Seal of quality: advertise with satisfied customers

Quality seals as an advertising medium – something long used by the food industry is increasingly being reflected in the construction and renovation sector. Several quality seals compete for consumer favor. These certificates have one thing in common: they incorporate customer feedback.

The new seal for guild companies of the painting trade: Photo: © qih

The fact that his customers are more than convinced of his performance has Master painter Ralf Rodermund from Beverungen in the Weserbergland region. His company is one of the first 50 painting companies nationwide that have been able to advertise with the quality seal "Excellent by the Customer" since July. The certificate is backed by the Main Association for Paint, Design, Building Protection and the "qih Quality in Crafts Promotion Society". For the master craftsmen, this is an important step towards a better image. "You have to stand out, and with the quality seal, I can show new customers that I can do something," says Rodermund, who immediately incorporated the logo into his websites integrated. 

Strict control of companies

The association and the qih (Industrial Painters' Association) presented the seal at the "farbe" trade fair in Cologne in April 2007. Ten weeks later, according to qih Managing Director Volker Kreft, there were 300 interested painting guild companies and the aforementioned 50 certified firms. The companies must undergo a rigorous inspection, namely the assessment of their customers. The customer survey is enclosed with invoices as a reply postcard, and those that pass the assessment can advertise with the "Excellent by Customer" seal.

"We want to differentiate ourselves from the plethora of offers on the internet and make it clear that high-quality painting work comes at a price," explains association CEO Werner Loch. The quality seal could boost the reputation of the entire industry, Loch said, "because the companies not only submit themselves to customer evaluation every day, but they also make this public."

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Masterful construction

With the Masterful Five-Star logo, companies can stand out from unqualified competitors

The construction industry is taking a similar approach. For example, tilers Friedhelm Roeb from Duisburg is the first construction company in its hometown to attract customers with the "Masterful Five-Star" seal. With the nationwide standardized quality seal, the Central Association of the German Construction Industry 16 construction trades. Launched two years ago, approximately 2.800 companies nationwide are currently participating. There are three classifications: the Masterful Seal with a check mark, a four-star seal, and a five-star seal. "The prerequisite is always that the company is a master craftsman and a member of a guild," explains Ulrich Clermont, press spokesperson for the North Rhine Construction Association.

To achieve the first level, "Masterful," with a checkmark, the guild-affiliated company must attend at least two continuing education events per year: one at the guild level on the topics of technology and the environment, business administration, or law, and one association event on a specialized topic.

To achieve the four-star "Masterful" rating, companies must complete four additional training courses in occupational health and safety, safety/environmental protection, business management/law, and marketing. And for the highest quality level, the five-star seal, companies must have very specific additional qualifications. "For example, being an expert, a business economist for the skilled trades, or a building energy consultant," explains Clermont. The certification body also wants to review the rating, and the company must demonstrate a positive review from at least 20 customers.

In May 07, for example, the roofing company of Fritz Heitkamm from Ahlen was awarded five stars. As a special achievement of the "Fritz Heitkamm Roofing and Facade Construction GmbH & Co. KG" Herman Schulte-Hiltrop, General Manager of the Westphalian Construction Associations, praised the fact that the company's CEO, a graduate engineer, and junior boss Frederik Heitkamm, a business economist in the trades and building energy consultant, are available to customers.

"The seal is intended to give the client a sense of security and demonstrate that the company is technically and commercially up to date." It is valid for two years, after which it must be earned again. Master tiler Friedhelm Roeb, who founded his business 26 years ago, is convinced that the certification as a specialist company will set him apart from the poorly qualified competitors currently entering the market in his trade, often without any training.