In senior care, when we’ve enrolled a customer, the “deal” may be closed, but the customer is not sold. She may have moved in to your community, accepted home care, or joined your health plan with no small dose of reticence. She’s now adopted a pragmatic “show me” attitude.
You can either make her a raving fan or someone who regrets her decision. The worst outcome is to create a “negative advocate,” someone who turns away your next 10 customers.
The main reason she agreed to your service isn’t because the features, services or amenities are cool. It’s because she has a personal goal and expects your solution to help her reach it. For example, if your company provides a service to help her live independently at home, you need to provide the tools, information and communication to help her achieve this goal.
- Does this mean she will be able to go grocery shopping with an aid?
- For my father, independence means he decides where he goes, and when. He goes to the Sugar Bowl Luncheonette for breakfast.
- What does “independence” looks like to your customer?
How does she think of success? It may not be just free transportation, but personal interactions that acknowledge her and treat her with respect. It may not just be home-delivered medications, but one-on-one explanations that show her how to take these medications.
Who knows what success means? Sometimes the sales team has uncovered her success, but the operating team doesn’t know. Treat prospects like customers from start-to-finish. Ensure smooth handoffs between sales and post-closing service providers. This requires a high degree of touch, and trust among your team.
What is her experience along the way? Even if your customer achieves her goal, if her experience requires more effort than necessary, or if she doesn’t feel understood, then you’ve increased the cost of success, and increased the chance she will churn / disenroll / move out.
Your customer won’t realize value or achieve her goals until some time after the deal is closed. Don’t delay creating value. Define quick wins and deliver.
If you want to dive deeper into this topic, I recommend reading Customer Success: How Innovative Companies are Reducing Churn and Growing Recurring Revenue.
Have a great week!