Improving The Cellar Door Experience

According to the “Customer Experience Report” conducted by Harris Interactive and RightNow Technologies, organisations that provide a superior customer experience can gain a significant business advantage.

The research also clearly illustrates considerable consumer frustration with poor service and indicates the high cost of not providing high quality service:

Over 65% took their patronage elsewhere because of poor customer service experiences

Around 27% said they would never return, no matter what the enticement

More than 53% said they would return only if the company proved they had improved their customer service level

Nearly 50% said the company would have to prove it valued their patronage before they decide to return

All respondents voted that more than 25% of their customer experience service last year was not good

But around 78% said they would increase their custom if they perceived continuously excellent customer service!

Wine related tourism is becoming increasingly important for wineries who use the cellar door to build brand loyalty and share their story first hand with consumers. Consumers who are knowledgeable about the history of the winery form a relationship with the brand, and this can also lead to increased margins, as wine sold at the cellar door is typically sold at the full retail price, without giving up margin when sold through a distributor. 

Consumers have become far more demanding and success is no longer a matter of providing guarantees and smile training. Consumers expect quality, flexibility and value for money – right from the beginning. Quality and the development of human resources have become the most significant factors for competitive success. In real estate it’s location, location, location. In tourism it’s training, training, training.

Wineries need to be aware that the tourism industry is fiercely competitive and is not an “easy” or ”laid-back” industry, not requiring much in the way of strategic planning, professional management, or sensitivity to the environment and local cultures. For those that are prepared to take up the challenge, wine-related experiences can become an important generator of tourism activity.

By Mike Carter.