The success of any craft brewery doesn’t rely on the quality of the materials it uses and the presence of state-of-the-art technology. Investing in effective customer service makes a big difference when building your business from the ground up. Ultimately, how you engage with your market determines whether your backyard brewery thrives or merely survives. After all, without a loyal following, you could hardly make your products visible to enthusiasts and casual drinkers.
With this in mind, you need to develop an effective customer service arm to deal with problems as they arise and build rapport with people who have just discovered your unique line of beers. Having one also helps you build better relationships with bars and retail stores willing to offer your creations to their customers. All it takes is knowing how to set up effective customer service properly. The tips below should help you get started on that.
1. Understand Your Market
Passion can get you far in craft brewing but lacking a thorough understanding of the people who buy your products will stop you from growing past your threshold. As you build your brand and develop a new line of beers, consider what your target market expects from you. Other than quality products, you may find that they respond better to craft brewers that offer personalized experiences, from giving out free samples to recommending beers that align with their flavor preferences.
The best way you can learn about these expectations is by interacting with people who engage your brand on social media. It also matters to have new customers fill out surveys and encourage them to review not just your products but also the way you handle their concerns. Doing so delivers valuable details that will help you transform your brand’s approach to customer service.
2. Train and Empower Your Staff
The cornerstone of effective customer service in any sector is the presence of empowered staff. No matter how small an operation you run, it pays to have people who can stand in as the face of your brand. Other than dealing with billing disputes and bad reviews, you want your customer service representatives to humanize your brand and master everything there is to know about making, selling, and enjoying beer.
Consider recruiting people with experience in the food and beverage industry for your customer service team. You can also hire people who are passionate about craft brewing to come on board. You can have them undergo training to acquire essential customer service skills with a focus on answering compelling questions from customers, especially enthusiasts.
3. Be Ready for a Crisis
You can’t always expect things to go smoothly each day as you manage your craft brewery. For the most part, you may encounter complaints from customers who have had their orders mixed up. Billing disputes are easy to deal with so long as you have a system in place but when the problem involves the quality of your products, then you should be prepared for legal challenges. Your brand’s reputation is at stake when someone buys and drinks a contaminated product.
It’s scenarios like this you wouldn’t want to happen so it matters to be prepared for anything. With your customer service team, work with customers on their problems and get to the bottom of it. In the case of contamination, find out if other products from the same batch are also contaminated. You may have to reach out to a company like TDI Packsys to inspect your equipment for failures that have led to the contamination. As you do so, offer to compensate the customer with a refund and order a recall.
4. Seek to Build Rapport
Customer service in the craft brewing sector isn’t just about solving problems as they occur along the way. It’s also about building valuable relationships with customers who are likely to turn into loyal fans.
For that, engage with customers using your social media pages and encourage them to sign up for a weekly newsletter so they can be informed of the latest products as well as get a sneak peek of the ones being developed. Aside from that, focus on building rewards programs for frequent customers and partners who often buy in bulk. Offer vouchers and freebies that will keep them interested in your brand and get them excited for what’s to come.
Raise a Glass to Outstanding Customer Service
Having quality customer service is as important as crafting exceptional beer to stand out in a competitive market. By understanding your audience, empowering your team, preparing for challenges, and building meaningful relationships, you can create a loyal customer base that supports your brand’s growth. Use these tips to position your craft brewery as a customer-focused powerhouse and give it the recognition it truly deserves!
