Factores clave para que las bodegas obtengan una alta satisfacción del cliente

In order to get as high customer satisfaction as possible, there are a few advices and points that wineries should keep in mind.

First, what is customer satisfaction? Customer satisfaction is the comparison between the customer’s feeling after the experience and the expectation on the experience. When the experience is in conformity with the expectation, the customer is satisfied and could become loyal. This is why it is very important to satisfy them from the beginning.

Now, how to get high customer satisfaction?

1. Know the typical profile of an oenotourist and adapt the offer to the specific customer profiles

The typical profile of wine tourists gathers 59 % of men and 41 % of women, with an average age around 46 years old. Recently, there has been an increase of young people between 20 and 25 years who want to learn more about wine and experience wine tastings.

75 % of wine tourists enjoy the possibility to buy wine when visiting a winery. These could both be occasional or regular consumers. Normally, they also enjoy sharing wine activities in a couple, with their family or with their friends.

2. Adapt the offer to each kind of profile

Wine tourism is mainly composed by three types of tourists.

• The Specialist: this tourist wants to, and probably does, know everything about wine and that is the reason why he/she does wine tourism. To get satisfaction from this type of customer, focus on technical activities like visit of the cellars with technical explications about the process of winemaking for instance. The tip is to keep the tour educational and possibly teach The Specialist something new they didn't know.
• The Food and Wine Enthusiast: this type of wine tourist is as enthusiastic about food as he/she is about wine. To seduce him/her organise cooking lessons, wine and food pairing classes, private and cosy tastings and activities involving all the senses. Choose a friendly and relaxed atmosphere where to welcome them.
• The Classic Wine Tourist: even though discovering wine is probably not the first reason why this tourist wants to spend time at a winery, he/she still enjoys it all of the activities. The Classic Wine Tourist enjoys getting to know the terroir, the history of the estate and, if you got he/she satisfied at the end of the visit and wine tasting, this type of visitor will almost certainly buy some wine.

3. Propose activities for each kind of people or groups

The expectations depend on the type of customer. Families and couples will not have the same demands, in the same way The Specialist and the Food and Wine Enthusiast won't expect the same treatment.

Propose general activities in order to satisfy everyone's first expectations, like visit and tasting. Then, organise extra activities based on the segmentation you think it's correct for your winery and might please each kind of customer. Some examples of activities for each of the groups previously mentioned:

• More technical visit of the cellar with participation in one step of the winemaking process for the Specialist.
• Cooking classes and food and wine pairings workshops could be perfect for the Food and Wine Enthusiast.
• Vineyard and terroir field trip for the Classic Wine Tourist.

Many others activities can be developed, you have to find the best activity for your business and your customers.

4. Propose sales offers to retain customers

Create some packages like visit and tasting package, or all inclusive with a stay or a dinner if the domain proposes accommodation, restaurant and several activities. To promote your package, it could be interesting to offer something like a bottle of wine which will allow the customer to leave with a bottle from your domaine. The customer will remember this gesture.