Customer delight is a marketing term inbound marketers like myself use to call the marketing phase that comes after a sale is made. Basically it comes down to going above and beyond for your customers in order to create lifetime wine buyers.
Most people tend to focus on the first three phases of marketing and sales- attracting, converting and closing. However, that last phase can be a game changer for your annual revenue year after year.
When your customers are "delighted" with the experience they had purchasing wine from you, not only are they more likely to remain lifetime buyers, but they'll most likely promote your wine for you.
"84% of consumers reported always or sometimes taking action based on personal recommendations. 70% said they did the same of online consumer opinions." -Nielsen
When you go above and beyond for your customers and get them excited about your product or service they tend to talk about how great of a brand you are to their friends, family and colleagues. They also tend to share that information on social media.
Word of mouth still is, and as far as I'm concerned, always will be, the most powerful marketing tactic. That's because word of mouth is trusted- it's the only type of marketing that is incredibly hard for advertisers and marketers to infiltrate.
That being said, there are ways you can influence customers to talk about your wine, it's called going above and beyond with your customer service.
Read this Zappos case study overview. Zappos has put customer service at the center of their business model. 75% of their business comes from repeat customers. There's no reason that can't be applied to your winery.
In order to ensure customer delight throughout a customer's entire experience, focus on these 3 traits:
Trust. Being a company you can trust is huge. People tend not to trust big corporations because people believe those corporations don't have their best interests in mind. Show your customers that you can be reliable. Stay true to your policies (but be flexible), be transparent and be empathetic.
Energy. This is something so many companies overlook. You need to remain excited and energetic about your wine. Maybe this looks a little silly or wacky at times, but remember, energy is contagious. If you want your customers to be excited about your wine, you have to get hyped too.
Loyalty. Loyalty is earned. Be loyal to who you are as a brand as well as to your customers and their wants and needs. Offer them the best experience you possibly can. Loyalty is the end game here and if you're loyal to your customers, they'll be loyal to you.
Want to talk more about customer delight and how you can make sure your winery is going above and beyond for your customers? Click the link below! We'd love to talk to you about how you can create lifetime wine buyers.