Maintaining customer satisfaction is a crucial aspect of any business, but it’s even more important for hardwood flooring companies that have earned the prestigious Diamond Certified award. For Roy’s Woodcraft Flooring, Inc., the key to achieving and maintaining high levels of customer satisfaction is taking a passionate, detail-oriented approach to every project, regardless of its size. “We really enjoy what we do and put a lot of effort into our work, which ultimately allows us to produce high-quality results,” says owner Roy Nelson. “Our goal is to turn each floor into a true work of art.”

Roy’s Woodcraft Flooring has been installing, refinishing and repairing hardwood, laminate and pre-finished floors for residential and commercial clients throughout the South Bay since 1997. The company is qualified to work with all types of wood, finishes and stains, and it also provides customized installation and layout services for clients with unique remodeling projects.

Unlike less experienced hardwood flooring companies that devalue the importance of consistently communicating with their customers, Roy’s Woodcraft Flooring makes sure its clients are informed and involved throughout every step of their flooring projects. “By communicating clearly with our customers, we’re able to understand exactly what they want and meet or exceed those expectations,” says Mr. Nelson. “Whether it’s a sanding and finishing job or a complete home remodel, we provide the same level of care and communication throughout the entire process.”

Another distinguishing attribute of Roy’s Woodcraft Flooring is its ability to use a variety of state-of-the-art equipment to work on its customers’ floors, including an advanced dust control system that greatly reduces the amount of dust created during the refinishing and sanding process. “Dust is an inevitable part of working on hardwood floors, but the equipment and methods we use help us limit it as much as possible,” says Mr. Nelson. “Our technicians are trained to leave every jobsite as clean as they found it.”

When it comes to choosing a hardwood floor cleaning product, less is more. Many hardwood floor cleaning products claim they can make floors look like new by “bringing back their shine,” but the truth is, many of these self-advertised “finish revitalizers” contain harmful additives, oils and silicones that can cause wood to wear prematurely. “Most of these products would be considered contaminants by the flooring industry, so it’s important to know their side effects before applying them to your floors,” cautions Roy Nelson, owner of Roy’s Woodcraft Flooring, Inc. in San Jose. “It’s safer to use products that don’t contain potentially harmful additives. You can even use something as simple as vinegar and water to clean your floors.”
When it comes to maintaining the hardwood floors in your home, it’s important to call a flooring specialist at the first signs of wear, as the extent of the maintenance needed often depends upon the severity of the wear. The most important preventative maintenance step you can take for your hardwood floors is adhering to a regular refinishing schedule—typically, hardwood floors need to be refinished every seven to 10 years. A floor that’s been properly maintained will only require some light sanding and a new coat of finish, but a floor that has extensive wear will require more expensive repairs.
When looking for a company to install a wood floor in your home, make sure you find one that can fully explain your options and suggest a floor that best suits your needs. Flooring contractors have a range of abilities and experience—some are geared toward consultation and retail sales, and others specialize in custom installations and hands-on staff expertise. Look for a local company that can address your particular situation.

Q: When can you start my flooring project?

A: It depends on our schedule, but we can usually take on any type of flooring job with two or three weeks’ notice.

Q: Can you minimize dust when you’re working on my hardwood floors?

A: There’s no such thing as ‘dustless’ hardwood floor refinishing, but we take several steps to reduce dust as much as possible, including putting up plastic barriers and using a dust control system that deflects dust from the worksite.

Q: Do you take deposits?

A: No. A lot of contractors take money upfront just to lock their customers into their projects, but we don’t do that. We want to build lasting relationships with our customers, so we never ask for money until their projects are complete. They know that if they call us in the future, we’ll be here.

Q: What’s the difference between wood flooring and laminate flooring?

A: Wood flooring is comprised of a solid wood (or wood wear) surface with a wood backing. It can be refinished, recoated and re-sanded to look like new, and if you maintain it properly, it can last for generations. Laminate flooring consists of synthetic backing with a high-pressure laminate surface. It isn’t renewable, which means it has a relatively short lifespan.

Q: What’s your approach to quality control?

A: For us, quality control starts at the very top. Our owner, Roy Nelson, is very hands-on, and the people he hires are all qualified journeymen who know how to provide quality work.