Best for the World 2017: Unforgettable
CD: What does being on the Best for the World list mean for your company?
It's amazing to be recognised as one of the Best in the World so early in our business journey. After running for less than 2 years, it's fantastic to be so highly regarded in such a high standard of community alongside fellow B Corps.
CD: What practices has your company implemented that has helped you become Best for the World?
Part of our development involves innovating in a market lacking in innovation, driven by customer feedback and demands. This includes an innovation hub fed by all the feedback from our customers (we call all of our customers to ask them for feedback on products they've purchased). We use this information alongside comments from people affected by dementia in social media and emails to design and adapt new products to meet unmet needs.An example of this would be the world's first dementia specific power of attorney we designed, and many more to come. We have quickly become the global hub for dementia innovators seeking support and advice on bringing innovative products to market that meet the needs of those affected by dementia.
In terms of design, our website has become market disruptive in multiple ways. It is the first website of its kind to bring together advice, community and products to support a critical illness. We have taken a creative approach to avoiding the use of overused cliched photography of older people and those with dementia through use of bespoke animated characters which has been widely praised by our customers and visitors.
We have deep impact: Our social impact team is headed by Katie Mountain, ex-investment director from Nesta social impact investing, and supported by Caroline Tulloch, ex-investment manager from Bridges Ventures. We have developed a world class and rigorous approach to social impact measurement, demanded by our investors and monitored by our independent foundation.
These combined factors, and many more, have helped us establish a strong customer focus in development to become Best for the World in our first two years.
CD: In what ways does the company include and consider your stakeholders in achieving your mission and having a positive impact? How has it contributed to the company fulfilling its mission?
Our business growth is shaped by our stakeholders, especially our customers
Our Impact Team, led by Katie Mountain, figured out the number one reason LPAs are used in England is due to dementia, and yet no one had ever developed a dementia specific LPA. We tackled this problem head on by developing our own innovative LPA service, tailored to those living with dementia and their carers using customer feedback and insight.
We asked our customers what they wish they had known early on in diagnosis, and what questions they wished they had asked. Using this feedback we created a Letter of Wishes within our service, shaped by our customer insight. For example, one family told us of the difficulty and tensions they faced when trying to decide whether to use a tracker on their mother who was living with dementia. They told us they wished they had this discussion early in her journey, when they could have asked her opinion. Using this feedback, we've developed a Letter of Wishes which includes questions and prompts on sensitive topics such as trackers and medication.This addresses a huge grey area in facing the potential decline of mental capacity head on.
This positive feedback loop has helped us fulfil our mission enormously, to help everyone with dementia live the best life possible.
Our LPA is just one example of an innovation we developed to tackle an enormous problem amongst the dementia and carer community, and has been met with an overwhelmingly positive response. For example one customer stated he was amazed at the Letter of Wishes, as it provided a "huge source of comfort that I was able to create something that would guide my daughters". These responses really fuel our work and demonstrate to us that the work we're doing is reaching the right audience and working as we hoped.
CD: What has your company learned about its operations and areas for improvement by certifying through the B Impact Assessment?
The B Impact Assessment was really helpful to set out where we still have room for improvement. It set out a guideline for areas we can still develop and things to focus on as we continue to grow. As we are still in early stages of our development it was great to have an external framework to analyse how we are doing so far and highlighted what could improved as we move forward.
CD: Does the company actively seek improvement in its B Impact Assessment score? If yes, what goals do you have for continued improvement?
As we grow we're constantly working on improving our team and our business practices.Using our previous B Impact Assessment Score we can outline areas to target for development and plan out how to instil better business practices. This will be fantastic for us as a young business and will hopefully be reflected in the B Impact Assessment when we retake it next year.
CD: Is your company targeting Best for the World lists it isn't already on? If so, which ones and how does it hope to achieve that target?
We're hoping to reach Best for Community by expanding our services work. Our dementia specific Lasting Power of Attorney is an example of the type of innovation we're doing. We hope to improve our feedback loop with customers as we go forward developing more own brand products along side our 2-in-1 Day and Calendar Clock.
CD: Congratulations again Unforgettable on being a Best for Customers Honoree!
View the B Impact Report for Unforgettable