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specflue
Customer Satisfaction Survey For Established National Brand
About The Client
Specflue partnered with Mackman Research for a second consecutive year to benchmark customer expectations and better understand how perceptions of the brand and service offering are evolving. This research enables Specflue to maintain its customer focus and make informed decisions that support long-term business success.
With offices in Suffolk, Devon and West Yorkshire, Specflue is one of the UK’s leading suppliers of flue, chimney and renewable heat products, supplying the UK market since 1992. The Mackman Research team delivered two annual benchmark surveys for Specflue.
Table of Contents
The Research Project
Specflue recognises the evolving relationship it has with its customers and the important implications and outlook this has for the company. By conducting a benchmark survey and listening to what its customers are saying for the second year, the company can measure customer expectations across the whole customer experience and recognise shifts in behaviour.
“It has been an honour to work with Specflue again this year because they truly understand how they can improve business performance by continually gathering insight from their customers.” Dr. Gemma Mackman, Researcher Director – Mackman Research
Brand Facts
- Founded in 1992, Specflue has grown from a small operation into one of the UK’s leading specialists in chimney, flue, and renewable heat systems, with over 120 employees.
- They operate major warehouses and depots in Sudbury (head office), Honiton (Devon), Castleford (West Yorkshire), and a staging post in Stirling, Scotland, supported by their own delivery fleet.
- Specflue offers an extensive product lineup—including twin-wall chimneys, flexible flue liners, ceramic and pumice systems, wood-burning, pellet, and bioethanol stoves—alongside commercial chimney services, technical support, and nationwide training through their National Chimney Academy.
- They maintain a vast inventory—owning in excess of £3 million worth of stock across 8,700 m² of warehousing—and provide next-day UK delivery via a 21-vehicle fleet.
- Specflue is also known for product innovation, such as the launch of their Specflex 2.0 flexible flue liner, featuring 316 stainless steel, UK-made, and supported by a 10-year warranty
Feedback Results
The survey was conducted using a mixed methodology (online and telephone). There was an excellent response from Specflue customers: Mackman researchers achieved a better than forecast participation rate in the six week collection period (27% more responses than predicted). This result achieved a confidence level of 95% and a confidence interval of 5.38%. With nearly 300 participants contributing to the survey, this high response is again testament to the close relationship Specflue has with its customers.
Research Aims and Objectives
The aim of the research was to benchmark customer satisfaction year-on-year and track any changes in customer expectations and perceptions. Objectives included identifying areas of strength, pinpointing opportunities for improvement, and providing Specflue with data-driven recommendations to guide internal development and maintain competitive advantage.
Research Design and Methodology
Mackman Research adopted a mixed-methodology approach that included both online and telephone data collection. Customers were invited to participate through personalised emails and follow-up calls. The survey design remained consistent with the previous year’s study to allow for direct comparison and trend analysis. Responses were captured using a combination of structured questions and open-ended prompts, enabling both statistical analysis and qualitative insight.
Research Outcomes
The survey results provided Specflue with a comprehensive view of their customer experience, highlighting continued satisfaction in core service areas such as product quality, delivery, and technical support. The data also revealed subtle shifts in customer expectations, particularly around communication channels and digital engagement. These insights will inform both short-term improvements and long-term strategy, supporting Specflue’s ongoing commitment to customer-centric growth.
What Our Client Said
There is a lot of information here for us to go away and digest, but this insight gives us the assistance we need to inform future business decisions and meet changing customer expectations.
Phil Lowe, Head of Sales and Marketing – Specflue
