William Grant & Sons - distinguished family-owned distillery, creators of Glenfiddich and The Balvenie, partnering with The Clienteling Academy as trainer and experience auditing partner

William Grant & Sons: Embedding Clienteling Behaviours in EMEA

The Clienteling Academy delivered a five-day Art & Science of Clienteling™ programme for 30 supervisors, senior team members and managers at William Grant & Sons’ Scottish headquarters. Keynotes, Fundamentals and Learning Labs supported workplace behaviour transfer, with more than 97% of learners reporting a positive uplift in customer relationships.

The Clienteling Opportunity at William Grant & Sons

William Grant & Sons, a distinguished family-owned distillery, embodies a commitment to craftsmanship and innovation. Established in 1887, this renowned whisky producer prides itself on creating award-winning spirits such as Glenfiddich and The Balvenie.

The company’s dedication to quality and customer satisfaction fosters strong relationships with consumers and distributors alike, ensuring brand loyalty and trust.

This focus on service excellence not only enhances their reputation but also supports thousands of jobs within its facilities and throughout its extensive supply chain, positioning William Grant & Sons as a key player in the global market.

The Clienteling Academy was appointed as the trainer and experience auditing partner to support William Grant & Sons in becoming a centre for clienteling excellence. Thirty supervisors, seniors, and managers from global teams experienced The Art & Science of Clienteling™ over five days at their Scottish headquarters, from keynote speeches to learning labs.

William Grant & Sons Clienteling Programme at a Glance

Client: William Grant & Sons
Location: Scottish headquarters
Audience: 30 supervisors, senior team members and managers
Duration: Five days
Programme: Keynote, Fundamentals and Clienteling Learning Labs
Academy pillars: Certification Ladder and Embodiment Programmes
Reported outcome: More than 97% experienced a positive uplift in customer relationships

A Five-Day Art & Science of Clienteling Programme

The five-day journey combined inspiration, foundational capability-building and experiential practice. Participants progressed from understanding the principles of the Art and Science of Clienteling to applying them through reflection, discussion and Learning Lab activities.

This blended approach was designed to help the programme move beyond knowledge acquisition and support workplace behaviour transfer.

From Learning to Workplace Behaviour

Sustainable clienteling capability depends on whether participants continue applying new behaviours after a programme ends. The engagement therefore created space for participants to reflect on their current practices and identify practical actions they could use in their roles.

Learning Labs supported this transition by connecting the programme frameworks with realistic customer relationship situations.

Results: Positive Uplift in Customer Relationships

Following the training, feedback from customer relationship managers and sales managers demonstrates that the learning has been successfully transferred into the workplace.

Participants are now confidently practicing and implementing the principles of The Art & Science of Clienteling™, enabling the behaviors and mindset required by William Grant & Sons. Over 97% of learners are currently experiencing a positive uplift in their customer relationships.

Key Takeaways

  • Thirty supervisors, senior team members and managers completed the programme.
  • The learning journey took place over five days at the Scottish headquarters.
  • The programme combined a keynote, Fundamentals and Learning Labs.
  • Participants transferred clienteling principles into workplace behaviours.
  • More than 97% reported a positive uplift in customer relationships.

Embed Clienteling Behaviours Across Teams

Clienteling training creates lasting value when participants can translate its principles into daily customer relationships. The Clienteling Academy combines progressive capability-building with experiential Learning Labs to help organisations move from understanding clienteling to consistently embodying it.

DISCUSS THE CLIENTELING TRAINING PROGRAMME ->

Client Testimonial

We have been very pleased with The Clienteling Academy’s approach. They provided our customer relationship managers with the space to reflect, a thought-provoking program, and the energy to take action to improve their clienteling capability.

The Art & Science of Clienteling™ is a fantastic clienteling training program that is making a real, positive difference for our people and our workplace.

San
Global Distillers Library Manager