Geoff Kruth, Chief Operating Officer, Guild of Sommeliers
Categories
  • Future of Work
  • Next Generation Customer Experience
The Project

We created an online community that caters to 4,000 members who engage to further their knowledge and education, network with each other and exchange wine-related information. This is the only dedicated community for wine professionals from all around the world to share knowledge, educational resources, communicate and exchange ideas with other wine professionals.

The Technology

Telligent Community

Metrics Matter

For Guild, the most important metrics are the levels of engagement, adoption, member renewal rates and feedback from our members. We increased membership more than sevenfold over four years through social engagement and knowledge sharing. We are also receiving high membership renewal rates at 70%+ with many members coming back to the community even if they allowed their membership to lapse. 

In addition, approximately 25% members log in to the community on a daily basis, and many more logging in weekly for ongoing conversations, which shows that the community is one of the backbones of the wine professionals’ community and is part of their everyday lives. We are also getting more interest internationally, with 20% of our members from outside of the US. In particular, we see more members from South America and Asia. 

Disruptive Factor

We would not exist without this community, it is completely central to what we do and the only way to enable members to engage in relevant conversations with fellow wine professionals and access/create high quality content. In terms of competitive landscape, because we jumped on this early and put in a lot of effort and funding to create the community to map to our members' needs, there is no incentive for others to do this. And in terms of a membership community for wine professionals, no one comes close.

Shining Moment

Many members (not based in San Francisco/New York) say that they would have never gotten to their current professional level without the community and the resources it offers. We have created a resource where you can be working in Kansas and have access to the same information as sommeliers in the top markets. As for another cool moment, a couple that met in the community recently got engaged!

 

ABOUT The Guild of Sommeliers

The Guild of Sommeliers is a non-profit, member-run organization, committed to excellence measures, development, inspiration and exchange of information for wine service professionals and wine enthusiasts across the U.S.

Through our online community and in-person events, we aim to help our members broaden their knowledge of the world’s wine regions, enhance their beverage service skills, network with other wine enthusiasts and stay up to date on industry news and trends.

The U.S. chapter of the Guild of Sommeliers was founded in 2003 by a group of Master Sommeliers led by Fred Dame and Jay Fletcher. The Guild of Sommeliers, like the Court of Master Sommeliers, originated in the United Kingdom. Founded in 1953, the Guild’s goal was then, and remains now, to educate and reward those in the beverage service industry.