Using Questions to Serve in a Competitive Senior Care Market
All predictions point to a booming senior living industry, as baby boomers continue reaching retirement. Within 21 years, 20% of our U.S. population will be over 65 [source]. Or as the Population Reference Bureau predicts, there will be twice as many 65+ Americans as there are today—98 million of them by 2060.
However, exponential growth does not guarantee profits in all areas of this sector. More flexible choices than ever before give seniors and their children options not seen in the past. Thus, anyone doing business within this sector faces serious competition. Success depends on providing superior customer service. Yet, it’s easy to assume you know what that looks like, when in reality you’re overlooking the opinions of those you want to serve. It’s what they think and feel that matters.
Personalizing Customer Service
Your customers are older adults. Many unique issues face this age group. However, the most significant is the increased risk of chronic disease, physical disability, mental illness and co-morbidities [source]. In addition, financial concerns may not be unique to older adults, yet they frequently cause concern. Thus the best customer service must consider health and finance.
By asking the right questions, your service may be tailored to the individual—the key factor for achieving excellence.
End of Life Question
“What are your end-of-life wishes?” The answers to this question become the basis of a living will—the document recording how an individual wants a life-threatening illness handled. For example if a case of the flu escalates into pneumonia, would this person want to be placed on a ventilator?
Note, some people don’t like discussing end-of-life wishes. It gives them the sense the grim reaper is standing in the shadows. So, be sensitive and have another, lighter question ready to follow up with.
Medical Questions
Most seniors take some medication, whether it’s to manage blood pressure or another chronic health concerns. Upgrade the quality of your care by asking these questions.
“Do you understand what each medication is supposed to be doing?” This question allows you to evaluate whether an older adult still has the ability to manage their own medication schedule. If he or she can answer lucidly, assistance may not be necessary.
“Do you have trouble remembering to take your meds?” Even a fully lucid senior may struggle with this, especially one with a history of ADD. Solutions range from simple morning and evening pill boxes with the days of the week on them to techy solutions. As long as severe memory impairment isn’t present, a special bottle cap that keeps count of how many pills have left the bottle each day may be just what an otherwise independent senior needs. Other solutions for the forgetful are beeping pill boxes that emit a sound until the pill is removed from the container.
“Have you asked anyone to review your medications?” By asking this question, you become an advocate for the person you are serving. It’s proven that certain medications hurt brain function. Others conflict with each other causing frightening and even life-threatening symptoms. If you’re seeing symptoms, you may want to recommend a review, even if the answer is yes.
“If you are unable to make medical decisions for yourself, who do you want to make them for you?” Often this may be the spouse. However, it is a good idea to have more than one individual with medical power of attorney. If one parent is unable to make the decision, having another family member with representative power can ensure the living will is honored.
Lifestyle Questions
Not everyone understands how lifestyle choices influence chronic disease. In addition, a move into a senior-focused living environment validates the fear life is in its decline. Thus using questions may motivate an interest in lifestyle education programs you offer.
Would you be interested in being happier and healthier in six weeks? Six-week programs such as the Complete Health Improvement Program (CHIP) have proven transformational. This program focuses on combining food choices with light exercise to resolve many chronic health issues such as hypertension, cardiovascular disease, diabetes and obesity. Co-ordinate the program with activities and menu choices. As non-participants see the benefits experienced by others in their age group, they’re more likely to take an active interest in improving and maintaining health.
Would you like to learn about a woman who was barely able to walk at 60, but was able to climb Mount Fuji at 91? The story of how Hulda Crooks went from chronic illness to staying active to 101 could inspire hope and get more of the community participating in exercise.
Do you have any hobbies that you can’t pursue now that you’re living here? This question reveals potential field-trip opportunities or programs that could be offered. For example, someone who had a workshop might enjoy regular field trips to a wood-working shop. Jewelry making is an easy program to offer in a community space. By finding out what people have left behind to join your community, you can focus on bringing joy into people’s lives.
What are your greatest financial concerns? The cost of medication. Debt. Property taxes due on a house that’s supplying living income through a reverse mortgage. Unauthorized purchases on a debit or credit card. Insufficient funds. The answer is unique to each person. However, the answer guides you toward designing helpful educational programs.
Situation-specific seminars should be offered regularly. For example, offering a seminar once a month on how to identify fraud could ensure seniors in your community are savvy when those phishing calls and emails come in.
Education enlists participation in the goals of a senior care community. It also gives residents a reason to value the community. Thus, it’s a vital component of excellent customer service.
Summary
When should you ask these questions? The best approach is casual. Don’t sit someone down for an interview. Interrogations don’t foster positive feelings.
Rather, take the well-being of each community member to heart. Look for low-stress moments. Ask questions as you are walking together in the hall or on the sidewalk. Take a moment to share a cup of tea or coffee, and chat. ‘Drop by’ for a ‘moment.’ Integrate questions into your everyday communications, so you’re constantly gathering useful information. After all, listening well, is an incredibly powerful way to say, “You are important to us.”