Services of the church

At our recent eMBA class, we had a discussion on a very current topic; religions and the role of the Finnish church.

Basically the common view was that the Finnish evangelic lutheran church is old fashioned and has no clear strategy.

What was missed was a clear positioning; a view on how church really sees homosexuality and women in church and how they want to serve their members. The discussion of gay people has been refreshing, for the church to really clarify who is their target audience what what purposes they serve. They´ve never had any yt-neuvottelu (cooperation negotiations) to bring focus and efficiency.

We invented a new service concept for church at christmas. Instead of packing to a crowded church, why not have a short outdoor ceremony with a few songs, punch, having people go out for a walk but having an easy-to-use religious service.

We also discussed whether religion should be part of education in schools and if they should organize christmas parties. Votes were for and against. I know, christmas parties are nice, but it´s a celebration of the birth of Jesus. Is the role of schools to celebrate religious events? Instead, should or could schools celebrate the end of a school term and find another program for that? Why would schools portray religious agenda if they not have a political agenda? If one role of religion is to educate ethics and behaviour, would there not be other ways of doing this eg philosophy?

I still belong to church. My main reasoning is the goodwill done for less fortunate. But I, too, start questioning the role it could provide taken the opportunities from today´s needs of emotional and physical wellbeing.

Branded generosity

Trendwatching.com published its list of key consumer trends for 2011. On the same list you could spot two very human elements: random acts of kindness, consumers craving for kindness and being surprised in a positive way and emerging genorisity, giving, donating, sharing and sympathizing vs just selling and taking.

In other words, brands are expected to act humble, personal, showing compassion and understanding customers daily challenges. This is nothing new. But my guess is that the deeds expected from companies will no longer be big bursts of sponsorships and donations but they can be small things, generating daily goodwill. They do not need to be just donations but simple gentlemanlike acts towards customers.

Personal experiences from service economy. For the first time in my life I ordered two dresses from two different online stores. The other one was more expensive. Dress was sent as promised and was ok. The other dress was sent also as promised. With the dress came a small branded bag and the dress was on a hanger. I was so surprised.

I guess best branded deeds will be notes and messages from companies in unexpected moments. Monthly newsletters are nowdays normal. But what about personalized messages. Those that you get on birthdays and on special occasions, personalized to your orders and needs. Most companies admire Amazon for being able to track persons purchasing history and being able to make recommendations for customers´s interests. How could you do the same in industrial engineering?

Finnish brand committee´s report for branding Finland was showing similar kinds of elements of showing generosity. The committee proposed various missions for Finns for keeping up and building Finnish brand. One mission was for school children to talk to more quiet classmates. What could be my company´s small deed to providing better happiness to our customers?