Build Sustainability into Serving and Retaining Your Customers
In the last few years, wineries have been inundated with marketing terms. There’s been lots of talk of Customer Journeys, Marketing Automation, Customer Experience Mapping, and so on and so on. There are so many things to consider and build into a winery’s culture and services. While all these things are valid and important, wineries and any business should develop a solid foundation before building complexity into their service. To do this, we need to break down customer experience to the molecular level so we can build sustainability into serving and retaining customers.
The Molecular Customer Journey: 3 Customer Pathways
The most fundamental customer journey should have pathways for customers that are rising, stable, and declining. Once you have a purchasing customer they can be mapped to one of these 3 key pathways so you can apply targeted treatment strategies.
Establish Customer Treatment Strategies
Rising: What are the triggers for customers that are growing in their spending habits with our brand? How do we support and reward their increased trajectory? Do they unlock better services, offers, or experiences as they increase their spending?
Stable: What are the benefits and treatments we have for customers that are purchasing at a stable rate? What benefits, services, experiences have we built to maintain that buying behavior or activate an increase?
Declining: With customers falling in buying behavior, how do we slow or stop their decline? How do we serve them on their way out of buying our brand that allows them to be reactivated in the future or stay in their consideration set when they buy in the market.
The answers to these questions provide the basic foundation for intervention strategies, as the answers provide the structure and lens through which you view your customer cohorts.
Apply Your Strategy Across Customer Cohorts
Once you’ve solved the treatment strategy for customers across these three behaviors, you can start applying it to each customer segment. From there, you can layer in channels, sub-segments, communications and more.
Perhaps at the bottom cohort, you send more sales communications and at the top, you only send handwritten cards thanking them and letting them know about exclusive events. For customers rising from consistent buyers to top performers you prioritize market visits in their area, for consistent buyers declining, you assign a concierge to develop a relationship.
In essence, you are starting to map the customer journey based on buying behaviors vs. channel and define your team’s actions to help them along that journey. This has profound effects on a business’s culture, customer service, and budgeting. But where it has the most impact is in increased customer loyalty and retention. The result is more sustainable customer relationships and a deeper understanding of how to invest in them differently because every customer is important, but every customer has different importance.