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Brookdale CX Story

This is the customer experience for Brookdale Senior Living.
by

Kristen Hunter

on 9 September 2016

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Transcript of Brookdale CX Story

Mom's New Chapter
Natalie went to visit her Mom on Sunday and found her passed out on the floor.

She had fainted.
She’s already helping her mom out with grocery buying, making sure she’s eating regularly and she worries about her being lonely in the house by herself all the time.

Now Natalie’s concerns switch to overdrive as her mother stays in a skilled nursing facility for a few days following her hospital visit.
Natalie is taking on most of the caregiving for Mom since she lives in town; however her job keeps her traveling about 50% of the time so she can’t be the answer to the issue.
Natalie's Story
The Caregiver: dealing with guilt & confrontation for change.
Natalie logs on to Facebook. She wants to reach out to her network for recommendations on what to do, and she is hopeful someone has a place or a person to recommend.
Natalie's Story
Natalie's Story
When she logs on she sees a display ad from Brookdale. She’s seen it a couple of times before but this time she really notices it & clicks through to the website. She starts investigating what senior living is, the amenities, medication reminders & things to do.
Natalie's Story
She signs up for an online webinar, Self Care for Caregivers, because she’s feeling overwhelmed.
Amy's Story
Amy's Story
The Go-Getter: quick to act, lives away, wants the facts.
Amy hangs up from her call with Natalie about her Mom. She knows about senior living because she has a friend who used to work in the industry.
Amy's Story
She makes a call to her, and finds out that Brookdale is the largest provider and they have a good reputation, and they have a lot of choices throughout Atlanta.
Amy's Story
She Googles “Brookdale Senior Living Atlanta” and starts reviewing locations to recommend to Natalie.
Sara's Story
The Advocate: looking for alternatives & organizing process
After hearing what happened, Sara decides to call and talk with her the doctor’s office to see what he thinks they should do. The nurse talks to her about options – home care, assisted living, or moving in with a family member.
She starts looking more at what senior living is all about, and really likes what she is finding on the Brookdale site. She signs up for more information & gets a call from Brookdale the next day.
Sara's Story
She sets up a tour for this weekend, when she’s going to Atlanta for a visit, and sends a note to Natalie to join her.
As she investigated, Natalie realized her Mom had been forgetting to take her blood pressure medicine.
There’s no doubt her Mom is depressed since losing her husband 8 months ago.
She talks to her two sisters, Sara and Amy, about what’s been going on, and they know they have to figure out a solution.
The Brookdale Resident Experience
Meet Blake,
Marketing Manager for Brookdale
Atlanta is a key market with growth opportunities,
and the sales teams needs more qualified leads.

Understands residents and families in Atlanta
and identifies trends and buying habits
Creates a Look-A-Like Audience
Passes Audience to Digital Ad Partners
Creates Stronger Target Key Word Searches
Real Time Reports show:
Increased traffic to Atlanta Market Landing Page
Twice as many leads for Atlanta
30% higher tours&move-ins conversion rate
BlueKai shows which audiences are the best targets
Serves up more ad placements
Removes audiences that are under performing.

Meet Lisa,
Sales Representative for Brookdale
Marketing
Manager
BlueKai

- Eloqua - Sales Cloud - CPQ - Business Intelligence
BlueKai
- Eloqua - Sales Cloud - CPQ - Business Intelligence
BlueKai -
Eloqua
- Sales Cloud - CPQ - Business Intelligence
BlueKai -
Eloqua
-
Sales Cloud
- CPQ - Business Intelligence
BlueKai
- Eloqua - Sales Cloud - CPQ - Business Intelligence
BlueKai - Eloqua -

Sales Cloud
-
CPQ - Business Intelligence
Lead #3
Three New Leads:
Lead #1
BlueKai - Eloqua -
Sales Cloud
- CPQ - Business Intelligence
Lead #2
Lost Lead Resurfaced
Recent website traffic, including articles on assisted living
Lisa creates personal email to check-in with family
BlueKai - Eloqua -
Sales Cloud
- CPQ - Business Intelligence
BlueKai - Eloqua -
Sales Cloud
- CPQ - Business Intelligence
Notification of website activity from Catherine's family
Logs into Sales Cloud on tablet to research family situation
Reviews Dashboard to see open apartments, scheduled move-outs, deposits, upcoming tours, etc.
Shares Key Account Information at Department Head Standup Meeting
Notifies Nurse Healthcare Manager of tour’s interest in Medication Management
BlueKai - Eloqua -
Sales Cloud
- CPQ - Business Intelligence
BlueKai - Eloqua -
Sales Cloud
- CPQ -
Business Intelligence
BlueKai -
Eloqua
-
Sales Cloud
- CPQ - Business Intelligence
BlueKai -
Eloqua
-
Sales Cloud
- CPQ - Business Intelligence
Catherine's family is reassured by friendly faces during the tour
Research options together on Lisa's iPad
Informs the Move-In Coordinator to start paperwork
Family views model apartment
Nurse HCM (completes assessment on iPad) & forwards to Move In Coordinator
Prepares the Residency Agreement
Family chooses right apartment
Move-In Coordinator reviews and processes residency agreement
Views updated Dashboard
Confirms new move-in and meets bonus target
BlueKai - Eloqua - Sales Cloud -
CPQ
- Business Intelligence
BlueKai - Eloqua - Sales Cloud -
CPQ
- Business Intelligence
BlueKai - Eloqua - Sales Cloud -
CPQ
- Business Intelligence
BlueKai - Eloqua -
Sales Cloud
- CPQ -
Business Intelligence
Catherine's daughters search for communities through Contact Center
Contact Center schedules a tour with the family
Lisa accepts appointment and prepares for meeting
A Place For Mom schedules a tour for 3 communities
Lisa leverages her social collaboration to work with the communities as they develop the lead
Modern, Simple,
Transformational
Complex, Emotional,
Overwhelming
On tour, gathers additional family member details
Schedules a second tour on iPad
Sends invitation to family members on iPad
Creates new Atlanta-market landing page to capture new leads from BlueKai-driven campaign
Sara's Story
Sara's Story
Sara's Story
She goes online to search “how to know if mom is ready for assisted living.” At the top of the search is an article written by Brookdale, so she follows the link. When she gets to the page, she notices the article is written by a local executive director. And the photos of the location are beautiful.
Customer Experience
Customer Experience
Full transcript