Q&A with Sarah Roberts: How customer experience is reshaping the care sector

Customer experience in the care sector isn’t just about service, it’s about trust, reassurance and human connection at some of life’s most emotional moments. 

Families often start their care journey feeling overwhelmed, anxious and unsure. How care providers respond to those first questions, ongoing concerns and everyday interactions has a lasting impact on whether families choose – and stay with – a service.

Key takeaways

• Customer experience in care is about trust, not transactions 
• First contact and communication are where CX often breaks down 
• A clear framework helps care homes deliver consistent, human experiences 

We sat down with Sarah Roberts, Head of Health & Care at Moneypenny, to talk about why customer experience (CX) is reshaping the care sector, where providers are falling short, and what good CX really looks like in practice. 

Q: What do we mean by customer experience in the care sector? 

When we talk about customer experience in care, we’re really talking about every interaction a family or resident has with a provider, from the very first phone call through to day-to-day communication once care is in place. 

In care, those moments carry a lot of emotional weight. Families are often feeling anxious, under pressure, or unsure they’re making the right decision. So CX isn’t just about processes or efficiency – it’s about how clearly, calmly and compassionately you show up at every stage. 

Q: Why does customer experience matter so much in care? 

Because families aren’t just choosing a service – they’re choosing who to trust. 

People remember how they were treated, especially in emotional situations. Were they listened to? Did they feel rushed? Did the person they spoke to understand what they were going through? 

If the experience feels cold or confusing early on, the doubt can linger. But when the experience feels warm and reassuring, it builds confidence straight away – and that really matters in care. 

Q: Why is customer experience reshaping the care sector right now? 

Expectations have changed quite a lot in recent years. 

Families are more informed, they’re doing more research, and they’re comparing providers more closely. 

All of that means care providers are being judged not just on the care they deliver, but on the experience surrounding it. CX has become a real differentiator.  

Q: Where do care homes typically struggle with CX? 

One of the biggest challenges I see is around first contact and ongoing communication. 

Calls go unanswered, messages are delayed, or families end up speaking to different people each time and having to repeat themselves. None of this is intentional – care teams are incredibly busy – but those small gaps can create frustration or uncertainty at exactly the wrong moment.

For example, a family might call three times before getting through, or speak to a different person on each call - which immediately creates uncertainty, even if the care itself is excellent. 

In care, those early experiences really stick. 

Q: How can care homes improve their customer experience? 

For me, it comes down to consistency. 

Care homes need a clear, joined-up approach to how they communicate at every stage – from the first enquiry to ongoing updates, to how concerns are handled. That’s where frameworks can be helpful. 

At Moneypenny, we’ve developed a Care Home CX Framework built around five key pillars that support better experiences across the whole care journey. We explore this in more detail in our upcoming playbook, The Trust Factor: The CX gap in care. 

Q: What role does Moneypenny play in improving CX for care providers? 

Customer experience is what Moneypenny has always been about. 

Our receptionists act as a genuine extension of care teams. They’re trained to answer calls warmly, professionally and with empathy – which is especially important in the care sector. 

Q: Why do you think CX will continue to become more important for care providers? 

I think CX will only become more important as expectations continue to rise. 

Care providers who focus on delivering consistent, human experiences – not just good care, but good communication – will be far better placed to build trust, protect their reputation and grow sustainably. 

In many ways, CX is becoming just as essential as the care itself.