If your read our Letter From the CEO last week, you’ll be familiar with a story that powerfully illustrates this process.
Before starting Home Care Pulse, our founder Aaron Marcum ran a successful home care agency in Utah called Arbor Senior Care. While most clients appeared satisfied with their services, one client went through nine caregivers in six months. No one seemed to be able to keep her happy.
After investigating the problem, Aaron and his staff eventually learned from this client’s family that she had several very specific things (like how she liked her eggs cooked or her sheets ironed) that she was extremely particular about.
These were easy things to do, but ones that Aaron and his staff wouldn’t have known to do without acquiring and acting on feedback.
After training her next caregivers to do these things, this client loved Arbor Senior Care’s services so much that she became a major promoter and ended up referring over $500,000 of business during her time as a client.
With the right strategies, you can make this type of story play out in your own agency, not once but over and over. (Besides the part about a client going through nine caregivers in six months.)
How the Process Works
We’ve identified one specific process to help you turn clients into promoters and establish a consistent flow of client home care referrals now and in your future. It’s simple, but it takes commitment and focus:
- Start tracking your clients’ satisfaction by having them score you in different areas and give feedback on where you can improve. In particular, ask how likely they would be to refer you. (We’ll talk more about how to do this.)
- Use this specific feedback to focus your improvement efforts in the precise areas that will most help your client experience—the low-hanging fruit. This will save you time and help more clients become promoters of your services.
- Use referral best practices (we list them for you below) to reach out to clients for referrals at the right times. Knowing who your promoters are will help you know who to give particular attention to when asking for referrals.
Let’s break down the how and why for you:
The Importance of Promoters
Promoters are the clients who are so thrilled with your services that they become an unofficial advertiser for your agency: they brag about your services to family and friends and are excited to refer other clients to you. You can probably think of one or two of your agency’s promoters right now.
What makes promoters so important?
Clients referred by other clients typically have lower turnover, greater client lifetime value, and require you to spend less money on marketing.
This table gives you an idea: