When it comes to high performance levels,


Himelstein cautions not to think you can leave it to another department to handle. “You can’t delegate customer service,” he says. Do whatever it takes for the family mem-


bers and residents who’re going through this experience, recommends Walker Wirth. “They need a partner and support, whether it’s as a provider or as a friend.” The senior living industry is a high word- of-mouth business and Himelstein advises to remember that the families are your customers too. “They’re major influencers and you need to figure out a service delivery strategy that includes them if you want to create sustainable success,” he says.


Industry disruption in senior living You need to measure your customer ser- vice efforts so you know how you’re doing, Himelstein says. But after you reach your goals, make sure you’re keeping up. Even Ritz-Carlton ended up needing


what became known as the “Blow the Dust Off the Lion and Crown” campaign. The lion and crown logo had long represented the company’s formality, but it was no lon-


ger positioned to grab the next generation, according to Himelstein, who authored and implemented the program. So it was designed to be more contemporary, and the marketing approach was changed to be less stiff and a little more accessible instead of intimidating. Himelstein also alerts senior living exec-


utives to be aware of industry disruption. “You need to always be asking what can happen next,” he says. “Like Uber and Airbnb, companies who created new plat- forms to fill unmet needs, something will disrupt the senior living industry. I don’t know what it is, but it’s coming.”


The gift of service Offering a high level of customer service can increase move-ins and generate positive word-of-mouth reviews, but it seems the real result is the chance to make a genuine dif- ference in someone’s life. Although healthcare and hotel care chal-


lenges aren’t the same, what we’ve learned has changed the industry. “In the old days, nursing homes were seen as scary places and now after 30 days people tell us that mov-


ing here was the best thing that could have happened,” Kastan says. Such was the case for the family member


who noted his mother’s difficult transition from experiencing her husband’s death and leaving their lifelong home to accepting her limitations and need for help. What he called the last chapters in her long story, he credited the care she received at Kensing- ton as helping her navigate these changes. Because in the last year when all else began to fail her, their care didn’t. “We can do a lot clinically but the real


therapy comes from respect and dignity through service,” Miller says. “To know you’ve lived a great life and someone still respects you - that’s what makes people feel that they’re wanted, engaged and wel- comed. And that comes through the cus- tomer service side.” These successful senior living leaders rec-


ognize the true benefit of sharing the end of their residents’ stories. “What a gift we’ve been given that we can be there for their last chapter in life,” Walker Wirth says.


THE RITZ-CARLTON SERVICE VALUES


1. I build strong relationships and create Ritz-Carlton guests for life.


2. I am always responsive to the expressed and unexpressed wishes and needs of our guests.


3. I am empowered to create unique, memorable and personal experiences for our guests.


4. I understand my role in achieving the Key Success Factors, embracing Community Footprints and creating The Ritz-Carlton Mystique.


5. I continuously seek opportunities to innovate and improve The Ritz-Carlton experience.


6. I own and immediately resolve guest problems.


7. I create a work environment of teamwork and lateral service so that the needs of our guests and each other are met.


8. I have the opportunity to continuously learn and grow.


9. I am involved in the planning of the work that affects me.


10. I am proud of my professional appearance, language and behavior.


11. I protect the privacy and security of our guests, my fellow employees and the company’s confidential information and assets.


12. I am responsible for uncompromising levels of cleanliness and creating a safe and accident-free environment.


ISSUE 1 2017 / ARGENTUM.ORG 23


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