Harvard Case - Antara: Building Experiences in Senior Living
"Antara: Building Experiences in Senior Living" Harvard business case study is written by Manpreet Hora, Geetika Shah. It deals with the challenges in the field of Service Management. The case study is 23 page(s) long and it was first published on : Nov 29, 2017
At Fern Fort University, we recommend Antara adopt a multi-pronged strategy focused on service innovation, customer experience management, and strategic partnerships to achieve sustainable growth and establish a strong competitive advantage in the senior living market. This strategy will involve leveraging technology, fostering a service-oriented culture, and implementing a comprehensive service design approach to deliver exceptional experiences across all touchpoints of the customer journey.
2. Background
Antara, a leading provider of senior living communities, faces the challenge of adapting to evolving consumer preferences and increasing competition in the market. The case study highlights Antara's desire to expand its reach and enhance its brand reputation while navigating the complexities of managing diverse service offerings and ensuring consistent quality across its locations.
The main protagonists of the case study are:
- Anurag Maheshwari, CEO of Antara, who is leading the company's strategic direction and seeking ways to enhance its service offerings and customer experience.
- The Antara team, including managers and employees at various levels, who are responsible for implementing and delivering services to residents and their families.
- Antara's customers, which include senior citizens and their families, who have diverse needs and expectations for senior living communities.
3. Analysis of the Case Study
To analyze Antara's situation, we can utilize several frameworks:
a) Service-Dominant Logic (SDL): This framework emphasizes the importance of service value co-creation between Antara and its customers. By understanding the unique needs and desires of its residents, Antara can tailor its service offerings to create personalized experiences that enhance their well-being and satisfaction.
b) SERVQUAL Model: This model assesses service quality based on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Analyzing Antara's performance across these dimensions can identify areas for improvement and inform the development of targeted service enhancements.
c) Customer Journey Mapping: This tool allows Antara to visualize the entire customer experience, from initial inquiry to ongoing resident care. By mapping the touchpoints and identifying potential pain points, Antara can optimize its service delivery processes and ensure a seamless and positive experience for its customers.
d) Service Profit Chain: This framework highlights the link between employee satisfaction, customer loyalty, and profitability. By investing in employee training and development, fostering a positive work environment, and empowering employees to deliver exceptional service, Antara can create a virtuous cycle that drives both customer satisfaction and financial success.
4. Recommendations
1. Service Innovation and Differentiation:
- Develop specialized service offerings: Cater to specific needs and interests of different resident segments (e.g., active seniors, those requiring specialized care, etc.) by offering unique programs, activities, and amenities.
- Leverage technology for enhanced service delivery: Implement digital platforms for communication, scheduling, and service requests, enabling residents to access information and services conveniently.
- Embrace service co-creation: Encourage resident input and feedback to personalize services and create a sense of community ownership.
- Invest in service design: Utilize service blueprinting and other tools to optimize service processes, minimize service failures, and enhance the overall customer experience.
2. Customer Experience Management:
- Implement a comprehensive CRM system: Track customer interactions, preferences, and feedback to personalize communication and service delivery.
- Develop a robust service recovery process: Address service failures promptly and effectively, turning dissatisfied customers into loyal advocates.
- Establish clear service level agreements (SLAs): Define service expectations and performance standards to ensure consistency and accountability across all locations.
- Utilize customer feedback mechanisms: Conduct regular surveys, focus groups, and online reviews to gather insights and identify areas for improvement.
3. Strategic Partnerships:
- Collaborate with technology providers: Partner with companies specializing in senior living technology to leverage innovative solutions for service delivery and resident engagement.
- Form alliances with healthcare providers: Establish partnerships with hospitals, clinics, and home healthcare agencies to provide seamless access to medical care for residents.
- Explore joint ventures with complementary businesses: Collaborate with businesses offering services like transportation, dining, or entertainment to expand service offerings and create a holistic living experience for residents.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: Antara's focus on providing quality care and fostering a sense of community aligns with the proposed recommendations.
- External customers and internal clients: The recommendations address the needs of both senior residents and their families, as well as the requirements of Antara's staff.
- Competitors: By embracing service innovation and customer experience management, Antara can differentiate itself from competitors and attract a wider customer base.
- Attractiveness: The recommendations are expected to enhance customer satisfaction, increase market share, and improve financial performance.
6. Conclusion
By implementing these recommendations, Antara can position itself as a leader in the senior living market, delivering exceptional experiences and building long-term relationships with its customers. This multi-pronged approach will enable Antara to achieve sustainable growth, enhance its brand reputation, and solidify its position as a preferred choice for seniors seeking a fulfilling and enriching living experience.
7. Discussion
Alternative Options:
- Focusing solely on cost reduction: While cost efficiency is important, it should not come at the expense of service quality and customer satisfaction.
- Expanding into new geographic markets without adequate market research: This could lead to costly mistakes and missed opportunities.
Risks and Key Assumptions:
- Implementation challenges: Successfully implementing the recommendations requires strong leadership, effective communication, and a commitment to change management.
- Technological advancements: The rapid pace of technological innovation requires continuous adaptation and investment to maintain a competitive edge.
- Customer preferences: Understanding and responding to evolving customer needs is crucial for long-term success.
8. Next Steps
Timeline with Key Milestones:
- Year 1: Implement CRM system, develop specialized service offerings, and pilot technology-enabled services.
- Year 2: Expand service innovation initiatives, establish strategic partnerships, and enhance customer experience management processes.
- Year 3: Evaluate the impact of implemented strategies, refine and adapt based on feedback and market trends, and continue to invest in service innovation and customer experience management.
By taking these steps, Antara can transform its business and achieve its goal of becoming a leading provider of senior living communities that deliver exceptional experiences and foster a sense of community and well-being for its residents.
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Case Description
Antara Senior Living, a first-of-its-kind senior living community targeted at people in their mid-fifties and older, had been planned as a community, grounded in the principles of service and hospitality, and built specifically to ensure that its residents gained the maximum benefit from their environment. Built on a unique design philosophy that encouraged the highest quality of living, it aimed to provide for the care of the resident's physical health as well as their mind and spirit. The case, set in January 2017, describes the challenges facing Tara Vachani, the young CEO of Antara, as she watches her dream project take form and the project delivery date draws closer. Like any other startup, Antara was faced with the challenges of working in a new category with a unique product offering. Would Antara be able to establish a business model that would deliver on its commitments on service excellence? What should their operating strategy be? Should Antara look at any possible innovative service extensions that could be offered to seniors as a market at large? It was faced with the choice of either protecting its long-term vision of delivering a high-quality senior living offering or changing aspects of the product to bring it closer to traditional real estate offerings, thereby increasing the sales velocity and financial metrics of the business in the short term.
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