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This was a presentation given at the Wine Industry Network conference (12/2013) on ways to organize and rethink winery processes to maximize consumer data capture for remarketing. The ideas in this presentation would be applicable for any retail or hospitality organization.
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“Touchpoints” !Best Practices for
Collecting Consumer Data!Presented by Susan DeMatei
WineGlass Marketing
Susan DeMatei
Owner WineGlass Marke-ng
@sdematei
facebook.com/wineglassmarke;ng
susan@wineglassmarke;ng.com
What is a Touchpoint?!
• noun • 1a point of contact or interaction,
especially between a business and its customers or consumers: every touchpoint must reflect, reinforce, and reiterate your core brand strategy
• 2a point of reference: one of the cultural touchpoints for the late 1990s
3
4
Can also be reversed to assist in data gathering!
• Many of the intersection points have an opportunity for YOU to find out more information about your customer
• Don’t need a fancy CRM tool • Best if there is a corporate
plan (written company-wide expectations) as well as a system in place for each of the channels 5
Importance of Corporate Plan!
• Provides insight into higher goals • Allows employees to understand the value of
data for motivation • Sets expectations for each area
• While taking conflicting objectives into account • Sets compensation and bonuses according
to desired actions • Lets employees know you’re paying
attention 6
Steps for Each Channel!
Plan • Identify each opportunity to gather data • Prioritize based on volume
Vet • Consider consumer expectations • Consider employee goals and challenges
Build
• Map out proposed process • Get employee feedback • Add tools and processes (if needed)
Refine • Train, and set expectations • Monitor, and adjust
7
Identifying Opportunities!
8
Website
Phone eMail
Appointments Drop Ins
Groups
Events
Prioritize Based on Volume!
9 Drop Ins
Appointments
Groups
Phone
Website
Events
Consider Consumer Expectations!
Drop Ins
Appointments
Groups
Phone
Website
Events
10
Least amount of comfort – usually requires a give away eCommerce purchasers expect to have to give full contact info and date of birth Be careful with PII over email Usually customer expectation is fast Most group reservations are under 1 name It is reasonable for you to ask for contact data for anyone visiting your site for a tour It is illegal in CA to ask for contact info during the act of an in-person sale
Consider Employee Goals and Challenges!
11
Map Out Process!
12
No
Yes
Yes
No
No
No
Yes
NOTE: Each is different
Get Employee Feedback!
13
Add Tools (and Systems)!
• POS systems • eCommerce systems • Reservation systems • Business
card collection
• Data input process
14
Train, and Set Expectations!
• Train all employees – even finance, office, sales reps or anyone who might have customer interaction
• Provide manuals and clear expectations
• Tell them how they’ll be evaluated • Set routine follow-ups and reviews to
see how it’s progressing 15
Monitor, and Adjust!• Build a dashboard to monitor % of captures
to guest by channel • Also monitor conversions to club, sales and
other key metrics to ensure these aren’t impacted
• Try to identify pain points and alleviate them • Be public – let everyone
know how they’re doing • Adjust staff, rolls, process
or tools as needed 16
Susan DeMatei Owner
WineGlass Marke-ng
@sdematei
facebook.com/wineglassmarke;ng
susan@wineglassmarke;ng.com
Thank you! Questions?!
