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!
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 […]
What’s a tweetup you ask? Why would you tweet something up? Recently, I had the opportunity to meet and greet with dozens of the Bay Area’s finest, bloggers and wine professionals, as well as just some very cool people at the The Napa Valley Tweetup – Presented by Robert Mondavi Winery. Earlier in the day, the Social Media Seminar provided an in depth look at how social media is changing the wine industry, and how users are becoming more engaged via blogs and other social media platforms. Then it was time to have some fun! Hidden int he stunning To Kalon Cellar, with it’s giant redwood tanks and awe inspiring barrel cellar, the in crowd assembled to taste Mondavi’s wines and mingle over a social media cocktail. In the rather cavernous dungeon, we were greeted by Gabriel Carrejo, who is the cheerleader behind many digital media tweetups and networking events. Once inside, atop the catwalk above those giant redwood fermentation tanks, there were stations set up with each of the wines, where we were instructed to check in on FourSquare at east tasting station in the hopes that we might win some swag. More importantly, the social locator allowed us to see who else might have been at the event, and seek out those individuals that we might want to meet, by nature of the geo locating tool. Say what you might about tools like FourSquare – but for social location, networking, and impromptu meetups over a glass of wine, it is an invaluable tool. As I wandered from station to station, I saw many of my old friends, and was able to reconnect over a glass of wine. In addition, it was a spectacular networking event as I met many more tweeters and industry insiders that were in attendance. The benefit to events such as this are difficult to measure; however, on a personal level, having the ability to meet many people that I have not otherwise had the opportunity to do , and to revisit a winery that I have not been to in a while is invaluable. Changing perception in this business can be challenging; too often, large wineries write people off if they are no longer repeat customers. this is a poor business decision in a challenging economy, as EVERY old customer can be a new customer provided that the experience is a good one. Mondavi is one such winery that I have been underestimating. Long ago, I was a frequent visitor and a fan. Then I grew up, and started visiting smaller wineries, and other wineries, by passing the monolith as I cruised up 29. On this night, I was shown the light, both in the warm welcome by the Mondavi staff, and in their willingness to embrace social media and us, the Mediaites, by providing an elegantly casual setting where social media users and curiosity seekers mingled, discuss business, blogs, twitter, and just have a good time, puts the Social back in to social media. […]