Digital Transformation Strategy for Age UK North Craven Services

This report examines the digital transformation of Age UK North Craven's services, focusing on the challenges and opportunities presented by the shift to digital platforms. It details Age UK's structure, mission, and services, highlighting the increasing use of digital mediums like Facebook among older adults. The report identifies key barriers to digital access for Age UK's clients, including lack of skills, accessibility issues, and motivation. It discusses the importance of digital inclusion for maintaining service delivery during events like the COVID-19 pandemic and recommends strategies for Age UK to enhance its digital presence, improve client engagement, and provide effective online support. The report concludes with suggestions for leveraging social media and online tools to mitigate loneliness and improve the overall well-being of older adults.

Digital transformation of
Age UK services

Table of Contents
Introduction......................................................................................................................................1
Results of secondary research..........................................................................................................1
Age UK structure, company culture, mission/aims, competitors, products/services and
organisational strategy............................................................................................................1
Most popular digital mediums and/or social media platforms amongst older adults.............2
The barriers faced by Age UK in getting their clients to access digital services...................4
Discussion........................................................................................................................................4
Conclusion.......................................................................................................................................5
Recommendation.............................................................................................................................5
REFERENCES................................................................................................................................6

Introduction
The current scenario and issue of the Covid-19 has created many challenges for business
organisation and charitable firms that effects their delivery of services due to lock down and
social distancing norms (Hafnawi, 2021). The branch of Age UK on which current report is
present is the AGE UK NORTH CRAVEN that is located in the district of North Yorkshire,
England. The current report comprises of a discussion about the structure and aim of Age UK
along with its organisational strategy and structure. Further, an implication of most used digital
platform and Barriers faced in getting clients to access digital services is also made.
Results of secondary research
Age UK structure, company culture, mission/aims, competitors, products/services and
organisational strategy.
The Age UK is a well-known and registered charity trust and firm situated across various
location of United Kingdom that was formed on 25 February 2009, and launched on 1 April
2009 which is basically a charitable company limited by guarantee and the main purpose and aim
of which is to promote any charitable purposes and programmes for the benefit of older people.
The Age UK organisation is a combined operations of the previously separate charities Age
Concern England and Help the Aged which are operating in collaborative manner to form the
UK's largest charity for older people (TREVES, 2021). The organisational structure of the Age
UK is based on functional kind of structure that comprises of a Board of trustee at top most and
near around 14-20 staff members working to provide different services along with 200+
volunteers to support better living of older people. Along with this, an effective communication
and transparent business operations and activities are being seen at the Age UK that supports
highly enthusiastic and passionate company culture to support maintain positive difference in the
lives of older people. The main mission and purpose of the Age UK company comprises of the
“To increase the range and level of quality for the older people through reducing isolation and
loneliness along with facilitating life-enhancing services and vital support to people in their later
life” (Our Mission and Values: AGE UK NORTH CRAVEN, 2021). The main aim and objectives
of the Age UK company are listed and provided as below:
 To create a place that is more age friendly and makes older people more comfortable and
safe especially in their later life.
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 To ensure that people would have access to all the needed and support to manage their
daily lives in an independent manner during the later age of life.
 To effectively volunteer the opportunity and support the highest quality of service
through become age friendly and inclusive by remaining financially robust and secure
them.
Apart from the above stated information, the main competitors of the Age UK are
Alzheimer's Society, RNIB, Arthritis Care, Aged, Childline and Macmillan Cancer Support who
are operating as charitable trust in the same business environment and industry of the Age UK.
Further, the main services which are provided by the Age UK are listed and provided as below
which are available for elderly people across the UK:
 Day centres for old age people
 Exercise & physical activity support
 Handyperson services and providing companionship to old age people.
 Home help through visiting services, computer drop in session, wellbeing services,
 IT Training course to ensure technical support for old age people.
 Other Social activities and support for people in their later life.
The Organisational strategy of Age UK is based on charitable form that comprises of board
of directors and voluntary members to support service and help for old age people. Along with
respecting the confidentially of client and maintaining equality at workplace together with higher
level of commitment and user involvement are core organisational strategy of Age UK
(Stojkovski and Nenovski, 2021).
Most popular digital mediums and/or social media platforms amongst older adults
The digital mediums and social media platforms basically comprises of specific type of
social network such as Facebook, Twitter etc (Definition of digital inclusion, 2021). that connect
larger number of people through use of some digital or online network. It has been seen that with
the advancement in the technology and due to the recent pandemic of Covid-19 a drastic increase
in the seen in the sue of digital medium and social media platforms in old age people and older
adults as it ensures a better way of reconnecting with people along with a renewed connection.
Along with this, the issue of loneliness and chronic disease the older adults are also a main
reason that encourage use of online and digital platforms (Jang, Jung and Kim, 2021). The list of
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Most popular digital mediums and/or social media platforms amongst older adults has been
presented and provide as below:
Figure 1: Social media use by older adults, 2021.
Figure 2: Social media use by older adults, 2021.
The above stated Diagram and table parenting that the Most popular digital mediums
and/or social media platforms amongst older adults comprises of the Facebook, YouTube,
Pinterest, Instagram, LinkedIn and Twitter (Top Five Social Media Sites for Seniors: Helpful
Tips, Instructions, and More!, 2021). It has been analysed and seen that in the recent times,
Facebook has probably emerged as the most popular social media site for maximum number of
the millennials, older adults, and seniors. It has been seen that the Use of the Facebook provides
and ensures easiest way and platform to keep up these old age adult with friends and family
through sharing of the photos and videos, along with effectively connecting with other people
with like-minded individuals around the world (Ano and Bent, 2021).
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The barriers faced by Age UK in getting their clients to access digital services
The current study and research reflects that the digital inclusion comprises of the ability to
use digital device such as smart phones and internet that is the biggest barrier faced by Age UK
in getting their clients to access digital services. A reflection and implication can be made out
that the Covid-19 has created many barriers and issues in form of sudden lockdown and social
distancing that limit the psychical connect between the Age UK volunteers and its client that
makes it difficult to provide efficient care and services. Therefore, digital connectivity and
accessibility has become must and most needed by both Client and Age UK. The main barriers
and challenges that are faced and encountered by the Age UK in getting their clients to access
digital services are divided into three broad categories and arears which are discussed as below:
Skills- Lack of efficient skills and ability in the old age client is the biggest barrier that is
faced by Age UK in getting their clients to access digital services. It has been analysed that
making use of computer, mobile and internet is found difficult in case of old age people which
makes it challenging to have transformation to digital delivery of services that effects the
Computer drop in session, wellbeing service, day care service and chums within the Age UK
(Cannas, 2021).
Access- The next barrier and challenge that is being faced by Age UK comprises of lack of
effective accessibility with their clients that lack ability to connect and go online because of
insufficient resources and lack of IT tools like internet connections availability of network, etc.
which is also a main Barriers that Age UK face in getting their clients to access digital services.
Motivation- Apart from lack of skill and accessibility it has been seen that lack of
motivation in clients towards use of improved technology is also seen as Barriers that Age UK
face in getting their clients to access digital services. It has been analysed that the security issues
and lack of awareness in the client is the main reason for having lack of motivation towards use
of digital services an online platform.
Discussion
Based on the result of secondary research a discussion can be made that organisational
culture of Age UK is based on functional structure as it ensures more effective communication
and transparent activity to support higher quality services. Further, a discussion can be made that
helping and supporting old age people and reducing their isolation and loneliness by the way of
age friendly atmosphere and effective wellbeing services is the main aim of Age UK. Along with
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this, it has been also seen that the use of digital media is in increased in old age adults to mitigate
loneliness on which Facebook app is in on top which supports easy sharing and improved
connection between individuals. Finally, a discussion about the lack of skills and ability along
with lack of motivation due to risk of hacking on internet and lack of awareness about its
benefits and lack of accessibility to internet and technical tools are identified as main barriers
that are faced by Age UK in getting their clients to access digital services.
Conclusion
A conclusion can be made based on current study the Age UK is a charitable trust that is
providing wellbeing services to old age people. Further, a summarisation can be made that the
many barriers are lead out by convid-19 in form of lockdown and limited physical interaction
that leads to need of digital transformation of Age UK. Further, it has been seen that Facebook is
most widely sued digital platforms in old age adults. At last, a summarisation can be made that
lack of effective skills and ability along with lack of access and motivation are the key barriers
faced by Age UK in getting their clients to access digital services.
Recommendation
On the basis of current report, it has been analysed that many barriers and challenge are
being created by Covid-19 that makes it vital and essential for Age UK to have effective digital
transformation in order to delivery its services in online manner. Still some services like home
visiting, charitable programmes and physical care services are need to be put on hold to maintain
the precaution and cease the spreading of covid-19 thus, all the services that required physical
connection are seemed unsuitable for Age UK. Further, the most recommended services that
seems appropriate for Age UK even at the time of Covid-19 comprises of providing of the online
consultancy services that is easily possible through transformation to digital services (TREVES,
2021). Along within this, a recommendation could also be made that Age UK should have and
support a motivated and positive culture as it ensures a culture where job roles and responsibility
of each staff and volunteer has been clearly stated which mitigate the chance of chaos and
confusion and facilitates improved services for clients. Beside this, making use of social media
such as Facebook would be used to share vital information and required health tips with the
digital transformation of services. Along with this, the wellbeing services and removing isolation
issue in old adults could also be made by Age UK through effectively making use of digital tools
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like Zoom, Microsoft chat, What’s app, etc. through having online video calls together with
proper signposting and health referrals to support the holistic need of client (Stojkovski and
Nenovski, 2021).
REFERENCES
Books and journal
Ano, B. and Bent, R., 2021. Human determinants influencing the digital transformation strategy
of multigenerational family businesses: a multiple-case study of five French growth-
oriented family firms. Journal of Family Business Management.
Cannas, R., 2021. Exploring digital transformation and dynamic capabilities in agrifood
SMEs. Journal of Small Business Management, pp.1-27.
Hafnawi, B., 2021. Regulating Digital Transformation: Technologies, Scenarios, and Contracts.
In Innovative and Agile Contracting for Digital Transformation and Industry 4.0 (pp.
161-183). IGI Global.
Jang, M., Jung, Y. and Kim, S., 2021. Investigating managers' understanding of chatbots in the
Korean financial industry. Computers in Human Behavior, 120, p.106747.
Stojkovski, V. and Nenovski, B., 2021. Digital services as a tool for creating competitive
advantage in the banking sector in North Macedonia. Journal of Liberty and
International Affairs, 7(1), pp.79-93.
TREVES, L., 2021. Business Model Innovation. Contemporary Issues in International Business
and Entrepreneurship, p.45.
Online:
Definition of digital inclusion. 2021. [Online] Available Through:<https://digital.nhs.uk/about-
nhs-digital/our-work/digital-inclusion/what-digital-inclusion-is >.
Our Mission and Values: AGE UK NORTH CRAVEN. 2021. [Online] Available Through:<
https://www.ageuk.org.uk/northcraven/about-us/our-mission-and-values/>.
Top Five Social Media Sites for Seniors: Helpful Tips, Instructions, and More!. 2021. [Online]
Available Through:< https://captioncall.com/lifestyle/top-five-social-media-sites-for-
seniors-helpful-tips-instructions-and-more >.
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