Home Industry News Releases Meeting Expectations – Part Two

Meeting Expectations – Part Two


Many human beings pride themselves on being unique, even though most people fall into one category or another; they like to think that they are different from others. In order to make your guests, customers and converts feel unique, it is important that we treat them as individuals.

Does the Interaction Seem Personal?

Fortunately, in this age of computers it is relatively simple to create some personalization with the people who are interested, buy or recommend your products through your newsletters, correspondence and in person.

Customers are willing to order through your website as long as they can find quick answers to their questions. If the information on your website does not provide the answers people need, they are much more likely to abandon their purchases.

If you can add a personal touch by providing a customer service email and phone number, then you are much more likely to retain the sale. Smaller businesses may wish to add the name, email, phone number and hours of service of the person (people) who help customers in a prominent place on their website

There are also people who prefer to buy in person or on the phone. Ensure that those options are available to them. Especially as having a person they can talk to often bonds customers with employees and your company.

Solve Problem Quickly

Resolving problems is another important part of customer service. I have had a problem with American Airlines for three months now. They have apologized and made some small restitution, but no one has been able to tell me why the problem occurred and assure me that it will not happen again. I am still waiting.

When people have problems with a company, they will tell others.


Your customers have options as to how they interact with you. Each avenue your customers have to reach you (social media, email, voice mail, online chat and in person) should deliver a personal experience. Interestingly enough the phone is still the most popular, though other channels are catching up.

Let your customers know that you appreciate them, and you like them. A hand-written card or email to thank them for buying for the first time or being great long-time customers is always appropriate.

Know as Much as You Can About Them

Stay in regular contact with your customers. If you make friends with your customers it is easier to collect information, their likes and dislikes, habits, interests and buying patterns, etc. Listen to what customers have to say and use the information to improve your connection with them and your service to them.

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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