(Editor’s note: A firm with an office in Norcross, A Closer Look, is employing mystery shoppers to study senior living facilities. Here’s why.—eeb)
By Jessie Friskney
Director of Sales and Product Development, A Closer Look
NORCROSS, Ga. | As the senior living industry continues to grow and evolve, mystery shopping programs gain valuable insights into the prospective resident experience. While mystery shoppers come from all walks of life, seniors themselves often make excellent candidates for this role. Recruiting them as mystery shoppers, can leverage their more relevant perspectives and experiences, ultimately leading to more accurate and actionable insights.
Friskney
Mystery shoppers have firsthand knowledge. Seniors often research and tour senior living communities, either for themselves or for loved ones. Many have family members or friends who are current senior living residents, giving them a deep understanding of the factors that influence decision-making processes, as well as the challenges and concerns that seniors and their families face when considering a move to a senior living community. Mystery seniors can provide insight into the sometimes lack of follow-up from sales staff, which can be a crucial factor in the decision-making process.
Senior mystery shoppers can provide detailed and accurate feedback about their experiences, assessing everything from the cleanliness and safety of the communities to the friendliness and responsiveness of the staff. This feedback can also help measure the effectiveness of the sales process for prospects, identifying areas where follow-up may be lacking or where the process could be improved. This feedback can be invaluable for senior living operators, too, as it allows them to identify areas where they can improve, or already excel.
Recruiting seniors as mystery shoppers can also help to build trust and credibility within the senior living industry. Seniors are more likely to feel that their opinions are valued and respected. This can lead to increased trust and loyalty, as well as positive word-of-mouth recommendations.
Of course, recruiting seniors as mystery shoppers does require some special considerations. Senior living providers must ensure that their mystery shopping programs are accessible and easy to navigate for older adults. This may include providing clear instructions, offering online and offline feedback options, and ensuring that the physical demands of the mystery shopping experience are not too taxing.
Those providing senior services must be mindful of the sensitive nature of the senior living decision-making process. Seniors and their families are often facing difficult and emotional choices. Mystery shopping programs must be designed with this in mind.
Despite these considerations, the benefits of recruiting seniors as mystery shoppers far outweigh the challenges. By tapping into the unique perspectives and experiences of older adults, senior living providers can gain a deeper understanding of their prospective residents’ needs and develop targeted strategies for meeting them. Mystery shopping can provide valuable insights into the sales processes and follow-up practices of local competitors, allowing providers to stay ahead of the curve in a competitive market.
Utilizing seniors as mystery shoppers can be a smart and effective way for senior living communities to gain valuable insights. Mystery shopping allows operators to benchmark their sales processes against those of their competitors, identify areas for improvement and ensure they remain competitive in the market. This first-hand knowledge can build trust and credibility while enhancing the prospective resident experience.
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