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 Senses Humans 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 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 Communicates 1.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 - Mobile (256)