Currently Reading

Have you set customer satisfaction goals for 2012?


Have you set customer satisfaction goals for 2012?

December 14, 2011

December is often the time of year that many home building companies finalize their 2012 goals and budgets.   Management meticulously reviews past sales performances, hard costs, personnel budgets, etc., and set both goals and budgets for 2012.   Once each line item is discussed and approved, these bugeteers ask managers to sign off on this plan as their commitment to 2012 excellence.  Seldom do we see customer satisfaction goals handled with this same degree of foresight and commitment.  Why is this?

When it comes to customer satisfaction, too many home building companies treat customer satisfaction as a collection of subjective individual behaviors rather than objectively measureable outcomes.  The problem with having this subjective outlook on customer satisfaction is just that – it is subjective.  We encourage builders to treat customer satisfaction as a set of objective outcomes, as measurable as sales, hard costs, slippage, and warranty costs.  As such, we encourage home builders to establish, collect, and analyze customer feedback in order to manage their team to higher levels of Sales, Selections, Construction, Warranty and ultimately Referral Sales performances.    And don’t forget about measuring TEAMWORK to make sure that all the individual efforts are coordinated for the betterment and benefit of the entire home building team. 

Can these customer satisfaction behaviors really be measured?   You bet they can!  Top performing home building companies have 38 Key Areas of Performance (KAP) they measure and manage on a regular basis to make sure their customers are consistently receiving best in class customer service throughout their entire home building experience.   In addition to financial metrics, Top Performing Builders also benchmark their customer satisfaction KAP against other best in class builders!

The purpose of today’s blog is to 1) make sure forward thinking home builders have also set their 2012 Customer Satisfaction expectations and budgets and 2) help homebuilders think objectively about customer satisfaction.  After all, “those things that are measured, conform” – and this is equally true in customer satisfaction.  How do you measure up? 

Written By

Charlie Scott has over 30 years of industry experience as a home builder, author, columnist, speaker, consultant, National Housing Quality Award Examiner and Hall of Fame member. Charlie has worked with over 200 of the nation’s best home building companies. He has been through five major industry downturns and during 2008 to 2011 housing depression, he gave away over 1,000 determined donkeys toys as encouragement. He can be reached at

Related Stories

Building Technology

KB Home Launches AI-Powered Chatbot for Customers

KB Home announced its launch of an AI chatbot platform aimed at answering home shopper questions…

Software + Apps

Tips for Using 3D Digital Models to Visualize and Sell Homes

Home builders that are using 3D design tools share their advice on selling homes using virtual models

Best Practices

Why Compact Duct Layouts for HVAC Make Sense

The approach shown here for HVAC duct layouts is a win-win: It saves money and reduces homeowner complaints about indoor comfort


More in Category


Create an account

By creating an account, you agree to Pro Builder's terms of service and privacy policy.

Daily Feed Newsletter

Get Pro Builder in your inbox

Each day, Pro Builder's editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Save the stories you care about

Lorem ipsum dolor sit amet lorem ipsum dolor sit amet lorem ipsum dolor sit amet.

The bookmark icon allows you to save any story to your account to read it later
Tap it once to save, and tap it again to unsave

It looks like you’re using an ad-blocker!

Pro Builder is an advertisting supported site and we noticed you have ad-blocking enabled in your browser. There are two ways you can keep reading:

Disable your ad-blocker
Disable now
Subscribe to Pro Builder
Already a member? Sign in
Become a Member

Subscribe to Pro Builder for unlimited access

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.