Unlike most commuters, I enjoy my drive to the office each day.  It’s no surprise since rather than being stuck in traffic watching motorcyclists zip by my mirror, I get to drive by vineyards, between hills, and some days under hot air balloons.  One of the benefits of life in the Napa Valley is the ever-changing scenery. 

Earlier this week, I was traveling the back roads to work when I saw the clouds tucking into the hills.  I tried stopping in the middle of the road to get a picture but wouldn’t you know, just then someone decided to join me on my usually private drive.  But I was determined to get this shot.  Just around the next bend I found a  road leading into a vineyard.  I pulled off and made my way down the side of a ditch to find an opening between the trees.  It was sprinkling, so I moved quickly, since digital cameras seem to have a thing against water. After a few shots, I was satisfied with the image so I jumped back into my SUV and was off.

So this was my story of  how I captured the picture above,  but here’s the thing. The result of my effort was satisfaction. I was only satisfied with this image. And satisfied is just not good enough when it comes to my photos. 

So often I hear businesses sharing their latest survey results which show that their customers are satisfied. 

Big deal!  Being satisfied is just a polite way of saying “I haven’t found anything better yet”.  The bar for customer service is so low that we have accepted the rude clerk talking with a co-worker about her plans, – it’s just the way it is.  Well I say enough!  It’s time business owners pay attention and focus on real customer service. 

 Many are struggling to succeed in this recession – it’s a perfect opportunity for each retailer and service provider to go out of their way to show their appreciation.  This means training their employees in the art of putting the customer first.  I don’t mean that corporate requirement that they greet everyone in the store.  I mean something more. Caring about people.  This means some employees may have to switch seats on the bus or get off.  Not everyone’s behavioral style is conducive to dealing with people all day long.  Believe me, I have met plenty of  front line people who would be happier stocking shelves than interacting with customers. That’s okay, but let’s recognize where they belong and make the changes necessary to improve service for all.

Customer service is so bad in most places that even modest improvements will be noticed.  But just think, if you could change the culture in your business so that your customers go from being  just “satisfied” to being raving fans, how much loyalty you would create.  Not to  mention the new customers you would gain.  This is the time to invest in your employees. 

Until next time…satisfied customers will come and go but raving fans are yours forever.

On my way to the office I stopped to take a few pictures of hot air balloons near Yountville. As I watched them peacefully land amongst the vines, I thought about the image they created. One balloon was red, white and blue. It was bulging at the seams with pride like a real patriot. It looked like it wanted to keep going higher. It wasn’t ready to call it a day.

The other was deflating and losing air quickly. The decision had already been made. It’s job was done.

Watching the news from Wall Street can be very frustrating. How are you going to position your winery for what looks to be a fairly lengthy recession? Let’s take a closer look at the pictures of those hot air balloons. It is safe to say that the wine industry has been healthy and strong like our red, white and blue balloon. But today, with the reality of money evaporating from expense accounts and shrinking consumer optimism (reflected in empty seats at restaurants around the country) we are beginning to see the balloon deflate.

This is no time to panic. Instead, get your team together and begin to brainstorm strategies that will strengthen your presence in the marketplace. Focus your resources. You will need to bring your customer service to the highest level possible. Your retail business may be what keeps you in the game during these challenging times. The game isn’t over. Keep your balloon inflated so that you can rise above the turmoil.

I recently had the opportunity to go inside a winery and listen to an assistant winemaker provide his insights into cork selection. It was fascinating to discover how that closure device can be a real pain. The argument is often made that the cork contributes to the romance and is an important part of the wine experience. On the flip side is how this small organic product can destroy the wine it is meant to protect.

As I listened to the extent quality control testing is done on corks before they are accepted in the bottling process I could only wonder…could a cork be like a winery’s sales team?

Just imagine you have planned for the “big night” for many months. You have the perfect menu your closest friends are coming over to celebrate with you. You go to your cellar and pull out that $100 bottle that you have been saving for “this special time”. You’re having a great time with your friends and family and you can’t wait to open that special bottle and share the story behind it. The cork is popped and the first splash hits the glass. You give it a swirl, nose in, ouch it couldn’t be, and you take a sip…ugh. It’s CORKED! What a disappointment. You saved this bottle for 10 years and it’s worthless. Now, substitute you in this story with a customer. How would they feel?

The cork cost less than $1 but it is given the responsibility to protect a $100 experience. So back to my question…could a cork be like a winery’s sales team?

The tasting room is bustling with visitors and if the sales people do it right, those visitors become customers. The tasting room team is on the frontline sharing stories, pouring, welcoming and so on. But what if like the cork they provide a bad experience to the visitors? What’s the risk? A potential sale, future customer, wine club member, future ambassador for the winery. Yes, all of these are on the line. So why is it that a winery will spend a lot of time making sure that cork taint is kept to a very low level but not invest in training their frontline team?

Customer service is what separates those in this ever increasing competitive landscape. I hear a lot of chatter that direct to consumer is the way to go. The accountant in me agrees…the numbers don’t lie. The key however is making sure the frontline team is protecting the winery’s investment and reputation just like that cork. The team makes up a small overall cost of the business but can deliver a very profitable result. So, if you’re not yet doing it, invest in customer service training for your employees. It will pay off in happier employees and long-term customers.

I invite you to join me in the near future as I continue to report my observations as I step out of my office and into the industry I admire and passionately want to serve.