WTN Services- Customer Service, Wine Clubs and “He profits most who serves best…”-
“He profits most who serves best.”-Arthur Frederick Sheldon
The economy is questionable. There is political uncertainty given an election year. Fuel prices are at an all time high. Discretionary spending this Christmas is questionable. Is the purchase of wine a luxury or something onemay find as an optional purchase? What does all of this uncertainty mean to your sales plan and your fulfillment plan for the New Year?
Two things to consider this year… What opportunities do you have to improve your margin if you are a winery or wine retail company? One option is to consider WTN Services as your fulfillment option to lower your fulfillment spend due to our bi-coastal shipping from two distribution centers -one on the east coast -one on the west. Utilizing the two ship from locations lowers cost, lowers your environmental footprint and makes margin sense. Option Two- Provide impeccable and memorable customer service.
While marketing budgets may be tightening nothing matters more than the impression one provides in ensuring customer satisfaction.
Always remember these three points…
- Marketing and branding creates demand.
- Selling creates transactions.
- Memorable Service creates repeat customers and higher value transactions more often.
What keeps wine purchasers coming back?
The relationship they have with you and your winery or wine retail team. Wine club sales or wine continuity programs are differentiated by the quality of the relationship between the purchaser and the individuals and experiences that are remembered in relation to that wine club purchase. Wine club continuity in membership is about “service” and is about relationship building, with the wine drinker- novice and seasoned.
The ultimate objective of any wine club is a continued revenue stream and profit.
The primary purpose of a wine club is to create consistent and continued customer base for your great wines. Profitability without wine club customers who provide word of mouth referrals to your wines is impossibility.
Exceptional service means keeping every commitment you make to customers. Period. If you drop a ball which will happen the exceptional winery or retailer is the one that handles that fumble with grace and elegance. The upset customer many times will become your biggest advocate when you turn the ugly experience into something extraordinary.
As a final thought as you complete the year and work on your plans for the new year- examine your service policies and standards to see if they are based on the actions of your problem customers…or are they based on the actions of the 99-plus percent who are good, honest people that when an issue arises are reasonable and honest. If you manage the 99% with exceptional service your revenues will ultimately soar, referrals to your wines will come and the memories of the exceptional service your provide will carry –your wine brand to the level of excellence that others dream of achieving.
To learn more about how we may assist you in building exceptional customer services programs and improve your wine club margins contact the WTN Services account management team and we’ll be happy to share the basics to wine club success.
Chris Edwards
Director Sales & Client Operations
The Winetasting Network
2545 Napa Valley Corporate Drive
Suite F
Napa, CA 94558
(707) 265-2934
cedwards@winetasting.com