The Timeless Call of Guest Engagement

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It seems that good customer experience is never out of date.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

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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 for this information. I'm going to use this article to improve my work with the Lord.
 
— Abel Singbeh
 
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.
 
— Dave
 
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.
 
— Argaw Alemu
 

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.

 

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…

 

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

 

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.


 

Want to learn more about training your teams? Check out Auxano’s Guest Experience Boot Camp in Cincinnati, OH on August 7-8.

 

Download PDF

Tags: , , , , ,

| What is MyVisionRoom? > | Back to Execution >

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.

See more articles by >

COMMENTS

What say you? Leave a comment!

Recent Comments
comment_post_ID); ?> Thank you for this information. I'm going to use this article to improve my work with the Lord.
 
— Abel Singbeh
 
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.
 
— Dave
 
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.
 
— Argaw Alemu
 

Clarity Process

Three effective ways to start moving toward clarity right now.