4
retirement living sites audited across England
Customer Journey Audit
Challenge
McCarthy & Stone had a strong product, but the Customer Experience had not kept pace with a discerning, emotionally complex audience. For prospective residents, often recently widowed and making one of life's most significant decisions, the journey needed to feel reassuring and aspirational throughout.
Response
Conductor CX audited the customer journey across four retirement living developments, combining site visits, sales suite and show apartment evaluation, and marketing materials review with competitor mystery shopping. Findings were structured into actionable recommendations through the lens of the later living customer.
Impact
The audit delivered a prioritised roadmap from a signage framework and suite checklist to show apartment briefs designed to feel like real homes. The work reframed the purchase as aspirational and gave McCarthy & Stone the tools to reflect that at every customer touchpoint.
