I have been a member of my church for a few years now. When I first began attending Mount Airy Church of God In Christ, a lot of tasks were manually completed, or should I say, very traditional. There was no automation, digitization, mechanization, etc. Typically, when you think of a customer’s journey, maybe your first thought is a shopping experience in a brick-and-mortar store or online. This semester, with the Akshaya Patra Foundation case study, we learned that customer journeys can be unique, and the concept can be applied to many scenarios. The religious sector has become a product of disruptive innovation. The use of technology has helped my church to improve its processes, its members’(customer)journey and create a simple online user experience.
Back in the day, someone would come to the front of the church and make announcements about news and upcoming events for maybe 10 – 15 mins. (probably longer, depending on the speaker). To improve the customer journey, the church implemented a new process of sharing church announcements via video. I think this change was made because they would lose people, people simply stopped listening and paying attention. The visual concept is more interesting and innovative, and people seem to enjoy it more vs. just looking at someone speak. Also, the videos are quicker. Timing is everything, even in church.
To take things a step further, MACOGIC created a website and a mobile application for members to still engage and learn about things regarding the church. The website and mobile app help to bridge the gap between the older and younger members, and spans across multiple audience segments. The website resembles the journey a member experiences while attending a regular service (i.e. live stream, online giving, etc.). This gives members a chance to still get involved and stay connected while outside of the church.
Both the site and app are very clean, simple and user-friendly. Users aren’t required to think. With the help of familiar web conventions (i.e. home icon), a well-designed navigation, the use of good signifiers and affordances (i.e. search button), etc. users should have no problem navigating through the site or mobile application.
MACOGIC has managed to create a good customer experience in and out of the Church.