everything communicates
DESCRIPTION
Everything Communicates. Creating a Culture of Hospitality for an Improved Resident Experience Presented by: Becky Latham, CASP, PHR Director , Business Development Merit Senior Living. Objectives – Provide Tools for Your Managers and Employees. What Communicates?. - PowerPoint PPT PresentationTRANSCRIPT
Everything Communicates
Creating a Culture of Hospitality for an Improved Resident Experience
Presented by:Becky Latham, CASP, PHR
Director, Business Development Merit Senior Living
1.
• Understand how everything communicates through place, process and people.
2.• Understand the difference between a
transaction and interaction.
3.• Apply how everything communicates
throughout the cycle of service.
Objectives – Provide Tools for Your Managers and
Employees
What Communicates?• Approach and exterior of building• Interior of building • Staff • Telephone Conversations • Written Communications• Your Website • Everything your customer
(resident and family members) experiences!
Everything Communicates; Place
Where the Resident experiences service.
Everything Communicates: Place- Via
the 5 SensesHumans experience life;• 80% Via emotions (Sight
Sight Sound Touch Smell Taste
• 20% Via intellect (Logic)
Sight – What do your Residents See?
• Sets the tone• Stimulates our mind• Creates a memory
Sound – What do your Residents Hear?
• Background Noise• Other people
Touch – What do your Residents Touch?
• What do they feel?
Smell – What do your Residents Smell?
• Plays a significant role in service experience
Taste – What do your Residents Taste?
• Flavor• Temperature• Consistency• Texture
Your Website
• Often the first interaction you have with a potential resident or their family
• What does it communicate?
Everything Communicates: Process
The Resident’s experience of your service.
The Cycle of Service
Experience
Experience
ExperienceExperience
Experience
Touch Points
Touch Points
Touch Points
Touch Points
Touch Points
Everything Communicates: People
People make the difference!
First Impressions
• Facial Expressions• Posture• Grooming• Condition of clothing• Attitude
Enhancing the First Impression?
• Make eye contact• Genuine smile• Alert and ready to help• Well groomed• Neat work environment• Approach the Resident instead of
waiting for them to approach us.
Last Impressions
Why are last impressions also important?
Joe the Doorman at The Four Points Magnificent Mile Chicago
Enhancing the Last Impressions?
• Using name• Thanking them• Anticipate any request• Positive attitude• Welcome them back• Offer further assistance
Transaction vs. Interaction
Transaction• Indifference
• Financially driven • Basic Interactions • Mechanical
Interactions • Relationship Building
• Service Driven • Conversational• Engaging• Provide Sense of Belonging• Investment
The Pay Off – Resident Satisfaction
• 2011 resident satisfaction survey; over 93%:
–Resident overall satisfaction,–Staff friendliness, –Appearance of the grounds and–Cleanliness of the common areas–87% of residents would refer
Community –34 of 55 factors measured
significantly improved over 2010 results
Example from actual CCRC in the Midwest
The Pay Off - Sales, Occupancy and Financial• Referrals, New Leads, Subsequent Appointments, Sales and Move Ins all significantly increased:
‒Referrals +29%‒New Leads +28%‒Subsequent Appointments +91%‒Sales +44%‒Move-ins +29%
The Pay Off - Sales, Occupancy and Financial
• Resident referrals increased by 25% and account for 45% of all referrals
• Community filled IL to 95% occupancy and consistently maintains full occupancy in higher levels of care
• Fiscal year ending June 2012 net operating margin improved 65% over 2011 with a 12% improvement in operating revenues and only a 3% increase in operating expenses
Example from actual CCRC
Everything Communicates1. How does your community
communicate to the Resident via place, process and people?
2. How do you train and reinforce this with your employees?
3. Do you have a check list and do a regular walk through?
Questions
Becky Latham Director, Business Development, Merit Senior Living
[email protected] - • Mobile (256)679-6661
www.meritseniorliving.com