Floor Coverings International

FLOOR COVER INGS INTERNAT IONAL love the experience and love their new floors. Our competition, overwhelmingly, doesn’t have high consumer reviews. We are significantly higher than any other flooring company in North America. As part of FirstService Brands, we use a Net Promoter Score testing survey for all of our customers – not just those who buy from us – but also those who had an initial contact through consultation. “What that Net Promoter Score testing shows is we have twice the number of consumer advocates for our brand than our closest competitor. Nobody in the in-home sales side of the floor covering business is even close. When you talk about Net Promoter Score testing, once you get above 80, that gets you in the realm of Apple for customers advocating for your brand. We are consistently, and have been for five years-plus, above 80. We test our customer base continuously, throughout the year. By putting the customer first, by truly giving them a turnkey solution, serving them in their home, and bringing the products to their home so that they can get the absolute best design and function for their budget – that’s our distinct advantage in the marketplace.” BVM: Still, you do need to reach out to those customers before you can satisfy them. What’s your marketing approach? Daley: “We have an extensive software system that allows us to understand who our customer is so that we can, very effectively, pinpoint the folks who are more inclined to make an investment with our franchises, rather than using a generic shotgun approach of marketing to all. I’d like to give you all the details, but I won’t because how we reach our customer today is through a proprietary software that has been created to allow us to understand who the right customer is who wants to engage with our brand and then connect. There’s nothing custom in how we market, but how we understand who to market to is the part that’s really unique. And another unique aspect is our customers are serviced by our Design Associates, not our