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04.07.2025
Live Chat, Chatbot, SMS, or AI Customer Service — What’s Best for Your Winery?
Remember when customer communication meant just a phone and a fax machine? Good times. Simple times. But those days are long gone. Now, customers can reach out via your website, email, text, social media, messaging apps, or even request a callback. The options are endless — and while that’s super convenient for them, it’s a growing challenge for businesses.
Today’s customers want answers fast — and on their terms. If they don’t get what they need, they bounce. This hits especially hard for small businesses and direct-to-consumer (DTC) brands like wineries, where small teams wear many hats and every sale counts.
So, what should you use to talk to your customers? Live chat? Chatbot? SMS? AI agent? In this article, we’ll break down the pros and cons of each tool, so you can pick the best fit for your business.
Today’s customers want answers fast — and on their terms. If they don’t get what they need, they bounce. This hits especially hard for small businesses and direct-to-consumer (DTC) brands like wineries, where small teams wear many hats and every sale counts.
So, what should you use to talk to your customers? Live chat? Chatbot? SMS? AI agent? In this article, we’ll break down the pros and cons of each tool, so you can pick the best fit for your business.
A Few Stats to Set the Scene
Let’s start with what customers are actually expecting:
- 51%think businesses should be available around the clock
- 42%prefer live chat over phone support
- 44%say real-time Q&A is a must-have on a website
- 50%love being able to chat without stopping what they’re doing
- 67%say slow replies made them want to return a product or cancel a service
No wonder so many businesses are adding live chat, chatbots, SMS, and AI agents into the mix. Let’s take a look at each option.
Live Chat — Real-Time Support, Real Results
Live chat is a fan favorite. It lets customers chat with your team directly from your website — no phone calls, no waiting on email replies.
Here’s why it rocks:
- Instant Gratification: Customers can ask a question and get help right then and there. No holding. No waiting. It’s customer satisfaction, fast-tracked.
- Agent Multitasking: One support agent can handle multiple chats at once (unlike phone calls), which boosts efficiency and reduces wait times.
- Saved Chat History: Every chat is logged. Customers can revisit past conversations, and your team gets valuable data for training and improving service. Win-win.
But… there’s a catch.
Someone actually has to be there to answer.
When Live Chat Doesn’t Work
For small wineries, live chat can be more of a burden than a blessing. All those great benefits? Gone if there’s no one on the other end.
From what we’ve seen, wineries producing under 10,000 cases a year usually don’t have a full-time support team. The same folks handling tastings, logistics, and sales (often the owners themselves) are also managing calls, emails, and social media messages.
They’re not glued to a screen all day waiting for chat pings — and they shouldn’t be. Tasting room guests come first, always. That means chats, calls, and emails can sit unanswered.
The result? Staff end up spending up to four hours a day just clearing out voicemails and emails — often answering the same basic questions already covered on the website.
So instead of being helpful, live chat can actually become a pain — for everyone.
From what we’ve seen, wineries producing under 10,000 cases a year usually don’t have a full-time support team. The same folks handling tastings, logistics, and sales (often the owners themselves) are also managing calls, emails, and social media messages.
They’re not glued to a screen all day waiting for chat pings — and they shouldn’t be. Tasting room guests come first, always. That means chats, calls, and emails can sit unanswered.
The result? Staff end up spending up to four hours a day just clearing out voicemails and emails — often answering the same basic questions already covered on the website.
So instead of being helpful, live chat can actually become a pain — for everyone.
When Live Chat Feels Like a Trap
Let’s talk about the worst-case scenario: a “chat” that isn’t really a chat.
You open the chat box, type your question… and all you get is, “Leave your number. We’ll call you.” Cue the eye roll.
This kind of experience is frustrating. People use chat because they don’t want to talk on the phone — maybe they’re at work, in a meeting, or just don’t have the time. If your chat doesn’t deliver live support, it makes customers feel like their time doesn’t matter.
Before adding a live chat to your site, ask yourself: Who’s going to answer? If you don’t have the bandwidth, it might be better to explore other options — like chatbots.
You open the chat box, type your question… and all you get is, “Leave your number. We’ll call you.” Cue the eye roll.
This kind of experience is frustrating. People use chat because they don’t want to talk on the phone — maybe they’re at work, in a meeting, or just don’t have the time. If your chat doesn’t deliver live support, it makes customers feel like their time doesn’t matter.
Before adding a live chat to your site, ask yourself: Who’s going to answer? If you don’t have the bandwidth, it might be better to explore other options — like chatbots.
Chatbots: Smart or Basic?
When you hear “chatbot,” you might think it’s something high-tech and expensive — only for big companies. But that’s not the case! The key is understanding the different types of bots — and what they’re good for.
There are two main kinds of chatbots - Rule-based bots and AI-powered bots.
There are two main kinds of chatbots - Rule-based bots and AI-powered bots.
Rule-Based Chatbots — Simple, but Limited
Also known as “button bots,” rule-based chatbots are like a choose-your-own-adventure book. Customers click options like “How do I place an order?” and the bot responds with a pre-written answer.
They’re great for handling FAQs and common questions. You’ll often see them on Instagram, landing pages, or messaging apps as auto-responders.
Some bots are “keyword-based,” which means they look for certain words in a customer’s message (like “payment”) and serve a relevant response. It feels a little smarter — but don’t be fooled.
Here’s the deal:
These bots don’t actually understand what the customer is saying. They just react to keywords or follow scripts. That can lead to:
They’re great for handling FAQs and common questions. You’ll often see them on Instagram, landing pages, or messaging apps as auto-responders.
Some bots are “keyword-based,” which means they look for certain words in a customer’s message (like “payment”) and serve a relevant response. It feels a little smarter — but don’t be fooled.
Here’s the deal:
These bots don’t actually understand what the customer is saying. They just react to keywords or follow scripts. That can lead to:
- Repeating info the customer already knows
- Total confusion when questions get too specific
- A loop of options and dead ends that leave users annoyed
AI Agents — The Next Generation of Chatbots
AI agents aren’t your average bots. They’re not just clicking buttons and spitting out canned replies. These are next-level digital assistants that can:
It’s not just a flowchart. It’s a real, dynamic conversation — just with a machine instead of a person.
But it gets better. AI agents don’t just talk — they work like real members of your support team. They can:
- Understand what your customer actually means — thanks to natural language processing (NLP)
- Carry on real conversations — not just scripted Q&A
- Match your brand’s tone and personality — smooth and on-brand
- Remember details — so they don’t ask the same question twice (no one likes that)
It’s not just a flowchart. It’s a real, dynamic conversation — just with a machine instead of a person.
But it gets better. AI agents don’t just talk — they work like real members of your support team. They can:
- Prioritize incoming messages (yes, even voicemails)
- Sync with your CRM and other tools
- Respond across all channels — website, email, social, messaging apps
- Handle up to 60% of customer inquiries without needing human backup — which takes a serious load off your team
The Secret Sauce: Don’t Be Annoying
One of the biggest goals of a good AI agent isn’t just efficiency — it’s to avoid annoying your customers. Unlike old-school bots, AI agents don’t immediately demand your phone number or ask you to subscribe to anything.
They only ask for personal info when it actually makes sense — like:
“Leave your number and sign up for SMS alerts.”
Yikes. That’s the classic “ask first, help later” approach — and it usually backfires.
In fact, according to a McKinsey study, nearly 50% of customers trust companies more when they only ask for necessary info. And research from the Journal of Business Research found that requesting personal data during the first interaction actually increases anxiety and drives people away. Many will simply close your site and never come back — especially if a phone number is required upfront.
They only ask for personal info when it actually makes sense — like:
- Booking a tasting room visit
- Handling a complex issue that needs a human touch
“Leave your number and sign up for SMS alerts.”
Yikes. That’s the classic “ask first, help later” approach — and it usually backfires.
In fact, according to a McKinsey study, nearly 50% of customers trust companies more when they only ask for necessary info. And research from the Journal of Business Research found that requesting personal data during the first interaction actually increases anxiety and drives people away. Many will simply close your site and never come back — especially if a phone number is required upfront.
SMS — Great Follow-Up Tool, But Not the First Move
SMS is powerful. No doubt about it. Texting works really well for engaging with existing customers, especially for:
- Marketing & Sales: Promotions, wine club reminders, personalized offers
- Transactional Updates: Booking confirmations, delivery status, visit reminders
Why SMS rocks:
- Insanely high open rates — Up to 98% of texts are read within 3 minutes
- Highly personalized — Messages can be tailored to the individual customer
- Quick responses — Customers can reply right away
But here’s the thing: SMS should not be your go-to for first contact. Why?
- It’s not convenient. Most people just want to ask a quick question — they don’t want to hand over their number first.
- It creates friction. New visitors might not trust your brand enough yet to share personal info.
- It still needs a person. If someone replies with a question, a human still has to jump in and respond manually. So, we’re back to: “Please wait. We’ll get back to you soon.”
- Trying to grab someone’s phone number before offering help is one of the biggest turn-offs in the customer journey. It feels pushy — and people can sense it. If you want to build trust, lead with value, not a data request.
So… How Do You Choose the Right Tool?
Choosing the best tool isn’t about throwing a chatbot on your site and calling it a day. It comes down to your goals and the type of customer experience you want to create.
Here’s why many wineries and other DTC brands are choosing to automate support:
Here’s why many wineries and other DTC brands are choosing to automate support:
- Efficiency BoostBots handle common questions, which means your team spends less time answering the same things over and over. Faster replies, happier customers.
- Lower CostsManual support (especially via phone or email) is pricey. Even if a bot doesn’t solve everything, it filters requests so your team can focus on what really matters.
- Fewer Tickets, Fewer Repeat Questions81% of customers prefer self-service. A good bot helps them help themselves — order status, FAQs, you name it.
- Scalable Support Without Growing the TeamDuring peak times (like wine club releases), the number of inquiries skyrockets. Chatbots help you handle the load without scrambling to hire more staff.
- Sales GrowthBots don’t just support — they sell. They help customers make quicker decisions, recommend the right bottles, and increase conversions and order value.
Final Thoughts
If you’re looking to improve service, reduce team stress, and give your customers a smooth, no-pressure experience, AI agents are your best bet.
They don’t need to sleep, they can work across channels, and they learn and adapt to your business. Most importantly, they actually help — both your team and your customers.
Want to go deeper?
👉 Read: 5 Advantages of Automated Customer Service in Wineries — and discover how automation can transform your DTC experience.
They don’t need to sleep, they can work across channels, and they learn and adapt to your business. Most importantly, they actually help — both your team and your customers.
Want to go deeper?
👉 Read: 5 Advantages of Automated Customer Service in Wineries — and discover how automation can transform your DTC experience.
Eugene Bazhutov
CEO and Founder of Wine Spot
Email: ebazhutov@winespot.ai