Even the best product can't stand on its own without exceptional service, and these WOOD 100 manufacturers have mastered the talent.
Now in its 35th year, the WOOD 100: Strategies for Success highlights the innovative as well as tried-and-true initiatives put in place by 100 North American wood products manufacturers of cabinetry and casework, furniture, closets and home organization systems, architectural woodwork/millwork, retail fixtures and other items, to improve their businesses.
Here's what some of them had to say about their customer service strategies:
Twin Oaks Custom Cabinets Inc., Neosho, MO
Sales projections are looking good for the custom cabinet firm, which offers customers a full experience, from design to build, to installation.
“We are always striving to streamline the process for the customer, making the experience for them easy and enjoyable while [they are] designing the cabinets they have dreamed about,” said Doug Addy, director of Finance & Administration.
“We tailor each set of cabinets to the individual client, with an emphasis on bringing a quality product while creating the best experience possible for them,” he added.
The company recently invested in flatline spray equipment and a new doweling machine to aid productivity and enhance the manufacturing process.
Saunders Wood Specialties, Park Falls, WI
Sales projections are good for the producer of veneer and laminate panels for architectural, office furniture, store fixtures, and other projects, a division of Tuohy Furniture.
Launched in July 2023, the user-friendly website makes it easy to view, select, and learn about veneer. An installation gallery also provides inspiration as does the 3D interactive tour feature. “[We also] worked with an IT engineering firm to add features to our quoter system to save valuable time for our customer service team,” said Jane Reardon, Marketing director - Tuohy Furniture.
With customer service key, having an experienced and knowledgeable staff is critical. “[We also] implemented a bonus program for employee anniversaries to encourage employee retention,” she added.
Orange County Countertops Inc., Apopka, FL
“We focus on building long-lasting relationships with our customers and vendors through communication, service, and reliability. This has helped us keep the jobs coming in as we have many repeat customers,” said Mihaela DeBille, president of the laminate countertop firm. Specializing in commercial and hospitality projects, it also does specialty laminate work and solid surface.
“We pride ourselves on our reputation. Maintaining excellent customer service goes a long way, and we also have been fortunate enough to thrive due to many repeat customer referrals.” 2023 sales rose 2.8%, and 2025 projections are excellent, she added.
Ensuring a positive corporate environment, “flexible schedules and hours allow our staff to have work-life balance.”
Coppes Napanee Cabinet Co., Nappanee, IN
Sales at the luxury cabinet firm grew 66.7%, with projections equally excellent, said Wesley Mast, president and visionary.
“We define ourselves as a luxury custom cabinet shop because we get a fair amount of jobs that another custom shop said can’t be done,” Mast said. “We find solutions. We go out of our way to help accomplish a vision, [and] we treat every customer the same.”
He continued, “We continually strive to find the balance of automation and handcraftsmanship. My employees are not just assembly line workers. They are craftsmen, woodworkers, artisans — people with special talents.”
Customers may also request the company craft furniture, matching the quality of the cabinetry. To aid the production process, recent purchases include a Pillar MTH CNC mortise, tenon and haunching machine for French miters.
Morantz Custom Cabinetry Inc., Lauderdale, FL
“We have sourced interesting new vendors from many countries and provide our clients a comfortable showroom atmosphere with thousands of samples, the latest hardware innovations and LED lighting technologies to beautify the cabinetry and take it to the next level,” while giving the custom cabinetry firm a competitive advantage, said Tzvi Morantz, president. The strategy is working: 2023 sales rose 20.6%, with 2024 projections also excellent.
Morantz added, “We have begun using outside design firms to produce full-color renditions of our computerized drawings, which give [customers] a realistic view of what the completed project will look like.” Plus along with its own website, the company has an extensive site on Houzz.com, and has been chosen “Best of Houzz” every year since 2013.
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Crossgrain Cabinets & Remodeling, Washington, MO
“Communication and transparency with the client is hands down the key to keeping the client happy throughout the process,” said Matt Weber, owner of the custom cabinet firm. “I involve them from start to finish with photos and updates of their project and welcome them to visit the shop whenever they want to see the progress. I perform all of the fabrication and finishing myself. I’m also the one that installs their cabinetry in their home — truly providing a one-on-one experience for my clients.” 2023 sales grew 21.4%.
A Better Closet, Calera, AL
“We strive to be the best at customer service and have the quickest turnaround times,” said Robert Duff, owner of the custom home storage solutions firm. The company recently added 1,800 square feet to its facility (now 8,300 square feet) to increase inventory and speed turnaround. “Typical installs are 7-10 business days from contact to completion.” The recent purchase of an SCM edgebander, will also speed production. Sales rose slightly in 2023, with projections excellent for 2024 and 2025.
Woodoer Inc., Oakville, ON
Sales at the cabinet, closets, wallbeds and furniture components maker grew 48.0%, with 2024 and 2025 projections also good. “Our success at Woodoer is largely due to our unparalleled customer support and engineering services,” Alain Albert, CEO. “We work closely with our clients to ensure they receive the high-quality products they need, tailored to their specific requirements. This commitment to collaboration and customer satisfaction sets us apart in the industry.” Additions of a CNC router, return conveyor for the edgebander, and ERP software are also aiding production.
Creative Woodworks, Sugarcreek, OH
Owner David Yoder credits the custom CNC fabricator’s ability for fast turnaround and short lead times for spurring the 10.0% growth in 2023. Projections for the next two years are also good. Recent purchases including a Stefani edgebander are also aiding production.
Blue Inc. USA, Conover, NC
“In conjunction with investing in new equipment (including a profile wrapper and CNC fabric cutting machine), much of our growth was due to our commitment to producing quality products for our clients. This has led to expanding our furniture division, which was possible with our dedicated and skilled employees,” said Crystal Doster, Marketing manager. The firm offers a range of products and capabilities including CNC machining, engineering, furniture, panel processing, and profile wrapping for a wide range of industries.
Palmieri Furniture, Richmond Hill, ON
“We pride ourselves on our dedication to using the latest technology to bring our valued customers the highest quality products, on-time delivery, excellent customer service, and complete customer satisfaction,” said Chien Hu, U.S. sales manager for the commercial/contract furniture maker. 2023 sales grew 3.1%, and recent purchases of an edgebander for the wood shop and laser for the metal shop will further aid production.
Brooks Brothers Cabinetry, Colorado Springs, CO
The high-end cabinet firm’s reputation for service and customer satisfaction helped spur a sales growth of 65.5% in 2023. “For 20 years, we at Brooks Brothers have had one focus, that is to provide the very best cabinetry experience in our region. From design to installation,” said Darin Brooks, VP of Operations. “We never once have had a sales goal, only the one goal of doing our very best on every job and we believe the rest will follow.”
Steinegg Cabinets, Nelson, BC
The custom cabinetry and millwork firm’s 12 points of culture include: customer satisfaction (including open communication), team collaboration, Swiss precision, efficiency, innovation, sustainability, and the personal involvement of owner Mario Rusch in every project. Sales grew 100.0%, and 2024 and 2025 are also looking good. Services go from the design to manufacture and installation.
Diamond Case Designs Inc., Anaheim, CA
The home entertainment systems producer saw sales grow in 2023, with more on the horizon. “We focus on providing personal one-on-one customer support, recommendations, and design expertise to each client,” said Steve Hartfelder, partner. The company also made significant upgrades to its website “to better represent our products and capabilities.”
Morgan Li, Chicago Heights, IL
The custom furniture and fixtures firm has launched a semi-custom furniture program called Make it Your Own. “The student living industry is changing, and customization is key. As a company that prides itself on creating innovative solutions, we knew purchasers and designers could benefit from a new made-to-spec furniture approach,” said Andy Rosenband, CEO.
American Woodmark, Winchester, VA
“By adding 1951 to our brand portfolio, we will provide our distributor customers with a more versatile brand and product line-up to meet their target customer’s needs,” said Scott Culbreth, president and CEO of the cabinet firm. “I am excited to see the positive impact that 1951 will have on our presence within the distributor market.”
Palliser, Winnipeg, MB
The furniture firm’s new website focuses on personalization, lead generation, conversion, and enhanced customer experience. “This new website is an exciting and necessary next step in the evolution of our brand,” said Steve Ambeau, president.
Albany Ind., New Albany, MS
The stationary upholstered furniture firm underwent a strategic expansion plan to add a 354,000-square-foot manufacturing and distribution facility in Salt Lake City, Utah to its global operations. “The addition of our Salt Lake City operation will facilitate our increased presence in the western U.S. and provide exceptional support for our retail partners in that region. Additionally, it positions us to serve over 1,200 national and regional retail locations across 11 states, as well as hundreds of independent retailer locations,” said CEO Mark Gosnell.
KI, Green Bay, WI
The contract furniture maker offers a selection of on-demand furniture that ships in seven days or less. Five styles of chairs and two styles each of desks and tables are available through the company’s quick-ship program.
Ashley Furniture, Arcadia, WI
The residential furniture giant hosted a series of Career Day events to inspire students about their futures and introduce them to working in the industry. Ashley opened its doors to more than 100 area high school students to visit its advanced manufacturing and distribution facility in Arcadia.
Garage Living, Vaughan, ON
The garage specialist tailors each project to the client’s needs, including a range of products and services, said co-founder Aaron Cash. Services typically include wall organization, exclusive cabinetry, and a proprietary poly aspartic coating that distinguishes Garage Living from traditional epoxy floors.
Modern Fronts, Maryville, TN
The B2B custom cabinet and closet door maker offers a 15-day lead time and has an online portal to instantly price and save projects. Founder Kenneth Allender noted the firm’s goal is to be the best partner and help customers be more profitable.
Closets To Go, Tigard, OR
The closet firm’s exclusive “DIY pre-prep” service, known as the Hardware Pre-Assembly Service, tackles the pain points of DIY projects, said Jeff Turner, owner. Before shipping, each design undergoes assembly at various stations, with components pre-installed by hand. This ensures customers receive a project ready for easy assembly, eliminating the frustrations associated with traditional DIY closet endeavors.
Geiger, Atlanta, GA
The contract furniture firm debuted a 3D modular, private office configurator for its GeigerOne Casegoods line. “This new technology allows architects, designers, and dealers to visualize a wide array of design possibilities and engage with Geiger’s products like never before,” said John Fuller, vice president of Sales.
Perdue Furniture, Rapid City, SD
The furniture maker expanded its market reach following its acquisition by Hospitality Designs. It now serves customers in the hospitality, student housing, healthcare, education, sports, military, and home care categories, and is an approved vendor for several major hospitality flags, while also collaborating with independent hotels, said Steve Yeung, president and COO.
1847 Cabinets, New York, NY
The exclusive provider of windows in the Reno area for one of the nation’s largest homebuilders, the cabinet, door and millwork firm is looking “forward to building on this relationship and expanding into additional geographic markets. We are also leveraging our track record to sign on new home builders and expand our relationships with existing builders,” said Glyn Milburn, vice president of Operations
Joybird, Los Angeles, CA
The residential furniture provider has fully integrated 3D Cloud Room Scanner technology into its online 3D Space Planner tool. The company said it is the first in its field to offer this integrated 3D floor plan creation experience to retail customers. Joybird is a division of La-Z-Boy.
Westwood Cabinetry, Kelowna, BC
The cabinet firm partnered with Origin Sustainability and will now make its deliveries using an electric truck with zero emissions. According to a report, the partnership will reduce emissions by up to 34 tons of CO2 per year. Westwood installed a commercial vehicle fast-charger at its Kelowna factory as a part of the change.
Bethesda Custom Closets, Bethesda, MD
“Having people visit the showroom has been a great selling tool,” said Mike Steiner, owner of the custom closets and home organization firm. “Visitors like to touch and feel, open drawers, see jewelry trays.” Having face-to-face contact with customers is also useful when it comes to managing expectations, especially regarding budgets, and navigating the balance between quality and affordability. That said, he added, “We see the industry changing and we’re ready to adapt.”
Read more 2024 WOOD 100: Strategies for Success
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