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February 2013
Mystery Shopping Lessons
How a mystery shopping program can improve customer satisfaction, and the seven key lessons learned from more than 500 mystery shops at wineries
by Lesley Berglund
You have come a long way in creating your business and making wines that consumers will love. You have spent millions on building a beautiful winery and are making great wine. You have a winemaker you are proud of and a unique, interesting story to tell. You thought the hard part was over. But now you find yourself focused on doing exactly what every single one of your winery neighbors are doing: Trying to share your wine and brand story in a compelling way, trying to drive sales and build lon...
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