I call 15 to 20 nursing or assisted living facilities each week on legitimate (they are existing customers I support, who want and need to hear from me) business. I may be getting old and cranky, but lately my experiences seem to have gotten dramatically worse.
I call 15 to 20 nursing or assisted living facilities each week on legitimate (they are existing customers I support, who want and need to hear from me) business. I may be getting old and cranky, but lately my experiences seem to have gotten dramatically worse.
So, you run a nice facility. The building looks great; staff turnover is acceptable, occupancy could, of course, be better. You walk around, keep your office door open and review marketing plans. When was the last time you called your own facility, as if it was not you? Here is a little scorecard:
- Busy signal? Big no-no. Make sure you have enough lines coming in.
- Terminal ring? Have backup(s) to the primary receptionist.
- If I am put on hold, take care of me: don’t forget me and, for heaven’s sake, don’t lose me.
- Speaking of “on hold”, what is your facility’s hold message/music? A nice message about your facility can’t be THAT expensive, but at the very least make sure that it is nice, clear and at a reasonable sound level. If it is a local radio station make sure the music fits your audience (rap is probably not a good idea). Make sure it is really tuned in and just a bunch of static.
- Phone tree Hell: In the 1990s, when senior HMOs were getting started, one of their less-than-honest tactics was to tout satisfaction levels of their members. An investigation revealed that they deliberately made their phone trees so complicated that many seniors just gave up. Ideally every call should be answered by a live person. A quick message to dial an extension, followed by an automatic transfer to a live person should be the minimum.
- Can I understand you? There are probably lots of great people working in your facility for whom English is their second language (English is my one and only), but are they really the best people to be answering your main phone lines? Callers should not have to ask if they have reached the correct facility. (Remember Lily Tomlin’s Ernestine? “Have I reached the party to whom I’m speaking?”)
- “He’s not here.” Only surpassed by, “I don’t know when he’ll be in. We never know.” I have heard that more often than I can count, and not about some floating regional person, but about the administrator.
- “Good morning. Welcome to Happy Acres Assisted Living. My name is Naomi. How can I help you and make sure that you have an exceptional day in our exceptional environment…” By that time, I’m gone. I have things to do. Greet me. I’ll tell you what I need.
- Your receptionist isn’t the only person who needs good phone etiquette. Recently I received a frantic call from a customer. She needed computer help NOW. I asked if she was on the system. She replied, “Huh?” “Are you on your computer?” “No,” she said, “I’m outside grabbing a smoke.” And remember, she called me.
- And, for the bonus round: if your staff have company email addresses they should know what they are and be able to provide them for legitimate purposes. “I think I have one, but I can’t remember it. Can I give you my hotmail?” is not what you want your second tier management staff saying, but I hear it ALL THE TIME.
Just remember that most prospects will call your facility before they every drive up to see the nice building or meet the happy residents and staff. – An Anonymous Reader.
What would you add to this list? Do you have any tips on how to make this better?
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+1 Steve. We call dozens of communities a day and this is right on the money. The variance of quality phone coversations between communities is surprisingly large.
These are all great reminders and apply to all business not just senior living. If we would all just take a deep breath and put on a smile before we answer our phones, our message would have that positive twist that can make the difference from getting a customer or not.
So many classes, seminars, etc. that I’ve been to in my 15 years in senior housing says it “starts” with the receptionist. They are important!!
From LinkedIn Groups
Thank you Steve for this reminder- we are “marketing” at the onset of the call. It’s about the customer experience from the get-go! By showing the caller that they are important will go miles. Another important point is listen to the caller- don’t be in a hurry to talk and give them a bunch of information that they may not be ready to hear…
By K’Lee Latham
From LinkedIn Groups
As a LTC consultant, I also hear some pretty unprofessional ways phones are answered. Often the background noise is somewhat disturbing because the person answering doesn’t know how to put you on hold while they locate the person you are seeking. I think it is wonderful that non-manamement staff is answering to keep the phone from ringing to infinity, but giving them some sound instruction on the proper way to do so is also important. The email world is a whole other issues!
By Susan M Cleveland
From LinkedIn Groups
Yes! very important to make your first impression to market your facility and sell your services. Listening to the caller is very important, in order micro size what you are information.
By M.Bally Singh
I think the challenges of your first contact with people is something
every business needs to focus on for superior customer service. The absolute worse idea was the automatic phone system. At our company I was adamant that everyone that calls in is greeted by a real person.
I have listened to numerous Mystery Shop calls and I confirm Steve’s findings. I would challenge each of us to listen a bit further as to how employees are responding when told the caller’s mom is about to get out of the hospital and needs a place for care and rehab.
After placing a call on Friday, and sharing that mom was being discharged from the hospital the next day, Saturday, I have heard, “Call back Monday when our Admissions Director is here.”
I once called a Nursing Center and had the Administrator answer. He spent 15 minutes convincing me that I should no place my mom in his Nursing Center, but rather to take her to an Assisted Living.
Everyone that answers the phone in your building needs to know enough about your business to be able to speak intelligently about it and describe why your center services could benefit the caller.
Unfortunately, many community leaders have forgotten that their front line staff are their primary marketing tool and, in many cases, the face of their business.
I’m hoping that a number of marketing firms who perform mystery shopping services will be able to help those communities who really need the help in this area.
That being said, marketing is more about ATTITUDE than Aptitude. Your frontline staff need to do more than just show up, they need to want to be engaged with your residents, staff and your other stakeholders. If they don’t have the right attitude, then you’ve got big problems.
I used to cringe when I would listen to our mystery shops. I supported the concierge team at each of our communities and I could not believe the interactions on the telephone I would hear. So I decided to come up with a training tactic to help-I called it the G.I.F.T. approach. Sometimes a good ole acronym can save the day.
G-Greeting “Hello, Good morning, etc”
I-Identification “Thank you for calling XYZ community. This is Kelly.”
F-Follow Through “How may I assist you?”
T-Task “I would be happy to transfer you, The water aerobics class is at 9am Mrs. Smith, Yes I can take down your RVSP, etc etc etc”
It did help quite a few of your concierges. And it was a fun tool we could play with for reminders-having a little Gift at the desk to remind them of G.I.F.T. at all times! Even when guests walked in.
Steve,
This is so right on the money but I have to tell you sadly it made me laugh so hard but only because it’s so true. Thanks for telling the way it is and it not only goes for Senior Living facilities, it goes for any business.
Olga