Prospective customers check you out online before contacting you. Your residents and employees talk to residents and employees at other communities. Referrals make up a significant proportion of your sales. For all of these reasons and more, your senior living community’s reputation is important.
A complete brand reputation strategy has many components, including getting the word out about your community and tactfully responding to negative online reviews. But before you can actively manage your reputation, you need to know what your prospects, customers, and employees think about you. Here are three software tools you can use to discover what people think about your community so that you can spread the word about your successes and identify areas where you need to improve.
Hively is one of the easiest ways to quickly gauge customer satisfaction using one simple question, “How did I do?”
At the end of every interaction, Hively invites customers to give instant feedback about their experience using a three-point rating scale. Each employee has a personal rating snippet that can be embedded in an email, CRM, or other tool, so you can measure the effectiveness of individual employees as well as of your team as a whole.
You don’t get the same level of detail as you do from a customer satisfaction survey, but let’s face it, how many people actually fill out your surveys from beginning to end? And with Hively, you have continuous insight into your customers’ happiness, rather than just taking a snapshot once or twice a year. This means that if you detect a problem with a certain customer or a certain employee, you can address it immediately.
Like Hively, the objective of the Net Promoter Score (or NPS) is to reduce the customer satisfaction survey down to one simple question, in this case, “How likely is it that you would recommend [company] to a friend or colleague?”
Customers answer on a 0-to-10 scale, with 0 being “not at all likely” and 10 being “very likely.” Based on their responses, customers are divided into three categories:
Promoters. Customers who respond with a 9 or a 10 are likely to not only stay with your community, but refer others as well.
Passives. Customers who respond with a 7 or an 8 are not unhappy, but they aren’t wildly happy either. If given the chance, they might choose to go elsewhere.
Detractors. Customers who respond with a 0 to 6 are unhappy. They are probably the ones leaving negative reviews on your website.
To calculate your community’s net promoter score, subtract the percentage who are detractors from the percentage who are promoters. So, if 30% of your customers rate you a 9 or a 10 and 20% rate you a 0 to 6, your NPS is 10.
The next question is: What is a good Net Promoter Score? Net Promoter Scores can range from -100 (everyone is a detractor) to +100 (everyone is a promoter), so at the very least you should aim for a positive number! But what is “good” depends on both your industry and your competitors. For example, Amazon has a high NPS of 69, compared to the average for consumer brands, which is currently 43. On the flip side. Comcast has a terrible NPS, -3, but the average for telecommunications companies is only 22.
NPS Benchmarks is a searchable database of Net Promoter Scores in many industries, though, at the time of this writing, no senior living companies are included. Until these benchmarks are available, senior living companies should focus on improving their NPS over time.
It’s common practice to assess NPS about every 6 months. In the interim, follow up with everyone who completed your survey: ask your promoters and passives for referrals, and find out what is making your detractors unhappy so you can fix it.
Social Media Monitoring Tools
Finally, social media monitoring tools allow you to listen in on what your prospects and customers are saying about you online. You can participate in conversations, respond to comments -- both positive and negative, and even identify prospects.
If you are using marketing automation software, you probably already have social media monitoring tools available. For example, with the HubSpot Social Monitoring tool, you can create streams to track mentions of your company and keywords that are relevant to your business, as well as follow contacts and engage in conversations.
If you aren’t using marketing automation software, there are several standalone social media monitoring tools available, including Hootsuite, which is one of the most popular as well as the simplest. Here are six tools you can use to track mentions of your brand.Your reputation can be one of your greatest brand assets or one of your biggest liabilities. Use these three software solutions to track what people are saying about your community.