A lot of people have heard or read that I’m regularly doing secret shopper or mystery worshiper visits to churches around the country. The question has been raised (and it’s a valid one): Do you need a secret shopper?
As someone who takes the mission to reach the lost and unfilled seriously, I think it’s a wise investment. It takes about a month for you to lose your new eyes, new ears and new nose. Things that you may have become used to or accepted, a secret shopper can spot on their initial visit.
I once had a great Secret Shopper visit with a local church plant in the DFW area. I then had great meeting afterwards where I shared constructive and encouraging feedback with their senior pastor. I was reminded of how even young church plants can quickly lose their new eyes and start to miss things that are obvious to a newcomer like me.
The pastor emailed me saying that they’ve worked on several of the items I listed and are excited about their future. Now, many years later, my secret shopper process has evolved. The last church I worked with was Menlo Church in California, pastored by John Ortberg. I evaluated all 5 of their campuses and went over a 22 page report with their senior leadership team.
In one month, I’ll do another secret shopper visit at a mega-church in Dallas, TX. I’ve already begun my pre-assessment, as I take a thorough look at the church’s website and online presence. This is a church that is seemingly doing well and has a large congregation in a metroplex, but they want to improve and tweak things and I applaud them for that.
I came across some good words on Mike Holmes’ blog that I’d like to share with you. He mentioned that a secret shopper or mystery worshipper can do a few things:
1. Assess areas of strength and weakness.
2. See what visitors see.
3. Give objective appraisal.
He also shares the story of his experiment as a secret shopper, which is convicting and inspiring. He goes on to share signs you need a secret shopper or mystery worshipper:
1. Visitors who don’t return
2. Decreased attendance
3. Lack of influence in the surrounding community
I would add an eye for excellence and an attempt to be better at hospitality. It’s always healthy to look at your Sunday morning experience through the eyes of a newcomer and especially the eyes of a lost person. You may get only one chance to make a positive impression on them.
We all know a guest makes up their mind whether or not they will return in the first 10 minutes.
Read that again!
When you bring a guest to church, you instantly become sensitive to your surroundings – the people, the seats, the ushers, the greeters, the kids check-in, the sermon, the music, etc. You want everything to be perfect for your visiting friend (especially if they are not a Believer). A mystery worshiper can spot these crucial areas out for you, before your lost friend does. It’s an investment, but I think a wise one.
Nelson Searcy (in his book “Fusion”) says that if a first-time guest turns into a second-time guest, they are 80% more likely to get plugged into your church and eventually commit their life to Christ. That’s huge and that’s what I do. I help churches remove unnecessary barriers and bad impressions and turn first-time guests into second-time guests.
I once read an article in the Wall Street Journal on secret shoppers. As the article states: “Department stores hire mystery shoppers. Restaurant chains bring in undercover diners to rate their food and service.” Isn’t what we do on Sundays as church leaders more important than department stores and restaurants? Seriously, isn’t it???
If you’d like to pick my brain or ask what’s involved in a secret shopper visit, contact me. If you’d like to read through endorsements of my ministry, check out the Worship Impressions website. Keep pressing on and know that what you do matters!