Business Builder

Retailers Share Secrets for Installation Success

Monday, May 13, 2024

Messner installers hand each customer a stamped, self-addressed postcard for installation feedback.

Floor covering installation is a complicated business with lots of potential issues that can often be managed with an ounce of prevention.

Problems that pop up during installation and keeping the customer satisfied are some of the more difficult challenges you can face related to installation, pointed out Sinclair Meyers, general manager of Meyers Flooring in Dalton, Ga. “There have been times when our installers have ripped the old carpet out and moved all the furniture around the house just to realize that a carpet has a shading issue once they begin to seam and stretch the carpet into the room,” Meyers recalled.

“Communication and coordination between the installer, the sales associate, and the client are vital,” he stressed. “Obviously, this is not an ideal situation, but Myers has a claims department that helps expedite the process. You can build stronger relationships with your clients and installers by following through on your end with the claims process.”

Messner Flooring, based in the Rochester, N.Y. area, inspects its challenging ‘blue sheet’ carpets before they schedule an install, according to Peter Messner, president at Messner’s. “Blue sheet carpets are styles with patterns, all berbers, and any carpet that has been a problem in the past. We use a cutting machine with a special light, that increases the brightness because the warehouse lighting is 24 feet off the floor. We now capture bow, skew, damaged, short pieces, and other issues before the job is scheduled,” Messner explained.

A new pandemic process is Messner’s “Experience improvement list,”’ held every Monday afternoon at the end of the day. “We meet to review issues that have occurred. The goal is to identify and rectify issues quickly. It has developed into a prevention meeting, sharing learning events,” Messner reported.

Many challenges for flooring installations are time-related, occurring around holidays, reported Beth Avila, co-owner of Star Flooring & Design, Boulder, Colo. “Usually, the customer is having a party, sometimes a wedding. As soon as the client choses the flooring, we call the vendor to make sure the product is available,” Avila advised.

Some types of flooring have special requirements. “If it’s a hand-loomed wool broadloom, the customer should understand that they will see seams,” Avila cautioned. “And installation of stair runners requires a lot of staples. It’s important to measure carefully and cut, then serge the sides,” she advised.

Double check that the product delivered is the correct product. “We found out the wrong carpet came in less than a week before the installation date. The vendor was able to get the correct product to us and the clients loved it,” Avila stressed.

Preparation is Key

Star Flooring & Design provides the client with a list on the sales order. “Here’s what to expect,” explained Avila. “We also make a phone call or email with information about how to clear out the area and how much time it will probably take,” she added.

Myers has a dedicated measuring staff that can help set the tone for the day of the installation, Meyers explained. “The measure staff can see how the material is going to be laid, inspect subfloor conditions, and see if there are any red flags the installer may have to address during the installation,” he advised.

Meyers’ staff provides clients with an installation prep guide. “This is a detailed guide that makes the client aware of what to expect on the day of installation. We tell the client that carpet installation may lead to scuffed baseboards. Therefore, the client may require some additional touch-up painting after Myers finishes the installation. These little tips are all about managing customer expectations and leading to a successful job,” he said.

Meyers coordinated a project with a designer for a high-end woven carpet installed in the homeowner’s first nursery. “Communication and execution of the installation was vital, and everything needed to go as planned.”

He added that Myers had to coordinate the right installation crew for the project and the installation crew needed to be well-versed in installing woven wool carpets, because there is a high risk for the installer if they don't execute and are left having to pay for the carpet. “Meyers pays its installers at a higher rate than most and expect quality installations. We try to make sure we assign the best-qualified installers to jobs that match their skill sets in order to prevent mistakes,” he stressed.

“Choosing the right installers is critical,” agreed Avila, adding, “Most of ours have at least ten years’ experience.”

Follow-Up

After the installation is done, follow-up is important. “A phone call or email to ask the client if everything is all right is essential,” Avila emphasized. “I tell them, ‘Call me anytime. We are here to make things perfect.’ ”
Meyers always instructs its clients to do a final walkthrough with the installers. “We also require our installation teams to get signoffs on the orders from the clients. The salesperson will provide the client with a final check-in to make sure the installation was a success,” he explained.

Ratings & Reviews

Reviews are always tricky, according to Meyers. You can provide excellent service to 99 percent of the customers who walk through your doors and yet have one client who is not totally satisfied and that can lead to a negative review, he warned. “We've recently placed signage towards the front door requesting reviews if you felt you had a good experience. All the customer has to do is scan a QR code and leave a review,” Meyers explained.

Messner’s started asking for reviews in the late 1980s, when a real estate friend suggested asking for customer feedback. “We developed a postcard to accompany every installer. We learned that we had to put a stamp on them. We began getting great comments on products, process, and installations. We then incentivized the installer who received the most responses with a quarterly gift card. We always received more than 40 percent responses,” Messner reported.