Lines & Processes
By: Danielle Wingate
Disney is excellent at crowd control. They create the minimal amount of process and lines needed yet seek to create great experiences in the guest experience psychology. The last time I visited, my team and I eagerly headed towards the new Toy Story ride only to find out that it was down for maintenance but would reopen within the hour. We returned, as did what seemed like over one hundred other guests. We squeezed in line with the expectation of a long 45-min wait, hopeful that the experience would be worth the wait. To our surprise the wait was actually enjoyable. Disney intentionally designs the wait as part of the experience. The physical wait is impossible to control, but they put their resources into what they can to dramatically impact the experience. The music that is playing builds the desired emotion and anticipation. The smells are strategically created and designed to reflect what you would naturally smell if the event was real and lastly, every element of décor or props tells a story. A guest leaves the ride knowing that their time was well worth it and the experience exceeded every expectation and that is why we each return time after time and again.
For me as a church leader, this looks like being mindful of a guest that is making the decision to come to church, they are choosing not to spend their time at Starbucks or some other place that may be focusing their strategy on the best experience. The choice is key and it is to our advantage to keep the guest perspective in mind. I often encourage teams that while we are not Disney or Starbucks, we should always work to look through the lens of the guest and see what the details of our experience are saying. Regardless of the organization, you may be asking, “How do we create a better experience and create a return “customer”?”
I’m so glad you asked!
Here are things to think through as you design the best process:
- What is the demographics of your guest? You need to know who you are communicating to in order to package the “connection” process well.
- What is the current process and what percentage of people do what? For example, do you have online, mobile and paper forms? How many are using what? From those processes, how many are taking the next step that you are desiring them to take?
- What is your ideal pathway for a guest to connect and is that in their best interest? If we are not careful, we can design the best process for our business, but if it isn’t the best for the customer or guest, they won’t come back.
- Is it simple and straightforward?
- Are guests going to multiple lines if they want to sign up for an event but they also want to buy a t-shirt? Are customers getting transferred to multiple people through multiple steps of the process?
- You’ve captured their info, now what happens? Do they get a standard email response with a personal phone call or text? Do they receive a reminder about a group or event they signed up for?
I want to encourage you a principle from Andy Stanley: “Do for one what you wish you could do for all.” If your staff/ volunteers look to take care of at least one person well, then your culture will begin to shift to take care of everyone well. [/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”386″][/vc_column][vc_column width=”3/4″][vc_column_text]