In London at the moment at the Online Marketing Show. Last night whilst waiting for a friend, I bobbed into a wine merchants. Okay it wasn’t your ordinary Oddbins but it did prove that you can put customer experience into practice, by hell you can.

Apart from the outstanding courtesy and respect that was afforded me, I now know about:

1. Sulphites and how they affect wine making

2. Bio Dynamic Agriculture - this was a new one on me, fascinating!

3. How fragile wine making is and why its considered an art, a craft and a vocation

I came away with a modestly priced bottle of wine, yet had my experience enriched because the guy who served me believed it was his job to educate someone who appreciates wine (I’m obviously getting to that age) but who doesn’t really know the first thing about wine production and how it impacts on what I buy. I couldn’t get away. Absolutely fabulous, it cost them nothing. Just shows what you can do, if you make sure you have the time…actually you really can’t afford not to.