To venture in the way of experience, senior living communities must consider three issues:
(1) The necessity of training for experience.
We teach our Paintbrush team members to first appreciate their power to create memorable experiences. We drive home this point in new team member orientation by outlining our 14 Commitments, starting with number one: “We create positive one-of-a-kind experiences for residents, families and clients.” Next, team members must know how to create memorable experiences. Moreover, new team members are assigned a learning coach who models how to create memorable experiences.
(2) The potential in personalizing services.
Senior living today is about personalization versus ease of delivery of the service. One of our traditional service elements is a great example: dining services. Years ago many senior living communities provided three meals per day with one entree and set service hours. The resident was out of luck if they did not like what was served or missed a meal. Today, dining services include multiple dining venues and experiences, consistent service throughout the day and spend-down dining accounts that can be utilized for meals, entertaining or purchases on the campus via farmers markets and bistros.
We define exceptional service as anticipatory and customized to each resident. So we have to know our customers – their history, preferences, and passions – and what they want to get out of the experience. Following the lead of the hospitality industry, we have a database to collect the preferences of residents, families and team members so we can surprise and delight them in anticipatory service. In one of our communities, for example, we knew before she even moved in that a new resident was an oil painter. So our welcome gift was canvasses and art supplies.
(3) The importance of communication.
Memorable moments always inspire storytelling, as in “Let me tell you about my experience …” And experiences become more meaningful as a story is told about them. Residents are invited to share their stories even before they move in; families are called upon to offer testimonials; and team members are encouraged to tell stories about exceptional service – “Stellar Stories,” we call them.
If we are co-creating experiences together, then residents and team members must have ample opportunities to share and receive information. Reporting can be written, or it might simply be a phone call, as in “Hello, Mrs. Smith. Just calling to let you know that everything is taken care of.” We speak of anticipating our residents’ needs, which includes the need for assurance that everything is in order, and a simple communication to that effect is a key ingredient in a memorable experience.
Finally, we know we must understand residents’ stories in the past to help their stories in the now. Such communication begins when you show up to find out more about us. We listen carefully to understand your history, passions and preferences. We invite new residents to tell their stories of why they moved to the community. Those stories always prompt some insight, for residents and team members alike.
Conclusion
Ultimately, the experience-oriented senior living community is a place where everyone takes the stage – where residents, team members and families perform, play out their passions and sense of purpose, and tell a story. The community and the customer both seek to tell a good story. For the organization, that story is about fulfilling the mission; for the customer, it’s about a satisfying end to one’s life.
Sometimes our energy to create experiences will falter. So for any good experience to be sustainable, many hands must hold it. At Paintbrush we say each of us needs to “carry the banner” of providing exceptional care and services. Such quality service is not a given; it takes extra effort and team member empowerment to create memorable experiences. Always we are challenged to go the extra mile, think outside the box, and meet residents at their points of need or interest.
Finally, belief comes about because of experience. The very act of performing draws us in and draws out what is most important to us. That’s why the Chinese proverb is so wise: “Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” All of this applies as well to the people we serve. When we invite older adults into experiences, we offer the opportunity to be more than spectators. That is the possibility of transformation, and it is the greatest benefit of our Paintbrush community.
Read The Entire “The Senior Living Experience” Series!
Part 1 – Introduction
Part 2 – Moving to an Experience-Based Model
Part 3 – In Search of Well-Being
Part 4 – Co-Creating Experiences
Part 5 – Implications of Senior Living Communities