When we interact with big, successful organizations we expect professional interactions and excellent products and services. It’s the same expectation for any large organization whether it business, educational institution, church or other not-for-profit organization.
On the other hand, when working with smaller organizations, we expect personal attention and friendliness. We may cut the organization some slack when it comes to quality products and services because we’re willing to exchange them for personal attention and friendliness.
This was the idea my good friend and SpringHill ally, Mark Beeson, was sharing with me recently.
Mark’s thesis is – if a small organization wants to exceed expectations it needs to provide excellence in its products and services while never losing that personal touch people expect. But if larger organizations like his church, Granger Community Church, or SpringHill, want to exceed expectations then they must provide, as Marked called it, unexpected goodness and kindness. In other words, treat people like a smaller organization would.
So what does unexpected goodness and kindness look like for larger organizations? It’s…
- Providing personal touch and the extra friendliness
- Creating a sense of belonging to the people being lead and served
- Making people feel like an individual and not a number or a statistic
- Simply knowing and remembering people’s names
- Taking care of an issue or request personally and promptly
- Sending hand written notes
- Returning phone calls, emails and text messages like you would your dearest friends (or your mom)
- All levels of leadership being approachable, accessible and authentic with the people they serve and lead
- Providing as much attention to individual people as to tasks, projects, programs, facilities, etc.
In other words, unexpected goodness and kindness is what small organizations find so easy and natural to do but bigger organizations find hard to achieve.
Which leads to the question Mark and I pondered – can organizations like SpringHill and Granger Community Church interact with people with goodness and kindness like smaller organizations?
Both Mark and I answered that question with a resounding yes, if we’re intentional, focused and prepared. As I thought more about this question I realized that for SpringHill this discussion isn’t just theoretical, it’s literally our integrity, of living consistently with one of our core values – to exceed expectations.
You see when we articulated this core value over 20 years ago SpringHill wasn’t nearly as big. To exceed expectations then meant to provide an outstanding experience and service. Today, people expect outstanding experiences and service from SpringHill. But if we’re to live out this value today, it most certainly means providing on a regular and intentional basis, authentic and unexpected goodness and kindness to all we serve and lead. This needs to be our goal; it has to be our focus, it needs to be our reality, if we’re to have integrity as an organization.
So I’m once again thankful for my annual walk around SpringHill with Mark Beeson, because the best way to learn a new concept is to experience it firsthand. This I did in my time with Mark, and both I and SpringHill have benefited from his authentic and unexpected goodness and kindness.