It seems that their "friendliness" is evaluated by how friendly they are with each other.
All you have to do is walk into that church, as a visitor, and you'll be able to determine quickly if they are indeed the "friendliest church in town."
Thom Rainer, president and CEO of LifeWay Christian Resources published an excellent article titled "The Friendliness Factor." You can find the entire article at http://www.buildingchurchleaders.com/articles/2010/friendlinessfactor.html?action=noadd
Rainer states... "People are drawn to genuineness. They can spot manufactured friendliness a
mile away. Make eye contact. Get their name. Spend a minute with them. We’ve all heard the saying that kids spell love t-i-m-e. Well, so do grown-ups. Spend some time getting to know them. Often, unchurched individuals find themselves at church for the first time because of a personal crisis.
Genuine friendliness can be a huge factor in them returning to the church and, ultimately, accepting Christ as Savior."
This friendliness factor is not automatic. You have to intentionally train and motivate people to identify, approach appropriately and give the
kind of welcome that causes the visitor to feel truly welcomed and genuinely cared about.