First impressions are vital in the senior care business yet as an industry we do a very poor job of answering our phones, which results in millions of lost revenue and even worse; unimpressed customers. So how do we solve this most basic problem of answering our phones, without turning our leads over to a call center? How do we get our own people to act and take ownership?

One of the most inspiring interviews I've done, Jill Nelson, CEO of Call Ruby, has customer service down to a science. What most impressed me was her leadership ability and the way she gets her team to execute 100% of the time. A four-time winner of FORTUNE magazine's top five Best Small Companies to Work for, Call Ruby's team provides live receptionist services to more than 5000 small businesses throughout North America.