Home Wine Business Editorial E Column What Consumer Experience Is Your Winery Providing?

What Consumer Experience Is Your Winery Providing?


In most small and large businesses, it is important to the company that the guests are satisfied with the service they receive when they visit and the items they (hopefully) purchase.

We all know that the experience should be carefully crafted and orchestrated, though not overly orchestrated. We want guests to take away the impression that they are unique and appreciated.

How often are you examining the experience that guests receive? You may have an employee manual that explains in detail what the experience should be, but is it being adhered to in the hospitality center?

Before you assess the experience in the hospitality center make a list of how you visualize the process. Or, if you have a manual of service, use that as your guide.

Some of the things to look for:

Guest comfort and convenience.

  • Is everything easy to find?
  • Is it simple for guests to understand what is expected of them?
  • Are the guests made welcome and being given personal attention?
  • Do the guests have the opportunity to ask questions?
  • Are questions asked of the guests?
  • Does the wine tasting experience include a two-way conversation?

General appraisal of wine server’s performance.

  • Are the staff members cheerful and smiling when guests approach?
  • Are they able to create a relationship with most guests in a relatively short amount of time?
  • How are their sales abilities?
  • Are they picking up on buying signs from guests?
  • Have they asked the questions which will allow them to understand what it is guests may be interested in?

It is easy to forget some of the small steps that go into providing a great experience for guests. Regular training and keeping track of how people are being treated in all situations keeps everything on track.

Connections and relationships are key.

A tip of the glass from me to you.

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

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