One hundred percent of Hayden Homes’ customers who closed on their new homes during the first three quarters of 2005 are willing to refer Hayden to family, friends or business associates, according to surveys performed by Woodland, O’Brien & Associates. For the past quarter, Hayden also earned a 100 percent rate for customer enthusiasm.

“This news is good and bad,” says Dennis Hayden, president, as he laughs and raises his eyebrows. “There’s only one direction to go when you’re at 100 percent.” Even so, the good news is an inspiration for the company that tries to be the customer’s advocate.

“It reassures us that the programs we have implemented in customer service policy are working,” Hayden says. “It also provides motivation for our employees to keep utilizing the programs and to get even better.”

Since its founding in 1977, Hayden Homes has been conscious of customer service. But in 1991, the company decided to bring customer advocacy to the forefront. It remodeled its customer service program to make the home building experience easier, more enjoyable and a little less daunting for its consumer. The company now has a meeting schedule in place from the time of sale to post-closing to ensure its homebuyer is a partner in the process. The schedule includes a “Let’s Get Started” meeting, color selection meeting, pre-construction plan review, pre-drywall orientation, pre-closing review, new home orientation, closing and a warranty service checkpoint occurs 45 days after move-in.

Quality also enters the mix in ensuring customer satisfaction at Hayden. While Hayden keeps an eye on the market to make sure it is providing top-of-the-line features and popular designs, what makes the difference is its quality basic structural elements and construction techniques, such as effective drain tile installations, quality moisture protection, proven grading principles, granular backfill under concrete slabs, engineered framing members, combustion air supply, sound attention to plumbing and carefully inspected roofing systems. A customer may not think about any of these items. Because these elements add to the price of the home, Hayden uses a purchasing manager to research products and costs, and the company evaluates products for long-term satisfaction.

“We’re going to weigh the economies of the costs of new products versus our customer’s future maintenance costs,” Hayden says. “We want to select good products, so that our customers are not just saving money initially and then having to spend later on repairs.”

A final touch in Hayden’s customer satisfaction – especially long-term –is allowing customizations, so that homebuyers can make the homes their own.

“We look for ways to say, ‘Yes, we can do that and here’s how,’” Hayden says. Then, he adds an amendment to his earlier comment about there being only one direction from 100 percent. “There’s always room for improvement.”

Woodland, O’Brien & Associates is a research and management consulting company for national and international homebuilders and developers. With the recent results, Hayden is rated at or above the top 10 percent of Woodland O’Brien’s clients. The firm has surveyed Hayden Homes’ customers since 1990 in order to aid in customer satisfaction.