Comments on J.D. Power Studies on Satisfaction With Cabinet Purchases

Kitchen & Bath Design news, an industry publication, has an article this month on two studies by J. D. Power and Associates. These studies both involved LOWER-END cabinet purchases, but some results extrapolate to higher end purchases as well.

The first study asked consumers about their satisfaction with their cabinet purchase decisions after their projects were complete (previous 12 months).

The study found that consumers initially were attracted to their choice in cabinetry by the LOOK AND FINISH OF THE CABINETS.

After their experience, however, the important issues became OPERATING PERFORMANCE, EASE OF ORDERING AND DELIVERY.

“While buyers may be drawn to the aesthetic features of cabinets as they make their purchasing decisions, it’s important for them to also consider durability and how smoothly the cabinets operate,” said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates. “Customers are looking for ease and convenience in the ordering process, as well as timely and accurate delivery of their cabinet orders, especially since late or incomplete deliveries can delay or add costs to construction or remodeling projects.”

The second study questioned builders and remodelers about their experiences with cabinet purchases over the previous 12 months. Their problem areas turned out to closely mirror the consumer study. TIMELINESS, ORDER ACCURACY, and billing topped their lists.

"The occurrence of problems in these areas negatively impacts overall satisfaction and, ultimately, the bottom line".

J. D. Power was rating customer satisfaction between specific cabinet lines, but the message you should take away from these two studies is that you need to ask more questions of your chosen cabinet dealer than "how much and how long?".

Reading between the lines tells us the 842 consumers, and 1,416 builders and remodelers in these surveys, learned after the fact that quality issues and errors, omissions and delays, caused them memorable headaches in a stressful time.

Further, the studies laid these problems at the feet of the cabinet manufacturers studied...

No mention of the cabinet dealers, home centers and big box stores that ACTUALLY ORDERED AND SUPPLIED AND DELIVERED THE CABINETS.

In fact, as every experienced cabinet dealer well knows, the responsibility for these problems lies squarely on the dealer's shoulders.

Consumers expect that a cabinet showroom experience is WYSWYG (what you see is what you get).

But dealers know better: They deal, day in and day out, with the cabinet manufacturers they CHOOSE to represent.

When there are problems with quality control from a manufacturer from delivery to delivery, they know first. When their employees make mistakes from job to job, they know it. When their warehouses consistently damage cabinets or are lax in their inspection procedures, they know it.

A competent cabinet dealer dumps, or stops selling, a product line that causes such problems before the damage reaches more than a few customers. Or provides more training and supervision of an employee who is not following proper procedures of check and double check. Or fires a warehouseperson who damages too many cabinets.

A competent cabinet dealer monitors his or her cabinet lines, watching for signs that the manufacturer is slipping in quality control, and provides feedback to keep them on course.

A competent cabinet dealer doesn't even take on cabinet lines known in the industry to have "issues".

Cabinet dealers, home centers and big box retailers spend huge dollars creating showrooms to showcase cabinet products for the consumer. Cabinet displays are not free. Neither are the countertops and flooring and accessories free. It costs in the hundreds of thousands to set up a new cabinet showroom.

Dealers get discounts buying their displays, but still have to pay a lot of money out every time they change a display that has become obsolete or "tired". In return for their cash outlays and commitments they are entitled to expect certain performance standards from their manufacturers, along with some "territory" protection from competition.

In return manufacturers offer training and advertising support and, most importantly, quality products, predictable deliveries, and accurate communications.

If any of the promises break down, on either side of the partnership that brings you your cabinet order, YOU and your contractor are the ones who will suffer.

So, if you are shopping for cabinets, ask the dealer how they handle problems with their manufacturers, with delivery, and with warranty issues. They'll be surprised at the question, but the thoroughness of their answer might give you an idea how they will handle YOUR problems down the road.

And remember: MARGINAL CABINETS ARE REPRESENTED BY MARGINAL DEALERS.

Some other best practices:
Stick with known brands. Their success tells you something about their performance.
Avoid new cabinet showrooms. Their owners need to gain experience before you let them "learn" on you.
Listen to your contractor, if he or she advises you to stay away from a particular dealer becuase of past problems.

Peggy