Interaction with Sales Associates Paints a Pretty Picture for Customer Satisfaction
Benjamin Moore and Sherwin-Williams Rank Highest in Respective Segments
COSTA MESA, Calif.: 23 May 2018 — The J.D. Power 2018 Paint Satisfaction StudySM study measures customer satisfaction in the $13 billion interior and exterior paint and stain consumer market.
In the interior paint, exterior paint and exterior stain segments, satisfaction is measured across six factors (in alphabetical order): application; durability; in-store color displays and printed materials; price; product offerings; and warranty/guarantee. In the paint retailer segment, satisfaction is measured across five factors (in alphabetical order): merchandise; price; sales and promotions; staff and service; and store facility. Satisfaction is measured on a 1,000-point scale.
Following are some of the key findings of the 2018 study:
- Sales associate engagement with customers is key: With 77% of customers purchasing paint/stain on their first visit, the study shows that closing a sale on the first visit increases satisfaction (835 vs. 831, respectively). Getting a salesperson to spend time talking with the customer about paint/stain qualities is essential. Only one-third of purchasers (33%) spoke with a sales associate at length about the products. Satisfaction is significantly higher among purchasers who spoke with a sales associate at length rather than briefly or not at all (855 vs. 824, respectively).
- Satisfaction drives loyalty and advocacy: Among delighted customers (overall satisfaction scores of 901 and above), 76% say they “definitely will” repurchase the brand, compared with the study average of 46%. Additionally, 79% of delighted customers say they “definitely will” recommend the brand to others, compared with the study average of 47%.
Interior Paint Rankings
Benjamin Moore (853) ranks highest in customer satisfaction among interior paint brands and performs particularly well in the application; durability; product offerings; and warranty/guarantee factors. BEHR (851) ranks second, performing highest in the in-store color displays and printed materials factor. Valspar (848) ranks third.
Exterior Paint Rankings
Sherwin-Williams (857) ranks highest in customer satisfaction among exterior paint brands, performing particularly well in the application; in-store color displays and printed materials; and product offerings factors. Benjamin Moore (854) ranks second, performing highest in the durability and warranty/guarantee factors. Pittsburgh (852) ranks third.
Exterior Stain Rankings
Benjamin Moore (828) ranks highest in customer satisfaction among exterior stain brands, performing particularly well in the durability; offerings; price; and warranty/guarantee factors. Sherwin-Williams (826) ranks second, performing highest in application; in-store color displays and printed materials; and product offerings factors. BEHR (816) ranks third.
Paint Retailer Rankings
Benjamin Moore Paint Stores (859) ranks highest in customer satisfaction among paint retailers and performs particularly well in the staff and service; merchandise; and store facility factors. Sherwin-Williams (850) ranks second. Menards (843) ranks third, performing highest in price and sales and promotions.
The 2018 Paint Satisfaction Study is based on responses from 8,144 customers who purchased and applied interior paint, exterior paint and/or exterior stain in the past 12 months. The study was fielded in March 2018.
For more information about the J.D. Power Paint Satisfaction Study,visit http://www.jdpower.com/business/resource/paint-satisfaction-study.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.
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 Source: The Home Improvement Research Institute