Transforming Customer Experience in Closet Remodeling – A Northern Indiana Company
The Thrum team possesses particular expertise in targeted research that moves beyond polling percentages that have limited representation. A project designed for Premier Closet Designs, a pseudonym for a custom closet remodeling company, aimed to enhance its customer experience and increase referrals. While known for quality craftsmanship, they face challenges in converting inquiries into sales and understanding why some past customers haven’t return for additional projects. To address this, they want to launch a services research initiative targeting former, current, and potential clients.
Thrum would conduct phone interviews with past customers to identify reasons they might not pursue additional services. While phone interviews are intrusive, there are ways to do them well and without poor response. As a method, they still collect the best data. The Thrum team would also survey recent clients to assess satisfaction, installation experiences, and areas for improvement. Additionally, Thrum would conduct interviews or focus groups insights from homeowners considering closet remodeling, exploring factors that may influence their decisions, such as budget concerns, customization options, and turnaround time.
We anticipate that research would reveal that while customers appreciate the craftsmanship, many hesitate due to perceived high costs and a lack of financing options. Others seem to find the design consultation process overwhelming. In response, Premier Closet Designs could introduce flexible payment plans, a simplified design tool for visualizing projects, and a streamlined quoting process to improve the customer experience.
Within six months, we suggest that sales conversions could increase by 20% and repeat business might grow by 12%, easily a 5x return on the investment made with Thrum. Customer feedback would likely highlight the improved consultation process and affordability options as key factors in their decisions. By leveraging strategic research from Thrum, Premier Closet Designs could refine its approach, making closet remodeling more accessible and appealing to local homeowners.
