Brand Experience Audit — at Houses of Worship

This from today’s Wall Street Journal is worth a read. You might need a subscription. Here are the first two paragraphs:

“Department stores hire mystery shoppers. Restaurant chains bring in undercover diners to rate their food and service. Churches enlist Thomas Harrison, a former pastor from Tulsa, Okla., and a professional mystery worshipper.

Mr. Harrison — a meticulous inspector who often uses the phrase “I was horrified” to register his disapproval of dust bunnies and rude congregants — poses as a first-time churchgoer and covertly evaluates everything from the cleanliness of the bathrooms to the strength of the sermon. This summer, Mr. Harrison scoured a
megachurch in Cedar Hill, Texas, and jotted down a laundry list of imperfections: a water stain on the ceiling, a “stuffy odor” in the children’s area, a stray plastic bucket under the bathroom sink and a sullen greeter who failed to say good morning before the worship service. “I am a stickler for light bulbs and bathrooms,” he says.”