Closet America has its business down to an exact science. Using specialized software, designers show customers what their final closet will look like on a tablet, where they get sign off and payment. Those specs are then sent directly to the company-owned factory, where parts are labeled with the customer’s name and address.
“What the homeowner sees on the screen is what they get,” says Josh Kiernan, the company’s marketing director. “There’s zero room for human error.” But that doesn’t mean Closet America has lost its human touch. Building customer trust and loyalty has been a cornerstone of the company’s success. Kiernan credits much of that success to the company’s commitment to do all work with employees rather than subs.
“It’s a huge value proposition for us,” he says. “We have 100% control when they work for us. It might be cheaper to do subs, but we’re not willing to sacrifice the quality we’re able to achieve without using subs.”
- Closet America takes pride in giving employees a career track no matter what level they enter the company. In fact, several high-placed managers started at the ground floor, Kiernan says. “You’re not clawing your way through thousands of people,” he says. “You can actually have a career.”
- Because the company relies on 100% employees, it uses a “rigorous” onboarding process for new hires. Along with the customer service department, they meet with marketing, sales, the owners, human resources, and installation managers. “Everyone’s drinking the Kool-Aid here,” he says.
- The company offers an unusual double lifetime guarantee on all installations along with a 90-day money-back guarantee if customers aren’t satisfied and a design guarantee that allows them to change designs within five days after a contract is signed. “We always position ourselves as a no-risk provider,” Kiernan says. “All the risk is on us.”
- Home shows are big lead generators for the company and it attends as many as 70 a year, Kiernan says. Additionally, the company has signed on for an innovative newspaper advertising campaign: They only pay for the ad if the job gets installed with no upfront cost.