EDITORIAL
Backstage | Jimmy Dodd
It’s an age-old saying: “Underpromise and overdeliver.” Clients, customers and congregations feel valued, served and appreciated when we deliver service and care that is above and beyond expectations, truly embracing exceeding expectations. Whether it’s a restaurant, a movie theater, a concert venue, a church or a ministry, everyone loves to have their expectations exceeded. For churches looking to welcome and keep newcomers, see practical tips for engaging first-time visitors.
A local breakfast restaurant where I commonly meet friends is built around three simple principles:
- Serve excellent food.
- Treat customers with care.
- Exceed expectations.
It’s quite simple. If you order one pancake, they will bring two. When you order two eggs, they always bring three. You get the idea. People visiting the restaurant for the first time are regularly amazed. No one expects a mom-and-pop breakfast diner to exceed expectations. But they do, and their approach offers useful guest retention insights for ministries seeking to turn surprise into sustained loyalty.
I attended a ministry conference at a beautiful resort on the shores of Watts Bar Lake outside of Knoxville, Tennessee. The resort had two stars from Michelin (out of a possible three) and four stars from AAA (out of a possible five). When I spoke with the resort owner, he informed me that he is annually offered three stars from Michelin and five stars from AAA, but every year he turns down both, opting for a lower rating. Naturally, I was confused. Why would anyone turn down the highest recognition in the travel industry? His answer fascinated me.
He said, “Once you have five stars with AAA and three stars from Michelin, you can never exceed expectations. The most amazing travel experience of a person’s life will receive a smug smirk. They will say, ‘Of course it was this way; it’s a five-star resort.’ My greatest delight is exceeding people’s expectations. When people visit, I want them to be blown away by every carefully crafted facet of the resort.”
I admire his commitment to the highest standard of hospitality. This philosophy should carry over into every corner of ministry, beginning with the local church. It starts with asking two questions:
First, do we have a reasonable estimation of what we can provide? Create realistic expectations for your pastor(s) so they can exceed expectations. Sadly, most pastors are set up for failure with unrealistic job descriptions that no one could fulfill. Give your pastor a fighting chance to succeed.
Second, how can our church exceed people’s expectations? How can we go the extra mile to make people feel immediately welcome? How can we create signage that makes people feel confident and comfortable in knowing where they are going? What protocols can we put into place to ensure that no visitor ever sits alone? What systems can we have in place to ensure any request for prayer is followed up within 24 hours? If the opportunity presents itself, ask first-time church guests the simple question, “Did we meet your expectations?”
As we strive to put this into practice in the local church, we do so in the confidence that the Lord Jesus Christ exceeds our expectations. In Ephesians 3:20–21 he reminds us that he is able to do “immeasurably more than all we ask or imagine according to his power at work within us.” We have a God who always and forever comes through, always keeping his word and exceeding expectations. All glory to him!