The 10 Commandments of Welcoming Guests

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.


Are you following the 10 Commandments of Customer Experiences? Or is it time for a confession? 

In May 2016, I spoke at CallidusCloud Connections (C3); if you’ve never been to this event, be sure to check it out this year! The topic of my session was The 7 Deadly Sins of Customer Experience. With the topic of today’s blog post, I seem to be on a bit of a spiritual customer experience journey.

In thinking about the customer experience, there are at least 10 Commandments that must be adhered to as you embark on your customer experience journey. These are essentials to ensure a successful customer experience transformation. Here’s what I’ve come up with, in no particular order.

1. Thou shalt listen to customers and act on their feedback.
This is probably two commandments, but you really can’t do one without the other. Listening to customers is, without a doubt, important to designing a great experience and to business success. Without understanding customers, their expectations, and how well we perform against those expectations, we can never correctly or appropriately redesign the experience to meet their needs. But too many companies forget that the “work” doesn’t end with listening. It’s only just begun! You must act on what you hear.

2. Thou shalt map the customer journey in order to understand the experience.
You can’t transform something you don’t understand. If you don’t know and understand what the current state of the customer experience is, how can you possibly design the desired future state? Take the time to map it, and make sure you map it so that it’s actionable: map it from the customer’s viewpoint and be sure to bring in artifacts and data that bring the journey to life.

3. Thou shalt put employees more first.

The link between the employee experience and customer experience is real. And yet, many companies still refuse to make the employee experience a priority, focusing instead on shareholder value, the bottom line, or customer experience without considering the implications a poor employee experience has on all of the above. Yes, you’re in business to create and nurture customers. But without your employees, you have no customer experience. If employees aren’t happy, satisfied, and engaged, it will be very difficult for them to delight your customers. This is known as the spillover effect, i.e., “the tendency of one person’s emotions to affect how other people around him feel.”

4. Thou shalt define and communicate the brand promise.
A brand promise is, well, a promise to your customers. Everything you do should reflect this promise. It sets expectations and defines the benefits customers can expect to receive when they engage in your services or use your products, when they experience your brand. It’s not a mission statement or a brand position. It’s meant for employees and customers. Employees at all levels live the promise and deliver on it. In order for employees to deliver on it, they must know it, i.e.,  it must be clearly communicated to them and reiterated often.

5. Thou shalt hire for attitude and train for skill.

Hiring the right people for your company is always a challenge, but it’s critical. Get the right people in the door – not just those folks who fit your culture or your values but also those who truly want to be there, for the right reasons. Define what “right” means for your company. And when you have the right people, they will attract other “right people.” While you need to define what your culture fit looks like, typically hiring people who are positive, passionate about what you do and what the role entails, and love talking to and being around people will set you on a good path. With enthusiasm and passion for the brand, employees are eager to work hard and do what it takes to contribute to, and ensure, its success.

6. Thou shalt not covet thy neighbor’s experience.
Imitation is the death of innovation. When imitating, there’s no need for innovation, right? Get motivated by what your competitors are doing, but don’t dwell on them. Don’t try to be just like them; nobody wins when you imitate. Instead, competition drives innovation, and vice versa. And innovation drives success, simply because it allows you and your competitors to offer a variety of products to meet your customers’ varying needs. When that happens, the customer wins. And then you do, too.

7. Thou shalt not proceed without getting executive commitment.
If your executives aren’t on board with developing a customer-focused and customer-centric organization, then forget it; it won’t happen. You might have localized or departmentalized efforts, but those will be siloed efforts that translate to siloed experiences for the customer. You must have global, cross-functional executive commitment; and most importantly, the CEO will lead the charge. Just know that, without executive commitment, you’ll never get resources – human, capital, or other – to execute on your customer experience strategy.

8. Thou shalt empower employees.
What does it mean to empower employees? Empowerment is all about responsibility, ownership, and accountability. It’s also about trust; the employee is given the keys to the castle and trusted to do what’s right for the customer and for the business. Empowerment means they never have to ask, “Is it OK if I do this for my customer?” Empowerment means not having to ask for permission. Because employees know. And why do they know? See the next commandment…

9. Thou shalt define a purpose, vision, and strategy.

Your purpose is your why. Why do you do what you do. Your vision is where you’re headed; the corporate vision must be aligned with the CX vision. The CX vision will be inspirational and aspirational; it will outline what you see as the future state of the customer experience. It will briefly describe the experience you plan to deliver. And it will serve as a guide to help choose future courses of action. Your strategy is how you’ll go about delivering on that vision.

10. Thou shalt communicate, communicate, communicate.

This one seems like such a no-brainer, but it’s one thing that folks need to be reminded of regularly: communication is critical to the successful execution of organizational and customer experience  transformations. Communication is a key leadership skill that must be mastered. With communication, we can instruct, motivate, convince and align the audience, drive open and candid discussions, share, and set expectations. It’s the most valuable tool in any relationship.

Bonus. Thou shalt kill bad policies and rules.
There’s one more commandment that I thought was worth adding as a bonus. In order to transform the organization and the experience, it’s imperative that we lose the “we’ve always done it that way” frame of mind. Question everything. Is there a better way to do something? Is there a stupid rule or policy in place whose origin cannot be recalled by anyone? Are there rules that make it painful for customers to do what it is that they’re trying to do? Are bad policies making it painful for employees to do their jobs well or to deliver the desired customer experience? Never let “that’s just how it’s always been done” get in the way of doing things more efficiently and with less effort.

Without a doubt, there are more customer experience commandments! Perhaps I’ll write about others in a future post. How many of these commandments have you fallen short on?

Some rules are nothing but old habits that people are afraid to change. -Therese Anne Fowler


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ABOUT THE AUTHOR

Annette Franz

Annette Franz

Annette Franz is Founder and CEO (Chief Experience Officer, of course!) of CX Journey Inc. She has 25 years of experience helping companies understand their customers and employees and identifying what drives retention, satisfaction, engagement, and the overall experience. She is active in the Customer Experience Professionals Association (CXPA), as: an Executive Officer on the Board of Directors, a CX Expert, a CX Mentor, and a SoCal Local Networking Lead. Annette is also a Certified Customer Experience Professional (CCXP).

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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)
 

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The Big Little Deals in Welcoming Guests

To design most effectively for our guests, we learned that we had to observe them up close, waiting in lines with them, going on rides with them, eating with them. Going out into the park taught us how guests were being treated and how they responded to sensory information, what worked and what didn’t what their needs were and how we could meet them in entertaining ways. We paid attention to guests’ patterns of movement and the ways in which they expressed their emotions. – John Hench, Disney Legend, Imagineering Genius for 60+ years

Designing the Guest’s experience is what Walt Disney’s Imagineers came to call “the art of the show,” a term that applies to what the Imagineers did at every level, from the broadest conceptual outlines to the smallest details, encompassing visual storytelling, characters, and the use of color.

The Imagineers design intention is always to give satisfaction to the guest.

IMG_4704

Walt Disney realized that a visit to an amusement park could be like a theatrical experience – in a word, a show. Walt saw that the Guests’ sense of progressing through a narrative, of living out a story told visually, could link together the great variety of attractions he envisioned for his new kind of park. While traveling through their stories, Guests would encounter, and even interact with, their favorite Disney characters, and who would be transformed, as if by magic, from their two-dimensional film existence into this special three-dimensional story world.

As designers, the Imagineers create spaces – guided experiences that take place in carefully structured environments, allowing the Guests to see, hear, smell, touch, and taste in new ways. In effect, Imagineers are welcoming Guests by transforming a space into a story place.

Ultimately, the Imagineers gave Guests a place to play, something Walt believed that adults needed as much as children. The design of the Imagineers gives power to the Guests’ imagination, to transcend their everyday routine. Walt Disney insisted that Guests should “feel better because of” their experiences in Disney theme parks, thus establishing the art of the show.

For the Imagineers, that meant considering everything within and relating to the parks as design elements. To build effective story environments and assure Guest comfort, the designers realized that they always had to assume the Guests’ position and point of view, and just as Walt did, to take the Guests’ interests to heart and defend them when others didn’t think it mattered.

It is up to the designers to provide Guests with the appropriate sensory information that makes each story environment convincing. This means that design considerations go beyond the attractions themselves to the service and operations staff, transportation, restaurants, shops, rest rooms – even the trash cans.

Initially, the Imagineers used the knowledge gained from their experience in films, but they soon found that theirGuests themselves would teach them what they most needed to know about theme park design and operation.

When designers see Guests in their natural states of behavior, they gain a better understanding of the space and time Guests need in a story environment.

Application for ChurchWorld

Really? If you are involved in Guest Services at your church in any capacity, and can’t see the immediate and powerful application of the concepts above, may I kindly suggest you are serving in the wrong ministry area?

Be Our Guest” has been the invitation to Disney visitors 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 such, but rather as Guests. In the Disney nomenclature, the word “Guest” is capitalized and treated as a formal noun.

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

At Disney theme parks around the world, they expect Guests – and plan to exceed their Guests’ expectations every time. What about you?

Are you expecting Guests?

 

DesigningDisney

inspired by Designing Disney: Imagineering and the Art of the Show, by John Hench

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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.