StoryPoint Group, a senior housing operator under Common Sail Investment Group (CSIG) needed a faster, more reliable way to understand the experiences of residents, families, and staff across their expanding network of senior communities. With Alchemer, they automated feedback workflows and reduced insight turnaround from weeks to just days—giving local teams real-time data to act on.
“We might be taking care of someone’s parent—the most important job in the world. We need to know how we did, and with Alchemer, we’re able to capture that.”
— Erin Kessler, Customer Insights & Reputation Marketing Manager, Common Sail Investment Group
Common Sail Investment Group, based in Brighton, Michigan, is a family of companies specializing in real estate development, senior housing, and healthcare services. With a workforce of over 13,000 employees, the organization is dedicated to delivering exceptional experiences across its diverse portfolio, which includes real estate development and construction, senior living communities, and healthcare services designed to enhance residents’ quality of life.
StoryPoint Group is a collection of senior living communities that provides seniors and families with the support, sense of community and absolute best experiences they deserve. With communities operating across the United States, StoryPoint Group serves over 14,000 seniors in Illinois, Indiana, Iowa, Kentucky, Massachusetts, Michigan, Ohio, Tennessee, Texas and Wisconsin. Each community offers unique senior living options with select locations offering 55+ active adult living, independent living, enhanced living, assisted living, and memory care options.
As SPG expanded, so did the volume and complexity of feedback they needed to capture. Feedback powers decisions throughout the resident and employee experience—starting with first-tour impressions and extending through move-in/move-out, dining, clinical care, training, and continual staff engagement.
Sales, operations, culinary leaders, clinical teams, and regional execs all rely on timely, consistent insights to guide their next steps. To continually deliver the trust, empathy, and stability CSIG is known for; real-time feedback has become essential.
As CSIG’s companies grew, specifically in senior housing with SPG, feedback collection became a patchwork of SurveyMonkey, Microsoft Forms, GetFeedback, and manual interviews, leaving data scattered across systems and slowing down response times. SurveyMonkey’s limited question customization created additional barriers, including the inability to edit its NPS question to remove the phrase “a friend or colleague”, which didn’t fit SPG’s older audiences.
Managing open-text feedback was especially time-consuming. And in a senior living environment where families depend on quick, compassionate communication, slow feedback loops weaken trust, delay support, and create unnecessary friction for both residents and staff. When teams wait weeks for insights, small issues go unnoticed, and opportunities to improve the resident experience are missed.
Because SurveyMonkey couldn’t generate meaningful reports from open comments, SPG had to export responses into UserBit and manually tag, group, and theme every comment themselves. For a small team, this became one of the most labor-intensive parts of their work—hours spent sorting qualitative feedback instead of acting on it.
Microsoft Forms added its own obstacles: with nearly 150 separate survey links to manage, the team had to manually combine responses across communities, further slowing their work.
With more communities came more voices: prospective residents, families, long-time tenants, and front-line staff. The growing volume of input quickly overwhelmed the team’s manual processes and outdated reporting methods. Their biggest challenges included:
SPG needed a scalable, automated way to listen at every step of the resident journey and close the loop faster.
CSIG’s senior housing operators—StoryPoint Group chose Alchemer for its flexibility, automation, and ease of use. With Alchemer’s customizable surveys and reporting tools, SPG tailors feedback programs to the nuances of each community and workflow without relying on heavy manual setup. Reports that once took weeks to assemble are built, filtered, and shared in days. Teams easily create community-specific or regional views, empowering sales, operations, culinary leaders, and care staff with the exact insights they need. This streamlined reporting structure eliminated data silos and made it simple to distribute real-time, customized insights across the entire organization.
Using Alchemer, CSIG has centralized and automated the feedback programs they previously ran manually across multiple disconnected tools—first at scale with StoryPoint Group, and then extended across the broader CSIG portfolio and care partners—including:
“We can now run the same projects automatically with data updating in the background,” Kessler says. “What used to take weeks now takes days.”
To enhance accessibility for older audiences, SPG is also adding SMS reminders into their workflows, meeting residents and family members where they are, and driving higher response rates.
The team uses Alchemer’s Snowflake integration to take reporting to the next level, with live survey data flowing seamlessly into Power BI dashboards for regional leaders. Each community now views its feedback in real time without waiting on a central report.
With Alchemer, Common Sail’s Consumer Insights team cut reporting time from 3–4 weeks to just a few days, automated recurring surveys across 150 communities, and gave every department the tools to see and act on feedback instantly.
With Alchemer, CSIG’s businesses, specifically SPG, can easily launch post-integration surveys to understand how smoothly services are delivered, how well teams are collaborating, and whether families are receiving the quality and transparency they expect.
Alchemer’s advanced reporting options allow SPG to break results down by state, operator, or individual community and quickly create customized reports for each partner. Instead of asking operators to navigate filters themselves, the CSIG team can generate polished, tailored views in minutes, offering clarity and support as they expand their reach beyond their own communities.
The change has been felt across the organization:
“Getting feedback from seniors and their families isn’t just a checkbox for us,” Kessler says. “These are people trusting us with their loved ones. The faster we can listen and act, the better the care we provide.”
As Common Sail continues to expand, Alchemer’s scalable platform remains a core part of how they deliver exceptional experiences.
| Before Alchemer | After Alchemer |
|---|---|
|
Disconnected survey tools |
Unified surveys and reporting in Alchemer |
|
Manual reporting took 3-4 weeks |
Automated reports generated in days |
|
Limited visibility for local teams |
Real-time dashboards for every community |
|
Low review response rates |
Surge in positive Google reviews via post-tour surveys |
Moving into senior living is a deeply personal transition. For many families, it’s one of the most emotional decisions they’ll ever make.
With Alchemer, CSIG’s senior living operator now has a clearer view into that journey, making space for every voice, every step of the way:
By bringing feedback closer to the moment, SPG creates a more responsive, compassionate experience for the people who matter most.
CSIG’s story shows that feedback is a way to build trust, drive action, and deliver better care. With Alchemer, CSIG turned a slow, manual process into a fast, connected system that empowers every team and values every voice.
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