Making Your First Impression a Lasting Impression

A common picture at many churches this weekend would look something like this: a couple of people – maybe even a literal couple – stand outside the church’s main entrance. Depending on the weather, they may actually be inside the doors. As people approach the door, they open it and give a brief “hello” or “good morning” or some other similar platitude. Across the lobby, at the doors to the sanctuary or auditorium or large gathering room used for worship, the scene is repeated. Only, this time, the doors are usually propped open and an usher is standing there with a stack of bulletins, giving them out as people enter.

After all, isn’t that the purpose of greeters and ushers? Don’t they have a job description that outlines what they do each weekend?

Danny Franks, Connections Pastor at Summit RDU, gives a brief and compelling argument that hospitality teams serve more than just a utilitarian purpose. While acknowledging the importance of system and process, he challenges us to look at the beauty of hospitality:

The beauty of guest services is that it serves as a signpost to the gospel. Our planning and strategizing and vision casting and volunteer recruiting may indeed reduce combustion points and increase efficiency, but that shouldn’t be the reason we do it. Guest services should ultimately point to the kindness of Jesus. Our hospitality should be a catalyst.

What about your church? Your hospitality teams, in whatever form and name you give them, are literally the first face of your church as guests engage your campus and worship environments. What kind of gospel-impression are they making?

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THE QUICK SUMMARY – Be Your Customer’s Hero by Adam Toporek

On the front lines of customer service, every day presents new and unexpected challenges—and even the most dedicated employees can be caught unprepared. They need confidence. They need training. They need help.

Be Your Customer’s Hero answers the call. The book provides customer-facing professionals with short, simple, actionable advice designed to transform them into heroes in the eyes of the customers they serve. Quick chapters show readers how to:

  • Achieve the mindset required for Hero-Class service™
  • Understand the customer’s expectations—and exceed them
  • Develop powerful communication skills
  • Avoid the seven triggers guaranteed to set customers off
  • Handle difficult and even irrational customers with ease
  • Become an indispensable part of any frontline team

Armed with the tools and techniques in this book, readers will start each workday knowing they can conquer whatever problem comes their way. 

A SIMPLE SOLUTION

You see that guest pulling into your parking lot? What are his or her expectations? Who set them? How will you know if you met them, let alone exceeded them?

The first interaction or comment your guest encounters initiates two very valuable aspects of the rest of your guest’s experience:

  1. It creates a first impression
  2. It sets the expectation for what the guest is about to encounter.

Creating a First Impression

As a starting point, here are some points to a positive first impression:

  1. Everything matters – the more important the impression is, the greater your focus should be on everything
  2. Focus on the other – as in the other person’s needs, wants, and concerns
  3. Be your best self – making the effort and discipline to present the best of who you are to the guest in front of you

Setting the Level of Expectation

You should examine carefully and think thoroughly about the initial impression and expectation-setting ritual you follow when a guest first approaches you. Think about it: when you go in a store or a restaurant, and if you are greeted at all, does it sound genuine and sincere – or just a bored, memorized greeting with no emotion behind it?

The initial, front-line team in your Guest Experience ministry is crucial to establishing a high expectation, and then exceeding it.

When a customer walks into your world for the first time, seize the opportunity to start the relationship off well by making sure you create a great first impression. You only get one shot at it, and the payoff is well worth the effort.

What I love about first impressions is that they are an opportunity to set the tone for the rest of the experience. When a customer comes to your location for the first time or interacts with you for the first time, you have an opportunity.

On the front lines, understanding the importance of first impressions is essential to knowing how to start off customer interactions on the right foot. Customers are making up their minds about you and your organization in the briefest of moments, and these early impressions have a direct impact on their subsequent expectations.

The characteristics of first impressions can be broken down into two basic categories: environmental and interactional. Environmental characteristics are the things the customer observes as she walks through the door. When a customer enters your door, she is analyzing everything – even when she doesn’t know she’s doing it.

Interactional characteristics are the details of your first exchanges with the customer. Did you seem genuinely helpful or like someone who was just going though the motion because it was your job? Everything about you – your posture, your tone of voice, and your actions – is being evaluated by the customer in those first moments.

Adam Toporek, Be Your Customer’s Hero

A NEXT STEP

The expectations that you set for guests are obviously very powerful – as are the expectations they have of your ability to fulfill their needs and desires.

Read through the following questions and take time to answer them for yourself:

  • How do you currently understand the expectations that guests have of you? How could you do a better job of discovering what they really want?
  • Take a look at one specific interaction that you have with a guest. Develop two ideas of additional steps you could take that would enhance the connection you have with the guest in that situation.
  • Describe in as much detail as possible the first impression that you are delivering as a guest pulls into your parking lot. How could you enhance it to create an even more powerful impact upon the guest’s expectations?

Next, in a team meeting with the leaders of your hospitality teams, write the questions above on three separate pages of a chart tablet and display them. Go through each question with the leaders, noting their answers.

After you have completed all three, compare and discuss your individual answers with those of the team. Reconcile any differences, and outline the steps needed to make sure your first impression is consistent across all your hospitality teams – both in practice each weekend and in training new team members as they come on board.


Taken from SUMS Remix 42-2, published August 2016

 


This is part of a weekly series posting content from one of the most innovative content sources in the church world: SUMS Remix Book Summaries for church leaders. SUMS Remix takes a practical problem in the church and looks at it with three solutions; and each solution is taken from a different book. As a church leader you get to scan relevant books based on practical tools and solutions to real ministry problems, not just by the cover of the book. Each post will have the edition number which shows the year and what number it is in the overall sequence. (SUMS provides 26 issues per year, delivered every other week to your inbox). 

Subscribe to SUMS Remix <<

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ABOUT THE AUTHOR

VRcurator

Bob Adams is Auxano's Vision Room Curator. His background includes over 23 years as an associate/executive pastor as well as 8 years as the Lead Consultant for a church design build company.

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COMMENTS

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Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Stop Confusing Your First Time Guests

One of the reasons people are hesitant to try attending a church for the first time is that they’re not sure what to expect. In fact, they probably expect it to be a little bit awkward and uncomfortable.

Over time, it’s important for your church to become known as a place where people will be able to understand what’s happening. That doesn’t mean changing the message, but it does mean clearly explaining what is going on during the worship service.

If you use words like “prelude” or “convocation” without explanation, you’ll send the message that the service is intended for insiders and those who already understand what’s happening.

Here are a few suggestions for how to make people more comfortable in a church worship service that might be brand new to them.

1. Use easy-to-understand terminology.

Instead of “Invocation,” call it an “Opening Prayer.” Or better yet, don’t call it anything. Just have the prayer. No one really needs to know that a “Prelude” will be happening. Just play the music.

If you have a traditional altar call, or even an invitation for people to go somewhere for prayer, be very clear and specific in how you invite people to respond.

I’ve always said at Saddleback that we have The Living Bible version of the order of service. We’re more interested in making it clear for the unchurched than impressing the folks who know what liturgical terms mean.

2. Provide explanatory notes.

When you go to an opera or play that’s difficult to understand, they provide you with program notes. Tell people why you do what you’re doing in the service. If you hand guests a printed bulletin, it should include a simple explanation of the welcome / commitment card, the offering, the response time, etc.

Something like,

Please fill out one of the welcome cards from the chair rack in front of you and drop it in one of the boxes located at the door where you exit after the service . . .

or,

The offering time is an opportunity for members and regular attenders to invest in the ministry and mission of the church. We don’t expect guests to give.

Those kinds of notes can go a long way to putting people at ease.

3. Eliminate most announcements, and get creative with the few you make.

The best way to recruit people to volunteer, or attend an event, or support a cause, isn’t through an announcement from the stage. It’s best handled through relationships or personalized communication – email, social media, texts, etc.

The few announcements that are made should pertain to the whole body present, not a specific group within the church. And they can be delivered in creative ways. We often have two people on video, making announcements in a lively, news-like fashion.

4. Train members to be greeters and helpers.

Greeting people outside, in the parking lot, is a great start. But it’s also very important to have people insidethe auditorium and classrooms to make people feel welcome once they walk in.

While some people may be part of your official greeting team, you can train all of your regular attenders to be mindful of those who seem new or unfamiliar with their surroundings. Talk about this in your membership class so that everyone who joins understands that they’re informally part of the greeting team.

It really boils down to being sensitive to the apprehension people might feel walking onto a church campus with which they’re unfamiliar, meeting people they don’t know, and participating in a service that might be a brand-new experience for them.

> Read more from Rick.


 

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ABOUT THE AUTHOR

Rick Warren

Rick Warren

Rick Warren is the founding pastor of Saddleback Church in Lake Forest, Calif., one of America's largest and most influential churches. Rick is author of the New York Times bestseller The Purpose Driven Life. His book, The Purpose Driven Church, was named one of the 100 Christian books that changed the 20th century. He is also founder of Pastors.com, a global Internet community for pastors.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

6 Actions for Calling First Time Guests

Phone calls are an important connection point with church guests. Not all guests will give you their phone numbers. For those who do, here are some guidelines to consider.

What to Do When Calling Church Guests

Clearly identify yourself. Make sure you mention your name and the name of your church. It’s easy to forget this step!

Double-check the name of the person you are calling. I tend to make my phone calls in batches. After I’ve made several phone calls, I can lose track who I am calling. When I’m making several phone calls in a row, I’ll write the name of the person on a Post-It Note and have it right in front of me. For each call, I’ll use a fresh Post-It Note.

Ask how you can serve them. You should ask every guest if you can help them. People new to the community need help with local connections. People with life changes often have spiritual questions.

Ask if they have prayer requests. One of the best ways a church can serve a guest is through prayer. Always ask guests how you can pray for them.

Ask if they have any questions about the church. Some guests have questions. Most will not ask unless you prompt them. Encourage guests to ask questions. Through the pattern of questions people ask, you’ll learn something about your guests and your church.

Be kind, be brief, and call at a convenient time. Kindness and brevity are a must. Also, early morning calls and late evening calls are ill-advised.

What Not to Do When Calling Church Guests

Don’t wait to follow-up. Call within the week of a guest’s visit. A Sunday visitor should receive a phone call by Wednesday, Thursday at the latest.

Don’t ask personal questions. There is a time and place for questions like, “Where do you work?” A phone call with a first-time guest is not one of those occasions.

Don’t use pressure as a tactic. With church guests, you’re not closing a deal. Rather, you should look for avenues to serve them. Aggressiveness is unnecessary and will scare away most people.

Don’t attempt to tell jokes. It’s awkward. Not many people can land a good joke over the phone with someone they don’t know.

The phone call is one means of communication with church guests. You should also write a letter and send an email if you have the contact information. My church now asks for social media handles from our guests as well. Contact someone two or three times, spread out over a couple of weeks. With your phone calls, follow this list of things to do and not to do.

> Read more from Sam.


 

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ABOUT THE AUTHOR

Sam Rainer III

Sam serves as president of Rainer Research. His desire is to provide answers for better church health. He also serves as senior pastor at Stevens Street Baptist Church Cookeville, TN. Sam is the co-author of the book, Essential Church. He is a theological review editor at CrossBooks and regular contributor to Church Executive magazine. He has written dozens of articles on church health for numerous publications, and he is a frequent conference speaker. Before submitting to the call of ministry, Sam worked in a consulting role for Fortune 1000 companies. Sam holds a B.S. in Finance and Marketing from the University of South Carolina and an M.A. in Missiology from Southern Seminary. He is currently working on his Ph.D. in Leadership Studies at Dallas Baptist University.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

The Alignment Factor. Creating a Great Guest Culture

Editors Note: During our August focus on Guest Experiences, we are honored to have some of the best voices in the world of Customer Experience provide guest posts for the Vision Room. As you read the content below, simply think “Guest” where you see the word “customer” – and you will benefit from the knowledge and expertise of some great minds.


One of the most important ways to improve customer service is to make sure that everyone in an organization is in alignment with the customer service and/or experience vision. While the concept is just one word, there are several steps to achieving alignment.

The first step is to define that vision in simple and memorable terms. So, if you’ve been following my work, go back a few weeks to the concept of creating your customer service mantra, which is my fancy word to describe a customer service vision statement. Before you can get everyone into alignment, you must give them something to align with. I like a vision statement or mantra that is short and to the point. So, if you don’t already have a vision for everyone to align to, you’re going to need one.

Assuming you have the customer service vision statement – or mantra, as I like to call it – the next step is to prove how everyone in the organization impacts that vision. And, I mean everyone!  Start with your basic customer journey map that shows all of the typical interactions – or touchpoints – that the customer has when doing business with you. And you may need more than one map.  A customer’s sales journey is different than a service or support journey. The interactions a customer has on your company’s website will be different than over the phone or in person.

There is a second part of the journey map exercise, to show underneath each touchpoint how different departments and roles within those departments impact those touchpoints. If done correctly, you will eventually be able to show how each and every department – in other words, everyone – impacts the customer’s experience.

I know I’m sounding redundant, but if you haven’t already done the crucial steps of creating a vision and journey map – and I’m surprised at the number of organizations who haven’t yet done so – you have extra work to do before you can think about getting your employees into alignment.

And, now it’s time to get everyone into alignment. By getting everyone to know and understand your customer service vision, and showing on a journey map how everyone, even as individuals, impact the customer’s experience, you can begin to train everyone to your vision. This is simple in concept, but not always easy to do. You must have an effective communication strategy. It can start with an announcement. It must be articulated as not just a vision, but also an expectation that everyone must keep in mind, regardless of their role and responsibility in the organization.

And just announcing and communicating it is not enough. Each and every employee must be properly trained. It must constantly be reinforced. It must be obvious and almost overt. For employees to be in alignment, they must know it, understand it, and be able to execute it.

Customer service isn’t just for the customer service department or the front line. It’s everyone’s job. So, if there is one thing that will make a difference in your customer service, it is to get everyone in the organization in alignment with your customer service mantra.

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken


 

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ABOUT THE AUTHOR

Shep Hyken

Shep Hyken

Shep Hyken, CSP, CPAE is a customer service expert, hall-of-fame speaker and New York Times and Wall Street Journal bestselling author. He works with organizations to build loyal relationships with their customers and employees. He is also the creator of The Customer Focus, a customer service training program that helps organizations develop a customer service culture and loyalty mindset. For more information contact (314) 692-2200 or www.Hyken.com.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Excellent & Efficient: What the Church Can Learn from Chick-Fil-A

My oldest son and his wife recently gave birth to our fourth grandchild. On our way to the hospital, while his wife was still in labor, our son asked us to pick up some breakfast. The only place by the hospital was a McDonald’s.

We went through the drive-thru and couldn’t help but notice the trash in the parking lot and the beat-up feel to the entire locale. When we reached the menu/order station, we were greeted with a monotone, bored voice, “Can I take your order.”

It wasn’t even a question. Just a statement.

When we pulled around to the first window to pay, the woman never made eye contact with us; she just took our card and handed it back with the receipt.

I said, “Thank you.”

She never even replied. She just closed the window.

We pulled to the next window, got our order, and at least this time we were met with a brief, “Thank you.”

Later that same week, we went to Chick-fil-A. We always like going there because they have good food, it’s clean and bathed in a Christian ethos with impeccable customer service.

The difference between Chick-fil-A and our McDonald’s experience could not have been starker. The drive-thru line was served by energetic and pleasant young people with mobile devices able to take our order and payment to speed up the process. We were greeted with eye contact, smiles, “How can I serve you?” and, if you know Chick-fil-A well, lots of “My pleasure!” in response to any and all requests. I was told to have a great day. I was asked if there was anything else I needed. I was told how much I was appreciated.

I remember turning to my wife, even though we’ve been to Chick-fil-A a thousand times, to say: “It just doesn’t take that much to have good customer service. Why don’t other places do it like Chick-fil-A? It’s just not that hard to be nice and courteous and friendly.”

Chick-fil-A costs more than McDonald’s. The lines are sometimes longer (because it’s popular). They only serve chicken.

But I don’t care.

One “My pleasure!” is worth a thousand burgers.

What does this have to do with the church?

A member of our staff was serving this past weekend at one of our newer campuses and sent me an email following the experience. She was teaching a class there through the Meck Institute titled “Find Your Fit.” She met a woman who, through the class, decided she wanted to join our Guest Services Team.

Why?

Here’s the rest of her email:

“She said that’s what drew her to Meck because they made her feel so at home. Her kids noticed it too. A friend of hers asked her middle school daughter, I believe it was, why she likes going to Meck so much.

“She said, ‘Everyone is so nice and so welcoming. Let me put it this way. It’s the difference between the customer service at McDonald’s and Chick-Fil-A.’ I thought that was such a sweet (and creative) compliment to our Guest Services Team.”

I did too.

> Read more from James Emery White.


 

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ABOUT THE AUTHOR

James Emery White

James Emery White

James Emery White is the founding and senior pastor of Mecklenburg Community Church in Charlotte, NC, and the ranked adjunctive professor of theology and culture at Gordon-Conwell Theological Seminary, which he also served as their fourth president. He is the founder of Serious Times and this blog was originally posted at his website www.churchandculture.org.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Does Your Church Expect Guests, or Just Accommodate Visitors?

When it comes to churches, more often than not we accommodate visitors rather than truly expect Guests.

It may be a little thing to you, seeming like mere wordplay, but there is actually a powerful first impression that needs to change if your approach is to accommodate visitors on Sunday rather than to expect to have Guests at your church.

Do you have Visitor parking? Visitor packets? A Visitor’s Center? Do you welcome your visitors during the worship experience? And on and on…

The first step in creating a memorable Guest experience is to remove the word “visitor” from your vocabulary, never to be used again. Think about it, what kind of person is a visitor at your house, as opposed to a Guest?

It’s a small thing to be sure. But often changing one small word in your church’s vernacular can reflect a substantial mental shift, impacting the entire experience of someone new. One word change can draw someone back the next weekend, and one word can begin to close the proverbial back door of your church.

What would it look like to expect Guests this Sunday?

Guests come to your church, looking for a warm greeting, a smiling face, and an experience carefully crafted to welcome them and point them to Christ. This type of expectation does not require anything phony, manipulative, or in-your-face; just leaders who will welcome them as Guests with the most sincere, energizing, and loving experiences they can.

When it comes to understanding and welcoming Guests, the Disney organization has long been the “gold standard” – the best of the best. Instilled by Walt Disney in 1955 at the opening of Disneyland, expanded over the decades since at locations around the world, and refined today as both an art and a science, the Disney approach to Guest experiences provides a wealth of information that can help your church not just “accommodate visitors,” but to expect Guests.

THE QUICK SUMMARY – Be Our Guest, by the Disney Institute

Exceeding expectations rather than simply satisfying them is the cornerstone of the Disney approach to customer service. Be Our Guest outlines proven Disney best practices and processes for generating customer loyalty. One visit to a Disney park reveals that their Guest Experience extends beyond the front gates, and into the heart and mind of every employee at every level.

Be Our Guest takes you behind the scenes to help you learn new and creative ways to create and deliver a world-class Guest Experience.

A SIMPLE SOLUTION

“Be Our Guest” has been the invitation the Disney organization extends to people long before the song from Beauty and the Beast became a box office hit. It underscores an important element in the Disney vocabulary that customers are not referred to as customers or visitors, but rather as Guests. In the Disney nomenclature, the word “Guest” is capitalized and treated as a formal noun. It takes little effort to extend this line of thinking to your church:

What’s the difference between treating someone like a visitor, and treating someone like a Guest?

The obvious analogy is that we do things differently when we bring Guests into our home. We clean up the house. We dress up. We prepare something special to eat. We host them. We take care of their real needs. We even open the front door for them – every time.

Does your church expect Guests, or just accommodate visitors? How does Guest expectation extend beyond the front doors on a Sunday morning, but even into the office suite on a Thursday afternoon?

Realizing that God is bringing Guests to your church has to be the starting point, the foundation on which all else is built. Exceeding Guest expectations is the standard call to duty for every leader at every level and on every day.

At Disney, every leader at every level and on every day is a part of the Guest Services Team.

Exceeding Guest’s expectations is Disney’s service strategy, and paying attention to every detail is the tactic by which it is accomplished.

Disney’s Quality Service Compass encapsulates the organization-wide model that demonstrates Quality Service. It is the production process through which practical magic is created. In its essence, the compass can be used to create a shared vision of service that aligns the major elements that every organization shares – its people, infrastructure, and processes – in a cohesive, comprehensive effort to deliver that vision.

The Quality Service Compass has four main points centered on our service objective: to exceed Guest expectations.

Guestology – the art and science of knowing customers.

Quality Standards – establishing the criteria for actions necessary to accomplish the service strategy, and the measures of Service Quality.

Delivery Systems – the systems that deliver service: employees, the setting, and processes.

Integration – combining and aligning delivery systems, creating a matrix to troubleshoot problems and benchmark practices.

– Disney Institute, Be Our Guest

A SIMPLE SOLUTION

At your next leadership team meeting, review the four points of Disney’s Quality Service Compass outlined above. Using the introductory questions suggested below, ask, “What is working within our Welcoming Teams?” “What is missing or confused?”

Guestology: Understand your Guest Profile

  • Do you know who your Guests are? Do you collect basic demographic information from Guests? What does a study of the last 12 months of this information reveal about your Guests?
  • Do you collect additional information about your Guests (through a website survey, etc.? Do you know about their attitudes, lifestyles, values, and opinions? What does a study of the last 12 months of this type of information reveal about your Guests?

Integration: Extend your mission to the Guest Services teams

  • How can you extend your church’s mission so that your Guest Services teams understand how their role is in alignment?
  • How is your mission seen through your Guest Services teams by the Guests they serve?

Standards: Define Guest Service

  • Do you have service quality standards that ensure the consistent delivery of Guest services?
  • Do your Guest Services standards reflect the values of your church?
  • Do your Guest Service teams use the standards as filters through which they prioritize the actions that contribute to a memorable Guest Experience?

Delivery: Establish systems that welcome Guests

  • Your Guest Service Team Members are the first and most important part of your Guest Service delivery system. They are the heart and soul of your Guest Experience. How do you select, train and evaluate your team members? What steps have you taken to create and maintain
a culture of hospitality that nurtures your team members and encourages them to deliver a memorable Guest Experience?
  • How does your Environment (the physical and virtual resources of your organization) contribute to the delivery of a memorable Guest Experience? Do you regularly evaluate your setting?
  • Do you have a Process (the various series of operations used to deliver a memorable Guest Experience) that your Guest Service Teams understand and follow? Is this process regularly evaluated and improved as needed?

Finally, lead everyone in the meeting to identify one next step to take in THEIR ministry area or leadership to welcome Guests.


Taken from SUMS Remix 20-1, published August 2015


This is part of a weekly series posting content from one of the most innovative content sources in the church world: SUMS Remix Book Summaries for church leaders. SUMS Remix takes a practical problem in the church and looks at it with three solutions; and each solution is taken from a different book. As a church leader you get to scan relevant books based on practical tools and solutions to real ministry problems, not just by the cover of the book. Each post will have the edition number which shows the year and what number it is in the overall sequence. (SUMS provides 26 issues per year, delivered every other week to your inbox). 

Subscribe to SUMS Remix <<

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ABOUT THE AUTHOR

VRcurator

Bob Adams is Auxano's Vision Room Curator. His background includes over 23 years as an associate/executive pastor as well as 8 years as the Lead Consultant for a church design build company.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

7 Ways to Make Sure Your Guests Have the Best Experience Possible

Would you like every guest who attends your church to become an active and fruitful member?

I know. Dumb question.

It’s really a rhetorical question since all church leaders and members would respond with a resounding “Yes!”

So we tried something rather radical to find out what gives church guests a good experience. We asked them. The question was very straightforward: “What would you advise churches to do so that guests can have the best experience possible?” Here are their seven top responses:

  1. “Make sure your signage is clear and helpful in the parking lot. Our family of six rarely gets ready on Sunday morning without some level of conflict. I come to church stressed. I don’t need to be stressed further by not knowing where to go in the parking lot.”
  2. “Provide clear signage to entry points to the church. I am new to our area, so our family has been visiting churches. I have really been surprised how many churches do not have signs that clearly point to where we are to enter.”
  3. “Have a manned information booth [or table] right where we enter. Some churches put their information person or booth in such far out places that they are not useful at all.”
  4. “Greet me casually, not in a contrived stand and greet time. The stand and greet time is so artificial. I know how friendly a church is by the greetings I get when I enter and when I leave.”
  5. “Show me where to take my children. Even better, take me to where I am to take my children.”
  6. “Sit with me. I’ve been in some churches where we were avoided like the plague. No one sat with us.”
  7. “Explain things I might not understand. Even though I’ve been in church for over ten years, every church is a bit different. If your church does something that is not typical, let us guests know both the ‘what’ and the ‘why.’”

We can speculate what guests would like, or we can listen to them. We took the latter path and gleaned some nuggets of helpful information. Let us know what you think.

Read more from Thom.


 

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ABOUT THE AUTHOR

Thom Rainer

Thom Rainer

Thom Rainer is the president and CEO of LifeWay Christian Resources.  Prior to LifeWay, he served at The Southern Baptist Theological Seminary for twelve years where he was the founding dean of the Billy Graham School of Missions and Evangelism.  He is a 1977 graduate of the University of Alabama and earned his Master of Divinity and Ph.D. degrees from The Southern Baptist Theological Seminary. In addition to speaking in hundreds of venues over the past 20 years, Rainer led Rainer Group, a church and denominational consulting firm, from 1990 to 2005. The firm provided church health insights to over 500 churches and other organizations over that period. Rainer and his wife, Nellie Jo, have three grown sons: Sam, Art and Jess, who are married to Erin, Sarah and Rachel respectively.  The Rainers have six grandchildren: Canon, Maggie, Nathaniel, Will (with the Lord), Harper, and Bren. He is the author of twenty-four books, including Breakout Churches, Simple Life, Simple Church, Raising Dad, The Millennials, and Essential Church.  His latest book, Autopsy of a Deceased Church, was released in 2014 by B&H Publishing Group.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Welcome All Your Guests, But Focus on the One

As guest services practitioners, it’s time for us to admit something.

The ministry of serving guests is relatively easy, in the grand scheme of things: design a system. Invite volunteers to serve in the system. Execute the system week after week. Lather. Rinse. Repeat.

I say that it’s easy because, after all, we are ministering to the masses. Blocks of people move through our pre-engineered process. They go from point A to point B, guided by our unseen hands as we help take them from a place of connection to a place of commitment.

Creating an inviting environment for guests is pretty simple, because guests plural are nameless, faceless entities.

But what if this weekend – rather than saying we’re here to serve our guests – we looked for a particular guest to serve?

What if we moved past the many to see the one?

What if we set aside our systems and struck up a friendship?

What if we stopped making assumptions about what our guests want and stop to discover what one person needs?

What if we breathed a silent prayer as we walk down a sidewalk or make our way through the lobby, asking the Holy Spirit to reveal to us the one person he’s putting in our path?

What if we asked the question, “Who am specifically serving today? Right now? In this moment?”

 

So…who are you here for?

> Read more from Danny.


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ABOUT THE AUTHOR

Danny Franks

Danny Franks

Danny Franks makes his living as a Connections Pastor at the Summit Church in Raleigh-Durham, North Carolina. He also makes a life as the husband of an out-of-his-league hottie and the dad of three cool sons and one sweet princess. His blog, dfranks.com, is a reflection of how he interacts with all of these.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Create a Compelling Culture of Hospitality

Do your greeters truly welcome, or do they simply open doors and hand out bulletins?

A common picture at many churches this weekend would look something like this: a couple of people – maybe even a literal couple – stand outside the church’s main entrance. Depending on the weather, they may actually be inside the doors. As people approach the door, they open it and give a brief “hello” or “good morning” or some other similar platitude. Across the lobby, at the doors to the sanctuary or auditorium or large gathering room used for worship, the scene is repeated. Only, this time, the doors are usually propped open and an usher is standing there with a stack of bulletins, giving them out as people enter.

After all, isn’t that the purpose of greeters and ushers? Don’t they have a job description that outlines what they do each weekend?

Danny Franks, Connections Pastor at Summit RDU, gives a brief and compelling argument that hospitality teams serve more than just a utilitarian purpose. While acknowledging the importance of system and process, he challenges us to look at the beauty of hospitality:

The beauty of guest services is that it serves as a signpost to the gospel. Our planning and strategizing and vision casting and volunteer recruiting may indeed reduce combustion points and increase efficiency, but that shouldn’t be the reason we do it. Guest services should ultimately point to the kindness of Jesus. Our hospitality should be a catalyst.

What about your church? Your hospitality teams, in whatever form and name you give them, are literally the first face of your church as guests engage your campus and worship environments. What kind of gospel-impression are they making?

Create a compelling culture of hospitality.

THE QUICK SUMMARY – It’s My Pleasure, by Dee Ann Turner

Businesses are built by growing relationships with customers. Culture is created by the stories those relationships tell. Two of the most important differentiators of a business are its talent and its culture. Talent energized by a compelling culture will drive organizational success and provide innovative growth opportunities for both the business and the individual.

Based on her more than thirty years at Chick-fil-A©, most of which have been spent as Vice President, Corporate Talent, Dee Ann Turner shares how Chick-fil-A© has built a devoted talent and fan base that spans generations. It’s My Pleasure tells powerful stories and provides practical applications on how to develop extraordinary talent able to build and/or stimulate a company’s culture.

A SIMPLE SOLUTION

The title of the book used in this solution is no stranger to a large, and growing, segment of the U.S. population. Made popular by eager and energetic team members at Chick-fil-A© restaurants, it is their response to a customer saying thank you, or some variation of that phrase.

But underneath that phrase is much more. It not only represents a value established by Chick-fil-A© founder Truett Cathy, it is also instilled as a company value taking many shapes, and most importantly, reflects the culture of Chick-fil-A©.

And it’s a good place to begin taking a look at the culture of your hospitality teams.

Creating a strong, compelling culture requires intentionality and vision.

Culture is the soul of the organization. It is the way we envision, engage, and experience others within an organization. Culture defines the values and behaviors that are acceptable and expected. Culture can be an elusive concept to describe, but at Chick-fil-A, we call it living life together.

It is far easier to create a compelling culture from the beginning than to rebrand a struggling culture later, so it’s an essential beginning to any organization.

To build a compelling culture, your organization must take several steps:

  1. A compelling culture begins with a clear purpose for existing.
  2. A compelling culture must have a challenging mission.
  3. A compelling culture must have core values.
  4. A compelling culture has guiding principles.

It’s never too late to help your team or organization strengthen your culture. Start your strategy with the WHY through defining your purpose. Continue with the WHAT in developing your mission and then focus your efforts day in and day out on the HOW through constant commitment to your core values and guiding principles. With unwavering focus and discipline to the process, you can create a compelling culture for your organization.

Dee Ann Turner, It’s My Pleasure

A NEXT STEP

The minute you follow instructions, you’re no longer an artist.

– Seth Godin

For our purposes, take the quote above to the next step: There’s an art to connecting with people as a part of a hospitality team. Yes, you have to understand what you do as a greeter or usher, but there is a more important WHY behind those actions.

On separate sheets of a chart tablet, list Dee Ann Turner’s four steps for creating a compelling culture listed above, one per sheet.

During a designated leadership team session set aside just for this exercise, work through each of the steps, listing the comments of your team in response to the steps.

After you have listed them, go back and get a group consensus for each step.

Now, extend these steps to your hospitality teams inserting the phrase “of our hospitality teams” and ranking each of the four steps with a 1 (not present at all) to a 5 (always present).

At the next opportunity, review each of the four steps and their rankings with your hospitality team leaders. First, celebrate those steps your team has identified with a 4 or 5 ranking, and encourage your leaders to share your celebration with their teams.

Next, brainstorm how steps with a 1, 2, or 3 ranking can be moved to a 4 ranking. List the responses, and challenge the leaders to take the top three in each group and work with their teams in moving this ranking up.


Taken from SUMS Remix 46-1, published August 2016

 


This is part of a weekly series posting content from one of the most innovative content sources in the church world: SUMS Remix Book Summaries for church leaders. SUMS Remix takes a practical problem in the church and looks at it with three solutions; and each solution is taken from a different book. As a church leader you get to scan relevant books based on practical tools and solutions to real ministry problems, not just by the cover of the book. Each post will have the edition number which shows the year and what number it is in the overall sequence. (SUMS provides 26 issues per year, delivered every other week to your inbox). 

Subscribe to SUMS Remix <<

Download PDF

Tags: , , , , ,

| What is MyVisionRoom? > | Back to Execution >

ABOUT THE AUTHOR

VRcurator

Bob Adams is Auxano's Vision Room Curator. His background includes over 23 years as an associate/executive pastor as well as 8 years as the Lead Consultant for a church design build company.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.

Making Engagement Contagious

Are you happy to have “satisfied” Guests? The better question should be, “Are your Guests ‘engaged’”?

Guest engagement may be a goal of your hospitality ministry, but there’s another type of engagement you must first address: team engagement.

On a recent Guest Experience field trip to Walt Disney World, I spent 3 days observing Cast Members, talking with them, and photo-documenting their interactions with Guests.

Disney Cast Members know about engagement.

This set of photos illustrates what I am talking about.

WDW-MK-Apr16-POTC-1

A large crowd of Guests have just watched Captain Jack Sparrow‘s Pirate Tutorial and now they are headed to experience the Pirates of the Caribbean attraction. Your attention is first drawn to the Guests, but look in the background, and you will see a Cast Member, one of the hosts for this attraction. It’s her role to usher as many Guests into the attraction as quickly as she can.

She has a smile and a downward glance…

WDW-MK-Apr16-POTC-3

…because that’s where her center of attention – her engagement – is directed.

WDW-MK-Apr16-POTC-5

At this moment, the Cast Member is not concerned about the large number of Guests coming her way, or the number of Guests she needs to move through the lines – she is only concerned about the two Guests right in front of her.

You can bet that the two young Guests were grateful for the help they got from this Cast Member. As a result, they were more fully engaged with the experience to come.

The success of this interaction, which took just a few seconds in one attraction in one of Walt Disney World’s multiple theme parks, resorts, and water parks, is repeated hundreds of thousands of times each day.

As a result, the experience at Walt Disney World is consistently given some of the highest customer (Guest) service marks in any industry worldwide. Measured another way, Disney has a Guest return rate of about 70% (Be Our Guest, p. 5), which is very high.  Of course, the Disney organization is a business, so the bottom line is very important to them. But for over 60 years, the Disney organization has realized that front line equals bottom line.

The success of Disney’s front line in engaging Guests determines their bottom line.

Another way of looking at engagement is in emotional connections. As J. Jeff Kober asks,

How do you create, anticipate, and carry through that one moment in your organization so that it can come alive each and every time it happens? How to you train your team members not to answer the obvious, but rather seek to understand your Guests?                  – The Wonderful World of Customer Service

Engagement of the Guest may occur on the front line, but that engagement is only made possible because Cast Members are first engaged by Disney culture in the importance and value of Guests. From the initial interviews throughout the hiring process, the onboarding, and through ongoing on-the-job-training, Cast Members realize that “We train them to be aware that they’re there mainly to help the Guest” (Walt Disney).

Guest engagement starts with team engagement.

 

Application to ChurchWorld

Your church is not a business seeking to have return customers who will in turn spend more money. But your church IS interested in welcoming Guests and members who will encounter God, become connected, develop relationships, and serve God in ministries in your church and in their daily lives.

Now that’s a bottom line worth investing in!

So the question becomes, how are you developing engaged team members?

Read more from Bob.


 

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ABOUT THE AUTHOR

Bob Adams

Bob Adams

Bob is an absolute fanatic about Guest Experiences, growing up watching his father serve customers at the gas station he built and operated for 44 years. Bob is continually connecting with corporate leaders in the customer experience world, learning and then translating practices for ChurchWorld. He writes, speaks, and consults on the topic frequently. Best of all, he is a front-line practitioner at Elevation Church, serving in various roles at the Uptown and Lake Norman Campuses. Vocationally, Bob has a dual role at Auxano, a clarity first consulting firm serving the church. As Vision Room Curator and Digital Engagement Leader he researches, edits, writes and publishes online content. As Guest Experience Navigator, he leverages his passion, providing Guest Perspective Evaluations and Guest Experience Blueprints. Bob and his wife Anita have been married for 38 years. They have 4 children, 2 daughters-in-law, 1 son-in-law, and 4 grandchildren.

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COMMENTS

What say you? Leave a comment!

Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

Clarity Process

Three effective ways to start moving toward clarity right now.