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.
The word governance may bring to mind images of executives in closed-door meetings talking about compliance. Senior decision makers are important part of governance at many organizations, but governance isn’t about a committee that hands out edicts from the top floor.
In reality, governance models are as varied as the organizations they support. Governance practices will help you drive accountability by assigning specific Guest Experience management tasks to specific people within your organization.
You need to use your insights and metrics to identify Guest Experience improvement opportunities and, as you put new programs into place, keep tabs on the progress of those initiatives.
- Define a consistent set of Guest Experience standards across the organization
- Include alignment with the Guest Experience strategy as a criterion for evaluating project funding and prioritization decisions
- Include impact to Guest Experience as a criterion for organizational decisions about policies, processes, technology, and communications
- Maintain a dedicated queue of Guest Experience improvement projects
- Review Guest Experience program status and metrics regularly to monitor progress toward organizational goals, adjusting tactics or resource allocations if needed
- Assign role-specific Guest Experience management tasks to team members as a requirement of their positions
- Evaluate team member performance against role-specific Guest Experience metrics
- Facilitate the necessary coordination across groups that share responsibility for a given experience
- Whenever a change is approved to a policy, organizational process, or other system that affects the Guest Experience, proactively redesign that experience to reflect the change
The Guest Experience governance discipline is designed to help you adhere to practices that will consistently deliver a great Guest Experience. Your job is to decide the rules of your own game – the right Guest Experience governance model and policies for your organization.
Application to ChurchWorld
- Make Guest Experience Governance part of basic job responsibilities
- Find and fix Guest Experience problems
- Keep Guest Experience problems from happening in the first place
- Define a consistent set of Guest Experience standards
The governance discipline is all about intentional management and oversight.
I will be happy to discuss Guest Experience initiatives for your church and partner with you to design a WOW! Guest Experience.
Next: To help reinforce the rationale behind your governance practices and make sure team members actually adopt them, you’ll need to develop a Guest-centric culture.
Want to know more about the Guest Experience in your church?