The presentation by Susan Dematei discusses best practices for collecting consumer data through various touchpoints, emphasizing the importance of having a corporate plan. It outlines steps for gathering data, including identifying opportunities, prioritizing based on volume, and training employees. Monitoring and adjusting processes based on feedback and performance metrics are also critical for success.

1. “Touchpoints” !
Best Practices for
Collecting Consumer Data!
Presented by Susan DeMatei
WineGlass Marketing

2. Susan
DeMatei
Owner
WineGlass
Marke-ng
@sdematei
facebook.com/wineglassmarke;ng
susan@wineglassmarke;ng.com

3. What is a
Touchpoint?!
• noun
• 1a point of contact or interaction,
especially between a business and its
customers or consumers: every
touchpoint must reflect, reinforce, and
reiterate your core brand strategy
• 2a point of reference: one of the cultural
touchpoints for the late 1990s
3

4. 4

5. Can also be
reversed to assist
in data gathering!
• Many of the intersection points have an
opportunity for YOU to
find out more information
about your customer
• Don’t need a fancy CRM tool
• Best if there is a corporate
plan (written company-wide
expectations) as well as a system in
5
place for each of the channels

6. Importance of
Corporate Plan!
• Provides insight into higher goals
• Allows employees to understand the value of
data for motivation
• Sets expectations for each area
• While taking conflicting objectives into account
• Sets compensation and bonuses according
to desired actions
• Lets employees know you’re paying
6
attention

7. Steps for Each
Channel!
Plan
Vet
Build
Refine
• Identify each opportunity to gather data
• Prioritize based on volume
• Consider consumer expectations
• Consider employee goals and challenges
• Map out proposed process
• Get employee feedback
• Add tools and processes (if needed)
• Train, and set expectations
• Monitor, and adjust
7

8. Identifying
Opportunities!
Phone
eMail
Events
Website
Groups
Appointments
Drop Ins
8

9. Prioritize Based on
Volume!
Events
Website
Email
Phone
Groups
Appointments
Drop Ins
9

10. Consider Consumer
Expectations!
Events
Least amount of comfort – usually requires a give away
eCommerce purchasers expect to have to give full
contact info and date of birth
Email Be careful with PII over email
Website
Phone
Groups
Appointments
Usually customer expectation is fast
Most group reservations are under 1 name
It is reasonable for you to ask for contact data for
anyone visiting your site for a tour
Drop Ins It is illegal in CA to ask for contact info during the act of
an in-person sale
10

11. Consider Employee Goals
and Challenges!
11

12. Map Out Process!
No
No
Yes
Yes
Yes
NOTE: Each
is different
No
No
12

13. Get Employee Feedback!
13

14. Add Tools (and
Systems)!
•
•
•
•
POS systems
eCommerce systems
Reservation
systems
Business
card
collection
• Data input process
14

15. Train, and Set
Expectations!
• Train all employees – even finance,
office, sales reps or anyone
who might have customer
interaction
• Provide manuals and clear
expectations
• Tell them how they’ll be evaluated
• Set routine follow-ups and reviews to
see how it’s progressing
15

16. Monitor, and Adjust!
• Build a dashboard to monitor % of captures
to guest by channel
• Also monitor conversions to club, sales and
other key metrics to ensure these aren’t
impacted
• Try to identify pain points and alleviate them
• Be public – let everyone
know how they’re doing
• Adjust staff, rolls, process
16
or tools as needed

17. Thank you!
Questions?!
Susan
DeMatei
Owner
WineGlass
Marke-ng
@sdematei
facebook.com/wineglassmarke;ng
susan@wineglassmarke;ng.com