CEC Customer Service Management Subcommittee

The Turning Tension into Trust team training program is now available on ahcancalED. Developed by and for long term care providers, this customer experience and satisfaction resource equips frontline staff and leaders with practical skills to navigate challenging interactions, strengthen relationships, and build trust with residents, families, and colleagues.

In today’s long term care environment, moments of tension are inevitable. How teams respond in those moments can significantly impact satisfaction, trust, and overall perception of care. This program focuses on transforming difficult situations into opportunities for connection, understanding, and improved outcomes through effective communication and teamwork.

Part 1 of the training is now available and centers on real-life customer experience scenarios involving internal frontline departments, including front desk/reception, dining services, recreation and activities, and housekeeping. These scenarios reflect common, day-to-day interactions where tension may arise and where staff responses play a critical role in shaping trust, satisfaction, and overall perception of care.

Through these realistic interactions, participants will explore how everyday moments—such as service delays, unmet expectations, or miscommunication—can either escalate frustration or become opportunities to reinforce empathy, professionalism, and teamwork.

Part 1 of this training consists of five scenario scripts, each designed to build practical, applicable skills, and facilitate open discussion amongst team members. Each scenario explores the foundations of customer experience in LTC, the common sources of conflict and dissatisfaction, and proven strategies to prevent escalation and resolve concerns. Participants will learn how to recognize emotional cues, respond with empathy, and apply consistent approaches that support a positive care experience. Each scenario may be completed independently or together as a comprehensive team-based learning program.

Across all scenarios in Part 1, the training emphasizes four core focus areas, which serve as common themes throughout the program:

1. Awareness and empathy – understanding perspectives, emotions, and expectations
2. Communication and listening – using clear, respectful, and effective communication techniques
3. De-escalation and service recovery – managing tension, addressing concerns, and restoring trust
4. Team alignment and consistency – reinforcing shared values and coordinated responses across roles

Each focus area builds on the previous one, helping teams develop confidence and consistency when navigating high-emotion situations across departments.

Registration is free to AHCA/NCAL members.

Questions about the resource may be sent to research@ahca.org. Technical assistance may be directed to educate@ahca.org.

CEC Social Media Management Subcommittee

Effective social media management is essential for senior living communities to engage residents, families, and staff while protecting your community’s reputation. This new resource, Social Media Management for Senior Living: Tips and Best Practices, provides practical guidance for creating a positive, professional, and consistent online presence.

Designed for leaders, marketing teams, and frontline staff who interact with social media, this resource covers key strategies for:

• Crafting meaningful content that highlights community life, programs, and resident stories while maintaining privacy and dignity.
• Engaging families and prospective residents through thoughtful, transparent, and timely communication.
• Managing challenging situations online with professionalism, empathy, and de-escalation techniques.
• Aligning team communication so all staff represent your community consistently across platforms.

Whether your community is just getting started with social media or looking to refine existing practices, this resource offers actionable tips, best practices, and real-world examples to help your team communicate confidently and effectively. By following these guidelines, senior living communities can strengthen trust, enhance engagement, and create a positive, welcoming online environment that reflects the high-quality care and service residents and families expect.

Resource Structure

The guide is organized to support both new and experienced social media users, with clear sections that make it easy to reference best practices:

Table of Contents:

1. Overview (p.1) – An introduction to the importance of social media in senior living and its impact on resident satisfaction, family engagement, and community reputation.
2. Common Terminology Used in Social Media Management (pp.2–3) – Key terms and concepts every staff member should understand to navigate social platforms effectively.
3. Promoting Positive Engagement (pp.4–6) – Strategies for sharing meaningful content, highlighting community life, and creating opportunities for interaction online.
4. Responding to Negative Feedback (pp.7–9) – Guidance on addressing complaints or criticism respectfully, maintaining professionalism, and protecting your community’s trust.
5. DOs and DON’Ts for Senior Care Social Media (pp.10–12) – Practical tips on what to post, what to avoid, and how to maintain privacy and dignity while representing your community.
6. Case Studies (pp.13–16) – Real-world examples that illustrate best practices, lessons learned, and successful approaches to social media management in senior living.
7. Federal Government Enforcement (p.16) – An overview of relevant regulations and legal considerations to help your community stay compliant while engaging online.

Whether your community is just getting started with social media or looking to refine existing practices, this resource provides actionable guidance, clear examples, and step-by-step strategies to help your team communicate confidently and effectively.

By following these guidelines, senior living communities can strengthen trust, enhance engagement, and create a positive, welcoming online environment that reflects the high-quality care and service residents and families expect.

Registration is free to AHCA/NCAL members.

Questions about the resource may be sent to our Social Media Manager. Technical assistance may be directed to educate@ahca.org.

This guide was created by the AHCA Customer Experience Committee, with collaboration from the AHCA Survey/Regulatory Committee to assist Skilled Nursing providers in the effort to turn resident and family complaints into compliments. The guide was developed to assist members in gaining an understanding of how to complete effective complaint management to improve overall satisfaction in the facility and inspire culture change throughout the facility. Seeing complaints as an opportunity to improve a facility’s quality of care will lead to a more positive working environment for facility staff and enhanced living environment for residents.

Registration is free for AHCA members. 

Follow the Instructions Below to Register: 

• To avoid technical problems, use Google Chrome. 
• Members will need to log in using their existing email and password first. 
• Once you are logged in to the website you will be able to register by clicking the green register button at the top of the page. 
• If you have forgotten your password click here. 
• If you are new to the site, you can create an account here. Answer all fields on the create an account page- especially locating your company name. You can search by name or zip code. After creating an account, you will be able to register. 

Email educate@ahca.org if you need assistance with registering.