Episode 10 - Guest Speakers Lisa Soper, COO and Sarah Croxtall, Group S&M Director of Porthaven Care Homes

00:00:04: On today's episode of the Boosting Your Occupancy podcast, I'm talking with Lisa, Chief Operating Officer and Sarah Group Sales & Marketing Director at Port Haven Care Homes.

00:00:14: In this episode we explore how first impressions emotional connection and local engagement play a critical role in helping families choose their right care home.

00:00:23: So i am delighted to be speaking with Lisa and Sarah Today.

00:00:27: so Lisa you're the chief operating officer and Seria the Group Sales & Marketing Director.

00:00:35: And congratulations on having a twenty-third property in your portfolio!

00:00:41: Today we're at The Magnificent Elizabeth Gardens Care Home, so yeah thank you so much for joining us.

00:00:46: Thank You Alex.

00:00:49: I would love to explore about the customer journey really and the importance of that in this critical care home sector.

00:00:58: In your opinion, at what stage of the journey do families usually decide whether a care home feels right?

00:01:06: I think for me that first impression really is when they walk in.

00:01:10: So often families are coming in and feeling guilty or anxious.

00:01:16: That first impression can make or break people's decision.

00:01:21: We've all walked into places where we thought it doesn't feel right.

00:01:26: you know, we really emphasise that to people.

00:01:28: You never get the opportunity make that impression again for a family The welcome they receive, sitting them down.

00:01:36: I've seen lots of families come in feeling really anxious and...

00:01:40: Sorry it's about reassurance as well isn't it?

00:01:42: Because its often time with crisis.

00:01:45: It is not like your going out looking for a holiday or buying a car.

00:01:50: it's an emotional purchase, once-for-better expression.

00:01:54: Yeah

00:01:55: and then come in they feel that you can see them relax?

00:01:58: And we feel that might be right.

00:02:01: Yes absolutely

00:02:02: I think one of the things Sarah always says resonates with me all over the care home teams is people call because they need our help is a time of need, it's the difficult place to be.

00:02:21: So with first impressions like could-be walking in?

00:02:25: It could be on the phone call for the very first enquiry call.

00:02:29: I'd be interested to know what are some of the best practices you implement here or have come across around those critical customer journey touch points.

00:02:39: i think that when someone picks up their phones we want our teams genuinely interested in that person.

00:02:50: So, you know no distractions and thats hard sometimes at a care home because if it's the receptionist for example they might have people coming in but again its taken probably lots of strength to someone pick up their phone.

00:03:05: so that response is how can we help?

00:03:10: And I think some best practice we've seen when people do actually ask the caller How Can We Help You?

00:03:18: And also actively listening, I think.

00:03:20: That's the other thing is so often people will start to go into a feature dump of The Home and talking about the facilities.

00:03:27: that might not be what the family need at that time.

00:03:30: they might just want to offload because Often you're the very first person there.

00:03:34: They are ever actually vocalising but You know i can't cope anymore and i need somebody To help me with this.

00:03:39: So we think listening saying, you know I'm really sorry that you're going through this time at the moment.

00:03:45: That goes a long way with people to actually acknowledge what they are going through

00:03:49: and i think it's...I think for Sarah & I as well.

00:03:54: we've both been in the sector many years but were actually facing the journey individually ourselves me with my mum and Sarah with her father And We talk about it alot About What that experience has been like Even though we work in the sector and you understand it, when your'e really living what's important.

00:04:21: And for me like I said my mum is at a Port Haven care home but that was how staff made me feel.

00:04:31: So i love that sentiment.

00:04:32: then around How You Make People Feel there´s famous quote about.

00:04:37: It´s How You make people feel thats whats they remember.

00:04:41: So yeah, if we just build on then what you were saying about that critical call and demonstrating empathy.

00:04:47: Building rapport to make people feel seen value in herd how does that translate into the tour experience here?

00:04:58: I think again it is really about family than whats important or personal It is that actively listening, it's not you know them coming in and showing them.

00:05:08: we've got a cinema or gym.

00:05:10: Its actually talking about finding out what has prompted the call there going to be something thats really driven by family.

00:05:20: so the tour needs to be personalised and really the emphasis cut on whats matters for them.

00:05:26: I think thats again key because some people over the years we've seen people, you know a male potential resident coming in and they have shown their hair salon on The Nail Bar.

00:05:40: Well actually that has no impact on that person.

00:05:45: but what do now about him?

00:05:46: is he loved football always love watching matches.

00:05:49: so then use the cinema like you're saying.

00:05:52: Sarah was understanding the person not condition I think.

00:05:58: and it's also interesting about the people that do the tours.

00:06:02: We do have dedicated salespeople in our homes, but we always recognise that people want to meet the people who care for their loved one.

00:06:09: So introducing them into a clinical team and introducing them as home manager... ...we've got some people doing the tours.

00:06:15: so there's this head housekeeper who does fantastic tours where she says I'm not going to lose your laundry!

00:06:21: Now her conversion rate is amazing because it's really important.

00:06:24: at least you don't loose my laundry You know, those things that make the difference too.

00:06:31: Was

00:06:31: it walking around as well?

00:06:33: If all of staff speak to people... As you're having a tour or showing somebody round if every single member is saying hello That makes a difference.

00:06:43: but if you've got staff with head down Beavering away and everyone's busy But again goes back into that sense of feeling.

00:06:51: I think It was interesting when going back in person situation When i took my dad on the tour To look at the care home.

00:06:58: My dad loves food.

00:07:00: And as we were walking past, they were bringing out the tea trolley with all of the cakes on and one of the carers saw my Dad looking at it and she stopped and said to him would you like a cake?

00:07:10: He got to choose cupcake.

00:07:11: then he walked around for the rest of his time.

00:07:14: so when can I move in!

00:07:19: That's an excellent story.

00:07:20: thankyou for sharing that because i think a lot operators listening trying to get in place the foundations, that the brilliant basics standards of consistency across a customer journey.

00:07:33: And I think what you just described there...I would call it a wow moment or something where its extra surprise and delight!

00:07:40: There's other moments like that.

00:07:42: you can populate along the customer journey.

00:07:45: some someone go for reserve parking space Or meeting other team members.

00:07:54: For me of the tour, The Discovery part at the beginning is such a vital moment to build that relationship.

00:08:02: How do you find it?

00:08:04: Again I think as I referenced earlier It's about knowing the person and getting much information from their family And then just in building on that As foundation for everything we do To spend time making sure its not rushed Again, because you're going through a really difficult decision and your making decisions for somebody who typically is unable to make them from the... For themselves.

00:08:36: Or going though period of crisis in their health where that might be temporary but they then can't make the decision at the time.

00:08:44: So I think as long people are spending time and listening

00:08:48: And also making it not about a tick box exercise because quite often you know people will sit there with their forms and they're not

00:08:56: sitting there with the paper, therefore in front of a computer.

00:09:00: Yeah just making it a conversation that's what we always say to our...you know It is really natural conversation.

00:09:06: one other questions we find helps us.

00:09:08: You know whats prompted call or whats prompted visit today?

00:09:11: Because can lead whole outpouring.

00:09:14: you know, mum's had a fall and she is now in hospital and I've got her caring.

00:09:17: You have immediately established quite a few of the things that need to understand but it has been very gentle way asking

00:09:24: Yeah yeah those great discovery questions like what hobbies does your Mum into?

00:09:29: Or describe a typical day.

00:09:30: What does the typical look like for mum at that moment?

00:09:32: And they'll go through what a typical is, but even

00:09:36: sometimes... What do people used to do and build on it as well so you can maybe give something back.

00:09:48: It's new beginning where somebody could be cared about or looked after But also just invoke some of those memories Yeah.

00:09:59: Or just being able to book your hair appointment, you know?

00:10:01: That's one of the things that is... You find often people come in and think sometimes moving into a care environment.

00:10:07: The world will get smaller when In actual fact it ends up getting larger because they're able To go to the bistro And have coffee They are able to booked their own Hair appointments again.

00:10:15: They were able to go to cinema Things they've always enjoyed doing But not potentially been able do it.

00:10:21: Oh thats great Ok thankyou.

00:10:24: So now talking about more about marketing and sales, which is really the growth engine of a business.

00:10:30: If you've got any successful marketing strategies that could share with us on how to make sure your attracting and converting the right potential residents?

00:10:41: We couldn't possibly share that top secret!

00:10:49: A lot of it... I mean Sarah You lead this but i think alot its around knowing your local market and reaching out there, building the community links because you can't underestimate the power of a care home in a local community.

00:11:03: It's typically not Port Haven as a brand is it?

00:11:07: Would be Elizabeth Gardens at Milton Keynes or do you know that home?

00:11:12: so I think one of the biggest successes Is about working in that community knowing the community And bringing the community in Educating people on what care homes look like.

00:11:25: predominantly is a public perception that care homes are poorly decorated and there's custard every day for pudding.

00:11:32: you know this?

00:11:34: we have moved on.

00:11:35: yeah

00:11:36: I think also too, one of the successes that I've really noticed with Draught Porthaven is actually getting it right for the residents we have got living with us.

00:11:43: You know word-of-mouth referral from friends and family and from existing residents you know?

00:11:48: We've doubled in last year.

00:11:50: so a lot our inquiries were coming form the fact that we are getting it Right.

00:11:56: So i can spend lots money going out trying to find new people.

00:12:00: but if we're geting it right fundamentally for the residents that live with it and they're recommending us to other people.

00:12:06: The conversion rate, for those inquiries is far higher than spending an awful lot of money on digital.

00:12:11: so you know we are very lucky that we've got a really great operational team that enables us be able to be proud as their product when people come because they know its good place where mum or dad

00:12:23: can stay.

00:12:23: And I think being honest... It's a business where people dealing with people sometimes things do go wrong.

00:12:32: And it's about being open and honest, owning that issue whether as you've said the housekeeper are doing a tour which promises not going to lose their laundry.

00:12:43: Just being honest with people... I mean we had great example this week of at home.

00:12:51: they wanted to move in on Monday i think.

00:12:56: sadly the carpet wasn't ready.

00:12:58: The daughter and the home worked together.

00:13:02: And they actually said to their home manager, The way you've solved a problem for us is

00:13:07: incredible.".

00:13:09: They gave them great confidence moving forward, highest of the movement that if any other issue arises then it's really good confidence.

00:13:17: so...

00:13:18: Sure I'd like to come back to what Lisa was saying there about one of best strategies being around bringing in community which is great, however it's a lot of care.

00:13:28: home groups do not go down that route.

00:13:30: So I just would love to know from you if you've got any examples of people who might be thinking well how did we do that?

00:13:36: What what do

00:13:41: we have in our homes?

00:13:46: so there always an area where we can accommodate networking group or meetings.

00:13:53: But I think a really good example is the lunch club that we run lunch clubs every week in our homes.

00:14:00: and what do you use?

00:14:01: We get residents also to lead those who champion them.

00:14:04: They love doing it, one of our residents he was in service wasn't even his life so he loves showcasing it And people just become parts again of the care home and visiting, it helps with isolation.

00:14:19: And can help with recommendations.

00:14:22: that person might not be looking for care now but they know somebody who is.

00:14:28: But equally if not we've just helped someone during this week in every Wednesday Good meal and some good company.

00:14:37: Again, we're making a difference.

00:14:38: Yeah it is really about that isn't being part of the community.

00:14:41: What

00:14:41: channels would you use from a marketing perspective to get that message out?

00:14:46: Is it to select group versus say direct mail?

00:14:49: You know...is your hot prospects?

00:14:51: or how do choose how to invite those luncheon groups?

00:14:55: We used Facebook social media.

00:14:59: That really helps.

00:15:00: We've done created flyers that were sent out local communities

00:15:05: Social prescribers.

00:15:06: So there's a big thing obviously now with local GP practices that they have lots of emphasis on, you know... only people's medical needs, but also their social needs.

00:15:16: So anything that we can do to help with that in terms of memory cafes film on Friday lunch clubs community cafes You know We take it to the social prescribers and they love up because It's something that they're able to go too.

00:15:30: you know They're patients then saying look we've got these opportunities That doesn't cost anything And you were able to get them.

00:15:36: so that has been a good way Of actually getting people there.

00:15:41: domiciliary care agencies, you know here at Lisbeth Gardens we've got a really good relationship with the local Dom Care Agency.

00:15:48: They're going to visit people in their home but they don't have a peer group so for them to bring their clients into here.

00:15:57: that's been a really helpful thing for them.

00:15:59: and then it

00:16:03: helps as well if people come in for convalescent care or respite care.

00:16:07: If you've got relationships choose not to stay in a care home at this point of time.

00:16:14: You can refer on as well.

00:16:16: Yeah, that's great!

00:16:17: As well just many other community organisations you would be in touch

00:16:22: with?

00:16:22: We do lots on intergenerational...

00:16:26: U-three A?

00:16:27: Yeah,

00:16:27: U three A Rotary.

00:16:29: A lot of our pint service managers are involved in their local rotary clubs as well.

00:16:36: we'll sponsor organisations.

00:16:39: They're

00:16:39: called football clubs.

00:16:40: That's great.

00:16:41: So that sort of a strong recommendation here is to really be more hyper-local?

00:16:47: Absolutely!

00:16:49: Do you find that events are a greatly generation channel for the prospects, I mean like The Lunch Club as an event but also other bigger maybe quarterly events...

00:17:02: We do in a bespoke way so we don't do one size fits all.

00:17:07: So we will select the homes and work with the homes where an event may be successful.

00:17:12: If you were looking at financial planning or something, We did one recently.

00:17:15: but don't say to all the homes do that because some people haven't got appetite for it.

00:17:21: there's no need.

00:17:22: so I think its trying find what is needed in local area then hosting events that relate to those local areas.

00:17:30: So for example, Parkinson's we know in one of our homes and the local community they have got quite a lot people actually who live with Parkinson's.

00:17:40: sadly so there would be hosted Parkinson events again.

00:17:44: let us know your local community.

00:17:47: We do also every month have an open day, so we always say to all of the homes and we seem that.

00:17:54: So part of our marketing calendar for twelve months is... ...we obviously know there's Marie Curie as well as McMillan.

00:18:00: Every month has a themed you-know-open date which really then targets our prospects….

00:18:08: …and past rest bike clients – something people often forget!

00:18:14: days that have gone home, and re-invite them back into those events.

00:18:18: Those bigger events we always had for summer garden parties.

00:18:21: you know the Christmas calendar so there's lots of things that you can touch base with people on.

00:18:28: it is a busy marketing calendar.

00:18:30: yeah

00:18:31: right rightly so okay great.

00:18:35: if we now come back to more of the psychology around the families

00:18:44: and

00:18:44: perhaps looking at us, perhaps looking other competitors.

00:18:48: And also you know yourselves going through that experience what would say are some of the emotional or practical challenges families face when choosing a care home?

00:18:58: I think guilt is a lot.

00:19:01: I think that's the main thing people will... People go through range of emotions, anger fear denial guilt.

00:19:09: they may be going though one there maybe gone for all them at same time and so i think alot of people do feel that guilt.

00:19:17: and practically funding is quite an issue for peopl isn't it?

00:19:21: We've

00:19:22: both talked about this.

00:19:23: as we said its around.

00:19:27: Oh, are you doing the right thing?

00:19:29: That's not our money.

00:19:32: And that is what families will feel.

00:19:33: it isn't their money It's parents' or relatives' money.

00:19:38: and Are You Doing The Right Thing

00:19:41: At The

00:19:41: Right Time With That Money And The Longevity Of Funding For People?

00:19:45: I think that Is A Consideration But Personally Thats How I Felt Also, we've chatted about it.

00:19:54: We say that we have a support group at the moment but yeah... But yes!

00:20:01: It's a real consideration.

00:20:03: and I think again when you go back to feeling don't we in emotion?

00:20:07: because does home feel right?

00:20:10: What do local recommendations say?

00:20:13: can i feel confident leaving my loved one there?

00:20:17: And that's another big issue, I think.

00:20:19: Emotional?

00:20:20: Yeah and it is the most important thing to you when you're entrusting somebody else with that person.

00:20:27: but the practical element as well talking to families about funding even reminding people just things like the attendance allow us.

00:20:35: isn't it something a small as that?

00:20:39: Just giving them those real practical guides saying this how you apply for it This way can obtain those little things, I think can really help family.

00:20:49: Yeah yeah absolutely just to use your word there about entrusting.

00:20:54: do you have any advice for the listeners?

00:20:56: About ways care home operators could build trust from either a marketing point of view

00:21:04: and when i think some of it's around reviews...I think with that probably being too political..i think people used to use CQC ratings as they're alive reliable source, but because of the delay in inspections we all know that so many providers are facing outdated inspection reports.

00:21:26: So their reliability and feedback I think comes from social media recommendations carehome.co.uk.

00:21:34: And when relatives come into home speaking to other families being open and allowing for new prospects to come in and talk to people, what is it like?

00:21:49: And really just base themselves on their experience I think as well as people's observations.

00:21:55: The feel you get when you walk into that home...

00:21:59: And the social media is a big aspect of me.

00:22:02: For myself i'm often on dad's get-home looking at seeing how he joined him with anything.

00:22:07: What are people doing?

00:22:10: more and more these days.

00:22:12: It is the reviews that people look at, but it's also day-to-day.

00:22:16: what's happening in home?

00:22:17: Are other residents out?

00:22:19: are they looking happy or involved with different things going on?

00:22:22: They

00:22:22: all sat in a circle with their chair you know gone to the days of care delivery like that.

00:22:28: And just picking up from point about social media I've seen quite often in local communities People will put on a local community group.

00:22:38: Can anyone recommend a care home?

00:22:41: And you see comments going through if I'd recommended this one, or had bad experience there.

00:22:47: So... You can't underestimate the power of social

00:22:50: media.".

00:22:56: you know, key moments on the customer journey that you try to get right?

00:23:11: Follow up.

00:23:12: I think that is absolutely key because there's nothing worse than ringing any...you know whatever we do if we make a phone call someone's not there but you want have follow-up calls and i think be given that purchase in a care home it so emotive That You Want Someone To Ring You Back Up And Say anything else you can do, not in a pushy way but just again genuinely being there for someone throughout that journey even if they don't choose you at the end of day.

00:23:45: That reputation helps with listening and genuine care.

00:23:50: really

00:23:51: I think the follow-up is absolutely, definitely it's key and you touched on something earlier as well of having a parking spot when people arrive.

00:23:59: We've just been doing customer satisfaction surveys so we have a team that call people after the tour Basically, how did it go?

00:24:12: What could we have done

00:24:13: better?".

00:24:14: And one of the things that came back was people found quite stressful when they were driving in and couldn't find anywhere to park.

00:24:20: So you know... That's key with one of our homes so make sure you put a cone out or dedicated spot at so family don't have to deal with stress as soon as they arrive.

00:24:31: It is listening to feedback from what has been wrong then hopefully trying get that ride.

00:24:39: And that is really important, you know we get every provider will do annual surveys for residents or biannual surveys.

00:24:46: A lot of people do feedback cards as they leave but I don't think a lot of folks focus on the tour that follow up.

00:24:55: good bad indifferent.

00:24:58: what can we learn from it?

00:25:01: It takes time to do and has been invaluable.

00:25:05: Really good insight.

00:25:06: Yeah,

00:25:06: I think that's

00:25:08: strictly secret.

00:25:13: That is a really great secrets!

00:25:15: That might be out but because it's...I think its so unique or rare you would do and i come across the odd other operator doing like that is brilliant that your getting rich data around the tour feedback where you've lost A prospect.

00:25:31: That's another moment that would be really interesting to say, can I understand your decision?

00:25:35: We

00:25:35: do exactly that and we had one...I think the hub followed up.

00:25:40: She can't remember the reason but she has now come in or moved her relative

00:25:45: In.

00:25:46: People do appreciate The Call because it was a team they love doing Because they, you know... They do find.

00:25:54: sometimes they'll re-ignite because we've reached out and said well actually You did get that wrong but what have got right is you phoned me now to Find Out What You Could Have Done Better.

00:26:04: Yeah

00:26:05: great Well I think there are both very big fans of data.

00:26:09: So i would like To Understand Please What Sort Of Data Your Looking At When You're Trying To Elevate The Customer Experience?

00:26:16: Well, I think one of the typical pieces of data that we would all look at is from enquiry to show round.

00:26:24: So we will look at our whole customer journey and we'll look how long calls were taken for answer.

00:26:32: what was their experience like?

00:26:34: We then take feedback on people who have had tours or learned about what they could improve upon.

00:26:40: What's worked really well so you can share it with us inquiry to show around, asking an assessment.

00:26:50: Because that needs to be quite swift for people because they want the reassurance you can meet their need.

00:26:57: so we look at those data as well.

00:27:00: To conversions... We all look at it and I think all providers look at them.

00:27:07: But we do quarterly mystery shops though.

00:27:10: every single home has a quarterly mystery shop Every single, we then have that basically broken down by region.

00:27:17: We have it broken down so we can see where we've got areas that need improvement and the mystery shops for us has been invaluable.

00:27:27: So we can benchmark.

00:27:28: And the homes know?

00:27:29: No!

00:27:30: We told them now they can see whether there's a traffic light system.

00:27:37: That is great.

00:27:38: Your point about the importance of conversions being able to bench mark That's great.

00:27:44: I wish we had more UK-wide by geography, different levels of pricing and everything to be able look at those moments because often people just say the conversion rate is this but which part are you meaning?

00:28:00: Do you mean inquiry or do you mean move in?

00:28:06: talking similar language enough I wish it was more open.

00:28:09: the benchmarks and you sometimes have home managers saying well they're great at tours we say but are you?

00:28:14: because if you actually saw your data, it might be eighteen percent.

00:28:18: And its how many also too?

00:28:19: You know cause it's a question of what do you look in enquiries that've come for that month that have converted them up or are looking at inquiries overall and how many moved into?

00:28:29: so... We look both aspects though How many physical inquiries came in that month and how many of those actually moved within the month?

00:28:40: And then we've got a conversion rate, obviously all admissions could have started two months before.

00:28:46: So I think it's interesting... That can come down to the category of care as to quickly people moving but that has been interesting to analyse and see where our speed-to-lead admissions are really quick.

00:29:02: And then if we go sort of higher up the funnel, filling in enough quality leads every month.

00:29:08: Yeah so when you look at the quality I mean everybody... We get inquiries from either the Director-of-the-Care Home, our hub or through various partners or Tamna Lottie that everyone uses and i think it's looking at the quantity and sharing a team monitor to where are going spend their money.

00:29:27: that gives us the best quality of the leads.

00:29:31: Because there are some partner agencies, we know it's a scattergun approach.

00:29:35: We know they press button and thats gone to ten care homes And will log them all as enquiries but again its speed through which you respond

00:29:46: And also, obviously different channels of referral sources have different conversion rates.

00:29:51: You're going to work with conversion rates.

00:29:53: Obviously why we try be in the community and get people into building is that We find word-of-mouth referrals as everybody does.

00:30:02: Your conversion rate can be around forty or fifty percent Whereas digital leads are around eleven percent.

00:30:09: That's where really trying focus our attention To getting those referrals.

00:30:15: Really great to hear.

00:30:16: Yeah, it's always busy Always looking for something that somewhere else we can generate the inquiries.

00:30:21: Where is where as the leak in a leaky bucket?

00:30:24: Exactly

00:30:25: that.

00:30:26: I remember an old sales manager actually telling me like he said you've got a funnel and there's And Israel forever topping up the bottle.

00:30:32: yeah, and that was the best analogy and I use that

00:30:35: I'm talking at them.

00:30:37: There's a conference next week on the property.

00:30:39: week later living and care show, I'm doing a talk about how to attract more private paying.

00:30:44: And then just toying in my head about whether to bring in the whole leaky bucket thing so like watering you know things buckets maybe paddling pool if they'll let me do this!

00:30:57: But yeah it's great

00:30:58: enough too.

00:31:02: Okay well i'd actually shift that conversation into such an important area around culture and what this plays into about the customer experience.

00:31:14: So yeah, we'd love to ask you so for instance I do a lot of training on how to do brilliant tour cool handling standards SOPs but if you don't have the right culture or leadership trying to tell everybody why customer experience excellence is critical it cannot deliver such impactful results.

00:31:33: And i know your really strong in culture here.

00:31:37: Yeah, I mean culture is the foundation of any company.

00:31:41: We can all sit and talk about it but i think its how we walk that every day as leaders in an organisation.

00:31:49: We've spent a lot of work over the last three years looking at our values.

00:31:58: what does this means to work for people who live here?

00:32:05: The culture of the people we recruit does that, then resonate right through all our teams and you can feel it.

00:32:14: I think as well is goes around to recruiting the right peoples.

00:32:18: so sales team Sarah's always involved in recruitment again.

00:32:23: So make sure we've got the right people with a heart.

00:32:27: We don't want, dare i say aggressive salespeople, we want people that genuinely care about the journey someone is on when they move in a care home.

00:32:38: So we involve all of our team and training as Sarah has said so will look at receptionists housekeepers kitchen porters everybody's part with the resident when they move in.

00:32:55: I think we had a really good example yesterday, didn't we?

00:32:57: When one of our CSNs shared a story about a best-spite resident and it was just lovely!

00:33:10: So to

00:33:10: build the foundation.

00:33:12: so Sean who's a CEO went on holiday and read her book.

00:33:16: Unreasonable Hospitality has become The Bible.

00:33:20: I think everybody in the company has read it.

00:33:23: And what this particular happened, in his care home and she linked all back to values an unreasonable hospitality.

00:33:32: so there's a resident who comes into their home regularly for respite care.

00:33:36: he lives with his wife when is at home.

00:33:39: i don't believe they have close network of family are they?

00:33:44: They had a beloved cat On the day that he went home from his respite care, The cat was unwell.

00:33:51: Was taken to the vet and sadly the cat passed away.

00:33:55: Now this... I'm gonna name it Jazz Got some flowers got a card And took them To the wife of this resident.

00:34:10: The wife sent her This beautiful email back About an act Of kindness & compassion And Jazz shared it with us around, I just feel this is living our values and their basis for unreasonable hospitality.

00:34:26: This has not something scripted.

00:34:29: It's not something you tell people to do.

00:34:32: They actually believe.

00:34:33: yeah natural they believe its the right thing To Do?

00:34:37: The impact of that small act Of kindness & compassion will have a lasting impact on That family.

00:34:45: Yeah...and i think thats when You know You've turned a corner and you changed the culture in an organisation.

00:34:51: And I thought we're proud of culture, so passionate about it!

00:34:54: Yeah yeah nice excellent to hear really great stories as well now i know that.

00:34:59: but well is your say its real buzz?

00:35:01: at the moment A lot people looking different sectors are working hotels there's lots just crossover on how they deliver magic moments.

00:35:10: Yeah,

00:35:11: moments that matter.

00:35:12: Isn't it Sarah?

00:35:13: Absolutely!

00:35:15: That's copyrighted.

00:35:20: It is so small and it can be something really, really small.

00:35:25: you know we were talking the other day about looking at things potentially wanting to film different ideas that we had to be in their room and choose between two ties, you know.

00:35:41: And just making everyday choices themselves being encouraged to do that.

00:35:46: it's those small things I think but again really matter.

00:35:48: Yeah yeah

00:35:49: Those are the menu if you can think of food breakfast dinner supper.

00:35:54: It is choosing a menu Choosing from variety foods not having one selection and I think our homes have moved on so much.

00:36:06: In terms of that, I still don't think the public general public parts may not realise how far we have improved.

00:36:13: You mentioned before about CQC and some challenges will all know exist in the care home sector.

00:36:21: but you're really interesting topic that keeps coming up around.

00:36:24: what happens when you have a rating is requires improvement or even lower than that?

00:36:32: Is there hope out care homes that are facing, they could actually still improve their occupancy and revenue shift even when you have the rating which can be very outdated.

00:36:44: Do we have any experience of this?

00:36:46: We had one home that was inspected probably five or six years ago I think And it required an improvement rating.

00:36:56: That home is doing really well now with its occupancy.

00:37:05: AI is being used more and more, isn't it?

00:37:07: In searches.

00:37:09: And so we typed in best care home in Ailsbury... ...and our home came up as the second care home that was a Best Care Home to live-in at Ailsberry.

00:37:23: That's despite the fact that has got an RI rating.... ..that was above some other homes who were good.

00:37:29: So when I started analysing them all about go back too.

00:37:33: local community, what does the community think of The Home?

00:37:37: What's the perspective of Avondale.

00:37:42: You can edit that bit out and Avondalandcarehome.co.uk.

00:37:47: ratings.

00:37:49: But we also had.

00:37:50: so when I first came into the group another home It was up north.

00:37:55: Oh,

00:37:55: yes!

00:37:56: Very very new CSN there and he was... I did the very first sales training day And iIwas looking for awards For people on my little bit like a schoolteacher where want to give somebody Everybody something That's really struggling with this home To find something that could be given Like..And it basically gave me The award in the face of adversity.

00:38:15: Now He turned back home.

00:38:16: around sixty percent Of their admissions are now from word-of mouth referral rolling forward now to the next CSM day, he's got the highest conversion rate in the company and is going to win an award for that.

00:38:29: And you know... The community now in that area trusts them implicitly.

00:38:36: They absolutely reshaped this whole scenario.

00:38:43: We talk about the care but the quality has gotta be right If we get it right.

00:38:49: It would typically fees in your inquiries and everything else, but that whole team have worked so hard there.

00:38:55: And they've been re-inspected?

00:38:56: They've been really

00:38:57: inspected.

00:38:57: it's a good rating...

00:39:00: But here is the real testament to other CSNs who are going through this because my very first job I ever had was in home.

00:39:07: that requires improvement So i was able you know say to him look ive been here ,I know how hard this isn't.

00:39:12: The only way you're gonna crack

00:39:13: this

00:39:14: Is getting confidence back from community.

00:39:17: And I think being honest with people, because if they haven't looked at the report do you know CQC when your first looking?

00:39:27: You may not.

00:39:29: So what we're looking is about being honest and upfront that this was our rating.

00:39:35: but please speak to our residents and other family members.

00:39:39: That helps as well.

00:39:40: Don't shy away from it.

00:39:44: And you know, going back to when I was a CSM and then actually used to say to families there's no better time to move your loved one in with us because basically we're really trying get it right now.

00:39:54: Somebody that has not been inspected for few years... You are not quite sure what is going on?

00:39:59: We don't have the problems yet!

00:40:02: So from a marketing point of view some advice for still getting families to visit in the first place so that you will appear on like, the chat GBT is to connect with a local community more.

00:40:17: So hopefully they're saying good things.

00:40:20: carehome.co.uk.

00:40:21: You can try to get the highest ratings there.

00:40:25: any other things we would put out there such as

00:40:29: press releases?

00:40:30: We do press releases and people give us consent if we get really nice feedback.

00:40:35: Yeah, I

00:40:38: think... One of the things that this picture at home did was, you know people have The Open Gardens.

00:40:45: It's a very big thing in this community and they said right okay we'll be with Very Last Stop for The Open Garden And That Was Amazing!

00:40:53: This is probably the first time when We Ended Up With A Lot Of People In From The Community Because We Were At The Last Stop When Everyone Was Like Oh Actually You Know What?

00:41:01: This Is Fine.

00:41:02: They May Have This Labelled Yeah But Its Lovely.

00:41:06: So Thats

00:41:07: Really Creative thing you did there, yeah.

00:41:10: I just think one thing i would like to say is that what we do it's a tough job care but i think and i would just like to acknowledge Sarah the you know you've worked together for years now.

00:41:24: um far too many years... You may say!

00:41:28: But long time and there's nothing better than thinking working in a sector where you know we push each other, challenge each other and it is great fun every day as well.

00:41:42: Oh thank you!

00:41:43: Yeah that's very sweet, very relevant to the culture piece.

00:41:46: now I see that between knowing both of us...I think your technically brilliant obviously but y'know they're the fun in the banter and their support you give eachother.

00:41:56: You can't underestimate them actually can you?

00:41:59: It was a tough job only this week.

00:42:03: sometimes sales It's quite a pressured job.

00:42:07: And some of our team have said to us recently that the culture in this organisation isn't like it has been another sector as they may've worked, there is actually supportive company.

00:42:18: so I think something are going quite proud off.

00:42:21: They said sales jobs always pressure but they said its real different sort of positive support and pressure you know?

00:42:28: Going back to working together.

00:42:32: So lucky that operationally, I know there's never any concerns at all with homes and for me.

00:42:39: That is so important integrity-wise... ...I could not work as a provider but didn't feel like sitting in there saying to families you can entrust your loved one with me.

00:42:51: And i think it was very important because we've said earlier on how that is critical about family.

00:43:00: I think

00:43:03: being able to understand more, you know the journey when you've been in this sector for so long.

00:43:11: You think what's right but living your life as a journey is learning from that both different experiences.

00:43:22: But we learn from that and try to share that, think about what can bring back into the organisation.

00:43:28: To make things better for people looking care because ultimately thats whats it's all about.

00:43:33: And I think the positive thing in the whole care home sector is many operators like yourselves are really trying improve customer experience with this critical family journey you're on so hopefully will just be getting better.

00:43:50: That's what fuels me, is making it the best experience for such an emotional challenging time and hopefully also just more supply coming up.

00:44:01: More positive impressions as people have a much more favourable impression of care home sectors because like here they're absolutely magnificent places

00:44:12: And we've just appointed two heads of hospitality into Port Haven to really help us on that next journey of what does that hospitality offering look like, how can we deliver unreasonable hospitality alongside exceptional care?

00:44:31: Yeah.

00:44:33: So I'm looking forward.

00:44:33: see where that Jenny takes us actually.

00:44:36: Watch this space!

00:44:37: That's even more...

00:44:40: We wouldn't stand still doing

00:44:44: it.

00:44:44: Thank you very much ladies and

00:44:45: thank you Allie.