Customer Satisfaction: Trust Is No. 1

The 4th annual Qualified Remodeler | GuildQuality customer satisfaction report ranks the factors that matter most in creating satisfied customers. It also highlights the best practices and techniques deployed by 60 of GuildQuality’s highest-scoring remodelers.

The remodeling and home improvement market has changed a lot in the four years since Qualified Remodeler and GuildQuality first teamed up to present this annual customer satisfaction report.

First, demand for remodeling services has grown dramatically, giving remodelers more opportunity to grow and, in some cases, straining labor and time resources to the brink. Second, continual improvement in communications technology has given remodelers new, faster and more consistent ways to interact with their prospects and clients—24 hours a day, seven days a week.

So while remodelers are certainly in expansion mode, the demands and expectations placed on them by their clients are going up. Photos of in-progress remodeling work, text messages from the jobsite, and on-demand renderings are all now increasingly baked into a generally higher set of client expectations. Not long ago these communication “extras” helped set remodelers apart from the crowd; but the world is changing, and top remodelers are keeping pace.

Measuring Client Satisfaction

The tables and charts in this report quantify the top pain-points in the client relationship and offer remodelers a guide on areas of greatest importance to homeowners. The data is grounded in satisfaction survey feedback from tens of thousands of remodeling customers.

The information is presented in two ways:

1) In the Aggregate: This is a table of top attributes associated with happy clients across all types of remodeling jobs.  


2) By Job Type: Because client pain-points vary dramatically by type of job, the information is broken out across 40 different job types. For example, a major kitchen remodel places a higher need for jobsite cleanliness versus a window replacement job, where price and speed matter most. 

You will notice that the numbers used to represent the relative strength of a client attribute are presented as decimals. They are placed on a scale called a Pearson Coefficient where 1 is the highest possible correlation to client satisfaction and -1 is the weakest possible relationship to client satisfaction.

A score of .850, for example, is very strong and correlates strongly to customer happiness. Any number under 0 is weaker. Most if not all of the client satisfaction drivers presented in this report are close to 1 and are, therefore, worth noting in your company’s efforts to make clients happy.

Another way we are able to make the data more understandable is using bubble graphics. Larger bubbles indicate a higher Pearson Coefficient and a stronger correlation to client satisfaction. Smaller bubbles show a relationship, but one that is not as strong.

Profiles and Tips

Many remodeling and home improvement firms excel when it comes to satisfying their customers. As in past years, we are highlighting the stories of 60 firms who are among the best in this area. With their listing you will find the percentage of their clients, both overall and scores specific to 2017, who say they are willing to recommend that company. How do they do it? That information is also included, featuring ideas and tips that may help you get more business from your existing client base. | QR

This report was edited and written by Kacey Larsen, Kyle Clapham and Patrick O’Toole, with the data and graphics collaboration of Alex Overall, Bailey D’Alessio, Erin Rosintoski Lewis and Robyn Hazelton at GuildQuality.

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