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Case Study: Independent Home

Posted by ConsumerAffairs on Apr 27, 2018 10:36:16 AM


Leading walk-in bathtub manufacturer Independent Home finds continued success and increased customer satisfaction with a dedicated reputation management effort. An engaged profile on ConsumerAffairs builds trust with consumers by showing the brands dedication to investing in the well-being of its customers.

Customer engagement at the forefront

With multiple customer touch-points, quality of communication is key for Independent Home. Customers view walk-in tubs as an investment in their well-being, and Independent Home focuses on offering an engaging experience to make the customer journey that much more special.


"It is the mission of Independent Home to help customers combat their challenges and improve their quality of life."

Jake Holman, CMO  |  Independent Home 


Challenge: A growing customer base with unique needs

The aging population is increasing. The Center for Disease Control and the National Council on Aging report frequently on fall prevention and the associated cost of these fall-related injuries. With the knowledge that many of these accidents occur in the bathroom, coupled with the growing lifestyle choice of
aging in place or living in place, the market for Independent Home’s services is certainly a growing one.

Independent Home’s customers are people that are having challenges getting in and out of a traditional bathtub. Walk-In Tubs are designed for safety and therapeutic relief. Some customers are more mobility impaired, some are planning for the future, some have disabilities, and some just want to stay in their home longer. Others are folks looking to manage aches and pains, arthritis, and other medical conditions with hydrotherapy massage. Although the senior demographic is the group that most often purchases walk-in tubs, the benefits are not specific to this age group and Independent Home sees a wide variety of consumers, all with unique needs.


The customer journey

As one of the most long-standing walk-in tub companies, Independent Home is well known for quality products and quality installation. Customers, who come from all over the United States, might find the company through the Better Business Bureau, on an accredited site like, or from a past customer referral.

Consumers visiting Independent Home’s website will find a great knowledge base resource with product-specific information and easily downloadable brochures to help them make informed, smart decisions about their product needs.

The company prides itself on providing a personalized experience for each customer. After an inquiry is submitted, an on-site consultation is scheduled to take measurements, share offerings, recommend the best solution for the client’s unique needs and provide a obligation quote that includes installation. If the homeowner chooses to move forward with the project, installation is typically scheduled for two weeks from that initial consultation.


An all-star approach to customer service 

Buyers understandably have a lot of questions when approaching the purchase of products like those offered by Independent Home, they’re looking for a life-changing investment. That’s why Independent Home takes extra time with each customer to make sure they have a complete understanding of everything during each step of a project.

Installation is where the process really shines. As Independent Home CMO, Jake Holman explained, “a customer could have the greatest walk-in bathtub in the universe, but without the right installation team, things can go wrong fast.” That’s why Independent Home works with a small number of trusted installers that are paid well because they are highly skilled in multiple trades: plumbing, electrical, demolition, finish work, and more. Many offer a personal touch, as evident in this thank you letter for a walk-in tub installation completed in Washington in July, 2016.


“Dear Scott,

We want to thank you for having such a qualified and talented man as Matthew C. on your staff. We feel so fortunate to have gotten him for our installer. His job was done to perfection and we appreciate that very much.

Often times professionals have abilities but not personality or communication skills, Matthew surely has both and was a joy to have in our home. We look forward to enjoying our new tub.

Thank you again,

Roger and Patty T. (Independent Home Customers)”


Solution: Customer feedback to monitor quality


In addition to a quality installation, Independent Home requires its installers take ample time to explain to the customer how to use the tub. Each customer must sign a completion certificate to ensure they are happy with the project in order for it to be officially complete. This is paramount for managing quality. The installer is, in many cases, the last person that visits with the customer before the project is complete. This type of customer-focused service and engagement is a pillar of success for Independent Home.

To identify opportunities to improve their businesses and the customer journey, Independent Homes uses ConsumerAffairs review collection resources so their team captures the entire customer story. With the ability to collect, listen and engage with customer feedback, Independent Home has access to rich customer insights while building on their trusted brand reputation as a top provider of walk-in tub solutions.


- Leave-behind review postcards encourage customer feedback on-site

- Customer analytics help pinpoint trends at the state, regional, and national level

- Feedback helps maintain quality across every facet of operations and engagement

- Verified customer reviews give prospects a complete view into the customer experience


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