VIEWS: 17 PAGES: 7 CATEGORY: Engineering & Energy POSTED ON: 6/18/2010
To enhance the questionnaire this year, we consulted with Geoff Graham, president of GuildQuality, a firm that offers customer-satisfaction measurement and analysis for over 500 builders, remodelers, contractors and architects around the country. In the GuildQuality measurement process, customers grade their remodelers in part based on the number of "punchlist items" remaining to be completed at the time of the final walk-through.
C US TOM E R S AT I SFAC T ION S U RV E Y Customers Want You Our 5th annual survey of remodeling customers gauges the impact of green and other differentiators, but in the end, satisfied customers are those who get frequent touches from you By Pa t r i c k L . O ’ To o l e w it h r e s e a r c h p a r t n e r R e n o v a t i o n E x p e r t s . c o m emodeling is like golf. Tens put a mirror to the entire remod- to send back because they were improvement professionals. We R of thousands play the game, but it is the rare player who eling industry from the perspec- tive of remodeling customers ordered incorrectly, about mad- deningly long absences from the know from past surveys that if a customer says they are willing to consistently shoots par or better. Like and benchmark performance on jobsite, or about unexpected cost either hire their remodeler again, golf, remodeling is an easy business a macro level. How often, for increases. Therefore, the first goal or they are willing to refer their to enter, but only a few build busi- example, have you heard about of this series is to attempt to put remodeler to a friend, that those nesses with highly satisfied custom- remodeling projects gone awry? numbers to all of those stories. remodelers tend to get much high- ers. Many remodelers, despite their Certainly it is a weekly occurrence Like the average score in golf, cus- er satisfaction scores. Therefore we best efforts, struggle to improve and for many remodelers. Homeowners tomers, in general, give remodelers have asked these questions again make only halting advances. consider you an expert, so you a middling score of about 6.5 on as a baseline for new questions and From its inception in 2005, listen to their stories about the a 1 to 10 scale, with 1 being the new potential differentiators. the goal of this survey series has never-ending project, about the lowest level of satisfaction and 10 To enhance the question- been twofold. First, we want to truckload of windows they had being the highest level of satisfac- naire this year, we consulted tion. These middling scores hold with Geoff Graham, president of Overall Satisfaction Scores* 10 true across several performance GuildQuality, a firm that offers criteria. customer-satisfaction measure- 8 The second goal of this survey ment and analysis for over 500 series is to identify critical issues builders, remodelers, contractors 6.37 6.31 6.01 6.01 6.06 by parsing those scores, and thus and architects around the country. 6 5.51 SCORE highlight the places within the In the GuildQuality measure- 4 remodeling process where remod- ment process, customers grade eler/client relationships require their remodelers in part based on 2 the most focus. We know from the number of “punchlist items” previous surveys that remodeling remaining to be completed at the 0 customers offer a wide spectrum time of the final walk-through. Overall Professionalism Timeliness Price Craftsmanship Punchlist Satisfaction Items of satisfaction scores for their This year we added “punchlist remodelers, contractors and home items” as a sixth criterion for * Scale of 1 to 10; 1 = least satisﬁed, 10 = most satisﬁed Source: Qualiﬁed Remodeler/RenovationExperts.com 2009 benchmarking satisfaction along- side overall satisfaction, profes- Hire again? Yes No sionalism, timeliness, price and 10 Would you 8.51 8.74 8.57 workmanship. With Graham’s hire your remodeler again? 8.15 8.45 8 7.73 input we added questions about Did not answer Yes whether customers lived at home 6% 6 during their remodeling project SCORE 49% and whether they planned to 45% 3.99 4.18 4 3.65 3.75 3.81 remodel again in the next 12 to 24 3.43 months. One new question gauges No satisfaction as it relates to “green” 2 remodeling, while another differ- 0 entiates between those customers Overall Professionalism Timeliness Price Craftsmanship Punchlist Satisfaction Items
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