New ‘Experience Audit’ Developed at WSU Helps Wineries Re-Open

Headshot for Byron MarloweA new customer audit tool was developed by Byron Marlowe, WSU Tri-Cities professor and director of wine and business management at the WSU Wine Science Center, located in the Tri-Cities Research District. The customer audit is designed to help wineries re-open and recover during the COVID-19 pandemic.

By identifying components of what Marlowe calls the four ‘Ps’—product, price, place and promotion—the customer audit enhances the customer experience when visiting a winery. In addition to the four ‘Ps’, the audit tracks customer experience through what Marlowe calls the four ‘Es’—educational experience, esthetic experience, entertainment and escapist experience. The audit is available online for free here.

About the Author

About the Author

C. Mark Smith is an active Tri-Citian, volunteering his time and services to several local community and economic development organizations. He lives with his wife Elsa, in Richland, Washington.