Does your parish staff resent its parishioners? That’s kind of a strong statement, but at a certain level, it’s true of many parishes. As a parish worker myself, it’s something that I’ve had to work on over the years. Let’s face it, bending over backwards to accommodate the individual is a hassle. It’s hard not to have an attitude of “I’m glad you’re in my program but kindly don’t make any trouble.” The simple fact is that Catholic parishes don’t generally see themselves as being in the business of customer service. I think that is a problem.
That’s an attitude I find in a lot of businesses and organizations, though. They want to put out a product or service and they want people to like it without a lot of fuss. I had a Targus computer bag once with a design flaw in the strap. It kept breaking in the same place from normal use. I liked the bag and got two replacements but they kept breaking. So I asked for a different kind of bag, or my money back. They told me to pack sand (not exactly in those words). End result, I don’t buy Targus bags anymore (Booq has the best computer bags in the world anyway).
In fact, it’s so startling when I run across a business that’s not like this, it makes me want to go back…and bring my friends! And that is exactly the point I want to make about customer service and Catholic parishes. If people are treated well at a business or service, they’ll go back and tell their friends.
I recently heard an interview with Tony Hsieh, the CEO of Zappos. Hsieh created Zappos with a culture of great customer service. Zappos is not really about selling shoes, they are about outstanding service, and because of that they create amazing brand loyalty. Hsieh stated that 75% of their business is from return customers, and they have recorded increased profits even in the downturn economy. They make it so pleasant to shop there that no one wants to go anywhere else (including me!). Customers know they can get what they want at a fair price and enjoy the process. Tony Hsieh has evangelized the online shoe buying market.
It seems to me that outstanding customer service is sort of about not being upset when customers make trouble. It’s almost like allowing them the space to cause trouble and then seeing how well you can meet their needs. Zappos sometimes eats their profit because people take advantage of the return policies. But they’re in it for the long game. Over the years, the sales they generate through repeat business and customer loyalty more than make up for any losses. Zappos builds a relationship of trust with their customers, and people who do business with them value that relationship.
The truth about evangelization is that you have to build a bond of human relationship before people will listen to your message about God. The human connection provides a bridge upon which the divine message can travel. If parishioners aren’t feeling human love, they won’t listen to you about divine love. That’s just the way it is. I think a lot of people want to ignore that fact.
What would it take to change the culture of customer service in our Catholic parishes? How can we give a level of service that is evangelizing? And, if you think we’re not in the business of customer service, you are wrong. Jesus washed the feet of his disciples. What are you doing for yours?
Some good insights Marc. Our parish has discussed the reality that we want to meet the needs of our parishioners…if they are hurt they know they can come to the parish for help, if they have questions we want them to know that someone at the parish would be happy to assist. As you can imagine we are not perfect but we hope we are asking the right questions and taking the necessary baby steps to be the parish where those who are members and those who are not see Christ in our staff.
Thanks for the comments. That sounds like the attitude every parish should have.
One of the ways parish leaders can improve their customer service is to think ahead and anticipate as many of the “exceptions to the rule” as they can and move those exceptions into the service to begin with. When you are prepared for an exception, it is much easier to accommodate.
Sr. Susan, that’s great advice! It’s precisely the exceptions to the rule that cause the most trouble. People don’t want to deal with them because they’re a pain so they end up reacting in anger and frustration. Which, of course, translates to poor customer service. Anticipating those and working them into the service itself could be a great way of trouble shooting and being ready for some of them. Of course, you’ll never anticipate everything. And there’s where the real test comes in I think.
Thanks for the comments!