Organizations that want to produce a high-quality Guest experience need to perform a set of sound, standard practices. Harley Manning and Kerry Bodine, in their book Outside In, have developed six high-level disciplines which can be translated into Guest experiences: strategy, Guest understanding, design, measurement, governance, and culture.
An overview of all six Disciplines can be found here. These disciplines represent the areas where organizations that are consistently great at Guest experiences excel.
If you want to deliver a great Guest Experience, these disciplines are where you need to focus, too.
This is your game plan. It’s a set of practices for crafting a Guest experience strategy, aligning it with the organization’s overall attributes and brand attributes, and then sharing that strategy with team members to guide decision-making and prioritization across the organization. The strategy discipline is critical because it provides the blueprint for the experience you design, deliver, manage, and measure.
- Define a guest experience strategy that describes the intended Guest experience.
- Align the strategy with overall organization strategy.
- Align the strategy with the organization’s brand strategy.
- Share the strategy with all team members (distribute documentation, conduct training sessions, review and evaluate practices).
Great Guest experiences don’t happen by accident. They’re the result of countless deliberate decisions made by every single person in your Guest Experience teams on a daily basis. To align those decisions, team members and partners need a shared vision: a Guest Experience strategy.
Without that vision, team members are forced to set out on a random journey, and their decisions and actions will inevitably be at odds with each other despite all the best intentions.
You have a choice.
You can continue to let your team members wonder what they should do to improve the Guest Experience and flounder as they try to coordinate their own activities with those of other teams.
But the better path is to guide them toward a common vision and facilitate concerted efforts by crafting a Guest Experience strategy that clearly defines the intended experience.
Application to ChurchWorld
- Your Guest Experience must support your overall organizational strategy
- Your Guest Experience must align with your brand
- Your Guest Experience must be specific, clear, and memorable
Tomorrow: How to differentiate your Guest Experience in the minds of those you are trying to reach and impact.
Want to know more about the Guest Experience in your church?