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7/29/2019 SCRM and the wine industry
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Social Customer Relationship Management
The New Frontier
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Customer Relationship Management is a culture, not a
tool.
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We are forced to see customers through the myopia of
transactions.
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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.
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Multi-channel difficulties
Fulfillment
Social Network
EmailWine Club
Direct Marketing
E-commerce
POS
Compliance
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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
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If you do not have a
customer centricstrategy you are
divorced from modern
reality.
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The Hitchhikers Guide to the Galaxy
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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.
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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.
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Quality . . . from EVERYWHERE
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Great Wine from Everywhere
2002 Chaupi Estancia
Palomino Fino Yaruqua,
Ecuador
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What is the true differentiator in a sea of winechoices and a customer centric world?
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Ok, lets talk about Social Media
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Customer Relationships are changing
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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/7/29/2019 SCRM and the wine industry
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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
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What is Social CRM (aks Contextual CRM)?
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I am the sum of my parts.
Foodspotting
Pmabray
Instagrampmabray
Foursquare
Paul M.
Paul Mabray
@pmabray
FacebookPaul Mabray
Google +
pemabray
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Social context comes from the interest graph and
texture
The interest graph
What I like.
My aspirations.
What I am likely to buy!!!!!!!
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You got your chocolate in my peanut
butter
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Context from Texture
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Context from Texture
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Try rolling it all up . . .
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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
paul@vintank.com
707.320.8891
@pmabray
mailto:paul@vintank.commailto:paul@vintank.comRecommended