“Touchpoints” !

Best Practices for
Collecting Consumer Data!

Presented by Susan DeMatei
WineGlass Marketing
Susan	
  DeMatei	
  
Owner	
  
WineGlass	
  Marke-ng	
  

	
  
	
  	
  	
  	
  	
  	
  	
  @sdematei	
  
	
  facebook.com/...
What is a
Touchpoint?!
•  noun
•  1a point of contact or interaction,
especially between a business and its
customers or c...
4
Can also be
reversed to assist
in data gathering!

•  Many of the intersection points have an
opportunity for YOU to
find ...
Importance of
Corporate Plan!
•  Provides insight into higher goals
•  Allows employees to understand the value of
data fo...
Steps for Each
Channel!
Plan

Vet

Build

Refine

•  Identify each opportunity to gather data
•  Prioritize based on volum...
Identifying
Opportunities!
Phone

eMail

Events
Website
Groups
Appointments
Drop Ins

8
Prioritize Based on
Volume!
Events
Website
Email
Phone
Groups
Appointments
Drop Ins
9
Consider Consumer
Expectations!
Events

Least amount of comfort – usually requires a give away

eCommerce purchasers expec...
Consider Employee Goals
and Challenges!

11
Map Out Process!
No

No

Yes

Yes

Yes

NOTE: Each
is different

No

No
12
Get Employee Feedback!

13
Add Tools (and
Systems)!
• 
• 
• 
• 

POS systems
eCommerce systems
Reservation
systems
Business
card
collection
•  Data i...
Train, and Set
Expectations!
•  Train all employees – even finance,
office, sales reps or anyone
who might have customer
i...
Monitor, and Adjust!
•  Build a dashboard to monitor % of captures
to guest by channel
•  Also monitor conversions to club...
Thank you!
Questions?!
Susan	
  DeMatei	
  
Owner	
  

WineGlass	
  Marke-ng	
  

	
  
	
  	
  	
  	
  	
  	
  	
  @sdemat...
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"Touchpoints": Best Practices for Wineries to Collect Consumer Data

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This was a presentation given at the Wine Industry Network conference (12/2013) on ways to organize and rethink winery processes to maximize consumer data capture for remarketing. The ideas in this presentation would be applicable for any retail or hospitality organization.

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"Touchpoints": Best Practices for Wineries to Collect Consumer Data

  1. 1. “Touchpoints” ! Best Practices for Collecting Consumer Data! Presented by Susan DeMatei WineGlass Marketing
  2. 2. Susan  DeMatei   Owner   WineGlass  Marke-ng                  @sdematei    facebook.com/wineglassmarke;ng              susan@wineglassmarke;ng.com  
  3. 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. 4
  5. 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. 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. 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. 8. Identifying Opportunities! Phone eMail Events Website Groups Appointments Drop Ins 8
  9. 9. Prioritize Based on Volume! Events Website Email Phone Groups Appointments Drop Ins 9
  10. 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. 11. Consider Employee Goals and Challenges! 11
  12. 12. Map Out Process! No No Yes Yes Yes NOTE: Each is different No No 12
  13. 13. Get Employee Feedback! 13
  14. 14. Add Tools (and Systems)! •  •  •  •  POS systems eCommerce systems Reservation systems Business card collection •  Data input process 14
  15. 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. 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. 17. Thank you! Questions?! Susan  DeMatei   Owner   WineGlass  Marke-ng                  @sdematei    facebook.com/wineglassmarke;ng              susan@wineglassmarke;ng.com  

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