Part 4 of a 4-part series exploring Beyond Philosophy’s Customer Experience Orientation, as applied to Guest Experiences in Church World
Natural Orientation – a church where focus on the Guest is total. It is very proactive and is naturally focused on the complete Guest Experience. In order to produce memorable and captivating Guest Experiences it uses specific senses to evoke planned emotions. Research shows that only about 2% of organizations exhibit a Natural Orientation.
In this orientation, the Guest Experience is in the church’s DNA. It does not have to consider what to do as it does it naturally. It understands the critical role that senses play and had deliberately built these into its guest Experience. It understands that Guests have sensory expectations and then uses the senses to creae captivating and memorable experiences. It involve the Guest in the design of the Guest Experience and has defined its own Guest Experience “recipe.” It is totally proactive to Guest demands and undertakes many activities, which event the Guest does not see, to build a great Guest Experience.
The Natural oriented church recognizes the amazing power of “stories” and “storytelling,” both inside the organization and outside, and it uses these to great effect to build its unique Guest Experience. Its leadership, and everyone in the organization, has been selected to meet its deliberate Guest Experience.
The culture of a Natural oriented church is aligned to the Guest Experience and is seen as an enabling tool. It uses theater as a method of producing consistency of its Guest Experiences. It has aligned the brand and its Guest Experience and one supports the other. It has very sophisticated methods of collecting Guest data, which it constantly uses to improve its Guest Experience.
Natural churches are masters of details. Each part of the Natural church has a measured focus on achieving the Guest Experience, and these include measurement of emotions and senses. The high-level journey of a Guest has been plotted into an experience map and the sublevels have also been defined. For the Natural church, details matter.
Traits of a Natural church:
- Complete focus on the Guest
- Focuses so much of the Guest Experience that it is in the church’s DNA
- Deliberate Guest Experience and a clearly defined Guest Experience Statement
- System built to improve the Guest Experience
- Culture that is designed and aligned to the Guest Experience
- Focused on depth of emotion
- Consciously uses senses to provide a captivating experience
- Recruits people who are good at acting
- Integrated approach to the Guest
- Understands Guest sensory expectations
For more information on this subject, check out Revolutionize Your Customer Experience by Colin Shaw, pp. 20-21; 148-160
You can also find more information at Beyond Philosophy’s website.
Here’s a recap of the previous orientations:
Now that you understand more about the four possible orientations of your church’s Guest Experience, what actions are you going to take? What are the obstacles in your way? How are you going to embed the changes needed in your organization?