Most business leaders believe that conducting a customer experience survey will help them figure out what their business should be doing better. No argument here. That’s what we are all about. We do believe, however, that focusing solely on areas in need of improvement is like posing for a picture with your bad side. It ignores the good stuff! While acting on opportunities to improve can lead to greater customer satisfaction and loyalty, senior living leaders can maximize the value they get from their survey results by also focusing on what customers think they do exceptionally well. We call these high success areas Pride Points, and we recommend showcasing them during tours and in your marketing materials.
Let’s say your community received the exceptionally high satisfaction score of 92% on dining room service. That is definitely an accomplishment worth bragging about. Now back it up with resident testimonials from your survey and you have just created an amazingly powerful sales tool. The only thing more powerful than telling prospects that customer satisfaction with your dining room service is 92% is to follow it with something like “One resident said she feels like the Queen of England every time she walks in the dining room!”
Statistically, occupancy is determined by two factors – retaining your current residents and bringing in new ones. Senior communities that focus simultaneously on providing amazing customer service and putting their best foot forward with prospects will not only grow their repertoire of Pride Points but will also be rewarded with a full and happy house.
What are your Pride Points? Share your comments below.
