Guest Experience: Why Standards Matter

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Every handshake, smile, and act of kindness is an opportunity to embody the love and hospitality of Jesus. Having a set of Guest Experience Standards helps ensure that the welcome we offer is consistent and not reliant on a volunteer or staff person’s personality or mood. Standards give us clear expectations and help us aim for excellence.

This is important, because our “guests” are often encountering our ministry – and sometimes the Gospel – for the very first time. Whether the guest returns for a second visit depends on the quality of their first experience with our church; however, delivering a consistently excellent guest experience doesn’t happen by accident. It requires great intentionality, and standards help us be intentional in our ministry.

Standards Remove Barriers for Guests
First-time guests often feel nervous or unsure, especially if they haven’t been to church in years (or ever). They’re anxious about being judged, or not fitting in, or not knowing what to do or where to go. Sometimes guests come with their guard up. Clear standards make sure things like signage, greeting, seating, and follow-up are handled in ways that reduce anxiety. A smooth, warm experience helps guests relax and focus on the message rather than logistics or discomfort.

Standards Communicate Our Values
Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” How you treat guests is often the first sermon they “hear,” and it communicates to them whether you are anticipating and ready for guests or more concerned with the people who are already part of your congregation.

Standards Build Consistency Across Services and Ministries
Without standards, the guest experience can vary widely from one worship service or ministry area to another. Standards create a unified culture of welcome – whether someone arrives at a worship service, a children’s check-in desk, or a midweek program.

Standards Empower Volunteers and Staff
It isn’t enough to simply tell volunteers or staff members to be friendly or to demonstrate radical hospitality. How that’s defined may look different for each individual. Standards provide clarity on what “good” looks like – removing guesswork and uncertainty. When staff and volunteers know the standards, they can serve with confidence. Guest Experience Standards make it easier to train new team members and evaluate how the ministry is doing.

Standards Encourage Return Visits and Deeper Connection
Guests form a first impression of our church within 30 seconds, and they decide quickly whether they’ll return – often within the first 7-10 minutes of their visit. That’s before they’ve heard a prayer spoken, or a song sung, or the pastor has an opportunity to deliver her message. A consistently warm and welcoming experience increases the likelihood of a second visit, which is often a first step toward deeper discipleship.

At Resurrection, we have been teaching and training about “radical hospitality” for years. In 2022, though, we decided we needed standards that our entire organization could follow to deliver a consistently excellent experience. We spent 18 months discussing, discerning, revising and praying, developing a simple set of Guest Experience Standards that reflects our DNA. Our standards are:

• Guests Come First
• We Strive for Excellence
• Everyone Belongs

As you think about developing your own set of guest experience standards, take your time. Pray, research, discern, draft, and revise. Getting it “right” for your church isn’t a one-step process. Capture your DNA and use familiar terms, language that is both inspirational and aspirational. Limit your standards to 3-5 phrases. They need to be short and memorable. Ideally, you want your staff and volunteers to be able to memorize them.

Guest experience standards in a church aren’t about being “corporate” or “polished” – they’re about being intentional so that nothing gets in the way of someone experiencing the presence of God and the love of community. They help us more effectively and consistently embody Jesus’ love in the world.

Yvonne Gentile is our Guest Experience & ShareChurch Lead Director, a former retail industry executive, and co-author of four books. She and her husband Frank have been part of Resurrection since 1996. Together they enjoy movies, road trips, and spending time with family.