CUSTOMER EXPERIENCE: A
NEW CHALLENGE FOR THE
WINE INDUSTRY
Delphine Veissiere
AAWE 10th conference –
Bordeaux June, 2016
THE CUSTOMER JOURNEY
Wine drinker customer experience life cycle
I DISCOVER
I SUBSCRIBE
EX-ANTE TASTING
EXPECTATIONS
I USE
TASTING
TIME
I COMPLAIN
I SUGGEST
I CHECK THE
AVAILABILITY
I RESIGN
EX-POST TASTING PERCEPTIONS
THE RELATIONSHIP WITH THE
WINERY
Wine drinker customer experience life cycle
CEX
life
cycle
I DISCOVER
I SUBSCRIBE
EX-ANTE TASTING
EXPECTATIONS
I USE
I
COMPLAIN
I SUGGEST
TASTING
TIME
I CHECK THE
AVAILABILITY
EX-POST TASTING PERCEPTIONS
Touchpoint opportunities to connect are many
HOME
WINERY
WINE SHOP
SOCIALS
WEBSITE
CHAT
HANGOUT ..
I RESIGN
CUSTOMER SATISFACTION
> / = EXPECTATIONS
THE 4 GAPS OF CUSTOMER
EXPERIENCE
Existing website
WINERY WEBSITE
GENERATIONS
Objectives
CX improvements
First-generation website
Single/multiple pages
Contact point
Showing
Second-generation
website
Blog, newsletter social
links, e-commerce
Explaining
- It is made to show the brand identity
and count the page views
- The online presence is a mere
showcase, with no feedback or two-way
communication
- The customer experience is optional
and real engagement almost impossible
- It is made to enhance the
communication towards the final
customer
- The presence on line is an alternative
to a significative marketing budget
- The objective is to offer distinctive
content and running relations
- The website is made embracing the
mobile revolution
- The online presence is built around the
online customer experience to deliver
- Metrics have become key to deliver a
powerful digital customer experience
when mobile, proximity and real-time
marketing constantly rewrite
benchmarks
Third-generation website Converting
Responsiveness APP
download Community area
(chat)
NEW MARKETING
ENHANCEMENTS
Physical
interaction
Virtual
connection
Virtual
interaction
- wine tasting/dinner
(charity), BYO
- website/blog/broadcasting
initiatives
- Chat/virtual tastings
(connecting the
winemaker wherever
the taster stands)
- Food & Wine fairs,
B2B meetings
- APP/ social
networks
- mailing list
connections
(newsletter, offers..)
- Community
chatting/wine club
- co-financing of the
winery innovations
and initiatives
- E.commerce
Wine tasting
DISCOVERING
Purchasing or not
SUBSCRIBING
Customer life cycle
CONVERTING
4 KEY DRIVERS OF
CUSTOMER EXPERIENCE
• a matter of mentality
The proactive wineries are the one that look out for exciting new
insights that can be translated into action items and provide strategic
advantage
• the adoption of new IT technologies
It appears that some large companies are still implementing
comprehensive digital transformations using cross-industry knowledge
while the SMEs are not already at the starting point.
• a new approach of the market
The nature of the interactions (unilateral versus multilateral) and their
number define the basis of the customer life cycle
• a consciousness of where to go
Many owners believe that all the truths are not good to tell the final
customer because it is part of the kind of “mystery” around wine-making
and terroir. Loyalty relationship requires honesty and transparency.