KSI also implements a customer information management system, which was developed to better measure "how well we're doing," says Casteel. The design firm tracks measurables such as showroom traffic and how serious the customer is about a purchase. Information about how the customer heard about the firm is also gathered.
According to Casteel, this information has helped the company better spend its advertising dollars. "Our local TV buys used to be broad-based," he comments. With more information now available to the firm about its customers, KSI uses its television advertising dollars more wisely. Added success has come by way of advertising on home and garden as well as food shows.
"Our goal is to clearly be the best supplier," says Casteel. "We are not a price-based house, we are a value-based house." It's not likely KSI will miss its mark.
KSI Kitchens & Baths
LOCATION: Brighton, MI
PRINCIPALS: Don Fisher, owner; Don Ziegler, owner; Pete Casteel, president and chief executive officer; Dan Romback, v.p. and chief financial officer
SHOWROOMS: Eight, totaling 29,000 square feet
HOURS OF OPERATION: Mon., Wed. and Sat., 9 a.m.-5 p.m.; Tues. and Thurs., 9 a.m.-8 p.m.; appointments by request.
MAJOR PRODUCT LINES: Merillat, Dura Supreme, Kitchen Craft, Delta Faucet Co., Kohler Co., Elkay, Jacuzzi, Moen, Aqua Glass, American Standard, DuPont Corian, Wilsonart International, Formica Corp., Hera Lighting, Broan.
SPECIALTIES: "Service is our
specialty. Our real goal is to be the premiere service supplier. We want our products to become
secondary to our service."
BUSINESS PHILOSOPHY: "Our philosophy is the 'golden rule.' We treat clients as we would want to be treated."