Flooring America Enrolls 200 Additional Members in
Manchester, NH, August 30--Flooring America's commitment to building a national brand has inspired an additional 200 members to sign up for its Star Service program since the retail floorcovering cooperative's last convention in March.
The growing success of the program, in which 85% of members now participate, relies on applying specific feedback about a store's performance gathered from customer surveys. More and more members understand and are committed to how important Star Service is to establish customer trust and confidence in the corporate brand.
"The industry as a whole is battling an image problem," said Evan Hackel, president of Flooring America. "We are directly addressing this issue through our Star Service surveys. Our stores learn a lot about themselves. Many members have told me how they are frequently adjusting their operations in response to this research. They are able to better leverage their service to give them a competitive edge."
This innovative program is based entirely on feedback acquired through survey cards given to each customer upon completion of their floor covering installation. Each survey card requests ratings and comments on the level of performance of Flooring America personnel before, during, and after the customer's purchase. Completed surveys are mailed by the customer directly to the corporate office of Flooring America where survey results are tabulated independently.
Monthly results are made available to members so they can monitor the customers' overall impression of the showroom. Each store's Star Service rating is evaluated twice yearly.
"Star Service has proven to be a great motivating tool for everyone working in ou stores, and our unifying brand-building efforts are gaining tremendous momentum." said Deb Binder, Flooring America's vice president of marketing. "It's gratifying to see how enthusiastically our members are participating in and profiting from Star Service. "
The program will be heavily promoted through store advertising and collateral materials, a pre-installation checklist provided to customers, in-store signage and window displays. Members can access monthly ratings of their store and of their individual personnel over the company's secure internal web site, FAmembers.net. Consumers can go to www.starinstallation.com to learn more about the program.
