Paul Mabray, Chief Strategy Officer at VinTank was lamenting on twitter about how he ordered wine from 6 different wineries via the web and no one followed up with him. Brent and I tried the experiment ourselves a year ago with 20 Canadian wineries - unfortunately almost every website underperformed.
This past week I ordered wine (as a first time customer) from a couple different winery websites. I'm still waiting for my tracking information (even though some of the packages have already arrived).
At a bare minimum a website should:
- Send an email order confirmation immediately after the order was placed.
- Send tracking information as soon as the order has been shipped.
- Provide a mechanism for customer feedback. Make it easy for customers to respond, ask questions, or even complain.