As an industry, we spend a significant amount of time and money attracting prospects to our communities, touring potential residents and families, and hoping that they will become our next move-in. What happens once they sign on the dotted line?
When considering customer journey mapping for a new senior living resident and family, keep the following in mind:
- There’s a lot going on. There’s a move that has to be coordinated, downsizing that needs to happen, financial matters to figure out, and paperwork to sign—lots of paperwork with lots of legalese.
- It’s a significant change. The decision to move to a senior living residence is right up there with saying yes to a marriage proposal, choosing a college, and getting a new job. There’s stress and uncertainty.
- It’s a reminder that they are aging and need more help.
- They are giving up their home.
- They are giving up their familiar routines.
- They are afraid of losing personal control.
- They have to leave their friends and community and become a stranger in their new environment.
- They may be moving in after a crisis. Some residents are facing challenging situations, such as the following:
- Severe health issue
- Loss of spouse or caregiver
- A decline in physical or mental health
- It’s exhausting. Going through the decision process, planning the move, and then doing the actual move-in day can be physically and emotionally exhausting for both the resident and family.
How can you create a customer journey that supports your residents and families and provides an empathetic, positive experience? Here are a few ideas to get you started:
- Do your research! Talk with residents and families and learn from their move-in experience.
- Look at your touchpoints and channels. What interactions do you have with residents and families during the move-in process? What are the methods by which these touchpoints happen: in-person, emails, phone conversations?
- Think about how the customer feels during each touchpoint. Go through each touchpoint and think about how the customer may feel. Are they scared? Are they emotional? Are they confused? Are they disappointed?
- How can you make that experience better? Look at opportunities to make the process easier. How can you reduce some of the stress and uncertainty? How can you make the process consistent and scalable? Are there best practices in your organization?
- Get ongoing feedback and commit to ongoing improvement! There’s always room for improvement. Build on what’s working and fix what’s broken.