FIRST IMPRESSIONS: Recognizing the Flaws and Opportunities

KRISTIN KUTAC WARD, PRESIDENT & CEO

LAUREN MESSMER, CHIEF MARKETING OFFICER

W W W. S O L U T I O N S - A D V I S O R S . C O M

We are Customers EVERY DAY

Click link to video:http://youtu.be/HWTMa76BzH0

Why is Customer Satisfaction Important?

Why is the First Impression Important?• It sets the tone for the rest of the visit – within 4 seconds

• It affects how people view the quality of care we provide and the quality of life they would have

• It is difficult to change a bad first impression once it is formed

Key StatisticsCustomer satisfaction statistics are critical to senior housing sales. A few key statistics to keep in mind:

• Even in a negative economy, customer experience is a high priority for consumers, with 60% often paying more for a better experience.Source: Harris Interactive, Customer Experience Impact Report

• 86% of consumers quit doing business with a company because of a bad customer experience, up 59% since the downturn in 2007Source: Harris Interactive, Customer Experience Impact Report

• A dissatisfied consumer will tell between 9 and 15 people about their experience. 13% of dissatisfied customers tell more than 20 people.Source: White House Office of Consumer Affairs, Washington DC

• It takes 12 positive service experiences to make up for one negative experience. Source: “Understanding Customers” by Ruby Newell-Legner

First Impressions Affect Sales Outcomes

A customer’s perception of your product needs to align with their expectations

Techniques for Exposing Marketing Weakness

• Mystery Shopping

• First Impressions Audit

• Focus Groups

• SWOT Analysis to expose marketing strengths and weaknesses

• Positioning Statement

Mystery Shopping

Telephone Mystery Shop Charts

Telephone Mystery ShoppingStrategy

• Monitor customer experience during:• Normal business hours

• Off-hours and holidays

• Weekends

• Use a third party with experience

• Inform sales team when hired they will be shopped

• Sign consent to be tape recorded

• Share audio tape with team

• Utilize as training tool, not punishment

Telephone Mystery ShoppingBenefits

• Exposes weak links

• Strengthens opportunities to make a great first impression

• Empowers those handling telephones

• Strengthens opportunities to help those who are calling

Internet Mystery Shop Charts

Mystery Shopping Event Techniques

• Experience a community event from a customer’s vantage point

• Use a keen observer to attend and critique event

• Arrival

• Registration

• Greeting

• Food and beverage

• Hospitality

• Touring offers and skills

• Ability to connect with customers

• What was overall impressions from event?

Mystery Shopping Event Benefits

• Effective feedback if community maximized the cost and effort of an event

• Provides a debriefing tool

• Learn if there are any weak links to tighten

Mystery Shopping Case Study

• Situation: High end CCRC in major metropolis with low occupancy

• Problem: Multiple voice mails not returned; walk-in tour poor impressions

• Solution: Audience participation

First Impressions Audit

First Impression Audits Technique

• See a community as a customer and step into their shoes to critique the customer experience

• Create a checklist delineating the areas to shop

• Select people who are not financially influenced by outcomes

• Determine the evaluation method/points vs. yes-no

• Include a section for comments

• Require a shopper to experience a meal at the community

• Determine how evaluation will be used

First Impression Audits Technique

Check the following areas:• Signage

• Parking Lot

• Landscaping

• Building Exterior

• Entryway/Lobby

• Public Restrooms

• Hallways

• Models

• Internal and External Common Areas

• Staff

First Impression AuditsTechnique

Look with fresh eyes and an open mind• Cleanliness

• Lighting

• All items in good repair

• Odors

First Impression AuditsTechnique

Top 10 First Impressions Violations:1. Websites or collateral that do not reflect the image and lifestyle of the

community

2. Phone calls where a real person does not answer

3. Lack of people or activity

4. Reception area without warmth or hospitality

5. Staff using personal cell phones in public areas

6. Not acknowledging fellow staff when they pass in the hall during the community tour (try introducing them to the prospect when app.)

7. Untimely response and follow up for both internet leads and call-ins

8. Bad smells

9. No visitor parking convenient to the entrance for marketing guests

10. A scripted call

First Impression AuditsEvaluation

First Impressions Assessment Tool (see handout)

Focus Groups

Focus Groups Strategy

• Recommend quarterly or annual focus groups with new move-ins

• Openly discuss first impressions and reasons for choosing your community

• Include brainstorming and group discussions or a written survey depending on the personalities of the residents

• Take action on the items learned

• Correct problems identified

SWOT Analysis

SWOT Analysis Strategy

• Foundation of both the sales and marketing initiatives

• The strengths and weaknesses are internal and inherent in the community while the opportunities and threats are external and take into consideration factors outside the walls of the community

• Goals should include ways to turn opportunities into strengths from quarter to quarter.

SWOT Analysis Strategy

Sales Utilization

• Thoroughly understanding the strengths of your community and how those strengths compare to the competitors will help you overcome and defuse objections

• Being honest about the strengths and weaknesses of your community can prepare you for objections

• Conduct team role play in weekly sales meetings to practice ways to address weaknesses that come up in the sales process

• All opportunities should be addressed in the SMART goals to ensure you are taking advantage of those opportunities and turning them into strengths

SWOT Analysis Strategy

Marketing Utilization

• Ensure the strengths are emphasized and highlighted in all communication materials

• Ensure the look and feel of the marketing promote your brand

• Your strengths are the foundation of your positioning statement, which is the foundation of your marketing plan and messaging

SWOT Analysis Strategy

Marketing Utilization

• The website is often the true first impression of the community

• Ensure that your website reflects accurately the look, feel, activity and lifestyle the prospect will find upon their visit

• Does the website compel the prospect to visit?

Positioning Statement

Positioning Statement Strategy

• Creates a distinct perception of a product in the customer’s mind, usually as it relates to competition

• Positioning is about managing the customer’s perception of how your product falls in line with the customer’s expectations

• The statement must be honest and resonate truth with the customer experience

Positioning StatementExamples

Examples of community positioning:

• Home-like setting for those of moderate resources

• The Alzheimer’s care specialist

• Small and intimate community with highly individualized service

Empower Your Employees

Empower Your Employees

• Include team members in all of the techniqueso Share mystery shop results and utilize results as training tools

o Have different team members conduct the focus groups each quarter

o Have all team members participate in developing the SWOT analysis

o Allow them to help determine and shape the positioning

• Have team conduct informal telephone mystery shops of competitors to help assess positioning and to understand the shopping experience

• Provide customer service training

Customer Service TrainingProviding training shows employees your commitment to them and encourages them to give 100%. If 99% were good enough…

• The IRS would lose 2 million documents this year

• Hospitals would give 12 babies to the wrong parents – each day

• The US Post Office would mishandle 18,322 pieces of mail –each hour

• Telephone companies would misdirect 1,314 phone calls –every minute

Source: Natalie Gabel, Special Report on Quality in Training Magazine

Customer Service Achieves• Satisfied staff which leads to greater longevity

• Loyal customers

• Greater occupancy due to word of mouth marketing and referrals

• A brand for your organization

• Fewer complaints

*Insurance companies are now offering substantial discounts to senior housing companies with strong customer service training programs and customer satisfaction results. Why?

Questions?

FIRST IMPRESSIONS: Recognizing the Flaws

and Opportunities