This week marks my 9th Dreamforce, the annual user conference for Salesforce.com. As one of the largest (ok maybe the largest) CRM tool – at it’s core SFDC provides the basic building blocks of a CRM tool. Of course, now, 15 years later, it’s so much more than that. This week promises to be a bit of a crazy one, as usual, filled with great sessions, learning experiences, networking, and dare I say parties. As I get my body ready for the anticipated lack of sleep, and over filled brain, now is a great time to refocus on the fact the wine & CRM are a natural match. The philosophy of Customer Relationship Management is one that has been struggling with in the wine industry. In 2012, only a handful of software companies have solutions that suit the wine industry, but even fewer industry companies are getting the concept of CRM as a tool. That is changing, and the next few years are an exciting time. Why does your wine business need CRM? We all know it’s a tight market out there. How do you plan to sell more wine this year? How do you plan to segment your customer base? Too many times do I get emails from wineries that don’t know my needs or wants. Why aren’t you paying attention to me as your customer? You know I bought 5 cases of pinot last year, so what are you doing with that data/ world of the customer? Keeping in mind that CRM is not a four letter word, many potential customers are scared off by the very concept as a 400 pound gorilla. Putting the technology on the backburner for a minute, the methodology is the first hurdle to overcome to a successfully customer relationship philosophy. Viewing the big picture is, and should be, the end goal of a consumer focused business. As I head off to the conference, now is a great time to share some posts about CRM as well as my interview with Paul Mabray, founder of Vintank, about the future of CRM and technology in the wine industry. Where will the wine industry go from here? How can we help you get there? Get your creative juices flowing and start thinking about CRM! For news from the field, please follow #df12 and my twitter alias! Cheers!
Wow! My recent post on the need for CRM in the wine world has really sparked some inspired conversation. This is an exciting time, as the more people are talking and thinking about CRM for the wine industry, the more educated they can become. Today, Silicon Valley Bank presented their annual State of the Wine Business webinar, which reinforced the need for an integrated CRM solution at even the smallest wine business; the ability to capture, track, manipulate, and analyze data is capital if you are trying to grow a business in this ultra-competitive market. And still, wrapping your heads around the concept of CRM as a communication methodology as well as a technology is a tricky proposition, and even as an experienced professional it is something that takes time and education to accomplish. As the wine industry is notoriously slow to adopt new tools & technologies, they continue to struggle. This however, appears to be the year of change. As markets become younger, and boomers begin to age out of the fine wine market, the GenXers are a huge market force ready to take their place. With the dot com mentality of the 34-49 year olds, we are better situated financially and more aware of the enabling technologies that can benefit the industry. One of the most important topics of conversation has been why smaller wineries should adopt a CRM philosophy (and therefore a tool), and how it can benefit them. In addition, the question of what tool to use is key. To help wade through the milieu, here are some of my thoughts on that. First, do you currently think in a CRM frame of mind? Keeping in mind that CRM is a mindset as well as a tool, do you understand the full picture of your customer data? Do you want to? There are several CRM solutions you can choose from. But before you even start thinking about what tool to use, you need to be prepared to shift your business practices and thinking in to a CRM frame of mind. CRM need not be a 500 pound gorilla on your back, nor is it a four letter word. The mere mention of the acronym can draw snark from even the most tech savvy people, and makes small to midsize wineries cringe with fear. Remember that CRM is a business practice and philosophy first and foremost, and enabling technology second. You may not be aware that your current solutions architecture (website, ecommerce, emarketing solution) may already have some inherent CRM functions within. Investigate your existing systems to see what you can leverage. The important thing is that you find a tool that allows you to view all aspects of your customer data in a single source and that you are not replicating databases across multiple systems. The impact of having siloed databases can wreak havoc, result in multiple versions of the same customer, mass emailing snafus and general grumpiness from both the customer and your employees who are wrangling the data. There are solutions for all budgets, from simple and low cost, to complex, customizable and […]