For entrepreneurs accustomed to operating on gut instinct, using data to make decisions can be an adjustment. The discipline of optimizing how best to create a stream of satisfied customers offers a good example.
Many remodelers created their businesses from nothing, so they do not see the job of satisfying customers as an area of concern. They must know how to do it, otherwise they would not be in business, right? Not exactly.
The business discipline of measuring and tracking customer satisfaction is a different animal. Customer satisfaction data gathered across many industries consistently shows that small, incremental improvements can offer huge gains for business owners. The cost of acquiring new customers goes down and profitability rises.
According to research from consultant PwC, 73 percent of consumers say good customer service is more important than price or product features. Additionally, companies with a track record of excellent customer service can charge a premium of up to 16 percent for their product or services.
So what, exactly, does good customer service mean to today’s remodeling clients?
In this our 7th annual customer satisfaction report presented in collaboration with Guild Quality, a technology driven customer satisfaction services company, we answer that question. This report shows conclusively, that top service traits sought by homeowners of their remodeling contractors is a moving target. Of 16 service traits tracked in recent years, there have been big swings in what homeowners want.
This year the top three service traits are: 1. Professional & Organized, 2. Expertise, and 3. Problem Resolution. If your clients agree that your firm does all three, chances are they will refer your firm to others and they will want to hire your firm again. They will be satisfied.
There are additional lessons underneath the top three traits. Since 2017, the trait of Respect has risen 47 percent. Sales Knowledge has risen 17 percent. Keeping the jobsite Safe has risen 9 percent. How does your firm stack up on these 16 traits? Only you can answer that question. Better yet, ask your customers. Conduct third-party surveys through Guild Quality. Their responses will give you a roadmap.
Another variable to consider is the types of remodeling services your company offers. There’s a difference between what satisfies a homeowner completing a kitchen project and one that would like to replace their roof. Our detailed breakouts of key service traits across 35 jobs goes one level deeper in helping remodelers prioritize how best to satisfy customers.
102 Satisfaction Leaders
All owners and managers, regardless of their past or current involvement with using data to improve customer satisfaction, will find value in our annual list of companies whose scores put them in a customer-satisfaction class all their own. Our 2022 list of Customer Satisfaction Leaders includes links to profile pages for each company. These include companies’ current year and lifetime ratings above 90 percent, with many at or approaching 100 percent. Each profile page contains a snippet of wisdom from each about how they do it.
Customer satisfaction tells us a lot about individual companies and the industry at large. The goal is for it to be used as a business reference throughout the year. QR
If you have questions about the report, direct them to Patrick O’Toole at patrick@solabrands.com or Bailey D’Alessio of GuildQuality at bailey@guildquality.com.
Use This Data to Focus on High-Gain Activities
The HEAT MAP section of this report is shown in a series of charts. There are six charts in all. The first is an overall look at all 14 service traits across all types of jobs. Then there are five charts that get granular on Exterior Remodels, Interior Remodels, Major Renovations, Outdoor Living and a catch-all group of Other projects.
In prior years of issuing this report, remodelers and home improvement pros have told us how important this report has been in identifying focal points in their interactions with clients. They use it to hone-in on how best to deliver on those key service traits that drive client satisfaction. The data allows them to confidently delve deeply on service issues as they develop strategies for customer satisfaction success.– The Editors
Top Overall Service Traits Across All Remodeling Job Types
Source: QR-GUILDQUALITY Customer Satisfaction Report, 2022.
Top Traits: Home Updates
Source: QR-GUILDQUALITY Customer Satisfaction Report, 2022.
Top Traits: Major Remodeling
Source: QR-GUILDQUALITY Customer Satisfaction Report, 2022.
Top Traits: Outdoor Projects
Top Traits: Replacements
102 Satisfaction Leaders
Part II of the QR – GUILDQUALITY Customer Satisfaction Report 2022 is a searchable directory of home improvement and remodeling companies who consistently generate near-perfect records of achieving satisfied customers, year in and year out. You can find that list here.