David Lynch of the Ritz-Carlton Leadership Center delivers the opening speech for the 15th Annual NCAL Day. (Credit: AHCA / NCAL)
After a difficult year during the pandemic, it’s time to remember the passion that led people to live in a retirement home and to create moments and memories that remind everyone of how the industry can positively affect people. lives.
That was the message from David Lynch, practice director of the Ritz-Carlton Leadership Center, who gave the opening address Sunday at NCAL’s 15th annual day before the American Health Care Association / National Center for Assisted Living Convention & Expo in Washington. , DC, region.
Lynch focused on maximizing employee engagement, improving customer service and evolving brand positioning. He encouraged the participants to focus on their real purpose, to step out of functionality and move on to goal-oriented work. Specifically, Lynch spoke about the Ritz-Carlton’s Key Engagement Principles of Emotional Connection, Key Engagement Principles, Optimizing Interactions, Creating a Written Strategy, and Delivering an Experience. legendary.
The company’s credo is that “an organization can never be what people are not,” he said. It means bringing the culture of a community to life through the actions of employees who engage with residents and families.
“When we focus on engaging customers, we build loyalty,” Lynch said. “Engaged customers have an active relationship with a brand. ”
A brand, he said, is not a logo, but “a story that is always told.” Assisted living service providers, he said, have the opportunity to engage with residents and families and create memories and experiences every day.
Sharing the Ritz-Carlton’s “travel card”, Lynch said vendors can create processes that create “mind blowing moments”. Like the hospitality industry, the senior residences industry has these opportunities at stages known in the hospitality industry such as pre-arrival, reservation arrival, welcome, experience, departure and post-departure.
To be successful in creating engaged customers, you have to stay in the moment, Lynch said. Too often, he added, workers focus on their to-do lists and therefore miss out on those opportunities to create memories and moments.
“We’re caught in the weeds of functionality,” Lynch said. “You take action when you turn functionality into purpose. “
He challenged participants to focus on realigning their goal by remembering what prompted them to enter the retirement home business.
Jan Thayer Pioneer Award
Also on NCAL Day, Ruth Link-Gelles, Ph.D., MPH, epidemiologist at the Centers for Disease Control and Prevention, was named the 2021 recipient of the Jan Thayer Pioneer Award. The award recognizes someone who advances the profession of elder care by challenging the status quo, leading the way and setting an example for all others.
Link-Gelles played a critical role in helping residents and long-term care staff throughout the pandemic by leading the Pharmacy Partnership for Long-Term Care program, which hosted COVID-19 vaccination clinics on site .
“She developed this program quickly and with very few resources, resulting in a monumental and extremely successful public health program with life-saving results,” said LaShaun Bethea, new executive director of NCAL. “She has also incredibly supported our profession, engaging with the community and always making herself available to state leaders.”
In a video post, Link-Gelles called the program “easily the most impactful thing I have ever done.”
“It has been a privilege to work with the wonderful staff at AHCA and NCAL to do our part in improving their lives, particularly in helping assisted living residents regain a little sense of independence and ability to interact safely within the community, ”she said. . “I can’t say enough good things about everyone I’ve worked with in the long term care community. “
CEAL Award for Excellence in Care and Support
The Center of Excellence for Assisted Living also announced that, for the first year of the CEAL Award for Excellence in Care and Support, it honored the entire workforce of the to independent living. The award recognizes the “dedication and hard work of the workforce to provide the highest quality care to residents throughout the COVID-19 pandemic.”
“CEAL’s board of directors felt it was only fair to honor all of those who have gone above and beyond during the pandemic,” said Doug Pace, director of mission partnerships at the Alzheimer’s Association and vice- Chairman of the Board of Directors of CEAL. All NCAL Day participants walked away with certificates of appreciation.
“Our future is bright”
In her remarks ahead of the awards, NCAL Board Chair Helen Crunk said: “Entering long-term care is a choice. Becoming so strongly engaged and completely in love with your work is the result of this choice. “
Although COVID-19 has changed the way the industry serves residents, she said, assisted living has adapted and continues to provide high quality care.
“I know our future is bright because of each of you and your commitment to come through the most difficult times and your true love for this calling,” Crunk told attendees.
The convention begins today and continues until Wednesday.