“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful” – Jeff Bezos (Amazon.com founder)
80% of companies believe they deliver a superior customer experience, but only 8% of their customers agree, says Bain & Company. Clearly, it’s easy for companies to assume they’re keeping customers happy; it’s quite another thing to achieve that kind of customer devotion.
The best wine companies find ways to tune in to customers’ voices every day. They ask their customers to rate ambiance, service levels, cleanliness, staff knowledge, and importantly ask them “would you recommend our wines to your friends and colleagues?” By listening to your customers you can transform your company into one that is continually led and informed by its customers’ voices.
The most brilliantly designed and insightful customer offering can be rendered impotent by poor execution. That’s why people staffing the front lines need to be well hired, well trained, and well treated if your tasting room is going to deliver on its propositions.
How often do your tasting room staff talk to your customers, and do they ask the right questions?
Adapted from The Three “Ds” of Customer Experience
By Mike Carter.