WMTC17: Perfecting the Guest Experience

Learn how to deliver an excellent guest experience in your tasting room to groups of all sizes. Create unique experiences that those in a crowded tasting room will remember. Our speaker is Tammy Boatright of Ving Direct, which specializes in tasting room consulting and metrics.

Transcript

1. Delivering Exceptional Guest Experiences Tammy Boatright
4. FULL ENGAGEMENT LEADS TO LOYALTY Likely to return Likely to recommend Loyal 1. They deliver on their promise. 2. They are the perfect place for me. 3. I am proud to be a member.
5. What are you selling? •Set the stage •Create the performance •Read the Reviews
8. “STRIVE FOR 5” WOWS Guest Journey Warm welcome / welcome back The two most impactful words Ask questions… make it about them Personalize the experience Anticipate and fulfill needs Attention to details Make it comfortable Fond farewell Follow up
10. 5 (EASY??) WOWS • Quick, Warm greeting and acknowledgment – 3 steps, 3 seconds, 1 of 3 things • Introduce Yourself… Use the Guest’s Name! • Deliver something special – Extra pour of something limited or just released – Multiple experiences (Tours, tastings,) • Fond Farewell • Follow Up – Email, Survey, Thank you
12. Ask open-ended questions …to learn about your guest Be Curious…
13. OPEN-ENDED QUESTIONS HOW DID YOU HEAR ABOUT US? WHAT DO YOU ENJOY DOING IN YOUR SPARE TIME? WHAT HAVE YOU PLANNED FOR YOUR VISIT?
15. Steps to Successful Experiences 1. Start with your brand 2. Consider your assets – what do you own that no one else does? (view, location, famous winemaker, historic site) 3. Create variety at different price tiers 4. Staff correctly (Overstaff if you have seated tastings) 5. Measure results (to goal) for each experience 6. Ask your guests! Remember to Engage Your Team
17. Do Your Experiences Tell Your Story? 5th generation Spanish winemaking family in the heart of Russian River Appointment only, 3rd generation grapegrowers in Napa Valley Young family, active in river restoration and conservation
18. Are your experiences supporting your goals? • Club Conversion – BME (bar is best for building a connection) • Member Retention – Member spaces, time and attention from hosts, exclusive wines • Wine Sales – Seated with Host
19. This Photo by Unknown Author is licensed under CC BY-NC-SA
20. Large Groups • Consider your goals – Brand awareness? – Low Conversion to club or sales – They’ve already “paid” • Divide and Conquer – Different space, different offer • Give them a little and Invite them Back – Limit the pours, identify wine lovers, incent them to come back
21. None of it works without.. Processes and Staff Training (Written and Formal)
23. • Mystery Tasting • Email after visit with link to Survey (include an offer!) • Survey Cards • Survey Members and Non-Members
24. Reward for Good Show Mystery Tasting Scores Guest Feedback Sales per Taster Club Conversion Member Retention
25. Start with your Brand – What Makes you YOU? Engage Guests & Your Team Consider your Goals Create Written Standards and Formal Training Strive for 5 Wows ++ Create Experiences that Represent YOUR BRAND Reward Good Show vs. Bad Show Ask your guests, tweak, repeat all the above!