What Makes Us Different

The difference in our products and in our service levels stem from our core values. Pinnacle's core values were updated in the Spring of 2016. (You can read the letter from Chris Magleby, CEO, introducing these core values here.)

Pinnacle's core values:

  1. People are our purpose.
  2. Do the right thing.
  3. Our products are simple, useful, and beautiful.

Because of these values, Pinnacle measures customer satisfaction differently than other firms.

Below are some of the satisfaction measurement traits that set us apart


The phone based interview is the key to meeting our focus and objectives. There is a very high participation rate because the phone is the preferred method of communication for the demographic. Of those that we contact, only 4% refuse to participate in the survey. This high participation rate provides a very low margin of error on the facility-level reports.

Commentary from interviews is the simplest way to understand how to improve a facility's care. The phone interview serves as a vehicle for the provider to receive reports that are rich with commentary.

The phone survey is also the most ideal way to receive immediate feedback. The entire survey process is completed within a matter of days. If a sensitive subject is discussed during a survey, that survey is delivered immediately as a Comment Alert™

Short and Conversational

The survey is designed to be short and conversational so it becomes a positive experience for the respondent. During the interview they feel engaged in the process, and once they are done with the interview, they feel the satisfaction of being heard.

While the survey has a conversational tone, for accuracy purposes it maintains its structure and the respondent is never lead to any responses. Our survey tool has been checked and validated to measure what it purports to measure.

Our skilled interviewers are well trained to maintain conversational and structured balance. All of our interviewers are located in Utah and don't work in a "call-center." They are on average 35 years old with two years experience interviewing patients and their interested parties about Long Term care.

In Fred Reichheld's book The Ultimate Question, one of his primary criticisms of satisfaction surveys is that the surveys themselves dissatisfy customers. Our surveys are purposely constructed and conducted in a way to be a favorable experience for the respondents. Our surveys boost the service image of our clients.

Onymous Results (Not Anonymous)

During each interview, Pinnacle gives the respondent the choice of withholding their name or including it with results of the survey. Less than 2% choose to be anonymous. This overwhelming majority allows the provider to address individual needs and concerns. Even small acts of improvement derived from patient suggestions create loyal customers. Individual feedback makes individual-centered care very natural.

Balanced Pool of Patients

Having sample members that reflect new patients, long term patients, and recently discharged patients helps establish an accurate depiction of what is happening within a facility.

Typically patients and their interested parties will have slightly different perceptions of what is happening. It is important to understand the perspectives of both. The interested parties are often the ones that are more difficult to satisfy, but are just as important because they will shape the facility image in the community.

Monthly Surveys

Health care is fluid; new procedures are implemented, staff fluctuates, and treatment plans are altered. In order to have an accurate understanding of a facility's operations, constant attention to the overall sentiment is needed.

Pinnacle samples and delivers data monthly. This allows operators to constantly react to the voice of the customer and to then evaluate changes.

Immediate, Simple, and Accurate Reports

Pinnacle's reporting objectives are derived from our company's third and final core value (the most useful information is immediate, simple, and accurate).

Often, by the time customer feedback reaches the provider, it is too late to do anything about it. It is ideal to receive feedback as quickly as possible, particularly if there are urgent needs. The phone-based process allows us to deliver results immediately.

The best reports are simple and obvious. The results of Pinnacle's surveys, and the steps needed to improve, can be easily understood by everyone from the C-suite to the interns.

It is imperative that the results of a customer satisfaction tool be accurate. Three levels of accuracy are discussed here: validity, confidence intervals, and completeness.


In order for a survey to be valid, the survey tool must have been checked and verified to indeed measure what it purports to measure. Pinnacle's survey tool has been checked and validated.

Confidence Intervals

The confidence interval is also known as the margin of error. The principles of sampling are such that sample sizes and populations have an inverse relationship. The larger the population, the smaller the sample percentage needs to be, and vice versa.

Therefore, most survey companies can provide a very good margin of error for national and regional comparisons. However, it is much more difficult to provide an acceptable margin of error for facility-level statistics. Because the population is much smaller, the percentage of patients sampled must be higher.

Thanks to the phone process and the high participation rate, Pinnacle receives a high volume of returns per facility. A typical 100-bed facility receives 120 returns throughout the year.


A complete representation of the health care experience can affect the accuracy of a report. Since health care is fluid and constantly changing, it is imperative to measure it accordingly. Furthermore, the experience of each type of patient can be different according to their perspective. Pinnacle's sampling reflects the different types of patients and different attitudes throughout the year.