SCRM and the wine industry

7/29/2019 SCRM and the wine industry

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Social Customer Relationship Management

The New Frontier


2/28

Customer Relationship Management is a culture, not a

tool.


3/28

We are forced to see customers through the myopia of

transactions.


4/28

There are two functions of CRM solutions analytical and

actionableAnalytical CRM is to analyze the micro and macro characteristics of

your customers. Most people use it for list building.

Actionable CRM happens at the point of contact and gives relevantinformation in bite size pieces or more if needed.


5/28

Multi-channel difficulties

Fulfillment

Social Network

EmailWine Club

Direct Marketing

E-commerce

POS

Compliance


6/28

There are two types of customer interactions:

On-premise = Winery Visits, Wine Club Signups

20% of the interactions

80% of customer acquisition

50% of the revenue

Limited by your location and ability to attract visitors

Meaningless to virtual brands

Off-premise = Phone, Email, E-commerce, Social Media, Mail, Wine Club Subscriptions

80% of the interactions (and growing)

20% of the customer acquisition

50% of the revenue

Represents the greatest growth opportunity


7/28

If you do not have a

customer centricstrategy you are

divorced from modern

reality.


8/28

The Hitchhikers Guide to the Galaxy


9/28

Wine Label Registration Growth

Projected *Source: Advertising, Labeling and Formula Division, TTB

Total number of COLA applications through the TTB in 2008 was approximately 133,427*. This

number increases on an annual basis by approximately 5,000 labels

We have never seen this level of wine

competition in human history.


10/28

There is no virtually no advantage to buy direct from a winery

No selection advantage.

No price advantage.

No shipping advantage.

Not convenient.

Not easy.

Not fun.


11/28

Quality . . . from EVERYWHERE


12/28

Great Wine from Everywhere

2002 Chaupi Estancia

Palomino Fino Yaruqua,

Ecuador


13/28

What is the true differentiator in a sea of winechoices and a customer centric world?


14/28

Ok, lets talk about Social Media


15/28

Customer Relationships are changing


16/28

The customer is transforming

Meet the SOCIAL Customer

Digital

Mobile

Connected

Likely to share

Likely to ask

Immediate

Redefines the notion of a customerA direct buyer, an indirect buyer, a consumer of your content aka an advocate

Enjoy the me in social media

For more awesome information check out this blog by Brian Solis: http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/.
http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/


17/28

Watch out!

If you make

customers unhappy

in the physical

world, they mighteach tell 6 friends. If

you make

customers unhappy

on the Internet, they

can each tell 6,000

friends. -Jeff Bezos


18/28

What is Social CRM (aks Contextual CRM)?


19/28

I am the sum of my parts.

Foodspotting

Pmabray

Instagrampmabray

Foursquare

Paul M.

Paul Mabray

Twitter

@pmabray

FacebookPaul Mabray

Google +

pemabray


20/28

Social context comes from the interest graph and

texture

The interest graph

What I like.

My aspirations.

What I am likely to buy!!!!!!!


21/28

You got your chocolate in my peanut

butter


22/28

Context from Texture


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Context from Texture


24/28

Try rolling it all up . . .


25/28

Imagine a world of context and connection - SCRM

A world

That tells you how important a customer is by their phone

number, Twitter, Facebook, etc.

That notifies you digitally when your customer walk into your

winery.

That tells you when your customer has a major event that can

influence your relationship.

That allows you to group your customers by non-wine interests.

That allows you to fully understand your customer beyond howmany times they buy from your winery.

That keeps you connected to your customers despite time and

distance.


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Why Contextual CRM will win!

1. It is customer centric.

2. Better insights give better conversion.

3. Its real time.4. Much of the data collection and

analysis is done by a computer vs. the

CRM data entry of a human!!!!5. Context is king (ask Netflix, Amazon,

et al).


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Customer Relationship Management is a culture, not a

tool.


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CONFIDENTIAL

VinTank

Paul Mabray

Chief Strategy Officer

[email protected]

707.320.8891

@pmabray
mailto:[email protected]:[email protected]

SCRM and the wine industry

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