When a recent survey found that 44% of adults have switched their religious affiliation, the Christian church realised that it has a bad case of declining “brand loyalty”. Now, in order to combat this, they have started to employ “mystery worshippers”.
The Wall Street Journal profiles Thomas Harrison, a mystery worshipper, and uncovers the strange—yet profitable—world of spiritual consumerism.
Mr. Harrison belongs to a new breed of church consultants aiming to equip pastors with modern marketing practices. Pastors say mystery worshippers like Mr. Harrison offer insight into how newcomers judge churches. […] In an increasingly diverse and fluid religious landscape, churches competing for souls are turning to corporate marketing strategies such as focus groups, customer-satisfaction surveys and product giveaways.