Every. Word. Counts.
Language underlies all other components in creating powerful Guest Experiences. Yeah, words are that important.
- Your efforts to have everything “just so” won’t be experienced as perfect unless you also use the right language in engaging your Guests
- Even the most well-intentioned and well-trained team members can alienate Guests if they use the wrong language
- When things don’t go like they were planned, the right words can be your best ally
If you haven’t given much thought to choosing and using your church’s language – what your staff, volunteers, signage, emails, texts, tweets, voice mails, and website should say (and never say) to your Guests, don’t you think it’s time?
- Establish a Consistent Style of Speech – identify and implement an appropriate style of speaking throughout your organization
- Create a Lexicon of Preferred Language and Phrasing – study the language that works best with your Guests, and identify harmful phrases that should be avoided
- Choose Language to Put Guests at Ease, Not Confuse Them – make it your mission to avoid and condescending or coercive language
- Concentrate your Language Efforts on the Key Guest Moments – focus your language efforts on moments that are known to remain vivid in memory: hellos (make yours unusually warm and personal) and good-byes (make them wonderful)
- Sometimes No Words are Best – align your team to the value of listening
- Words Have Their Limits – remember that verbal and physical cues speak louder than words
- Show, Don’t Tell (and Don’t Ever Just Point) – don’t give Guests verbal directions; physically lead them where they need to go
- Phone and Web Language and Communication Pointers – go out of your way to be as human, friendly, and personal as you can
Remember that your Guests are making their first impressions in the every day, day-to-day conversations with your Guest Experience Team – before they are exposed to the highly scripted worship service music and sermon.
They are the first impressions, and those are the impressions they tell others about.
It bears repeating:
Every. Word. Counts.
Day #34 of the 40 Day Guest Experience Journey