citizens in digital stores – a research perspective on current debate

"Elderly people's experiences, that there are things that remain unclear when buying digital services, is one of the most commonly discussed topics in SeniorSurf's peer counselling. This has been the case for years, and we were very happy when DNA last spring launched the project to study the topic. This has now allowed us to tackle the topic. DNA set out to find solutions to an industry-wide phenomenon," says Tiina Etelämäki, chief specialist at the Finnish Association for the Welfare of Older Adults.

A survey of 1330 respondents shows that elderly people are predominantly satisfied with customer service situations with telecom operators. On the other hand, a quarter of respondents say they have purchased digital services or devices that they were not aware of at the time of purchase. 

"Most of the respondents were satisfied with customer service situations in stores. However, the results highlight situations where the customer is unsure of what they are buying. It asks experience and human knowledge from the salesperson to identify the customer's real need and understanding of various digital services," says Sami Aavikko, CEO of DNA Store.

1.3 million Finnish elderly people are a diverse group in terms of digital knowledge and skills

"People who have reached retirement age are not a homogeneous group. Their skills and interests in digital devices differ, as do their educational backgrounds and careers. In general, it is not advisable to pigeonhole a person on the basis of age alone in almost any matter," says Tiina Etelämäki.

Based on the study, educational background does not seem to play a role in how clear older people's sales situations are. For example, 22 per cent of the respondents to the question "I have incurred expenses that I was not aware of at the time of purchase" reported comprehensive school, secondary school or primary school as their level of education and 32 per cent higher university degrees.

Seniors appreciate unhurried service

The study strongly highlighted that elderly people value non-hurried customer service. Almost half of the respondents hoped that the sales person would not rush and that things could be discussed in peace. The wish received equal support in all age groups.

"Elderly people need information on the suitability of products for their needs and also concrete help in use. They appreciate the fact that these matters are dealt with in peace. The threshold for asking or admitting that there is something that is not clear, may be high," says Etelämäki.

DNA has taken into account the need for non-hurried customer service in its telephone service since 2008. The unhurried line (in Finnish Kiireetön linja) serves everyone, regardless of age, who wants to go through their matters calmly with time. However, according to the survey, the majority of seniors prefer to deal with telecom operators in stores, and less than a fifth chose telephone service as their preferred service channel.

"For every customer, it is important that the salesperson understands the customer's need. One-third of the survey respondents highlighted it as an important matter in good customer service. The respondents also wished that the sales people recommend services suitable for their needs. Seniors, like other clients, must be treated as individuals with different needs. Once the customer's wishes and needs have been mapped, they will receive exactly the kind of service or product they need or want," Aavikko says.

Seniors need guidance on how to use equipment and services

The biggest wish in the study was that the seniors want to receive guidance on the use of devices and services. Of all respondents, 39 per cent hoped for this, but in the over 80-year-old group, the figure rose to 60 per cent.

In addition to normal customer service and non-hurried line, DNA has other ways to support customers in digital problems: for example, video support makes it easier to check connections between devices. In particular, the video support program facilitates technical advice and works with the help of the customer's phone camera. The customer can also book an appointment with DNA's customer service, and DNA Apuri also helps in many areas by making visits that are deductible for household expenses.  

"There are many ways to get support. Operator can help, and guidance is provided also by many organisations, libraries, companies and authorities. Organisations often provide device support, while authorities have a duty to advise on the use of their own services. SeniorSurf of the VTKL has compiled free-of-charge guidance places for the elderly on a map and also offers nationwide remote guidance," Etelämäki says.

DNA executed How can I serve? Service experiences of older people with telecom operators study in cooperation with Bilendi Oy. A total of 1330 respondents over the age of 65 participated in the survey from different parts of Finland, the oldest of whom were over 80 years old. The responses were collected in M3 Panel on 25.–28.9.2023 and in a survey directed at DNA's customers on 9.–22.10.2023. The research results can be found in Finnish in the attachments below. 

Further information for the media

SeniorSurf guide map and remote guidance: https://seniorsurf.fi/seniorit/ 

Sami Aavikko, CEO, DNA Store Ltd, tel. +358 (0)44 044 3069, sami.aavikko@dna.fi

Tiina Etelämäki, Chief Specialist, SeniorSurf activities, The Finnish Association for the Welfare of Older Adults, tel. +358 (0)50 343 5955, tiina.etelamaki@vtkl.fi

DNA Corporate communications, tel. +358 (0)44 044 8000, communications@dna.fi