FEATURE THE TRUST FACTOR Moneypenny explains why customer experience matters more than ever in care.
If you're running a private care home, the numbers tell a compelling story. Searches for private care homes have surged 49.3% in just two years. Yet with occupancy rates hovering around 85-88% and competition fierce, simply having beds available isn't enough. The real differentiator is how families feel when they engage with you.
Moneypenny’s new research, The Trust Factor: The CX Gap in Care, explores why customer experience is becoming central to occupancy, reputation and growth. Families aren’t simply choosing a service; they’re making one of life’s most important and emotional decisions. Trust matters at every stage.
THE NUMBERS BEHIND THE GAP
The data is striking: 80% of enquiries receiving same-day follow- up result in a visit booked within 48 hours. Homes achieving visit- to-move-in conversion rates above 25% see faster stabilisation and higher monthly income. Resident satisfaction above 90% and family satisfaction above 85% drive lower churn and stronger reputations. And critically, over 20% of new enquiries come from word-of-mouth or online reviews. Your residents and their families are your most credible advocates.
Sarah Roberts, Head of Health & Care, Moneypenny, said: "In care homes, customer experience isn't a luxury feature. It's the foundation of trust. Families aren't just selecting a service; they're entrusting us with the wellbeing of someone they love. How we respond to that first enquiry, how we communicate through the decision process, and how consistently we deliver on our promises, shapes families' confidence in one of life's most important decisions. That's why CX has to be at the heart of everything we do."
FIVE PILLARS OF CX EXCELLENCE
The playbook introduces five interconnected pillars: First contact (same-day follow-up converts 80% of enquiries into
visits), supporting the family journey (transparency and reassurance), day-to-day experience (consistency drives 90%+ resident satisfaction), communication and reputation (respond to reviews within 72 hours), and aſtercare and advocacy (move- outs become referral sources).
WHY THIS MATTERS NOW
CX is not simply a service issue; it’s a board-level priority. With national occupancy averaging 86% in 2025, the homes that fill fastest are those where families trust their loved one will be known, respected, and cared for as an individual. CQC and CIW ratings increasingly reflect experience. Investors watch occupancy and revenue stability.
Delivering great customer experience starts at the top. It requires systems, measurement, and accountability. Every team member, from receptionists to carers to kitchen staff, shapes how families feel. The gap between homes that merely operate and those that thrive is no longer about the building or brochure. It's about trust, earned one interaction at a time.
The care sector has never been more competitive. Those that succeed will be the ones that recognise CX isn't a cost centre, it's a revenue driver. Read the full playbook to discover the specific actions, KPIs, and case studies showing how leading homes are closing the CX gap and driving measurable results.
SUPPORTING YOU WITH CX
Moneypenny empowers businesses to grow through exceptional customer conversations. Hundreds of care providers rely on them to be there for callers when they can’t. Through real people, AI, or a blend of both, they answer calls and fulfil customers’ needs – making you available 24/7 and delivering brilliant service, so you never miss an enquiry and callers always feel supported.
www.moneypenny.com/uk/the-cx-gap-in-care
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www.tomorrowscare.co.uk
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