Customers Want You by ProQuest


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.

More Info
									    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*
                                                                                                                                        true across several performance                 GuildQuality, a firm that offers
                                                                                                                                        criteria.                                       customer-satisfaction measure-
                                                                                                                                            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

                                                                                                                                        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/ 2009                                                                                                                      benchmarking satisfaction along-
                                                                                                                                                                                        side overall satisfaction, profes-
                                                                     Hire again?
                                                                                                                                                                      Yes          No   sionalism, timeliness, price and
                           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

                                       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
                                                                                                                                                                                        months. One new question gauges
                     No                                                                                                                                                                 satisfaction as it relates to “green”
                                                                                                                                                                                        remodeling, while another differ-
                                                                      0                                                                                                                 entiates between those customers
                                                                            Overall         Professionalism       Timeliness           Price       Craftsmanship    Punchlist
                                                                          Satisfaction                                                                               Items
To top