What is the Value of Your Guest Experience?

by: Bob Adams

What is the value of your Guest Experience?

Go back and read the previous sentence again, this time attaching the mathematical meaning to the word “value.” That’s value, as in a numerical quantity that is assigned or is determined by calculation or measurement.

Dr. Len Berry, Distinguished Professor in Retailing and Marketing at Texas A&M, has developed a form of “experiential math” that was originally designed to focus on the specifics of service delivery. In the ongoing quest to translate customer service practices from the corporate world to Guest Experiences in ChurchWorld, I have modified Dr. Berry’s math just a little.

In order to demonstrate the intricacy and complexity of a Guest Experience in your church, consider the following three variables to be mastered and managed:

  • Guests’ expectations of what is about to happen
  • The outcome that actually does happen
  • Guests’ observations of everything that goes on in-between

The critical part of this formula is in the way you do the math. The three separate variables above don’t add up to a cumulative total. They are multiplied. That difference is crucial.

When you add 6 + 4 + 0, you get 10, no matter which way you arrange the order of the numbers. On the other hand, when you multiply 6 x 4 x 0, you get zero, regardless of the numerical sequence. When you’re adding, the presence of zero doesn’t change the total.

However, the complexity of your Guest Experience is like multiplication, not addition.

When one of the numbers (variables) is zero, it wipes out everything else, regardless of the other numbers involved. All three variables have to be positives for anything significant to be produced.

If you are going to manage the total Guest experience in such a way as to obtain a positive outcome, each variable must be positive in the eyes of your Guests. If just one significant variable leaves the Guest with a “zero,” guess what – the entire value of the experience is a zero.

Take a look around at your Guest Experience variables – and you do the math.

Want to learn how your Guest Experience variables can create an EXCEPTIONAL Guest Experience at your church? Check out Auxano’s Guest Experience Boot Camp, coming to Cincinnati, OH on August 7-8.

> Read more from Bob.

Start a conversation with our team. We’re glad to offer our input. Your vision is at stake, so let’s talk.

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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. 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 40 years. They have 4 children, 3 daughters-in-law, 1 son-in-law, and 5 grandchildren.

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comment_post_ID); ?> Thank you Ed for sharing your insights into the Church Growth Movement. I have my reservations with Church Growth models because it has done more damage than good in the Body of Christ. Over the years, western churches are more focused on results, formulas and processes with little or no emphasis on membership and church discipline. Pastors and vocational leaders are burnt out because they're overworked. I do believe that the Church Growth model is a catalyst to two destructive groups: The New Apostolic Reformation and the Emerging Church. Both groups overlap and have a very loose definition. They're both focus on contemporary worship, expansion of church brand (franchising), and mobilizing volunteering members as 'leaders' to grow their ministry. Little focus on biblical study, apologetics and genuine missional work with no agenda besides preaching of the gospel.
 
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comment_post_ID); ?> Thank you for sharing such a good article. It is a great lesson I learned from this article. I am one of the leaders in Emmanuel united church of Ethiopia (A denomination with more-than 780 local churches through out the country). I am preparing a presentation on succession planning for local church leaders. It will help me for preparation If you send me more resources and recommend me books to read on the topic. I hope we may collaborate in advancing leadership capacity of our church. God Bless You and Your Ministry.
 
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