I am a member of the media but for this article, I will talk like I am employed by an operator of retirement villages.
I had dinner last night with a veteran of the village sector, a successful operator.
He lamented the ‘stupidity’ of the current situation where our customers - residents and families of retirement villages and aged care - are coming together to what? Fight us? Punish us? Penalise us?
Why he asks, are retirees aged 70+ (and their kids) putting so much effort into organising media campaigns, lobbying politicians etc against us?
The answer is (stupidly) simple. They are our customers and we are not listening to them.
If we were, as reasonable adults, we would take on what they say, discuss back and forth until they, our customers, feel that a reasonable outcome has been achieved.
A byproduct of this process is that their opinions, wishes and desires have been respected.
They will be happy customers because the items that they were dissatisfied with will have been addressed.
Is this not the pillar of basic commerce and marketing. “Identify a need and satisfy it.” We are not providing that satisfaction.
The other basic tenet of commerce: “No customer, no sale, no business”.
We all know these basic rules but getting out of our office and actually following them requires effort.
Not making that effort is complacency, the major cause of why good businesses grow stale and die.
My dinner partner, a veteran of 30 years with the DMF model, explained to me that six months ago he commissioned modelling of alternative financial contracts. Customers today expect ‘choice’, so he is giving them up to 6 contract choices.
It will cost him $20,000 or more in valuation impact modelling but will save him money in satisfied customers and faster sales.
We are currently finalising our National Village Survey questionnaire with our market research firm AOR. We have engaged with leading representatives of village resident associations – listening to them – and building their issue touch points into the survey.
If you are not one of the 50 operators participating in the survey, you should be.
It will be a remarkable exercise in capturing the voice of your residents so you understand how well you are performing. It will be an exceptional base for your communication with your customers.
By listening you will also demonstrate your respect.
We now have over 65,000 village residents that will receive the survey. Please join us. ACSA, LASA and the Retirement Living Council have all given their support.
Call me 0416 281899 or email chrisb@docomemonday.com.au if you wish to learn more, or click HERE for a prospectus. It will be in the field in January with results by the end of February.
Thanks for listening.
Chris
