Creating Unforgettable Customer Experiences with Expert Guidance from Seasoned Industry Pros.
You’ve created the perfect senior living community. From the dazzling gardens and beautiful dining rooms to the awe-inspiring pool, you’re confident you’ve thought of everything. Who wouldn’t be happy living here? What more is there to consider?
While your community may feature remarkable buildings and landscaping, the “if you build it, they will come” strategy is no longer enough. Companies can no longer provide a top-notch product and rely on that alone to sell itself – customer experience has become more important than ever and it’s crucial to make it a prominent component in your overall business strategy.
Why Is Customer Experience More Important Now Than Ever?
While your sales and marketing teams work tirelessly to represent your company, ultimately, your brand is defined by what others say about you. And let’s face it – we currently live in a time where nearly everyone has something to say. Customer experience is no longer taking a back seat to product development and pricing research and has become equally important. In fact, a recent article published by AMC Technology concludes customer experience currently drives more than 60% of brand loyalty – more than price and product combined.
So, why has customer experience become so influential? AMC Technology contributes much of the importance of customer experience to the following:
Technology plays a bigger role in decision-making than ever before, and most consumers research online before making decisions.
82% of customers prefer working with brands that foster authentic connections.
Companies discovered that consumers spend even more time researching before making purchasing decisions in times of economic uncertainty.
89% of US consumers who have a negative experience are willing to jump ship to a competitor.
Okay, okay. I’m sold. Customer experience is important. How do I incorporate it into my marketing and into my community?
Building a Customer Experience Marketing Strategy Requires Thorough Understanding of Your Customer.
The individuals that come to live in your community will not only experience your product – they live it every single day. You’re given the ability to shape these people’s lives. This is your opportunity to create onboarding that works, cultures that continually inspire, and organizations that are authentically Human First. With that in mind, the best way to create a top-notch customer experience is to fully understand your customer. Take the time to thoroughly review:
Lifestyle & Preferences: Religion, Traditions, Education, Political Affiliation
Behaviors: Current/Previous Occupation, Neighborhood Composite, Vehicle Ownership, Average Commute, Tech Usage & Adoption
Concerns: Culture & Values Report, Philanthropic Preferences
Demographics: Age, Income, Net Worth, Marital Status, Primary Language, Household Composition, Home Ownership/Value, Home Type, Age, & Details/Value, Net Worth, Marital Status, Primary Language, Religion, Ethnicity, Education, Political
Why do you need to understand all this about your customers? Shouldn’t their age and health requirements be enough to determine whether they would be ideal candidates for a senior living community?
Creating detailed personas helps you create a more thorough understanding of your customers and can help you create more targeted marketing plans, based on where and how they spend their time. This also allows you to develop persona-specific content speaking their desired language about topics that affect them.
So how do you use customer experience to cultivate a better community?
Life Experiences Are Had Around the Dinner Table – Are You Building a Dining Program without Eating a Meal?
For many of today’s seniors, countless cherished memories could have been made around the dining room table, such as holidays, news of promotions, and the formal unveiling of pride-inducing report cards. So, what measures have you taken to ensure your residents have great experiences seated at your table?
The dining experience is influenced by a wide variety of “exposures” – many before you take the first bite. Are you leaving a good taste in your residents’ mouths? Our friends from Strategic Dining Services provide the following quick checklist to evaluate your current dining environment. Pull up a chair!
What is the experience in your community dining room?
How are you greeted by the server?
How are the “specials” described?
Does the dining room have a calm, hospitality-focused atmosphere?
How is the menu presented?
How is the food served to you and the table?
How are “special requests” handled?
Is there a good variety offered?
Is the server polite and well-informed?
Is the plate presentation appealing?
Is the taste, texture, and aroma of the food excellent?
Is this a restaurant you want to return to and want to recommend to others?
Are you excited to see what this restaurant will be serving tomorrow?
Is this restaurant offering some fun, exciting options for you to try?
Health and Wellness Go Beyond a Basic Physical – Are You Building a Benefits Package Before Completing a Wellness Assessment?
Blood pressure. Weight. Heart Rate. Medications. Sure, we know these important stats well. This is how every annual physical exam works. But if you want to ensure you’re creating a community that focuses on crafting a positive customer experience, you’ll need to also emphasize overall wellness and mental health. According to Dolores Reidenbach, RN, MA, founder of Focused Future, you’ll need to consider:
A cultural shift to include mental and emotional wellness as naturally as physical wellness.
Assessing the prevalence of mental health needs impacting residents, as well as your employee and the leadership team.
The impact of the current state of mental and emotional support needs.
The actual service needs of education, in-house support, and appropriate resources/referrals.
What additional services or programs would support and reinforce a whole person approach to wellness?
By focusing on overall wellness instead of just physical wellness, you’ll not only be positively affecting their health, but creating an excellent customer experience for your residents and their loved ones. The benefits of cultivating an environment focused on mental wellness include improving residents’ overall quality of life, boosting cognitive function, and preventing social isolation. Some easy steps to boost mental wellness in your community include senior safe fitness classes, a variety of social activities, learning opportunities, and health-conscious meals.
“As a previous Executive Director myself, I know the demands for all facets of running a community. Finding a consistent & quality training program that becomes a part of your culture is key to staff feeling more confident and prospects seeing that your community prioritizes education.”
Going Above and Beyond in Creating Superior Customer Experience.
If you’re interested in improving your current customer experience, or unsure on how to start, we’re here for you. ADage Marketing Group has worked closely with experts in the field and are ready to help you create a strategy to put you ahead of the curve. Contact us today at hello@adagemarketinggroup.com for a free 30-minute brainstorming session!
