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Article Excerpt
Customers Want You
By Patrick L. O'Toole with research partner RenovationExperts.com
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
Remodeling is like golf. Tens of thousands play the game, but it is the rare player who consistently shoots par or better. Like golf, remodeling is an easy business to enter, but only a few build businesses with highly satisfied customers. Many remodelers, despite their best efforts, struggle to improve and make only halting advances.
From its inception in 2005, the goal of this survey series has been twofold. First, we want to put a mirror to the entire remodeling industry from the perspective of remodeling customers and benchmark performance on a macro level. How often, for example, have you heard about remodeling projects gone awry? Certainly it is a weekly occurrence for many remodelers. Homeowners consider you an expert, so you listen to their stories about the never-ending project, about the truckload of windows they had to send back because they were ordered incorrectly, about maddeningly long absences from the jobsite, or about unexpected cost increases. Therefore, the first goal of this series is to attempt to put numbers to all of those stories. Like the average score in golf, customers, in general, give remodelers a middling score of about 6.5 on a 1 to 10 scale, with 1 being the lowest level of satisfaction and 10 being the highest level of satisfaction. These middling scores hold true across several performance criteria.
The second goal of this survey series is to identify critical issues by parsing those scores, and thus highlight the places within the remodeling process where remodeler/client relationships require the most focus. We know from previous surveys that remodeling customers offer a wide spectrum of satisfaction scores for their remodelers, contractors and home improvement professionals. We know from past surveys that if a customer says they are willing to either hire their remodeler again, or they...
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