Sep 30, 2015

Create a Great Experience for Your Guest Families with This Tool


The experience guests have on their first visit is the biggest determining factor if they will return or not.  You can "follow up" all you want, but if they have a bad first experience, the chances of them returning is slim to none.

There's a tool that Disney uses to create great experiences for families.  The tool is comprised of 4 elements.  They call it a compass since the letters correspond with the four directions of a compass.

N - Needs
S - Stereotypes
E - Emotions
W - Wants

Below is a tool I've created for this strategy.  You can work through this with your team to craft a great experience for your guests.  The more of the four elements you can meet, the better the chance they will return.

Here are the instructions for using the tool.  I've listed some examples under each one.  You'll want to come up with your own lists which reflect your unique culture and church situation.

N - Needs
Identify and list the basic needs your first-time guests have.  These are the bare minimums that you should provide people with.
  • get their kids signed in 
  • be shown where to go
  • know pick-up procedures
  • __________________
  • __________________
  • __________________ 
Steps to accomplish:
  • have an easy, clear check-in process for new families
  • have clear signage
  • explain pick-up procedures
  • _________________
  • _________________
  • _________________
S - Stereotypes
Identify the negative, preconceived ideas people may have when they walk in the door.  How can you overcome these?
  • churches are judgmental
  • churches are boring
  • churches aren't friendly places
  • churches only want my money
  • no one will really care about me and my family
  • __________________
  • __________________
  • __________________
Steps to accomplish:
  • place friendly people on greeter team
  • make it clear giving is for members and not guests
  • have an exciting service that will engage kids and parents
  • __________________
  • __________________
  • __________________
E - Emotions
Emotions are more powerful than logic when it comes to decisions.  People will remember how you made them feel more than anything.  What emotions do you want people to experience?  How can you create an environment that fosters these emotions?
  • comfortable
  • welcomed
  • accepted
  • secure
  • honored
  • _________________
  • _________________
  • _________________
Steps to accomplish:
  • have greeters that represent all seasons of life
  • place people as greeters who know how to make guests feel comfortable
  • train greeter team what to say and not to say
  • give parents a pager and let them know you will connect with them if there are any issues
  • _________________
  • _________________
  • _________________
W - Wants
This is an opportunity to create the "wow" factor by going above and beyond the needs that people are expecting you to meet.  When you provide this, you differentiate yourself and give families more reason to return.
  • greeted at door
  • quick service
  • walked to classroom
  • someone to take a personal interest in them
  • _________________
  • _________________
  • _________________
Steps to accomplish:
  • have greeters at every door
  • have a separate check-in area for guests
  • always walk people to their room
  • find out something about their family and mention it in a handwritten thank you note
  • __________________
  • __________________
  • __________________ 

If you'd like a copy of this infograph as a .jpg, feel free to email me at dalehudsoncm2@gmail.com.

2 comments:

Can we download this or print it out?

Hey Tammy, if you email me at daleh@cftoday.org I will be glad to send it to you as a jpg.

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