A leading continuing care retirement community (CCRC) was struggling to convert visitors to residents. They engaged MASSolutions to uncover gaps in the visitor experience and identify improvement opportunities.
With thousands of employees across multiple locations, optimizing the visitor experience was a challenge.
- The Approach
The MASSolutions team deployed their “Seeing Through Your Customers’ Eyes” methodology, conducting systematic mystery shopping and visitor interviews.
Key insights pointed to reception staffing gaps leading to missed visitor engagement opportunities. MASSolutions recommended restructuring the reception role into a customer-focused concierge function with staggered staffing to ensure proper attention was given to all visitors.
They also designed a concierge training program for reception staff, as well as an abbreviated version for all employees. To drive company-wide ownership of the visitor experience, they suggested a concierge rotation where employees spend time each month assisting visitors.
- The Results
Within months of implementing MASSolutions’ recommendations, the CCRC increased visitor inquiries, tours completed, and move-ins.
The VP of Sales and Marketing, who sponsored the initiative, went on to win the company’s prestigious Employee of the Year award. She credited the concierge transformation sparked by MASSolutions’ insights as key to her success.
MASSolutions’ ability to uncover growth opportunities through an outside-in perspective, paired with their custom research and visitor experience expertise, are instrumental in driving results for clients like the CCRC.