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Elizabeth Slater

Elizabeth Slater. D-T-C. MANAGEMENT. Direct-To-Consumer. Customer Relationship Management CRM should be a company wide strategy that increases profitability and reduces costs by solidifying customer loyalty Evolution of CRM

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Elizabeth Slater

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  1. Elizabeth Slater

  2. D-T-C MANAGEMENT Direct-To-Consumer

  3. Customer Relationship Management CRM should be a company wide strategy that increases profitability and reduces costs by solidifying customer loyalty Evolution of CRM CRM has evolved from being software into a customer-centric philosophy that should be practiced by the entire organization

  4. A New Approach A customer-centric approach to visitors and customers through your tasting room, website, emails, social media, advertising, events, etc.

  5. Customer-centric vs. Product-centric •Most wineries are product-centric • Make the switch to customer centricity • Create a balance between discovering the needs of the customers and presenting products

  6. Know Your Customers Understand your customers: Wants • Needs Desires • Behavior Define what kind of customer information you need and want Consider the demographics and psychographics

  7. Know your customers Follow up after they have been to the winery, an outside tasting or event to get more information Send visitors a survey or a couple of questions via email Or a handwritten note to thank them for visiting or purchasing

  8. Lifetime value Understand your customer’s lifetime value Manage customers according to their value One size customer service does not fit all

  9. Changing to a customer-centric model has its challenges Choose the right technology Get buy in from the employees Remember that change doesn’t come easily

  10. So where do you start? Create a written baseline of customer service procedures. The minimum requirements for customer service in your company

  11. Manage your customers to create: Greater loyalty Long term purchasing A life long relationship

  12. Elizabeth Slater

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