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

becky.latham@meritresources.com - • Mobile (256)679-6661

www.meritseniorliving.com