In the competitive landscape of building material distribution, customer experience plays a central role in retention, reputation, and revenue growth. One distributor, Keystone Building Supply, turned their stagnant customer satisfaction into a growth engine by prioritizing the collection and use of customer feedback. Here’s how their structured approach transformed their business operations and increased customer loyalty.
Background: Recognizing the Need for Feedback
Keystone Building Supply had grown steadily over the years, but leadership began to notice recurring complaints about delivery inconsistencies, slow quoting processes, and product stock-outs. However, they lacked a system to capture, quantify, and act on feedback across different customer touchpoints.
Internally, teams were reactive rather than proactive, and decisions were based on assumptions rather than insights. Recognizing this gap, the company decided to establish a customer feedback strategy to make informed decisions.
Phase 1: Implementing Feedback Channels
The first step was to establish multiple feedback collection channels, including:
Post-delivery SMS surveys
Email-based quarterly Net Promoter Score (NPS) surveys
Dedicated feedback sections on customer self-service portals
Follow-up calls by account managers after large or custom orders
Importantly, the company ensured that all frontline staff were trained to actively listen and record verbal feedback during routine interactions, which was previously overlooked.
Phase 2: Centralizing and Analyzing the Data
Keystone invested in a simple CRM and analytics tool that consolidated all customer feedback into one platform. The feedback was categorized under:
Delivery and logistics
Product quality
Customer service
Website or digital tools
Pricing and value
With real-time dashboards, the management team could spot patterns. For instance, one warehouse location consistently received low ratings on delivery timing—highlighting a clear operational issue.
Phase 3: Acting on the Feedback
Rather than collecting feedback for the sake of it, Keystone developed an “Action Loop”, where insights led directly to targeted improvements:
Delivery schedules were redesigned based on customer preferences and historical bottlenecks.
The quoting system was upgraded to reduce delays, including automated pricing calculators for standard orders.
A customer education section was added to the website to address repeated product-related questions.
Each quarter, a report titled “You Spoke, We Acted” was shared with customers, listing what improvements were made based on their feedback. This transparency increased engagement significantly.
Results: Tangible Improvements in Satisfaction and Sales
Within 12 months, Keystone observed the following results:
NPS scores improved by 42%
Repeat orders from mid-sized contractors increased by 25%
Complaints related to quoting time decreased by 60%
The company earned recognition in a local trade publication for customer satisfaction leadership
Most importantly, Keystone built stronger relationships with their contractor base, who began to view the company as not just a supplier, but a responsive partner.
Key Takeaways
Customer feedback is only valuable if it leads to action. Keystone succeeded by closing the loop between collection and response.
Multiple feedback touchpoints ensure you’re hearing from all types of customers, not just the most vocal.
Transparency builds trust. Sharing updates on what was done based on feedback helps customers feel heard.
Operational decisions driven by feedback are more accurate and effective.
Conclusion
Keystone Building Supply’s case proves that collecting and using customer feedback effectively isn’t just about customer service—it’s a strategic investment in growth. For distributors looking to strengthen relationships, improve efficiency, and stay competitive in 2025, feedback isn’t optional—it’s essential.
