Importance of Customer Experience

Tasting rooms at wineries, and now distilleries have become a big business, with ever-grander facilities that draw millions of people, which leads to fancier facilities and more visitors. It’s a virtuous cycle — mostly. Here are some tips for the tasting rooms themselves: a single bad experience can cost a brand a customer, every touch point matters, and customers expect a personalized experience.

From the business perspective four key drivers of customer experience include:

1. Matter of mentality
2. The adoption of new IT technologies
3. A new approach of the market
4. A consciousness of where to go with your brand

The touchpoints for the wine or spirits consumer in the customer experience life cycle starts with the discovery facet. Whether in a tasting room setting or special event, stopping in accidently or via a referral, the experience felt from start to finish, sets the tone for the perceptions and expectations and ultimately value of the customer to that business. Opportunities to connect are many and can be executed at home, winery/distillery, retail shop, social events, websites, chat, and other options such as club or subscriber events only.

The best bet is to capitalize on best practices in customer experience, by having a set of systems, technological tools, and, efficient processes that will deliver to your visitors, the grand and welcoming experience you want them to have long term, and at every touch point. Of course, be sure to train your staff to be friendly and welcoming. A smile goes along way.

Active’s Mobile all-in-one system will help you and your staff manage customer perception and expectation by simplifying tasks, offering real time data answers freeing the staff to sell more smartly with less effort. Active’s easy iPad POS is designed for busy winery/distillery tasting rooms, craft beverage businesses, and retail locations. It includes powerful club features, inventory management, alcohol shipping, tips functionality, kiosk feature, loyalty/gift cards capabilities, and kitchen/fulfillment printing built right in. It communicates live with your unique master database, so it is always current with customer and inventory data.

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