The Value of a Second Opinion
Does it make any sense to pay someone a sizeable amount of money to criticize you, highlight your flaws, and tell you everything that you are doing wrong? Maybe not, but the owners of One Kenton place, a specialized retirement home for dementia and Alzheimer’s care, did exactly that in order to have another expert in the field review the sales and marketing process and provide recommendations to fine-tune customer service and marketing interactions.
The professional consultants used a variety of techniques to formulate their report, including telephone inquires at different times throughout the day and week, conducting surveys with “Prospects” and with “Family Members” of residents. They reviewed marketing materials, websites, ads, and also visited our home and 3 of our direct competitors that provide specialized memory care services with “Mystery Shopper”. Like carefully gazing at your visage in a mirror and seeing little blemishes, what was not surprising was that these snapshots of our operations, staff and services revealed some areas for improvement or refinement.
Other findings were extremely gratifying, like this extract from page 66 of the 120-page report:
“The Customer Service Experience Survey was conducted in June 2016. Twenty-two resident family members were asked for their thoughts and perceptions about the customer service of One Kenton Place. An astounding 100% capture rate was achieved as all 22 potential respondents filled out the survey. The results of the survey were a pleasure to read, with few exceptions. One Kenton scored very positively, which is extremely encouraging. The most effective marketing and sales tool in seniors housing is simply a great operation.”
The consultants emphasized that each home has to emphasize its uniqueness and competitive advantages. The metrics can be based on location, price, staffing levels, customer satisfaction and other measurable benchmarks. They suggested what was distinctive about us was our combined high level of compassionate care, as well as our embrace of invocation and research, and that it be branded as our unique identifier: “HIGH TOUCH – HIGH TECH”.
We are extremely proud of the inroad and changes we have introduced at One Kenton, and invite you to visit us on Facebook, visit us in person or visit us during our Open House, scheduled for November 2016.
Manny Simon President Eldercare Equities Inc.