Regional Director Update --- November Client Starts and Client Satisfaction Progress

Hi Everyone,

November is in the books and we saw a slightly wider variation of outcomes
between regions that were very fast paced for SOCs for the month, as well
as regions that saw SOCs below goal for the month. For reference, October
outcomes are below the main email.

Overall, excluding our ValueCare and Tender Rose businesses, we saw 1,092
total starts of care for the month of November, six ahead of last month's
1,086. The progress is a positive sign amidst a shorter month and a
Thanksgiving holiday to close out. Unfortunately, compared to our target of
1,334 to create sustainable growth in our census and revenue, we came in at
only 82%. As a result, we saw mixed revenue that was relatively flat
overall across the regions.

On the positive side, compared to three regions above goal last month, we
saw a total of six regions surpass their start goals in November --- led by
the Mountain Region once again, with 41 starts, and including Millennia
Home Care in Los Angeles, New Jersey and Pennsylvania, Southern California
(Greater SD), DC Metro and Texas. On the flipside, though, we had an
increased share of our teams below 80% of their starts goal, with 14 teams
falling under that metric compared to nine last month. Except for our teams
in the Central States and Ohio & Indiana, each team below 80% of their
start goal saw revenue decline within the month of November, again further
emphasizing the need to have a strong pipeline of clients to replace the
natural attrition of the business.

Nov-22 Starts Totals % to Goal
Division Name Region Total Region Goal Total Actual Total
Southwest Mountain 33 41 124%
Southwest Millennia 5 6 120%
Northeast New Jersey and Pennsylvania 73 85 116%
Southwest Southern California (Greater SD) 65 68 105%
Northeast DC Metro 66 67 102%
Southwest Texas 78 79 101%
Southwest California Skilled Care 31 29 94%
Northeast NC and SVA 61 52 85%
Northwest Bay Area 192 162 84%
Southeast Southeast Florida 63 53 84%
Northeast Canada 85 70 82%
Northeast New York 38 31 82%
Northwest Columbus 9 7 78%
Northwest Pacific Northwest 75 58 77%
Northeast Connecticut 102 73 72%
Northeast New England 7 5 71%
Northwest Sacramento 22 15 68%
Southeast Southern States 52 33 63%
Southeast Southwest Florida 48 30 63%
Partnership Business Nebraska 26 16 62%
Southeast Florida Skilled Care 5 3 60%
Southwest Greater LA 83 48 58%
Northeast Great Lakes 39 22 56%
Southeast Central States 22 12 55%
Partnership Business Ohio & Indiana 26 14 54%
Northeast Illinois 28 13 46%

Total Total 1334 1092 82%
To support our pipeline, our lead counts held relatively steady in the
month, remaining just under 4,000. Reminder, we introduced a huge cache of
new leads from a Caring.com pilot partnership led by our RevOps team. These
are excluded in our 4,000 figure (there were an additional ~900 caring.com
leads). In order to properly look at the lead flow within your region
excluding these caring.com leads, you can simply remove (uncheck) Ashley
Mirone and Dana Pampena from the HCL Filter in your conversion report ---
all caring.com leads are tagged to our two sales leaders. That said, there
continues to be opportunities in our pipeline, and remember that part of
the benefit of your Care Solutions team is intended to be an available
capacity for team members to dig into our pipeline, exerting extra effort
with opportunities that are slow to agree to assessments, or clients who
are slow or uncertain about starting care. Every month, we continue to see
one in six of the clients our Care Solutions team brings onto service fall
off before ever receiving a single day of care. Reminder, this is a huge
opportunity and part of the role of Care Solutions to follow every
prospective client up to the SOC date to ensure conversion.

[image: Screen Shot 2022-12-12 at 10.23.07 AM.png]

Our final metric to give an update on is our Clients' Satisfaction scores,
specifically their overall satisfaction with the office team. Last month,
we continued to see caregiver satisfaction in the 50s, and office
satisfaction in the 30 range, but we saw our billing process satisfaction
slip to a -1 NPS. This continues to be an area we are pushing for
improvement on, with multiple projects underway. However, in the near term,
billing and finance is definitely a source of pain for our clients. While
our rightful focus, from an office team satisfaction perspective continues
to be our detractors (82 individuals unhappy with the office team in
November), we can actually make the biggest improvement in our scores
turning our neutrals (those who give us 7s and 8s) into happy clients or
promoters. If all 92 of our neutral scores were in fact promoters, giving
us 9s or 10s, that would increase our score immediately from 30 to 55. And
often it's only little improvements that will turn the tide of those who
are giving us neutral scores, as opposed to major service recovery for our
unhappiest clients.

In addition to all of your local efforts, we have quite a few projects in
flight to try to improve the client experience, specifically ---

1) TheKey Family App, recently launched to clients in the southwest, to
give clients better visibility of their schedules, caregivers, open
invoices, and team contact information to improve transparency and
perceived communication

2) Continued sampling of our public phone numbers, Client Success and Care
Solutions Contacts, and FRAX to ensure responsiveness and service quality,
conducted quarterly

3) Pilot of automated welcome and transition emails, to ensure that all new
clients have the right ways to contact their dedicated Client Success Team
Member or our support teams at their fingertips

Of course, the greatest lever continues to be you and your teams continued
care and attention to our clients, and speedy and informative issue
resolution.

[image: Screen Shot 2022-12-12 at 10.28.32 AM.png]

Interestingly, we did see quite a few improvements across the region in
terms of client satisfaction with the office in November, with three teams
(Millennia, Mountain and Ohio & Indiana) scoring a perfect 100 --- meaning
every sampled client was a promoter. Overall, 10 of our 22 regions achieved
a score of 50 or over, nearly half of our team! Another strong month in
December and we're going to have quite a few teams over the 50 goal.

Region Nov Office Team NPS Oct & Nov Office Team NPS Oct & Nov Sample
Millenia 100 100 11
Mountain 100 13 16
Ohio and Indiana 100 53 19
Southern States 58 46 26
Canada 56 45 55
Nebraska 56 36 25
New Jersey and Pennsylvania 53 41 37
Illinois 50 69 13
New York 50 29 7
Pacific Northwest 50 39 46
Southeast Florida 45 29 17
Greater LA 37 43 35
Bay Area 32 31 78
Texas 30 34 50
Southwest Florida 25 67 9
NC and SVA 15 25 53
Connecticut 7 8 61
DC Metro 6 15 40
Central States 0 33 9
Great Lakes 0 -5 19
Southern California (Greater SD) -13 23 35
New England -67 -17 6

The few weeks between Thanksgiving and Christmas tend to be one of the
busiest times of the year for home care --- good luck everyone and thanks
in advance for the hard work to keep our clients safe and caregivers happy
during the busy holiday season.

Best,
Chen




-----




Hi Everyone,

Closing out October, we thankfully saw a bounce in client starts in the
back half of the month to recover from a very slow start to the month. For
the month, the home care business was at 1086 starts, 84% of the goal of
1290.

Top performers were in our Mountain Region, with 44 starts against a 33
goal (132%), NJ PA with 87 starts vs a 73 goal (120%), and Great Lakes with
45 starts compared to a 39 goal (114%). Of these, NJ PA was the only one to
spend two consecutive months above 100%, after recording 109% last month
--- great to see the starts progress from Cathy Goffredo and team. With the
progress we were able to close last week with our highest revenue since
September, and our best growth week since July. We've still got some way to
go to make up some of the revenue and census churn from the last two months
but we are moving in the right direction. Plus, effective today we will see
the impact of our price increases (remember to work with your Staffing and
Client Success teams to ensure all new rates are uploaded properly in
ClearCare), giving us some positive momentum headed into the current week.


October Goal October Actual Starts % to Goal
Division Name Region Total Region Goal Total Actual Total
Southwest Mountain 33 44 132%
Northeast New Jersey and Pennsylvania 73 87 120%
Northeast Great Lakes 39 45 114%
Northeast New York 38 37 97%
Northwest Bay Area 192 181 94%
Southeast Southern States 52 45 87%
Northwest Sacramento 25 21 86%
Northeast Canada 85 72 85%
Southwest Texas 78 66 85%
Partnership Business Nebraska 26 22 84%
Northeast NC and SVA 61 50 82%
Southwest Greater San Diego 65 52 80%
Northeast Connecticut 102 82 80%
Northwest Pacific Northwest 75 60 80%
Southeast Southeast Florida 63 49 78%
Southwest Greater LA + Millennia + 123 78 56 72%
Northeast DC Metro 66 46 70%
Southeast Southwest Florida 48 28 58%
Northeast New England 7 4 57%
Southeast Central States 22 12 55%
Northeast Illinois 28 14 50%
Partnership Business Ohio and Indiana: JV 26 10 38%
Northwest Columbus OH 9 3 34%

Total Total 1290 1086 84%


Equally encouraging in the month is our lead count, rising to nearly 4,000
from ~3,550 on average over the last 3 months. The increase lead flow also
translated into more opportunities and more assessments, and we have to
keep focused on building the top-end of our pipeline in the months to come,
to get to our company-wide goal of 1400+ home care starts by December.

[image: Screen Shot 2022-11-07 at 5.31.21 PM.png]

Another opportunity of course remains in our pipeline, as we had 629
clients that were 'closed won' in Salesforce in the past 3 months that did
not yield a start of care. That means we only started 3,233 of the 3,862
clients we believed to have signed onto TheKey for services. Of course
things happen, but seeing a little over 16% of our client opportunities
slip away can be frustrating! Even a small improvement in our yield could
bring us markedly closer to our overall goal. Matt Neal and Kirk Hayes and
the RevOps team will continue to work with regions that seemed to have a
particularly large dropoff on this metric.

Finally we have our satisfaction scores for October. Overall, we saw a
slight decline from September, with Office Satisfaction (OSAT) going down
from 37 to 33. That's still above the 31 in our August baseline, but we
leave plenty of room to improve. This is our most controllable opportunity.
The primary concerns raised by clients all stemmed around communication ---
the ability to get a response from the office / their dedicated Client
Success Manager , the ability to understand who is coming in and out of the
home and changes to the schedule, belief that some caregivers have not
received proper communication about the care needs and care plan, etc.
Communication is deeply within our control, and as a reminder we saw over
28% of our client calls to the office receive a voicemail or forward to
answering service during business hours, with 24% of those client calls
requiring >24 hours to receive a return call. Communication and customer
service are our most controllable, and we need this to be elite when our
caregivers and the complexity of our billing (which teams are working to
improve) can be a variable.

Reminder to all that Aileen Ruffin, Keri Thrush and Alex Hodges are your
Medallia support team and have set up individualized OSAT reports for all
of you.

[image: Screen Shot 2022-11-07 at 5.27.06 PM.png]

-- 


*Chen Xie*CSO |
*TheKey*650-208-2390
[image: TheKey] <https://homecareassistance.com/>