The Wall Street Journal reports, "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."
The focus of the article is on the fact that "At least half a dozen consulting companies have introduced secret-church-shopper services in recent years." "Church leaders say they're seeking new ways to assess their services and evaluate everything from the style of music to how comfortable the pews are as they court fickle churchgoers."
The article, profiling a former-pastor-turned-professional "mystery worshipper" (who lies about who he is and is " a stickler for light bulbs and bathrooms"), makes me queasy--but you can read the whole thing.
HT: Jeff Brewer