Research reveals operational excellence – not lowest price – drives installer loyalty

The first report from the Ab Initio commissioned Keystone Market Research UK Installer Insights Report underlines the importance of a reliable, responsive relationship with a supplier is more important than price when it comes to maintaining a genuine, long term business partnership. Installers who enjoy excellent product quality and accurate, right first time lead and delivery times are more likely to maintain loyal ties to their window and door supplier.

This first UK Installer Insights Report White Paper, commissioned by AdminBase and independently conducted by Keystone Market Research, set out to explore what installers value most from their suppliers, why they change suppliers and what transforms a conventional supplier relationship into a genuine commercial partnership.

Rhonda Ridge, Managing Director of Ab Initio, said: “These findings are crucial for manufacturers who are grappling with how to retain business as competition across the supply chain intensifies. Short term gimmicks are not worth it – establishing long term reliability is much more valuable.

The findings resonate strongly with our own experience. The installers we work with are constantly looking for ways to make their operations more efficient, reduce errors and give their customers a consistently high standard of service.

“They recognise that the true cost of doing business cannot be measured by product price alone. An incorrect order, a missed appointment, poor communication or an unresolved service issue can consume valuable time, damage margins and reputations, and undermine the customer relationship. Avoiding that operational friction is far more valuable than achieving a small saving at the point of purchase.”

The findings challenge the assumption that installer purchasing decisions are driven primarily by price, as explained by Charlotte Hawkes, Director of Keystone Market Research: “We’re delighted to launch the first white paper in the UK Installer Insights Report series, exploring what installers really want from their suppliers and what makes a true supplier partner. In an increasingly competitive market, installers need suppliers that help them deliver an exceptional service for their customer, their businesses rely on it.

“And while price matters, it became clear it isn’t the main reason installers change suppliers, and it isn’t the main consideration for installers when evaluating new suppliers either.

“Throughout our research, installers consistently described their best suppliers in similar terms. They were not necessarily the cheapest or the largest. They were the suppliers who delivered what they promised, communicated openly and stood alongside installers when problems arose.

“The full whitepaper explores what these findings mean for supplier sales and relationship management, including practical Do’s and Don’ts for building stronger installer partnerships.”

Interestingly, marketing support also came relatively near the bottom as an indicator of a successful relationship.

For Ab Initio, the company behind the AdminBase business management system, the research provides independent evidence of the issues it encounters every day when working with installation businesses.

The research found that 31% of installers believe supplier ordering is too time-consuming, while 22% identified lead times as their biggest frustration and 18% said supplier ordering systems need improvement.

Installers were not demanding that suppliers reinvent the purchasing process. Instead, they called for the fundamentals to be delivered more consistently: fewer errors, easier ordering, proactive communication and greater visibility throughout the order and delivery process.

Rhonda continued: “Efficiency is not simply about getting people to work faster. It is about giving them the information, processes and visibility they need to get things right first time.

“That is precisely what AdminBase is designed to help installers achieve. By managing the entire customer journey through one purpose-built CRM system – from the initial enquiry and quotation through to survey, installation and aftercare – businesses can remove duplicated administration, improve communication and maintain much tighter control over every project”.

Rhonda added: “The strongest installers understand that sustainable growth depends on consistency. Winning more work is only valuable if the business has the systems and processes needed to manage it profitably and deliver the right customer experience.

“The report may focus on supplier relationships, but its wider message is highly relevant to every installation business: reliability builds confidence, good communication strengthens relationships and removing unnecessary friction creates a genuine commercial advantage.”

What Makes a True Supplier Partner? is the first in a six-part UK Installer Insights Report series which is being made freely available to the fenestration industry throughout the UK. You can download a copy of the first report here [insert link].

The research was conducted by Keystone Market Research during June and July 2026 using an online quantitative survey supported by qualitative, open-ended installer responses.