Why your wine business needs CRM

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I work in technology, but my heart is in wine. Every day I see things in the wine business that frustrate me; every day I see how archaic some things can be. The wine industry is notoriously behind the times when it comes to technology, and is even slower to adapt to new methodologies. What are the reasons behind this? Part of it is certainly economic; however part of it is exposure.  As an IT specialist who spends 8-10 hours a day working in CRM and another 12 thinking about CRM and how to integrate with back office systems,  I spend my days working in CRM systems and designing solutions for a wide variety of companies. And yet, while there are a few key players that are opening their eyes to the value of CRM, the wine biz in general is lacking focus in this area. On a daily basis, I see siloed, independent systems for finance, customer service, marketing, and order entry that make up a company’s operations.  Each of these systems is independent from each other, with unique data sets that may or may not replicate to the rest of the systems in use.  In the world of wine, for example, you might have your retail POS, a wine club management tool, and an ecommerce or marketing tool.  Switching between the systems is time consuming and clunky, as you have to periodically update tech data set and ensure that each system has an accurate record of your customer. The need in the rest of the world for an integrated solution to provide the full picture is great. Companies not only need to see the full picture of the customer, but they need to see the full picture of operations.  The methodology behind a CRM culture (and we’re not just talking tools here, but rather a way of doing business), is that you get a full, complete picture of your customer at a glance.  CRM, or Customer Relationship Management, is the art of knowing your customer, and knowing how you can better service them. Yet today, CRM is still a great mystery to many wineries.  Most understand that it would be helpful, but don’t understand exactly why, or how.  If you reframe what CRM is, you will begin to understand how powerful it is.  More than just software, it’s a lifecycle approach to marketing.  A winery that understands this, knows that CRM can help you develop targeted marketing messages to specific customer groups.  A CRM ecosystem can help your customer service reps receive and resolve issues quickly and effectively, maintaining an audit trail.  A CRM order entry system can track your customer likes and dislikes as well as past orders. What does this mean for DTC sales?  Everything.  Imagine the power of a tool, and a mentality, that allows you to report at your fingertips.  What did Jane buy last month?  Are you trying to move more bottles of the 2009 Merlot?   Target your offer to those that have shown a consistent […]