Have You Become Satisfied with Satisfied?
Recently, I took time to read a research paper published in the 2009 Seniors Housing and Care Journal titled, Satisfied Residents Won’t Recommend Your Community, But Very Satisfied Residents Will. The paper was authored by Margaret Wylde, Ph.D., president and CEO of Pro Matura Group, and presented at the NIC Conference last fall. I highly recommend it for all community executives.
On its face, the findings seem rather obvious – that very satisfied residents will generate referrals. But the power in this paper is the finding that residents who are merely satisfied won’t. And it isn’t by a small margin ─ of those surveyed, 74% of very satisfied residents were willing to recommend the community, compared to only 19% of satisfied residents. This is a huge difference, yet how many of us make an equally large distinction between the designations of satisfied and very satisfied. As the author points out, “Discussions with managers of communities that conduct satisfaction surveys revealed that many consider satisfied as an acceptable rating.”
The paper continues to identify those areas that contribute to very satisfied ratings and, in particular, notes that these areas are almost exclusively the nonphysical aspects of a community, rather than the physical attributes. I don’t think it will come as a surprise to anyone that among a list of 19 nonphysical variables that correlated to very satisfied residents, I feel that my residence is my home and it is easy to make friends with other residents ranked at the top. I experienced this first hand recently at a community when a resident who had been there less than a year told me, “I already feel like these folks are my extended family.” She went on to say how they regularly entertain outside friends at the community and share their very positive experiences.
Of course, there is much more to this paper and this study, as well as many factors that contribute to creating an environment and culture that promotes very satisfied residents and a steady stream of referrals. But if you’ve become satisfied with satisfied, or have seen a decline in referrals, this paper might be worth 30 minutes of your time.
Heard Margaret talk about the research paper at the national Senior Living and Assisted Living Marketing Summit in December.
It is worth the time.
How do I get a copy of the study? Thanks!
The 2009 Seniors Housing and Care Journal is available for purchase through NIC – http://www.nic.org. The publication includes this paper and several others on a range of topics.
You can find the research paper originally published in the 2009 Seniors Housing and Care Journal titled, Satisfied Residents Won’t Recommend Your Community, But Very Satisfied Residents Will posted on Scribd.com. Here’s the link http://tinyurl.com/yz5qluk
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Great post! This was a great study.