The Exceptional Guest Experience, Part 3: PEOPLE

by: VRcurator

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At Auxano, we’ve walked with more than 500 churches through a process called the Guest Perspective Evaluation. And when they’re done, they all ask, “What’s next?”

Amazingly, most church leaders don’t actually have a plan they can use to improve their Guest Experience!

Ask them about their strategy and you’ll discover it boils down to this:

We’ll be friendlier.

It’s understandable. Church leaders are too busy on the weekend to actually understand what Guests see – and experience – to really know how to make things better. After all, your church is “friendly,” right? And that is all you need to have a good Guest Experience.

But why settle for good?

An exceptional Guest Experience ministry doesn’t have to be complicated. We recommend you execute on just three things:

1. Place
2. Process
3. People

Focusing on these three things will allow you to welcome first time Guests, welcome back returning Guests, and create a culture of hospitality within your church that extends your ministry beyond your walls.

The catch?

Each of these three elements shares one requirement: paying attention to details.

It’s impossible to have an exceptional Guest Experience unless you pay attention to details.

This is such an important principle that we are devoting two issues of SUMS Remix to this concept. What is SUMS Remix? It’s one of the other great parts of my job: a “book excerpt” published every two weeks, with each issue listing excerpts from three books addressing a challenging problem leaders face.

I typically reprint sections of SUMS Remix from prior years on my other website, 27gen. However, August is a month-long focus on Guest Experience, and I’m pleased to be able to reproduce excerpts from these special issues of SUMS Remix here.

For the first issue, we will look at the three components of an EXCEPTIONAL Guest Experience, with lessons from the world leader in Guest Experience – the Disney organization. The second issue will highlight lessons from another area of hospitality – the pro chef’s kitchen – on how churches can provide an EXCEPTIONAL Guest Experience.

Want to learn how to create an EXCEPTIONAL Guest Experience at your church? Check out Auxano’s Guest Experience Boot Camp, coming to Orlando, FL on April 3-4.

The PEOPLE involved in welcoming Guests

THE QUICK SUMMARY – Creating Magic, by Lee Cockerell

The secret for creating “magic” in our careers, our organizations, and our lives is simple: outstanding leadership—the kind that inspires employees, delights customers, and achieves extraordinary business results.

No one knows more about this kind of leadership than Lee Cockerell, the man who ran Walt Disney World® Resort operations for over a decade. And in Creating Magic, he shares the leadership principles that not only guided his own journey from a poor farm boy in Oklahoma to the head of operations for a multibillion dollar enterprise, but that also soon came to form the cultural bedrock of the world’s number one vacation destination.

But as Lee demonstrates, great leadership isn’t about mastering impossibly complex management theories. We can all become outstanding leaders by following the ten practical, common sense strategies outlined in this remarkable book.

Combining surprising business wisdom with insightful and entertaining stories from Lee’s four decades on the front lines of some of the world’s best-run companies, Creating Magic shows all of us – from small business owners to managers at every level – how to become better leaders by infusing quality, character, courage, enthusiasm, and integrity into our workplace and into our lives.

A SIMPLE SOLUTION

Walt Disney knew the value of learning as much as possible about the front lines by spending time on the front lines.

The time on the front lines meant paying attention to the details the people were experiencing – and that meant people on both sides: the Guests and the Cast Members interacting with them.

Walt would regularly walk through the Park, looking for problems or things to improve. He was good at it and always welcomed suggestions. I copied his routine. I continually walked through the Park, looking for different things, people problems. Facts are easy to identify; I was looking for feelings that were bothering Cast Members.

– Van France, founder of Disney University

Walt Disney had established a priority in which leaders never stopped looking at Disneyland from the perspective of the Guest, learning a tremendous amount from these encounters.

No matter what kind of work you do, it you aspire to truly great leadership, you need to get all the facts pertaining to your operation. And to do this, there is no substitute for getting out of your office and onto the front lines of your organization.

The truth is out there – on the front lines. The following tips will help you find it.

1. Get out and about regularly. Even though he was busy running one of the world’s biggest entertainment empires, Walt Disney used to spend a great deal of time walking around Disneyland, speaking to Guests and Cast Members. And he expected his team to do the same, as well. A long list of innovations and improvements grew directly from those close encounters with the Guest experience.
2. Get a ground level view. To the degree it’s possible, observe your operations the way your Guests see them.
3. Meet regularly with direct reports. Don’t just ask your direct reports if everything is OK and take “yes” for an answer. Everything is never OK. Hold substantive meetings with them on a regular basis.
4. Assemble small groups. One of the most effective ways to gather information is to bring employees together to talk. A group of ten or twelve people is the best size as it gives you a diversity of viewpoints while remaining intimate enough for everyone to feel relaxed and have enough time to speak.
5. Probe for the whole story. People won’t always tell you everything you need to know. It’s not so much that they lie as that they out significant details. Pay close attention to what’s being said and what’s not being said when talking to your employees.

Lee Cockerell, Creating Magic

A NEXT STEP

Review the five tips above with your team, asking if any of the team has used one or more of the tips before. If they have, ask for the backstory and lessons learned.

Emphasize the importance of interacting with the front lines, observing both team members and Guests, by discussing the following questions.

Gather Facts and Feelings

In your organization, can you identify the values that support walking the front lines and keeping in touch them? How do you apply those values in gathering facts and feelings from team members and Guests?

“Walk the Park”

• What is the equivalent of walking the park in your organization? Who does it, and how frequently?
• How could this strategy be improved? More people involved? More frequently?
• If leaders aren’t walking the park, what is the excuse?
• Walt Disney could carve time out of his day to walk the park. Why can’t every leader do that?

Mind the Gap

• Is there a reality gap between the ideals espoused in your organization and training programs and the realities of the job?
• How is the effectiveness of your training assessed? With what frequency?

One Foot in the Past, One Foot in the Future

• How is the history of your organization kept alive? How could this be improved?
• How does your organization balance history and legacy with current and future needs? Who supports this?

Excerpt taken from SUMS Remix 72-3, issued August 2017.

This is part of a weekly series posting excerpts 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; each solution is taken from a different book. Additionally, a practical action step is included with each solution.

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 Remix provides 26 issues per year, delivered every other week to your inbox). 

>> Subscribe to SUMS Remix <<

Want to learn how to create an EXCEPTIONAL Guest Experience? Check out Auxano’s Guest Experience Boot Camp in Cincinnati, OH on August 7-8.

Tags: Church Guest Experiencses, Creating Magic, Guest Experiences, Lee Cockerell, SUMS Remix, front line

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Consider This Method for Getting Guest Information

by: Jonathan Howe

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We are routinely asked about the most effective ways to get guests to fill out communication cards or to turn them in. What if your church could get information on guests before they even set foot on campus? With an online registration form on your website, you can.

Whether you utilize this on a “Plan Your Visit” page, the home page, or the kids ministry page on your website, by offering an online guest registration form you are already ahead of the game when it comes to making a good first impression with a guest. Other than that, here are five reasons you should consider using online guest registration forms.

1. It shows you expect guests. First and foremost, having an online guest registration form sends the message that you are expecting guests and want to be ready for them. This small detail communicates that your church is a guest-friendly one.
2. Sunday mornings are typically hectic for parents. Online registration forms are great for all guests, but especially for those with kids. When my family visits a church for the first time, we dread the paperwork that comes with dropping our kids off in the nursery. We know we have to leave earlier than normal because of how long it will take. And we worry about how our kids will act while we fill out the information forms. Online registration allows parents to breathe easier and not dread the drop-off process. Parents will greatly appreciate the efficiency of an online guest registration form.
3. You can prepare your volunteers. If you know to expect two or three extra guests in a toddler class, you can prepare those teachers for the extra kids. Volunteers are less likely to be stressed by larger-than-normal class numbers when they know what to expect ahead of time.
4. It allows you to make an impression on kids and parents. On a positive note, knowing whom to expect allows volunteers to add a personal touch to their care. Imagine the impression a teacher can make on a hesitant child if they are able to greet them by name at first sight.
5. You are more likely to receive accurate information. When a guest is unhurried to fill out a registration form, they’re more likely to fill it out completely and accurately. Also, handwriting issues are eliminated if forms are filled out electronically.

Does your church use online registration forms for guests? Have you ever visited a church that used them? Would you consider using them in your current church?

> Read more from Jonathan.

Learn more about your online guest registration – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Church Guest Experiences, Guest Experiences, Jonathan Howe, Online guest registration

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Startling New Findings on How Churches Welcome Guests

by: Eric Geiger

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Every church sends a message through how they welcome and treat guests. Those with no strategy send the loudest message: “What we believe has not impacted how we treat you.” Not to be hospitable is to prove the message of God’s grace hasn’t impacted the totality of the church.

Hospitality is the combination of two words: stranger and love. It literally means to show love to strangers and it is very biblical. God’s hospitality toward us is the foundation and motivation for our hospitality toward others. God loved us while we were still strangers. While we were His enemies, He pursued us. And now we are to accept others the way Christ has accepted us. Being hospitable is even a qualification for being a leader in the church (1 Timothy 3:2). Churches must have a plan for how they show love to those who are their guests.

So what are churches doing in terms of their hospitality toward guests? LifeWay Researchinterviewed more than 1,000 pastors on how their churches welcome guests, and here are a few points from what the research revealed:

• Nearly 80% of the churches have a centralized location where guests can learn about the church.
• 40% of the churches gift some type of gift to first-time guests.
• Churches with less than 100 people in attendance are much more likely to ask guests to stand and be recognized than churches with more than 250 people in attendance.
• The vast majority of churches (96%) with more than 250 people in attendance ask guests to provide their information on cards the church provides.
• 85% of the churches with more than 250 people in attendance provide some type of informational class for new people to learn about the church. 50% of the churches with less than 50 people in attendance do.

The research is encouraging in that most churches have a plan for hospitality, for showing love to those who visit. When thinking about hospitality to guests who visit your church, it is helpful to think in terms of systems and culture. They feed off one another in that a church culture that values hospitality will ensure systems are in place, and systems will help reinforce a culture. Both are important.

Systems for hospitality include:

• A plan to ensure guests know where to park, where to bring their children, where the worship gathering takes place
• Signage and greeters placed at strategic places in a guest’s path (parking lot, doorways, etc.)
• A process to gather information from guests
• A plan for follow-up for those who have attended

But if you do not have joyful and loving people in your church, your systems won’t be able to overcome the lack of hospitality from the people.

A culture of hospitality is based upon the following important principles:

• Ministry leaders must continually remind people that we were once strangers and God pursued us.
• Those serving as greeters, ushers, etc. must be friendly and joyful people who love the church.

Because this is such an important aspect of a local church’s effectiveness, I am really excited about Dr. Rainer’s new book, Becoming a Welcoming Church. You can find more information about the book here. I highly recommend it. It would be a great tool to give to people in your church to encourage and challenge them to help make your church a welcoming place.

> Read more from Eric.

Learn more about the importance of how your church welcomes Guests – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Church Guest Experiences, Eric Geiger, Guest Experiences

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This Matters to Every Guest You See

by: Rick Warren

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There are a lot of reasons a church might grow. Sometimes people come because of the preaching. Sometimes people come because of the music. Some people like the great programs for kids and youth.

But I’m convinced that amid all of our emphasis in the last few decades on building weekend services that are more attractive to outsiders, there’s an often overlooked factor in church growth . . .

Growing churches are friendly to guests.

All churches think they’re friendly, but when you take a good look at them, you often discover they’re friendly to people who have been attending for 15 years or more—not to new people.

A guest’s experience in the first 12 minutes dramatically influences whether they’re coming back or not. You never get a second chance to make a first impression.

When non-Christians come to your church for the first time, their number one emotion is fear. What will people think? What are they going to do? Am I going to have to sign something, sing something, sacrifice something, or say something?

They don’t know what’s going on, and they’re scared to death.

Your first goal with guests (and by the way, I never call them visitors) is to get them to relax. Then you can communicate with them. When people are afraid, their barriers are up and it becomes a case of, “I dare you to teach me something!” No matter how good your sermon is, they won’t listen to the Good News about Jesus until they get past those fears.

You need to put guests at ease.

How do you do that? Here are some ideas:

• Reserve your best parking spots for guests. It just shows you’re thinking about them. If you had guests for dinner at your house, you’d probably do whatever it took to make them feel more comfortable. You’d use your best silverware and your best dishes. You might ask them about food preferences before you plan the meal. You should show similar courtesies to guests at your church.
• Station greeters outside your building. You need people strategically placed around your campus to greet guests. At Saddleback, we used to play a game. I would dare people to get into the building without having their hand shaken at least three times. We place greeters way out in the parking lot. Why? We’ve found that some people hate to be greeted publicly during the service, but they love to be greeted personally.
• Set up an information table. Put all sorts of information on the table that might help people find their way around. Put maps out with classrooms and restrooms easily marked. Put out brochures about the church that give people information they can take home and read at their convenience. Most importantly, have hosts stationed there to help people find their way around. Make sure your hosts know where the restrooms are and where the children should go!
• Have music playing when people enter. In America almost every public building has music playing. Even in the elevator, music is playing. You go into the restroom and music is playing. You go into a restaurant and music is playing. People expect to hear music. If you walked into a church right now and everyone was dead silent, you’d probably be uncomfortable. On the other hand, if you heard fairly loud praise music playing, you’d probably feel much more comfortable. Here’s something interesting I’ve found: If you play soft music, people talk softly. But if you play loud music, people talk louder. When non-Christians come into your church, they want it to be noisy.
• Allow guests to remain anonymous in the service. Please don’t make guests stand up. The three greatest fears people have are going to a party with strangers, having to speak before a crowd, and being asked personal questions in public. So when we ask our guests to tell us their name and where they are from in front of everyone, we subject them to all three of their greatest fears at one time. Bad idea. How do you identify guests if you don’t have them stand up? Have them fill out a welcome card. Then someone from the church can connect with them later.
• Offer a warm, casual public welcome that relaxes people. If you want to make guests feel welcome, you’ve got to be at ease yourself. That’s what most people expect—just watch the late-night TV shows. Like it or not, how the pastor and the worship leader interact with each other sets the tone for good or for bad in a service.
• Use technology to break down the barrier. Have an app or web-based connection card. Allow people to send a text to a short number to get more information. Ask people to check in on Facebook. And help people know where to go online for more information if they skip the information desk (because most of them will).

In the early years at Saddleback we used to say, “If this is your first time at Saddleback, we’re glad you’re here. We want you take a deep breath, sit back, relax, and enjoy the service.” You know where I got that? I heard someone say it on an airline once! Sit back, relax, and enjoy the flight. All we’re trying to do is help people relax and then make them feel comfortable.

You have to break down the fear barriers before people will ever open up to your message and consider coming back to your church. Try these guest-friendly tips in the coming weeks, and help your church grow this year.

> Read more from Rick.

Learn more about your how you can become a friendlier church – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Church Guest Experience, Friendly Churches, Guest Experiences, Rick Warren

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These Few Keys Create Great First Impressions

by: Dan Reiland

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The first ten seconds matter, and in the first ten minutes decisions are being made.

For example, when I walk into a hotel, a concert venue, or a retail store, within seconds the first things I encounter have made an impression on me. Either positive or negative.

I’ve walked into restaurants that were so bad, I literally froze in the doorway and said to my wife Patti, “We are not eating here.” We were really hungry, but we left!

In contrast, I recently walked into an incredible hotel. It was stunning, and within minutes I told Patti, I’m not sure we’re ever going home!

Your church creates the same effect. One way or the other. Your guests make lightning-fast decisions about your church. No church is perfect, we are all working on stuff, but we can’t afford to mess up on the first impression.

If your first impression is positive, you gain instant grace for any other element of your church overall that needs improvement.

If your first impression is negative, it is far more difficult for a guest to overlook any less than inspiring element of your church.

8 Key First Impressions:

1) Clearly marked street signs directing where to turn into your church.

Not every church comes with several police officers and a couple of hundred orange cones to make plain where to turn in from the main road. Even with sophisticated GPS apps like WAZE, that final turn is often the most confusing. Make sure it’s marked and easy to see.

2) Friendly parking lot attendants.

I’ve pulled into churches on vacation or places I’ve consulted, and it seemed like the parking lot attendants were angry with me. Hey, I’ve never been there and don’t know where to go! At other churches, they seemed bored. But the ones I love have me smiling before I get out of my car! They are waving, saying good morning, directing, some even wearing giant Mickey Mouse hands! I instantly think… “I like this place!”

3) Well maintained landscaping and buildings.

Everyone notices when they drive onto a property and see a professionally maintained look. It signals that you care and subtly hints toward a good experience inside. You don’t have to spend a fortune; you may even have professionals in your church that will offer you a discount to take good care of your property.

4) Warm and engaging greeters and ushers.

Your greeters and ushers are of utmost importance. They are among the first smiles and personal conversations once a guest is out of their car. World-class hospitality is essential. A bored, untrained or distracted greeter might ensure your guest does not return. An usher who is talking to his or her buddies and doesn’t make eye contact can sour a guest’s experience. Nothing is too small to pay attention to.

5) Clear and informative interior signage.

The larger the church building, the more critical the signage is, but even in small churches clear signage is vital! For example, clear signage to the bathrooms can make a guest feel at ease rather than frustrated! Clear signage to the nursery is also a top priority.

6) A clean and well-staffed nursery.

For any family that has infants or toddlers, this is mission-critical. If your nursery doesn’t seem safe or clean, they will not likely trust their child to your care. And more importantly, they may not return.

7) Worship service starts on time.

Americans in general are time conscious. Perhaps we shouldn’t be clock watchers, but it’s part of our culture. When you start late, or your service runs over, that feels disrespectful. It communicates that the church’s agenda is more important than your guest’s plans for the rest of the day.

8) Elements of surprise and delight!

The first-time guests were seated, and the husband asked for a blanket for his wife. An unusual request, but the usher learned that his wife was undergoing chemotherapy and felt cold nearly all the time. The church didn’t have blankets, but the usher said, “I’ll get one right away.” He ran to his car and got a blanket from his trunk and gave it to the guest with cancer. This couple still attends that church!

Surprise and delight might not be that dramatic, but notice how simple it was. It can be humor during the service, or maybe a small gift like chocolate for first-time guests. Don’t underestimate the positive impact of surprise and delight!

> Read more from Dan.

Learn more about your developing your first impressions – start a conversation with Guest Experience Navigator Bob Adams.

Tags: Dan Reiland, First Impressions, Guest Experiences

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What a Professional Chef Can Cook-Up for Your Guest Experience

by: VRcurator

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The dining experience at a four-star restaurant provides excellent lessons for hospitality in the church.

With one son who is the general manager of a restaurant that is part of a national restaurant chain and another who is the food services manager for a conference center, I have a serious interest in all things food. My waistline also shows that, but that’s another story.

During a visit to my older son’s house I was perusing his bookshelf and took a look at “On the Line“, about the famous New York restaurant Le Bernardin and Executive Chef Eric Ripert. It’s a well-written and beautifully photographed look at the inner workings of the world-famous restaurant.

It’s also full of great lessons for churches that want to have world-class Guest Experiences.

Your church will not be serving exquisite meals that diners pay big bucks for – but your church can learn that the meal is only a part of the total dining experience which is EXCEPTIONAL.

Want to learn how to create an EXCEPTIONAL Guest Experience at your church? Check out Auxano’s Guest Experience Boot Camp, coming to Orlando, FL on April 3-4.

The Dining Experience

One of the things that diners remark upon after eating at Le Bernardin is that the service is almost invisible. By the end of the meal, you’ve been helped by as many as seven people, but you can’t quite identify them. Although friendly and available, they work out of your field of attention so that you can focus on the food, and companions, in front of you.

While it might seem effortless, it’s a rigorous ballet that requires training and focus. The men and women juggle a plethora of details in their heads while projecting an air of gracious calm.

We have to perform to give you an illusion of effortless perfection. For you to have the right food in front of you at the right time, excellent and at the right temperature, and obviously having clean china – all those little details you’d never think of are vital

– Eric Ripert

THE QUICK SUMMARY – On the Line, by Eric Ripert

Take one top New York restaurant, add danger, drama, and dialogue, toss in their best recipes, and you have a cooking classic.

How does a 4-star restaurant stay on top for more than two decades? In On the Line, chef Eric Ripert takes readers behind the scenes at Le Bernardin, one of just three New York City restaurants to earn three Michelin stars. Any fan of gourmet dining who ever stole a peek behind a restaurant kitchen’s swinging doors will love this unique insider’s account, with its interviews, inventory checklists, and fly-on-the-wall dialogue that bring the business of haute cuisine to life.

From the sudden death of Le Bernardin’s founding chef, Gilbert Le Coze, to Ripert’s stressful but triumphant takeover of the kitchen at age 29, the story has plenty of drama. But as Chef Ripert and writer Christine Muhlke reveal, every day is an adventure in a perfectionistic restaurant kitchen. Foodies will love reading about the inner workings of a top restaurant, from how a kitchen is organized to the real cost of the food and the fierce discipline and organization it takes to achieve culinary perfection on the plate almost 150,000 times a year.

A SIMPLE SOLUTION

The most visible part of a dining experience is the food placed on the table in front of the diner. However, that meal represents many people doing many different tasks, some hours ahead of the mealtime.

Excellence happens best when it’s not seen at all. Your meal should be relaxed and gracious, but it’s hard to imagine the military precision with which the dining room is run.

Excellence doesn’t happen by accident but instead is the result of a series of intentional elements of service.

The center of attention in a four-star restaurant may be the food, but it’s the service before, during, and after that creates the experience.

At Le Bernardin in New York City, the service is as much the creation of Executive Chef Eric Ripert as is his exquisite dishes. Along with the restaurant’s founder Maguy Le Coze, Ripert has created the elements of service that keep Le Bernardin at the top of its class.

Hiring– while they prefer staff with a two- or three- star background, they have been known to go with their gut instinct and hire the people they like, those that have the demeanor and willingness to please.

Training– the standard of perseverance and constant training is set at the top and carried throughout the organization. General manager David Mancini and Maître d’ Ben Chekroun want each hire to know what goes into every other job on the floor. The constant cross training that goes on enables the entire staff from the captains to the busboys to operate in a seamless, fluid manner.

Knowledge– The level of service expected by customers at Le Bernardin is matched and exceeded by the knowledge the staff constantly pursues. From the technical side (knowing the menu by heart, how each serving is prepared, the correct place settings, etc.) to the human aspect (learning to watch guests for clues, anticipating their needs), the staff is always learning.

Attitude– over the years the atmosphere has become less formal, but Le Bernardin’s staff will provide what you are looking for: to celebrate, to eat, to do business, to entertain the family. Their goal is for you to enjoy the experience and leave happy with a smile.

The Sixth Sense– Chekroun says that the ability to read a guest is the key to providing four-star service. “You can tell if someone is used to a four-star restaurant or it’s their first time. It’s our job to put them at ease no matter the situation. Intuition is very important on the floor – before a guest can ask “Where’s my waiter?” you must be there.”

Teamwork– At Le Bernardin, service is like the proverbial chain – a weak link will compromise the whole thing. Anyone on the chain, from the time you make a reservation till the moment you leave, can ruin the experience. It’s all about functioning as a team; even though the service is broken into sections, that’s merely strategic. The entire team is expected to understand the ebb and flow of the service and step in before needed.

Presentation– The hallmark of the food at Le Bernardin is the exquisite simplicity of the food, which calls for adding the final touch at the table. The sauces for the meal are served at the table, which provides several advantages: warmer service, better flavors, and eye-catching presentations.

Eric Ripert, On The Line

A NEXT STEP

Let’s step away from the elegance of Le Bernardin and visit your church. Is it too big a jump to imagine that your hospitality needs to have the same elements of service as a four-star restaurant?

List the seven elements of service noted above, each on a chart tablet page.

After reading the description for each one, brainstorm with your team how that element of service applies to your hospitality ministry.

For each of the seven elements, write one or more actions that your hospitality teams are currently doing that are working well. Ask the question “Is this good enough, or can we do better?” List the responses on the appropriate page.

Now go back to the seven elements, this time looking for areas that are either a total miss or sorely lacking. Ask the question “How can we make this better?” List the responses on the appropriate page.

Finally, review all of the actions you have listed. Circle the top three your team wants to pursue in each category, and assign responsibility and timelines for each.

In ninety days, reconvene your team, bring out the chart tablets, and update progress and results for each of the actions circled.

Excerpt taken from SUMS Remix 73-2, issued August 2017.

This is part of a weekly series posting excerpts 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; each solution is taken from a different book. Additionally, a practical action step is included with each solution.

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 Remix provides 26 issues per year, delivered every other week to your inbox). 

>> Subscribe to SUMS Remix <<

Check out Auxano’s Guest Experience Boot Camp, coming to Cincinnati, OH on August 7-8.

Tags: Guest Experience, Guest Experience Boot Camp, SUMS Remix

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The Timeless Call of Guest Engagement

by: Bob Adams

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Epiphany at the Gas Pump

In a recent conversation with a friend, I was asked the question, “Where does your passion for Guest Experiences come from?”

Regular readers of this website know of my borderline fanaticism in the area of Guest Experiences related to ChurchWorld, and how much we can learn from the world of “Customer Experience.” Some leaders cringe at those words, but the fact is people who come to church are consumers, and leaders in ChurchWorld can learn a lot from good customer experience practices wherever they find them – even in a 1946 training manual for Gulf Dealers.

The answer to my friend’s question became a little clearer several years ago.

My father.

After my father was discharged from the Army Air Corps following WWII, he worked at several jobs before he and his brother built a Gulf Service Station outside of Nashville TN. My father operated it for 44 years, closing it when he retired in 1993. Growing up in that gas station (literally – our house was about 100 feet away) I learned a lot about how to deal with people by watching my father interact with his “customers.” What I didn’t realize until recently was that his natural, easygoing style was augmented by customer service training materials supplied by the Gulf Oil Company.

It seems that good customer experience is never out of date.

My father passed away in 2012, and changes in my mother’s health required that she move out of the house in which she and my father had started their family in 1954. As my brother and I were going through the process of moving her from her home of 61 years, I took great delight in looking through some of the items my dad had saved and stored over his life. When I found the manual pictured below, I knew it would become a special part of my Guest Experience resources.

Notice the orange dotted line around the vehicle – that’s the suggested travel path for the service man – or two – to take when a customer pulled up to the gas pumps to have gasoline put into his tank (I realize many readers have no clue nor experience of this, but it did happen!). Starting by engaging the driver, here are a few of the suggestions for engaging the customer:

• Always be prompt – the service plan starts when you see a customer driving into your station. Whenever possible, be alert and at his side when his car stops, ready to greet him.
• Greet the customer – your greeting is your first important step in showing courtesy to the customer, and it should be friendly, cheerful, and always in your own words.
• Acknowledge the other customer – when a second car drives in, you should immediately recognize the other customer and saying you’ll be right with him. This kind of greeting pays off because you not only please the customer who is waiting but you also please the customer you are waiting on, who notices that you are courteous to others.
• Improve the rear view – while you are at the rear of the vehicle putting gas in, wipe the rear window and tail lights. Should a light be out, call it to the attention to your customer at the proper time.
• Look at those tires – while you are back there, take a look at both rear tires for cuts, blisters under inflation, etc. and make a mental note to tell your customer before he leaves your station.
• Work to the front end – walk around the right side, cleaning the right windshield, checking the wiper blades, and inspecting the front tires.
• Under the hood – check the oil and water levels; it’s your responsibility to protect your customer’s car. If any is needed, ask him if you may bring the levels up to the correct level.
• Keep alert under the hood – while you have the hood open, keep alert for other service needs. Train yourself to quickly observe all needs, informing the customer as appropriate.
• Collect for the sale – it is important to give the customer the right change, so count the change back into his hand. If he is using a credit card (yes, they had those in 1946!), learn to fill out the invoice quickly and accurately.
• Courtesy is pleasant – before your customer leaves the station thank him and ask him to come in again. By this time you should have learned his name, so make it personal.
• Help him safely on his way – if your station is on a busy street where it’s difficult to get into traffic, give your customer a hand. Guide him into the moving traffic safely. He may not expect this added courtesy, but he’ll be glad to get it and remember it. Every courteous act will be appreciated by your customers, and make them regular patrons of your station.

And a closing reminder:

With the Gulf Service Plan, every time you do some little service for the customer, it makes him realize that you know your business, and that you’re looking after his welfare. These services keep your customer coming back again and again. Good will – the tendency of the motorist to return to a place where he has been well-treated – is being created every time you give him not only what he wants, but what he needs. He remembers you are the man who looks after his best interests by taking good care of one of his most prized possessions – his car.

To all of us who live in a 24/7, always-connected world, the actions above probably seem like a throwback or an anachronism of the good old days.

I happen to think they are a timeless reminder that experience still matters – especially in ChurchWorld, where there is no “product” per se, but the outcome of the interactions with our Guests may be eternal.

Thanks Dad, for the lessons you taught me even when I didn’t realize it, and for the lessons you still teach me after you’re gone.

> Read more from Bob.

Learn more about your engaging your Guests – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Bob Adams, Church Guest Experience, Guest Engagement, Guest Experience

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20 Traits of Great Guest Experience Leaders

by: Blake Morgan

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Editor’s 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” in terms of the “customer” the author is talking about – and you will benefit from the knowledge and expertise of some great minds.

Companies that have the strongest customer experiences often have the best leaders. Whether they are individual contributors, executives or customer-facing employees, they know what it takes to motivate and inspire others to create a positive experience. And it shows—customers can tell when an organization is focused on providing a great experience and that attitude is reflected in their people.

Here are the top 20 traits of customer experience leaders:

1. Communication. From emails to in-person conversations and written memos, leaders know how to communicate clearly and powerfully. They get their message across concisely and by using the right channel. Good leaders say what they mean and are as comfortable communicating with customers as they are with executives.

2. Listening. Great leaders listen to people and welcome feedback. They apply what they hear, involve others, and consider what would be best for customers. These skills include listening to comments from both employees and customers to learn what the company can do to create a better experience.

3. Empathy. Leaders have to connect with others. They must put themselves in the shoes of their customers and employees to understand how other people are feeling. It’s about more than just the purchase or the service received—it’s about the emotions that customers feel.

4. Delegation. Customer experience leaders know they can’t do it all on their own, and they share the workload with other people who are qualified to do the job. Great leaders know the skillsets of the people around them and assign tasks to the right people. Delegating involves knowing what needs to get done and providing enough details without micromanaging.

5. Motivation. Great leaders know how to inspire greatness in others and use this to encourage their employees to do their best to serve customers. They encourage each employee in his or her career and help them develop professionally. In order to best motivate employees, a leader must truly know them and help them set and reach their goals.

6. Trustworthy. Employees and customers won’t listen to a leader or give their best effort if they don’t think they can trust them. Leaders need to stand by their word and not get involved in office gossip or politics. Customers and employees should know that a leader won’t back out of a promise or go back on something they said.

7. Humility. Leaders are humble enough to realize that it isn’t all about them. They are willing to sacrifice their time, energy, and resources to make sure other people succeed. Humility can also mean turning to people who are more experienced for a task and focusing more on customers and results than on job titles and salaries.

8. Positivity. It can be easy to get bogged down with negative customers and experiences, but leaders rise above it and share their positive attitude with others. When stressful situations arise, leaders set the tone of positivity and encouragement for everyone around them. They think about the good that can come from a situation instead of jumping to the worst conclusions.

9. Creativity. Leaders think outside the box, especially when it comes to finding the best way to solve customer problems and create a great experience. They are willing to try new things and take risks that could potentially lead to great rewards. Creative leaders know the customers want something different that meets their needs, and they are willing to consider all options to find the right solution.

10. Responsibility. Instead of blaming others when things go wrong or taking all the credit when things go right, leaders win and lose with their team. They take responsibility for failures and make plans of how to improve in the future. Instead of just being the figurehead in charge of a team, they are alongside the employees to get the work done and make sure it is done right.

11. Commitment. Great leaders follow through on their promises to customers and employees and do what they say they will do. They are committed to the mission of the company and do what it takes to succeed. Even when times are difficult, they stand by their employees to ensure that customers are always satisfied.

12. Flexibility. Plans change, and leaders need to be agile enough to make adjustments without being totally thrown off course. This also means understanding human issues and making flexible procedures to meet people’s needs. The best leaders stick to their principles but also know that not everything is black and white and can make changes as needed.

13. Honesty. Transparency is key for leadership. Great leaders don’t keep things from employees and customers. They are honest and open about their actions, motivations, and the state of the company. Is something goes wrong, a leader doesn’t try to hide it or avoid talking about it—they are open and address every situation.

14. Organization. When managing numerous employees and customers, the ability to stay organized is key. Leaders focused on customer experience create efficient processes to get the work done and solve customer issues as quickly as possible. Leaders teach their employees how to stay organized in their work so customers know they can depend on the company to get things done the right way.

15. Strategy. Good leaders don’t fly by the seat of their pants. They have a strategic vision and reason for their actions. They use customer experience to strategically help other areas of the company and know the importance customers play in the overall goals of the company.

16. Approachable. Customers and employees know they can come to a leader with their concerns or questions and that they will be listened to and appreciated. A good leader doesn’t just sit in their office and watch over their employees; they get their hands dirty and get involved with all areas of the work. No job is too small for a good leader, and customers and employees know they can come to them with anything.

17. Innovative. Customers and trends are always changing, and leaders find innovative and new solutions to meet their needs. They are willing to take risks that could pay off with a great customer experience and a competitive advantage. Leaders encourage using new ideas and technology and promote a culture where employees aren’t afraid of failure because it leads to something better.

18. Forward-Thinking. Instead of only thinking of what is happening this month or year, leaders look to the future to prepare their organizations and employees for what is coming next. In customer experience, this means keeping up with trends and incorporating new technology. Leaders don’t wait for customers to tell them what technology they are using. They stay on top of developments so their company can be a leader in a new space.

19. Caring. For customer experience leaders, it’s about more than just the money—it’s about caring for people and helping make their lives easier and better. Leaders know the importance of helping customers through difficult times and encourage their employees to go the extra mile to help customers. They are less concerned about sticking to the letter of the law and more concerned about solving customer needs.

20. Decision-Making. Nothing will happen without a smart leader who is willing to pull the trigger, make tough decisions, and get things done. Leaders are smart and decisive. They know that business moves fast and in order to keep up, they have to make quick decisions.

> Read more from Blake.

Learn more about your developing Guest Experience leaders – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Blake Morgan, Church Guest Experiences, Guest Experience, Guest Experience Boot Camp, Leadership Characteristics

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Gauge Your Guest Focus With This Simple Test

by: Shep Hyken

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Editor’s 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” in terms of the “customer” the author is talking about – and you will benefit from the knowledge and expertise of some great minds.

A potential client called for help. His plea was, “We are so NOT customer-focused, and we need to be!” He then shared what may be one of the most crystal-clear examples of the difference between a company that is customer focused and one that isn’t.

By the way, the name of the company has been “changed to protect the innocent,” as they say. We’ll refer to them as Company X.

Two brand new identical buildings were built, side by side. One was a well-known bank. The other was Company X. In front of each building was a parking lot with about 30 spaces, while across the street were much larger parking lots. The parking spaces in front of the bank building had a sign that read: Visitor Parking. The parking spaces in front of Company X’s building didn’t.

The bank employees parked across the street and walked over. Company X’s employees insisted that they get to park close to their building. The first ones there that day got the best spaces.

My client – wow, I’m already referring to him as my client – confided that he wanted the visitors to be able to park in the closer spots without crossing the street, but he said you would have thought I’d taken away their “first-born child.” Obviously, a slight exaggeration, but you get the point.

While it’s not that inconvenient to walk across the street from the parking lot to the building, not giving the closer parking spots to customers sends a message – not to the customers, who may or may not notice, but to the employees. The message is linked to the culture and values that employees grow to know and understand about the company they work for. If the employees won’t let their customers park in the spaces most convenient to the entrance, what other “anti-customer” decisions are being made? What other unfriendly processes do they have? And, that’s where our discussion really started to take off.

We had a tough discussion about his people. Some people would embrace and be excited about a new customer-focused culture, although he confided in me that many would not. I shared that the cost of keeping employees who aren’t in alignment with a company’s vision can be financially detrimental to the company. And achieving alignment is a big project. We also talked about the various processes and procedures that could be changed. I could write a small book about that discussion.

Whether you’re customer-focused or not, this exercise is helpful. Identify all the touchpoints your customers have with your people and your organization’s processes. Where is the potential for friction? Is it easy for your customers or not? For example, when they visit your website, are there self-service options available to them? And if those self-service options fail, is there an easy way for them to reach a human? Rate these touchpoints and interactions one of three ways: company focused, customer focused, or neutral. That will give you an idea of whether your policies and procedures are more focused on what’s easiest and best for your company or what’s easiest and best for your customer? If you aren’t focused like a laser on your customers, then you are at risk of losing them to a competitor who is.

Shep Hyken is a customer service and experience expert, award-winning keynote speaker, and New York Times bestselling business author. For information, contact 314-692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs, go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

Learn more about your Guest touchpoints – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Church Guest Experiences, Guest Experience, Guest Touchpoints, Shep Hyken

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Three Signs of a Toxic Guest Culture

by: Danny Franks

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Poison is a funny thing.

We’re not talking about the late 80’s hair band, here, although they were very funny. (Some would say those guys were nothin’ but a good time.)

No, I mean funny more in an odd sense because – though poison is deadly – it’s often unnoticeable until it’s too late. It can be tasteless, odorless, and seemingly harmless. And then…bam. You’re gone.

Poison can wreak havoc on biological systems, but it also can kill cultural systems. Take your guest services culture, for example. Apply the poison of a toxic greeter, and the deadly effects will soon spread throughout the attitude and actions of every volunteer. Tap into the toxicity of an unhealthy approach – for example, not having a plan for serving guests – and soon your church growth and health will stagnate, decline, and die.

So how can you spot a toxic guest services culture? Like poison, it’s often unnoticeable until it’s too late. But there are three attitudes that might indicate toxicity amidst your team:

1. Having a guest services plan is a necessary evil.

We’d never say that. Nobody in their right mind would formulate those words and force them off of our tongues. Of course we want guests in our churches. No guests mean no growth. But in the way we plan for, resource, and maintain our guest services culture may very well reflect our core belief that this is more trouble than it’s worth. Caring for guests interrupts the status quo, because suddenly it’s not about us and what makes us comfortable. And while the above statement may never be articulated, it’s assumed by heavy sighs and eye rolls every time you bring up the need for a plan.

2. “We’ll do whatever it takes to bring ’em in.”

I refer to this as the “shock and awe” plan. We want guests to like us enough that they want to come back a second time, so we pull out all the stops when they show up the first time. We go way beyond inviting environments and assault the senses with a sense of desperation. Our all-encompassing goal is to get first-timers to take notice of our church, yet we fail to help them take notice of Jesus. And by the way…this is often an accusation lobbed at megachurches, but small churches can overdo it, too. It feels a little like the single male seminary student who uses the “God told me to marry you” line…it’s too much, too soon, and it’s off-putting.

3. We don’t need a team, because we’re already friendly.

I’ve been in a lot of churches, and I’ve yet to find one that’s not friendly. A quick five minute glance around the sanctuary or Sunday School room reveals people who are freely trading hugs and high fives, catching up on the news of the week, and even praying for each other’s needs. But there’s the rub…most church people are friendly to each other…to those we already know. It takes a great deal of intentionality to move beyond friendly to each other in order to be friendly to “others.” And if that intentionality isn’t intentionally installed, it’ll cause the culture of welcoming guests to shrivel up and die.

> Read more from Danny.

Learn more about the danger of a toxic Guest Experience – start a conversation with Guest Experience Navigator Bob Adams.

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

Tags: Church Guest Experiences, Danny Franks, Guest Experiences, Toxic Guest Experience

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