Windows and Patio Doors Study Says Satisfied Customers Less Influenced by PriceJune 13th, 2012 by DWM Magazine
Window and patio door customers of brands with high levels of customer satisfaction most frequently cite professional recommendations, quality and their own past experience with purchasing windows as the key drivers in their purchase decision, according to the J.D. Power and Associates 2012 Windows and Patio Doors Satisfaction Study. This is in contrast to brands with lower levels of satisfaction that are primarily selected based on price, says the study.
“We see a strong relationship and influence between the satisfaction of professional trades with window brands and end customers’ ratings,” says Christina Cooley, senior manager of the home improvement practice at J.D. Power and Associates. “The recommendations that a contractor, retailer or architect make not only have a strong influence on the purchase decision, but also builds on the brand’s value.”
According to the report, Simonton ranks highest among customers in satisfaction with windows and patio doors, achieving a score of 831 (on a 1,000-point scale). The report notes that Simonton performs particularly well in five of the six factors and has differentiated itself in terms of year-over-year performance by expanding its lead in overall satisfaction to 36 points in 2012 from 11 points (818) in 2011. Following Simonton in the ranking is Pella with a slight year-over-year improvement (795 in 2012 versus 793 in 2011).
Overall satisfaction with windows and patio doors is 778, a decline of 8 index points from 2011, which is primarily driven by declines in four factors: ordering and delivery; operational performance and durability; price paid for products and services received; and repair/replacement.
The study also finds that the condition of the windows at the time of delivery has the most influence on the overall customer experience. While 95 percent of customers indicate their windows were delivered exactly as ordered, 7 percent indicated their windows were damaged upon delivery and an additional 3 percent indicate the windows were damaged during installation. A large majority (91 percent) of customers indicate their windows were delivered on the date promised.
“If windows aren’t delivered on time or are damaged in the process, it is not surprising that customers will be less satisfied overall with the brand,” says Cooley. “Manufacturers need to work closely with customers, either directly or through their distribution channels, to clearly communicate the ordering and delivery process. Executing the delivery and installation process well and delivering on commitments is essential to achieving and maintaining high levels of customer satisfaction and will more likely result in positive recommendations for the brand.”
The 2012 Windows and Patio Doors Satisfaction Study is based on responses from more than 2,500 customers who purchased new windows or patio doors during the previous 12 months. Customers may have installed the windows or patio doors themselves or with help from family and friends; hired an independent contractor, handyman or remodeler; used an installation service provided by a home improvement retailer; or used an installation service recommended or provided by the product manufacturer. The study was fielded in January and February 2012 and is based on performance in six factors (listed in order of importance): ordering and delivery; operational performance and durability; price paid for products and services received; appearance and design features; warranty; and repair/replacement.