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
- __________________
- __________________
- __________________
- have an easy, clear check-in process for new families
- have clear signage
- explain pick-up procedures
- _________________
- _________________
- _________________
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
- __________________
- __________________
- __________________
- 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
- __________________
- __________________
- __________________
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
- _________________
- _________________
- _________________
- 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
- _________________
- _________________
- _________________
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
- _________________
- _________________
- _________________
- 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.
