What is the purpose of Guest Experiences?
While researching Customer Experience best practices a few months ago, I came across Beyond Philosophy, a company that helps organizations create deliberate, emotionally engaging customer experiences that drive value, reduce costs, and build competitive advantage. Based in London with an office in Atlanta, Beyond Philosophy specializes in strategic consultancy services, custom research, training and education.
Steven Walden, Senior Head of Research and Consulting, was kind enough to engage me in a conversation via email and phone when I contacted the firm about my work in translating corporate Customer Experiences to ChurchWorld Guest Services.
According to Beyond Philosophy, there are 3 guiding principles of Customer Experience. I looked at the first one yesterday; today it’s time to look at the purpose of Customer Experience:
- Create an interaction between an organization and an individual.
- Conduct a transaction between an organization and an individual.
- Create a desire for future interactions and transactions.
- Create value.
- Create advocates.
Translation for ChurchWorld
As referenced in yesterday’s post and the Guest Experience definition, the first purpose of Guest Experience is to create an interaction. This means there is communication between the organization and the individual. Ideally, this interaction moves on to conducting a transaction. In the case of ChurchWorld, this is not a transaction involving money, but one of time and potential life change. At the same time, the organization should be looking to create a desire within Guests for future interactions and transactions. Guests will only come back if they perceive value in the interaction. Also, the organization has to see value in this interaction for it to continue to offer it. Finally, the Guest Experience should be such that the individual wants to tell others how great it was. This can happen over a few hours, days, or possibly weeks.
Putting this all together, ideally, this is what you want Guests to say when they are talking with their friends:
It was awesome! The church was easy to find following the directions on their website. Everyone made me feel welcome without being in my face, my children loved their time in their group, and the worship experience was amazing. There’s something special happening there, and I’ve got to go back again! Would you want to come with me?
In a nutshell, this is the purpose of a Guest Experience as translated from the ideas and concepts of Beyond Philosophy’s work in the arena of Customer Experience.
The first Guiding Principle deconstructed Guest Experiences by looking at a definition in detail. The second principle examined the purposes of Guest Experiences. Tomorrow, it’s time to reconstruct your Guest Experience.
This post is part of a journey translating Customer Experience learnings in the corporate world to Guest Experience in ChurchWorld. Material in today’s post was inspired by and adapted from Revolutionize Your Customer Experience by Colin Shaw.