Church 4.0 has moved from traditional to digital. A frictionless and easy experience for those we serve needs to be the focus of Church 4.0 leaders. Your leadership mindset should encourage your team to build genuine relationships with the non-church seeker.

Peter Drucker is considered one of the most influential management thinkers. His over 30 books have sold millions of copies. Drucker, in 1954, wrote that “…a business has only one valid purpose: to create a customer. And if the purpose of a business is to create a customer, then that business has two functions – innovation and marketing. Innovation and marketing produce the results. All the rests are costs. Innovation produces the product and marketing tells the stories that sell the product.”

People are no longer consumers. They are now “prosumers.” They not only consume but also produce. They post about you on their 20 plus social media channels. Their online review about what they experienced about your service is considered more reliable than what you say on your website and social posts. Your customers are connected even when your church office is not.

The internet and social media changed the world. You can’t communicate in a silo anymore. In Church 4.0, leaders will have to decide where visitors are in the church operating model:

· Does your service reflect that they are at the center?

· Are they at the top, and are you serving their needs?

· Are they at the bottom, and you are building with them as the foundation?

· Are they part of your digital funnel, and are you tracking them through customer relationship management (CRM)?

· Are they “prosumers” who are both consuming and producing through one-to-many interactions?

C.K.Prahalad and Ventak Ramaswamy, in their book, The Future of Competition, warn organizations against ignoring a “prosumer.” C.K. Prahalad states it this way:

“The power of consumer communities comes from their independence from the company. In the pharmaceutical industry, for instance, word of mouth about actual consumer experiences with a drug, and not its claimed benefits, is increasingly affecting patient demands. Thus, consumer networking inverts the traditional top-down pattern to marketing communications.”

Church leaders will face the challenge of how to lead people used to location-based Church 1.0. How do we break away from traditional habits? Going back to your muscle memory will not help. If you will do what you have always done – you will get what you have always got. You will have to find your new starting point.

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