Andrew Durack is the Marketing Manager for St Ives, a leading retirement living operator in Western Australia. Rather than comparing themselves to competitors, Andrew has looked to the lives being led by their residents for his marketing inspiration. The first thing you’ll learn in this episode is that retirement living and aged care are very different things. Retirement village residents prize their independence and autonomy, so customer experience must walk a tight-rope between being invisible and discrete, and still providing timely service. Listen in to learn how resident referrals have become their most important marketing channel, and many other CX fundamentals you can learn from this industry’s unique challenges.   Resources mentioned: Bhutan’s gross national happiness index Michael Momsen on LinkedIn