Have You Checked Your Digital Front Door Lately?

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Recently I was on site at a church conducting a Guest Perspective evaluation. At Auxano, our Guest Perspective starts in the digital world, because that’s where many guests begin their search for information.

Our client is doing a great job on their digital front door:

  • Their website is crisp, easy to navigate, and always current
  • The mobile option for the web site works well
  • They have developed apps for iPhone and Android devices
Taking a cue from our conversations over the past two days, here are five key ingredients that will insure you have a guest-friendly website:
  • Post all necessary information on a guest-specific landing page. This will make it easy for guests to find out service times, locations, and other helpful information.
  • Personalize your site to guest satisfaction; what would you want to know if you were looking at your church for the first time?
  • Perform quick and inexpensive usability tests to ensure ease of use. And when you make changes to the site, perform the tests again.
  • Build credibility by adding the human touch: Let your guests know that there are real people behind your  site. Post the names and pictures of the staff and team members with whom your guests typically interact.
  • Ask your guests for feedback. Answer — and act upon – every response you receive.

Follow the guidelines above for your digital doorway and soon you will be welcoming guests at your physical doorway!

Building an Experience Culture

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Design has the power to enrich our lives by engaging our emotions through image, form, texture, color, sound, and smell. The intrinsically human-centered nature of design thinking points to the next step: we can use our empathy and understanding of people to design experiences that create opportunities for active engagement and participation.

– Tim Brown, Change by Design

And the truth of the above quote is delivered to people by people. An exceptional guest experience starts with the front line team that delivers that experience.

Creating an experience culture requires going beyond the generic to design experiences perceived as uniquely tailored to each guest. In order to do that, your front line team has to know something about the guest they are serving. An experience comes to life when it feels personalized and customized.

Do you know who are you serving? Maybe it’s time to create a persona.

Personas are fictional characters, created out of the insights of research you have conducted, that can exemplify certain attributes. Because they make the potentially abstract concept of “guest” very personal and human, personas enhance your ability to build the empathetic understanding of guests that is at the heart of design thinking.

Using the persona concept will allow you to reveal deeper insights into the various kinds of experiences that your guests are having and to help generate innovative ideas about how to improve those experiences.

Here’s a homework assignment for your guest services leadership this weekend:

  • Create 2 or 3 different personas that represent a cross-section of the guests you are trying to reach; make sure they vary in description
  • Brainstorm the way those personas interact with your church, from the time they approach your campus through the time they depart
  • Note each decision point they have to make and each personal interaction they have with your team
  • Chart those on a big whiteboard

What are those fictional personas revealing about a very real experience?

Let the little children come to Me…

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…and don’t stop them, because the kingdom of God belongs to such as these. I assure you: Whoever does not welcome the kingdom of God like a little child will never enter it.

Luke 18:16-17, HCSB

 

I know that as a GrandBob, I am extremely biased.

But watching my two grandchildren play this afternoon with laughter, passion, and innocence, I am both reminded and challenged by the words of Jesus…

What about you?

Nordstrom’s Customer Service Rulebook

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One five by seven index card.

One paragraph.

One rule.

We’re glad to have you with our Company. Our number-one goal is to provide outstanding customer service. Set both your personal and professional goals high. We have great confidence in your ability to achieve them.

Nordstrom Rules: Rule #1: Use your good judgment in all situations. There will be no additional rules.

 

What about your organization?

Do your values so permeate your organization that rules are minimized?

Clarity is Audible

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When you read or hear the word “clarity”, the odds are that your next thoughts have something to do with vision, imagery, or similar metaphors.

Will Mancini, author of “Church Unique” and founder of the consulting group Auxano, refers to himself as a “clarity evangelist.” One of the central tenants of his work is clarity, and he uses powerful visual images to illustrate.

The concepts of clarity are a regular part of my conversations with churches. In the last month, I have talked about clarity with large and small churches; rural and urban churches; traditional and contemporary churches. Clarity transcends all these groupings as a necessary ingredient of successful churches.

In the midst of all this conversation about clarity, a comment was made to me that literally stopped me in my tracks:

Clarity is audible, too

This astute and wise church leader was telling me that our words – verbally – were very important in his context, maybe even more so than images and other visual elements. He demonstrated this the next day in a powerful, passionate sermon that was a masterpiece of the spoken word. He schooled me though the use of:

  • The dynamics of voice
  • Volume
  • Inflection
  • Pacing and tempo
  • Eliminating verbal graffiti

Leaders who communicate with clarity radiate passion, conviction, and enthusiasm – and people respond.

What Weeding a Flower Bed Reminded Me About Leadership

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I have been in Nashville TN for the last several days on a business trip. Though I wrapped up late yesterday afternoon, I planned some extra time with my mother, who lives about 20 miles from Nashville. We went out for dinner last night and I asked her what she needed doing around the house.

This is the first time I have been back “home” since my father passed away and was buried in early March. Though my mother and I talk several times each week, I knew that there were things to do for her.

Consequently, by mid-morning I found myself pulling weeds in the numerous flower gardens around the house. Both my parents liked flowers and the wildlife they attracted. My dad in particular, was what you might call a natural gardener when it came to flowers. He didn’t believe in formal landscapes and flower beds “just so.” His method was more “that looks like a good place for a few flowers.”

As I was working in around the flower beds all morning, I was reminded of the countless times I had seen my dad as he was going from one place to another in our yard just stop and pull a weed out and toss it on the ground – to be chopped up by the mower later. There wasn’t a rhyme or reason to his actions; it was just something he did.

Small consistent actions over time make a big difference.

My dad had been in declining health since late last year, and had not been able to be out in the yard, there was a lot to do. By noon I was ready for a break. Sitting and drinking several glasses of water I thought about my Dad and how his constant weeding meant that the flower gardens looked pretty good all of the time; now, they looked overgrown.

I’m certainly nowhere near the gardener my Dad was. My several hours of work will make them look good for a few weeks maybe, and then they will have to be weeded again.

But once again, my Dad is my teacher.

Leaders need to understand that consistent, small actions invested in your team will pay big dividends along the journey.

Thanks, Dad.

Simplicity Never Stands Still

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To achieve great things, two things are needed: a plan, and not quite enough time.

– Leonard Bernstein

Former ad agency creative director Ken Segall’s new book Insanely Simple is written from a unique perspective: developing marketing campaigns for technology giants like IBM, Dell, Intel, – and Apple. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity – and inspired him to help others benefit from it.

In the chapter entitled “Think Motion,” Segall refers to Apple’s practices of fast-tracking project and marketing development.  Apple has grown to point where it does a tremendous number of things at once, and in doing so has built one of the world’s greatest juggling acts. Apple:

  • lives in constant motion
  • never stops thrilling its audience
  • never lets things get old

The best illustration of this comes from an example of Segall’s work with both Dell and Apple on similar ventures – developing a new branding campaign.

Apple set out to create a brand campaign in 1997.

   Dell set out to create a brand campaign in 2008.

Apple wanted to start its campaign immediately.

   Dell pondered a schedule that would take months.

Apple’s brand team was led by its CEO.

   Dell’s brand team was led by a committee.

Apple trusted a small group of smart people.

   Dell trusted a small group of incompatible people.

Apple knew exactly who it was.

   Dell need to figure out who it was.

Steve Jobs was an active participant.

   Michael Dell would look in when the project was complete.

Apple’s brand team required only the CEO’s approval.

   Dell’s brand team required each division’s approval.

Apple took a month to conceive and create a campaign.

   Dell required a month just to talk about strategies.

Apple ended up with the Think Different campaign.

   Dell ended up with a stack of presentation boards stored neatly in a dark closet.

Simplicity – represented in the above example by Apple’s actions – is a fundamental requirement when you’re trying to achieve lofty goals. As Dell discovered, a fractured, leaderless group without an urgent mandate is Simplicity-proof.

Will you walk the straight path of Simplicity or choose the dark, winding road of Complexity?

Small is the Ultimate Efficiency

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When process is king, ideas will never be. It takes only Common Sense to recognize that the more layers you add to a process, the more watered down the final work will become.

– Ken Segall, Insanely Simple

Ken Segall was the creative director at several ad agencies, working for big-name tech companies like IBM, Intel, and Dell. However, it was his work with Apple over a period of years that gives him a unique perspective of the stark contrast of Apple’s ways that made him appreciate the power of Simplicity. Segall recently released a book about these lessons – Insanely Simple. More than just another repetition of Apple lore, it chronicles an outsider’s long relationship with Apple and Steve Jobs that will provide leaders in any organization with the powerful tools of Simplicity.

Simplicity’s Best Friend: Small Groups of Smart People

While working with Apple, Segall often experienced the strict enforcement of one of Simplicity’s most important rules: Start with small groups of smart people – and keep them small. Every time the body count in a meeting or working on a project goes higher, you’re simply inviting Complexity to take a seat at the table.

This small-group principle is a key to Apple’s ongoing success and key to any organization that wants to nurture quality thinking. The idea is pretty basic: Everyone in the room should be there for a reason. Segall distilled years of observing and practicing this idea down into two “Laws of Small.”

The quality of work resulting from a project is inversely proportional to the number of people involved in the project.

The quality of work resulting from a project increases in direct proportion to the degree of involvement by the ultimate decision maker.

To even speak of putting process before creativity did not happen in an environment like Apple’s. A better idea is a better idea – no matter where it fell in the process. The high value placed on ideas is one of the things that Steve Jobs burned into the Apple culture and it will likely continue to guide the company into the future.

How would small groups of smart people work in your organization?

Blunt is Simplicity. Meandering is Complexity.

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Clarity propels an organization. Not occasional clarity but pervasive, twenty-four-hour, in-your-face, take-no-prisoners clarity.

– Ken Segall, Insanely Simple

Ken Segall is a former ad agency creative director who worked for Apple during Steve Jobs’ return to the helm of the iconic tech company. He also worked for many of the largest tech companies around: IBM, Dell, and Intel among others. He’s seen both sides of the fence, so to speak, and it’s not a pretty sight.

Insanely Simple: The Obsession That Drives Apple’s Success is an amazing book detailing Apple’s return to brilliance under Steve Jobs. It’s loaded with personal stories and practical applications that your organization will find both fascinating and useful.

Like the necessity of being brutally honest in your communications.

According to Segall, Steve Jobs told you what was on his mind and he couldn’t care less how you might feel about it. Despite a general perception that Jobs was the nasty tyrant who demanded allegiance, barked commands, and instilled fear in those around him, this was an incomplete portrait. He could also be funny, warm, and even charming.

There is a huge difference between being brutally honest and simply being brutal.

Simplicity at Apple is the name of the game, and it requires that you be honest and never hold back. If you demand the same from those you work with, everyone will know where they stand.

One hundred percent of your group’s time will be focused on forward progress – and there will be no need to decode what people are really saying.

Learn the Powerful Lessons of Simplicity

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Simplicity isn’t just a design principle at Apple – it’s a value that permeates every level of the organization.

-Ken Segall, Insanely Simple

Ken Segall was the creative director at several ad agencies, working for big-name tech companies like IBM, Intel, and Dell. However, it was his work with Apple over a period of years that gives him a unique perspective of the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity.

The obsession with Simplicity is what separates Apple from other technology companies. Led by Steve Jobs’ uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers.

Insanely Simple gives you a true insider’s perspective on Apple’s obsession with Simplicity. Here are just a few of the topics covered:

  • Think Small – swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity
  • Think Minimal – distilling choices to a minimum brings clarity to a company and its customers – as Jobs proved when he replaced over twenty product models with a lineup of four
  • Think Motion – keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions
  • Think Iconic – using a simple, profound image to symbolize the benefits of a product or idea creates a deeper impression in the minds of customers

Segall introduces the book with the concept of The Simple Stick – a core value within Apple. Sometimes it’s held up as inspiration; other times it’s wielded like a club. In all cases, it’s a reminder of what sets Apple apart from other technology companies and what makes Apple stand out in a complicated world: a deep, almost religious belief in the power of Simplicity.

If you are a leader in ChurchWorld, you know about and fight the battle of Simplicity every day. It may seem like a losing battle, but you need to know that the results are worth the effort.

The simpler way isn’t always the easiest. Often it requires more time, more money, and more energy. It may require you to step on a few toes along the way. But more often than not, Simplicity leads to better results.

Simplicity needs a champion – someone who’s willing to stand up for its principles and strong enough to resist the overtures of Simplicity’s evil twin, Complexity.

Simplicity needs a leader who is willing to guide the process with both head and heart…

…someone like you?

To read more about Insanely Simple, go to the top of the page and click on the orange title of tomorrow’s post.