Unexpected Goodness & Kindness
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.
Making Customers Feel Like Old Friends
You know it when you’ve interacted with a business or organization that has a serious focus on their customers and constituents. You feel as if you’ve interacted with someone who knows and understands you, your needs and wants. It’s almost like you’re an old friend. These are the organizations that you come back to over and over, and recommend to your family and friends.
These organizations have what we call at SpringHill a “Customer Focus”. And being customer focused isn’t just good for business; we believe its, plain and simple, the right way to treat people. Thus being “Customer Focused” is a critical quality all SpringHill staff must possess.
But we need to remember organizations are only customer focused if their employees and staff are customer focused, because it’s people who serve customers, design, build and deliver products and services, not organizations.
Now most of us know what “Customer Focus” looks like from the receiving end, but what does it look like from the giving end? What does a “Customer Focus” person do, how do they think, how is it expressed in their day-to-day work?
They dedicate themselves to exceeding customers’ expectations, which requires getting to know customers well enough to understand their expectations, needs, and wants. Then it’s using this knowledge to, not just meet expectations, but to do everything possible to exceed them, to surprise the customer, to make them feel like an old friend.
Finally, it’s important we understand who the customer is. It’s not just those who pay for our services but anyone who depends on us within or outside our organization. In other words, we all have customers. Our goal then should be to exceed the expectations of all our customers, not just the “paying ones”. And when we embrace that we all have customers and thus all need to have “Customer Focus” we’re creating the kind of organization that will make an enduring impact on the lives of others.
This is part 9 of 14 in a series of posts about what it takes to be successful at SpringHill.
