What Is Your Experience Proposition?
Today’s consumer is different. They will spend more time and money and demonstrate consumer loyalty – not just for value – but also for the EXPERIENCE. Just look at the success of the Apple Store, Publix Supermarkets, and Virgin Airlines. Even though with a few clicks you can order the latest IPad on the Internet – customers will wait in line to buy direct from the Apple Store. Why? They have a solid Experience Proposition.
The Experience Proposition defines the top and most effective ways to:
- Generate Leads
- Close Sales
- Retain Customers
- Distinguish yourself from the competition
In the Senior Living industry – where eight out of ten activity calendars are identical, where the amenities are typical, and the brochures all offer quality, personalized services – what is your Experience Proposition?
The first step is defining your Experience Proposition, and then equally important is how you communicate to your leadership, community teams and customers. Once defined, your Experience Proposition should drive your operating strategy, systems, and daily activities needed to deliver this distinctive customer experience.
As you are defining your Experience Proposition – consider these 4 areas of differentiation:
When operations are the primary point of difference, the focus is on operational excellence in one or more of the following areas:
– Consistency – Think of the original Sunrise model
– Price – Systems and standards are in place to manage expenses offering an affordable and comfortable no frills alternative
2. Service & Hospitality:
Emphasizes the personal interaction between guests, residents and staff members. Focus is on providing remarkable service in a warm, friendly and caring way that results in building positive relationships and loyalty.
The primary aim is to deliver a unique or uncommon experience. Examples include a unique lifestyle proposition, technology enhancements, or amenities.
Here the focus is on enhancing or emphasizing the Community’s distinctive location, surroundings, views and/or atmosphere. Examples include communities located in a downtown location with access to restaurants, shopping, medical services, and entertainment or an idyllic ocean view retreat.
So often communities focus solely on occupancy and do not spend time developing their identity and then turning that into their Experience Proposition. If you get your Experience Proposition right and continually invest in it – eventually you won’t need to spend on advertising or engage in rate wars with your competition. Your future and current residents, families and associates will remain loyal, they’ll refer (even promote) you to others and more importantly they won’t mind paying a premium price.