2017 Paint Satisfaction Study

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2017 Paint Satisfaction Study

2017 Paint Satisfaction Study Publish Date: April 27, 2017 Painting a home is one of the most common, yet impactful home improvement projects consumers undertake. Manufacturers rely heavily on loyalty in terms of both repeat purchases and positive recommendations. Loyalty can only be achieved by truly understanding customers’ attitudes, preferences, and ultimately delivering an outstanding customer experience..

The SolutionThe J.D. Power 2017 Paint Satisfaction StudySM examines key drivers of satisfaction among customers who purchased and applied interior paint, exterior paint, and/or exterior stain. The overall customer experience is based on six key drivers of satisfaction: application; design guides; durability; price; product offerings; and warranty/guarantee. The study also examines the customer experience with their paint retailer based on merchandise; price; sales and promotions; staff and service; and store facility. The study, which provides the paint industry with insights into the evolving needs and demands of customers, includes the following objectives (organized by study segment):

Interior Paint, Exterior Paint, and Exterior Stain Segments:

• Measures key drivers of satisfaction among customers who purchased and applied interior paint, exterior paint, and/or exterior stain

• Captures brand image and reputation

• Examines pathway to purchase: reasons for shopping; steps taken after decision to purchase (including first step); types of websites used for research and shopping (including most frequented); number of shopping visits across retail locations; involvement of sales associate when first visiting retail location; preferred brand in mind at beginning of purchase process; and place of purchase

• Captures paint/stain application and usage patterns

• Measures problem occurrence, contact with manufacturer, and satisfaction with warranty service

• Delivers insight into what drives customer loyalty

Paint Retailer Segment:

• Measures key drivers of satisfaction among customers who purchased interior or exterior paint from a major paint retailer

• Examines staff and service key performance indicators (KPIs): greet promptly; professionally dressed; listened carefully to questions or concerns; provide paint advice; provide application advice; provide color selection advice; retailer carries all brands considering

• Delivers insight into what drives customer loyalty

The overall customer experience is based on six key drivers of satisfaction: application; design guides; durability; price; product offerings; and warranty/guarantee

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2017 Paint Satisfaction Study

How It WorksSamplingThe 2017 Paint Satisfaction Study includes the largest paint manufacturers that represent at least 67% of market share. The 2017 study is based on the responses of more than 8,750 customers who purchased interior paint, exterior paint, and/or exterior stain within the previous 12 months. The study was fielded in February and March 2017.

Refer to the Appendix to see a list of paint manufacturers and retailers profiled in the study.

J.D. Power IndexBased on data obtained from the survey, an overall index is created that quantifies the impact that the factors and the attributes within them have on customer satisfaction. Specifically, the relative weight that each attribute contributes to the factor index is first calculated, followed by calculating the relative weight that each factor contributes to the overall satisfaction index. The results of those calculations are used to predict overall satisfaction based on a weighted sum of the factors, which constitutes the overall index.

Award CriteriaFor a company to be award eligible, a minimum of 100 completed surveys must be received in their given segment: interior paint brand, exterior paint brand, exterior stain brands, and paint retailers. The highest-ranked brand in each segment receives a trophy. Award recipients that subscribe to the study have the opportunity to publicly leverage this award through J.D. Power’s award licensing program.

Based on data obtained from the survey, an index is created that quantifies the impact that the factors and the attributes within them have on customer satisfaction.

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INDEX METHODOLOGY FORMULA

Source: 2013 U.S. Auto Insurance StudySM Figure OS-20

Index

The “Index” is acalculated roll-up of performance scores, weighted relative to theimportance of each factor to overall satisfaction.

“Factors” are distinctparts of the customerexperience that together encompass the entire experience.

“Attributes” are specific elements that compriseand drive satisfaction within a factor.

“Diagnostics” are criticalto quality elements that influence satisfaction within an attribute or factor.

Factor

Factor

Diagnostic

Attribute

Financial ROI

Attribute

Attribute

Attribute

Index ExplainsOSAT and

Loyalty Measures

FactorsExplainIndex

AttributesExplainFactor

Continued >

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2017 Paint Satisfaction Study

Leveraging J.D. Power Data to Better Understand Competitive PositionSatisfaction Drivers

The Paint Satisfaction Index (interior paint, exterior paint, and exterior stain) segments the customer experience into six factors and 19 interior paint attributes, 20 exterior paint attributes, and 23 exterior stain attributes:

• Application – Adequacy of coverage delivers on brand claim – Amount of prep required – Dry time (exterior stain only) – Ease of application – Ease of cleanup following application – Level of fumes/odor – Spatter and drip resistance

• Design Guides – Clarity of application/cleanup instructions – Helpfulness of color sample chips/samples – Helpfulness of preparation information – In-store color displays – Usefulness of printed color combination/design guides

• Durability – Dirt pick-up/resistance (exterior stain only) – Ease of cleaning surfaces – Fade resistance (exterior stain only) – Invisibility of touch-ups – Longevity of finish (exterior stain only) – Stain resistance (interior paint and exterior paint only) – Weather resistance (exterior paint and exterior stain only)

• Price – Overall rating of the price paid for the products and

services received• Product Offerings

– Base options (exterior stain only) – Product options (exterior stain only) – Richness of color (interior paint and exterior paint only) – Variety of colors offered – Variety of surface finish/sheen (interior paint and exterior

paint only)• Warranty/Guarantee

– Overall rating of warranty

The Paint Satisfaction Index (paint retailers) segments the customer experience into five factors and 16 attributes:

• Merchandise – Availability of desired paint supplies – Availability of product information – Selection of paint brands available – Variety of paint supplies offered

• Price – Overall rating of the price paid for the products and

services received• Sales and Promotions

– Overall rating of sales and promotions• Staff and Service

– Availability of sales staff – Concern for your needs – Courtesy of store staff – Knowledge of sales staff – Speed of checkout

• Store Facility – Availability of parking – Cleanliness of store – Convenience of store location – Ease of finding desired paint supplies on my own – Paint store/department layout and design

Pathway to Purchase The 2017 Paint Satisfaction Study also examines consumer’s pathway to purchase with full shopping and purchase funnel market data, which includes:

• Trigger reasons for beginning the purchase process

• Steps taken after decision to shop, including first step

• Types of websites used for research and shopping, including most frequented type

• Number of shopping visits across all brick and mortar retail locations

• Outcome of initial visit to brick and mortar retail location – purchased or continued shopping

• Involvement of sales associate when first visiting retail location

• Preferred brand in mind when beginning purchase process

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2017 Paint Satisfaction Study

OversamplingJ.D. Power offers a proprietary oversample opportunity allowing companies that are not currently profiled in the syndicated study to obtain competitive data sets in order to benchmark their performance against competitors that are profiled in the study. This opportunity is also available for profiled companies that want to dive deeper into a specific topic covered in the study. The same questionnaire used for the syndicated study is used for the proprietary oversample study.

Subscription DetailsThe 2017 Paint Satisfaction Study provides access to the insights and tools needed to gain a comprehensive, in-depth understanding of how your company is performing and to identify key areas needing improvement.

Study deliverables include:

• New online dashboard analytic tool – Active dashboard: Data elements in the dashboard may include such items as

key charts and tables that highlight KPIs, rankings, verbatim reports, broadcast messages that have been shared, presentations, and other user-uploaded documents of interest. Dashboards can be customized to contain only the information that is critical for each user, and an expandable toolbar allows users to easily conduct ad hoc analyses and reports

– Performance analysis: Allows users to easily view key metrics against multiple points of reference, providing them with more control when performing root-cause analyses and benchmarking

– Verbatim comments: Full search functionality allows rapid access to verbatims of interest

• Industry detailed findings: Competitive performance overview by factor

• Access to a personalized competitive data set allows you to see how your company stacks up against your competitors, the industry, and the highest performers across factors and attributes at the national level

– Competitive data set in SPSS and Excel file format

• An on-site executive presentation with management insights, which includes customized strategic recommendations, study results, ongoing best practices, and analyses of high-performing paint/stain manufacturers

• Swoop gap analysis: Highlights improvement opportunities that have the greatest impact on customer satisfaction if improved

• Copy of the current questionnaires

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For more information about J.D. Power products and services, please contact:

Nicole Tapp Nicholson at 859-428-6117 or Nicole.Nicholson@jdpa.comChristina Cooley at 805-279-0354 or Christina.Cooley@jdpa.com

About J.D. PowerJ.D. Power is a marketing, consumer intelligence, and data and analytics company that helps its clients measure, understand, and improve the key performance metrics that drive their growth and profitability. J.D. Power’s industry benchmarks, unique data and analytics platform, and reputation for independence and credibility have established the company as one of the world’s most well-known and trusted providers of Voice of the Customer insights. Established in 1968, J.D. Power is headquartered in Costa Mesa, California, and has offices in North/South America, Asia Pacific, and Europe.

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2017 Paint Satisfaction Study

APPENDIX: Profiled Brands

Interior/Exterior Paint Brands:• BEHR

• Benjamin Moore

• Clark + Kensington

• Dutch Boy

• EasyCare (True Value)

• Glidden

• Olympic

• Pittsburgh Paint & Stain

• PPG Paint

• Royal (Ace)

• Sherwin-Williams

• Valspar

• WeatherAll (True Value)

Exterior Stain Brands:• BEHR

• Benjamin Moore

• Cabot

• Olympic

• Royal (Ace)

• Rust-Oleum

• Sherwin-Williams

• Thompson’s WaterSeal

• Valspar

• Woodsman (True Value)

Paint Retailer Brands:• Ace Hardware

• Benjamin Moore Independent Retailer

• Lowe’s

• Menards

• PPG Paints

• Sherwin-Williams

• The Home Depot

• True Value

• Wal-Mart

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