06 Jun

How This Wine Business Is Using the Cloud to Succeed

In an effort to connect wine connoisseurs with specialty wine merchants, independent vineyards and wineries across the globe, London-based BAACCO relies on 25 different cloud-based tools, which it credits for enabling the company to grow beyond the U.K. wine market.

BAACCO co-founder Tai Alegbe claims: “Cloud services are saving us at least 300 to 400 percent and quite possibly more. The financial cost and resources needed for non-cloud services are far too high comparably.”

Beyond cost savings, the following are a couple other ways the cloud is helping this company succeed in the wine industry:


Understanding Customer Behavior

BAACCO uses cloud-based analytics tools to gain a deep understanding of customer behavior. When potential customers are going through the buying process on its website, these tools show where people are abandoning their shopping carts or leaving the site altogether. 

The cloud-based analytics tool CrazyEgg helped BAACCO determine why overseas customers were abandoning their carts just before checking out. Wine connoisseurs that were located outside of the U.K. were not familiar with the payment processors BAACCO chose to handle these transactions, which led to a lack of trust in the online service and cost them sales. Without this data, the company would have been left to guess what the problem was, make changes and then hope that it solved the issue.


Bettering Customer Service

In addition to analytics, Alegbe credits the company’s Voice-Over IP (VoIP) system as a large part of its ability to provide superior customer service. Previously, customer service took place over chat and email and staff were tied to their computers during the process. In comparison, VoIP is a cloud-based telephone and communication system that eliminates the need for specialized equipment, contractors to maintain them and overpriced phone lines. These savings empowered BAACCO to funnel its resources into other areas of the business while still providing excellent customer service. Alegbe explains that being able to speak to customers directly and make suggestions “provides an additional level of credibility so customers can be confident in our service.”

For example, the VoIP service RingCentral gives businesses like BAACCO one phone number that can be forwarded to anyone with the corresponding app. Everyone on staff can handle calls when they are available, or calls can be routed to the person best suited to take care of the issue. In BAACCO’s case, a customer interested in Argentinian wines could speak to an expert on that area instead of waiting to hear back from an anonymous email or chat message.

Because VoIP doesn’t require much hardware, it scales with businesses as they grow. RingCentral also allows businesses to bring their old phone number from their previous provider. Alegbe claims: “The switch over was very simple, we set up the technology and added the necessary details all in under 30 minutes.”

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