Improving Your WIne with Customer Service

I recently read a great story about the importance of customer service by e-tailers. If you don’t feel like following the link, the short summary is this: customers buying the same popcorn popper from different online stores gave radically different ratings of the product itself based on the level of service they received when the product broke.

Given the subjectivity at work in how we experience wine there’s an enormous opportunity to influence how people experience this product through customer service. The importance of tasting rooms has already taught us this lesson, but are you providing that same level of service to online customers?