INTRODUCTION TO GUEST SERVICES

In my many years of greeting, meeting and conversing with first-time guests, I have learned that developing and exercising ways to connect with people is critical. To show people we genuinely care, we must treat them with generosity and show them love. Love is a universal language and is the strongest resource we can use to reach, serve and keep people in a healthy and reciprocal relationship. To genuinely connect with others, love must be demonstrated before it can be felt. Love means ensuring that people's needs are being met. With this knowledge in mind, we must be sensitive to the different circumstances people may face and utilize every opportunity at our disposal to demonstrate love through our demeanour and conduct.

Therefore, love should be at the heart of front-end ministries as it is often through the demeanour and conduct of front-end personnel that people are touched. For this reason, properly trained personnel are vital to reaching, serving and keeping people with the objective of turning guests into members and ultimately disciples of Christ.

An organization's guest services strategy must reflect its core values and mission statement. These set out the expectations and standards by which teams are motivated to bring goals to fruition. In 2005, while preparing to speak at a conference in Kentucky, I sat in my hotel room with a burdened heart. I earnestly sought the Lord to reveal the mission and direction for our church. It was then that the motto "Out of the Ordinary and into Greatness" came into being.

Ordinary is how we normally do things, but greatness involves the changes we make to become enlightened and transformed to fulfill our higher calling.

Our church's mission and our vision reflect our goal to offer a "Jesus Experience". It is our mission:

1. To provide exceptional services that will positively affect the lives and experiences of individuals.

2. To cultivate and maintain a healthy atmosphere that establishes an environment conducive to meaningful worship experiences.

3. To provide opportunities for holistic development based on research, observation and training, in order to produce greatness in people's lives through a transformed understanding of:

• God: This involves the relational knowledge of the existence, rule and purpose of God in the earth.

• Ourselves: This involves striving for self-actualization and realizing our service abilities.

• Our Resources: This involves the appropriate use of our gifts, talents and natural resources to accomplish both our personal and collective purpose in the world.

• Our Society: This involves understanding cultures and social issues in order to effectively spread the Gospel and provide better community services.

By executing our church's mission statements, we hope everyone will encounter a "Jesus Experience", whether they are a guest or a member. We strive to ensure that every encounter is characterized by tasteful, biblical and professional attitudes, which are essential components of our guest services strategy. When delivering guest services, it is always important to remember that all members were once guests and growth happens when guests turn into members.

These ministries are focused on maintaining growth, encouraging people in spiritual and personal development and preparing them for the greater works of the Kingdom. They are vital to the growth of the church; they also contribute to the establishment of people in different ways.

The church's goal is ultimately growth through discipleship of others, training and community-focused service. Growth has always been at the core of God's ambition. From the creation of humanity, to the creation of the church, God expects the multiplication of our gifts, talents and fruits. Exponential growth requires a clear mission and mindful staff that will work towards touching the lives of others in a genuine and meaningful fashion — that moves people to greatness.

Discussion Points

1. Discuss and explain the importance of love in reaching others.

2. Explain the importance of core values and mission statements in improving a church's/ business's approach to guest services.

THE APPROACH

This manual will provide you with a practical, three step approach to improve guest services and achieve growth within your church. Many of these steps can also be applied to organizations looking to achieve the same goals. Although there can be several front-end departments in a church, they all represent a part of a unified system consisting of a single wheel geared towards a definite end — growth achieved through quality guest services.

To understand how these ministries function, imagine the wheel of a bicycle symbolizes guest services and the six ministries are the spokes that allow the bike's wheel to function properly. As you continue to read, you will discover each of the six front-end ministries fall into one or more of the following three categories.

1. The Science of Serving

The science of serving requires capable, agile and flexible personnel who can skillfully execute the stated and intended vision of their position. Service excellence stems from one's character and gifting. It also requires knowledge of the job description and ability to anticipate and mitigate problems before they arise. This makes the person acutely discerning and sensitive to needs and potential problems. Smart leaders will place people in positions that align with their strengths in order to maximize purpose and returns.

The secret to the success of any organization is the effectiveness of their guest services. Individuals who can satisfy guests, members or potential clients and forge long-term relationships are one of the greatest assets to an employer or organization. Quality initial impressions can form rewarding relationships.

Excellent service personnel know not to treat anyone as ordinary; every encounter is to leave a positive and memorable impression.

Skilled and profitable service personnel never make assumptions; they are observant, purposeful and engaging without being overbearing. Their character is a representation of their leadership or organization's values. Within a church environment, they are the face of the pastor, members, and more importantly, the face of Christ. Therefore, you must always display your best attitude as you may be showing hospitality to angels without knowing it.

As a great host, your most valuable asset is not your product or bricks and mortar; it is service that demonstrates grace and humility. How well you preach or how good your product is matters; but, what matters most is your attitude and how you treat people. It makes you different and above all, it makes the difference.

The Scripture teaches that your actions and interactions are evidence of who you are and whose you are (2 Corinthians 3:2). By good guest services, you have the platform to not only share your message but also to be the message; be a living epistle so all can read your good works.

2. Genuine Connections

Genuine connections are the basis of long-lasting relationships. While first impressions are important, we know that not all services or products live up to our initial expectations. Therefore, the success of any organization is not limited to first impressions; it's about building a genuine rapport.

Connecting with people cannot be accidental.

All organizations that want to grow and retain loyal people must intentionally arm their staff with the right information and skills. Organizations must develop a culture of awareness and an approach that is attractive. This will enable staff to build lasting bridges between the organization and the guest.

When the initial connection is sincere, it validates the authenticity of the follow-up process. If guests have a positive experience, it is likely they will return.

Individuals can very quickly decipher whether or not they will return to an organization within the first few minutes of their first visit.

Gone are the days when people patronized a business simply because it was close by. People's priorities have shifted; they prefer genuine connections to convenience. Oftentimes people walk into establishments and leave unsatisfied due to indifferent service personnel who don't take the time to establish a meaningful relationship with them.

When people don't find the connection they desire, they will take their business elsewhere. This same principle applies to choosing a place of worship.

A welcoming smile, friendly eye contact, professional appearance and confidence are among the most important factors in a guest's decision-making process. That is why I developed the acronym S.M.I.L.E. to remind our church's Guest Services personnel to create a welcoming culture because Someone Might be Interested in Life Eternal. This helps to foster a culture that is friendly and authentic.

We want our guests to enjoy the singing, preaching and comforts of the building; but, guests' feedback shows that a meaningful part of their experience is the time in our schedule where our members welcome them with a handshake and a smile.

An organization, like any machinery, operates effectively when all parts are functioning together.

Qualities like respect, integrity, active listening, communication and solution-based thinking are key components for building a positive relationship. Making connections is more than just increasing attendance; it is about a healthy and viable interdependence between others.

All relationships require maintenance, just as nuts and bolts need tightening. If nuts and bolts loosen, wheels will fall off and motion will cease. Similarly, if a connection is not maintained, the state of the relationship will decline and it will ultimately cease.

Relationships succeed primarily because the parties continue to find ways to keep the connection strong.

Years ago, we would send a letter by mail or connect by landline phone. Now we have unlimited technological means to establish and maintain new and long-lasting connections. One thing to remember is that consumer behavior is fickle; therefore, well-informed leaders should always evaluate and update their organization's approaches. People have a choice; let them choose you because you host with professionalism, responsiveness and sincere hospitality.

3. Follow-Up

Effective follow-up is multifaceted and requires an investment of time. Its main purpose is to obtain and apply feedback to hopefully secure loyalty. Follow-up personnel must be specialists in human relations, knowledgeable about the services offered and able to deal with compliments as well as criticisms — the latter is much more complicated. Many of the same qualities mentioned in the section dedicated to applying the science of serving are necessary at the follow-up stage, especially to de-escalate unsatisfied customers, people or guests.

Winning people to your assembly, organization or brand requires wisdom. Even when frustrated, you must be a good listener, you must care, assure and be sincere. I have had disgruntled guests; but, because I was a good listener and took quick actions to address their concerns, these same individuals are now strong and longstanding members of the church.

One of the things I tell our guests is, "if you enjoyed our service tell everyone, but if there was a negative experience tell only me." I believe that if people take the time to come to our church and are willing to share their feedback with us, then we must readily listen to and respond to their concerns. The follow-up process allows you to learn and learners will always know what, where, when and how to improve.

Follow-up, especially in a volunteer environment, can be a grating and demanding requirement on time, but it is immeasurably valuable for growth. Companies and churches that want to grow don't depend totally on advertising and initial connection; they depend on their front-end staff to save the day. Follow-up is the secret to retention, discovering weaknesses and strengths, remedying damages and discovering opportunities for further contact and relationship-building.

How do you think the hospitality, food service and travel industries get their five-star ratings? Their success is derived from the reception and application of the feedback they obtain through either passive or active follow-up strategies.

If your assembly is smaller in size, I would recommend that the pastor direct some of his energy to personal, post-service interactions with guests. This is in addition to equipping personnel to do the same.

In the early stages of pastoring, I faithfully called every guest within seventy-two hours of their visit. Even with a growing assembly, I still make that effort. As a result, individuals and families have become loyal, long-standing members of our church.

Initial contact is invaluable for first and lasting impressions; but follow-up is the mechanism that drives an organization's growth. Most people think their churches or businesses are stagnant due to a lack of resources, but the truth is they struggle because they undervalue people. Follow-up is time consuming, but it is worth doing to see real growth.

Organizations that are concerned with growth go above and beyond simply conducting their everyday operations; their objective is to entice people to return and become loyal customers or members. Walt Disney World, the largest theme park in the world, is a prime example of how detail-oriented service leads to significant growth and customer loyalty.

Producing excellent first impressions for such a high volume of guests requires attention to detail and efficiency. "The Disney Approach" has resulted in an approximate 70% customer return rate. Walt Disney Parks and Resorts facilities average fifty-three thousand guests per day. According to Disney's publication, Be Our Guest, "exceeding guest's expectations is Disney's service strategy, and paying attention to every detail is the tactic by which it is actualized." Similarly, churches must seek to exceed guests' and members' expectations by paying attention to the details of their service strategies.

The W.O.W. Factor

The W.O.W. Factor — Winning elements that Optimize Wonderful encounters — is a simple, yet effective way for organizations to deliver detail-oriented service. In seeking to master the W.O.W.

Factor, it's important to be mindful of the sensory elements involved in winning people over to their assembly, organization or brand. Eye contact, handshaking, communicating, listening and smiling each make up the W.O.W. Factor.

First and foremost, eye contact should convey to the individual that you acknowledge them and are ready to cater to their needs. Secondly, an outstretched hand goes a long way to extend a warm welcome. Thirdly, communication should be professional, informative and friendly to assure the individual that you are at their service. Listening attentively to the concerns of others not only shows individuals they have been heard, but provides you with meaningful information about how you can be of better service to them.

Lastly, you must adorn yourself with a sincere smile.

A smile is a subtle, but proven way to break the ice and connect with others. Together, all of these elements create an impression that is greater than the sum of their parts — the W.O.W. Factor.

Discussion Points

1. Explain the metaphor of a one-wheeled system, operated by several spokes, and discuss how this concept can be employed.

2. Define and explain the importance of serving and explain how it relates to the growth of your organization.

3. Define and explain the importance of connecting and explain how it relates to the growth of your organization.

4. Define and explain the importance of follow-up and explain how it relates to the growth of your organization.

5. Discuss and explain the acronym W.O.W. and why is it important.

VALET & PARKING SERVICES

It is difficult to pinpoint the exact birth date of the valet industry; however, Valet Services are known to have flourished during the 1920s. This timing coincides with the renovation and expansion of businesses, such as hotels and restaurants, due to increased consumer demands. As a result, it became increasingly inconvenient for guests to park their own vehicles. Valet Services were created to address this issue. Today, both Valet & Parking Services continue to be utilized as an effective tool to accommodate guests and provide excellent service from the moment their visit begins.

Andrew Tuchler, founder of Ultimate Parking, stated that a successful parking attendant endeavours to do more than park a guests' car. Since their main goal is to represent the mission and values of the company they serve, their focus is to create a pleasant environment where guests feel welcomed. Tuchler's article, entitled Valet Parking: The Complete Guest Experience, explains the two primary goals of Valet & Parking Services, creativity and service recovery.

Creativity, in this context, involves going above and beyond meeting the needs of guests. It is a willingness to care for people in new and innovative ways. Even if those approaches are small and are not easily noticed, such as leaving a mint on a dashboard, valet and parking attendants are encouraged to put effort into fulfilling their roles in ways that will leave guests feeling valued.