Episode 38: Customer Service Challenges With Joe Corban

Joe Corbin, Senior Director at McElroy Metal, shares insights from his 23-year career in metal roofing customer service. The discussion covers persistent industry misconceptions about noise and cost, the transformative impact of on-site roll forming, and evolving customer expectations driven by the "Amazon effect."

Corbin emphasizes McElroy's problem-first, fault-later approach to service challenges, the importance of following installation specifications, and leveraging retail networks for rapid response.

He highlights emerging opportunities in residential markets, cold-formed steel buildings, and AI applications, while stressing that exceptional customer service stems from company-wide cultural commitment rather than departmental function.

  • 21 min

Episode 38 Customer Service Challenges With Joe Corban

The Building with Metal Podcast – Presented by McElroy Metal

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Notable Quotes

Joe Corbin on Problem-Solving Philosophy: "We don't sit around and try to figure out who's at fault. When there's a problem, we recognize that time is money and issues are happening, and we need to make sure that it's taken care of and resolved as expediently as possible."

Joe Corbin on Industry Evolution: "I think in the next 10 years, that is going to be one of our largest growing opportunities... not even just the roofing part, but the substructural, some steel instead of wood."

Joe Corbin on Customer Service Culture: "When I think of customer service, it's really not a department, right? It's a culture... everybody in the company has a part to play in customer service."

What You'll Learn

• How to overcome persistent misconceptions about metal roofing noise, cost, and aesthetic limitations that continue to challenge the industry
• The game-changing impact of on-site roll forming technology on project capabilities and competitive landscape dynamics
• Proven strategies for handling complex service situations while prioritizing customer profitability and project timelines
• Essential installation best practices to avoid common mistakes like over-tightening screws and improper flashing techniques
• Effective approaches to warranty claim management across multiple product categories and departmental coordination
• Methods for balancing rapid response times with quality, service, and delivery using proactive communication and strategic resource allocation
• How the "Amazon effect" is transforming customer expectations for immediate response and faster turnaround times
• Emerging opportunities in residential markets, cold-formed steel buildings, and AI-enhanced customer service applications

Key Timestamps

• [00:00 - 02:30] Welcome & Introduction

• [02:30 - 06:15] Addressing Metal Roofing Misconceptions
• [06:15 - 10:45] Industry Evolution and Market Changes
• [10:45 - 14:20] Roll Forming Challenges and Solutions
• [14:20 - 18:30] Handling Challenging Service Situations
• [18:30 - 22:15] Common Installation Mistakes
• [22:15 - 26:00] Warranty Claims Process
• [26:00 - 29:30] Mystery Leak Diagnosis
• [29:30 - 33:45] Balancing Speed and Quality
• [33:45 - 37:20] Weather Delays and Uncontrollable Factors
• [37:20 - 41:15] Changing Customer Expectations
• [41:15 - 44:30] Emerging Technologies and Materials
• [44:30 - 46:00] Personal Motivation and Closing

Mentioned Resources

• LinkedIn Profile - For connecting with Joe Corban
• McElroy Metal Retail Outlets - Service centers for quick access to flashing, trim, flat sheets, screws, and accessories
• Weather Tightness Warranty Department - Specialized team for leak diagnosis and on-site roof inspections
• Cold-Formed Metal Building Products - Alternative to traditional red iron construction
• Stone-Coated Metal Products - Aesthetic alternatives that resemble traditional shingles and ceramic tiles

The metal roofing industry is constantly evolving, thanks to new technology, shifting customer preferences, and growing market opportunities. Not many professionals know these changes as well as Joe Corbin does. He's the Senior Director at McElroy Metal and has spent 23 years dealing with customer service challenges in this specialized business.

Joe's story started when he was a customer service manager at McElroy's California location. From there, he moved into sales and eventually relocated to the corporate office in Shreveport, Louisiana. His climb from Director of Customer Service to Senior Director demonstrates more than just personal success—it reflects the growing importance of customer service in modern manufacturing. "I started as the Director of Customer Service, picked up a few more responsibilities along the way, overseeing estimating and drafting, gathered even more duties, and recently got promoted to Senior Director," Joe explains.

The Same Old Myths About Metal Roofing

Even after decades of improvements in technology, the metal roofing industry still fights the same old misconceptions. "For some reason, these misconceptions just won't go away. They seem to stick around forever," Joe says. The biggest myths people believe are about noise, cost, and how metal roofs look.

The noise worry is especially hard to shake. Many potential customers think they'll constantly hear rain drumming on their metal roof. "That's really not true anymore, especially with today's steel and proper insulation. It's just as quiet as a shingle roof," Joe clarifies. This misconception comes from people thinking about old, uninsulated farm buildings instead of modern homes.

Cost perception creates another big hurdle. While you might pay more upfront for a metal roof, Joe points out that many customers don't think about the long-term benefits. "A lot of people don't consider the return on investment and the value they'll get over 30, 40, or 50 years from that roof," he notes.

The looks misconception really frustrates people in the industry. Many consumers still think metal roofing is only for farms and warehouses. "People think it's only for barns and rural areas," Joe explains. But modern products like stone-coated metal roofing that look like regular shingles or ceramic tiles are changing people's minds. "It doesn't have to look like the corrugated metal roof on your grandfather's barn," he emphasizes.

How Roll Forming Changed Everything

On-site roll forming technology is one of the most significant advances in metal roofing. But this technology brings both good and bad news. While on-site roll forming allows for better products and larger projects, it has also made it easier for competitors to enter the business. "The downside is it creates more competition because buying a roll former isn't that hard to do," Joe admits.

From a customer service standpoint, roll forming creates unique challenges. The weather becomes more critical since you can't deliver panels ahead of time and store them safely. Job sites require more preparation to ensure there's sufficient space and access for the equipment. "Many problems we run into are really about whether there's even room on the site for a roll former," Joe notes.

Fix the Problem First, Ask Questions Later

McElroy Metal handles tough service situations with a philosophy that puts solving problems ahead of figuring out who's to blame. When customers have crews on site and face unexpected delays or problems, the financial pressure builds up fast. "They've got a crew on site, they're paying salaries, maybe paying per diems, and they promised their customer a finished job by a certain time," Joe explains.

Instead of immediately starting investigations about who's responsible, McElroy focuses on solutions. "We don't waste time trying to figure out who's at fault. When there's a problem, we know time is money and issues are happening, so we need to get it fixed as quickly as possible," Joe states. This is very different from companies that need lots of paperwork and analysis before they'll do anything.

This philosophy goes beyond just solving problems—it shows genuine concern for customer profitability. "Other companies might need tons of paperwork and validations, and root cause analysis before they can solve the problem. McElroy chooses to solve the problem first and figure out the root cause later," Joe notes. This customer-focused approach has become a key advantage in competitive markets.

Getting Installation Right and Common Mistakes

Despite improvements in product design and manufacturing, installation is still critical for success. Joe identifies several mistakes that keep happening in the industry. "Not following the installation drawings" tops his list, especially with specialized products like cold-formed metal buildings that don't go together like traditional steel structures.

Over-tightening screws is another persistent problem that directly hurts performance. "Over-tightening screws can lead to leaks, and it happens all the time," Joe observes. This seemingly simple mistake can compromise the entire roof system, showing why proper training and attention to detail matter so much.

Traditional problems like improper underlayment installation and poor flashing around chimneys or skylights still happen, often because of rushed installation schedules. These basic errors can create major warranty issues and unhappy customers later on.

How Customer Expectations Have Changed

Customer expectations in the construction industry have been completely changed by what Joe calls the "Amazon effect." Modern consumers expect immediate responses to their questions and much faster turnaround times. "Everybody expects immediate responses and faster service. People want to order it today and get it tomorrow," he explains.

This shift especially affects younger generations who grew up with instant digital everything. "Especially as younger people come in who grew up with immediate responses. They ask for something and expect to get it fast, and that's not a bad thing—it's just what they expect," Joe notes. Companies have to change their processes and systems to meet these changing expectations while still maintaining quality and making a profit.

The changing landscape also includes more competition from local roll formers, so established manufacturers need to clearly explain why they're better. Things like warranties, consistent quality, steel sourcing, service capabilities, and long-term business stability become crucial differences. "They may not be around 10 years from now when there might be an issue you need help with. We've been around for over 60 years, so we plan to be around another 60," Joe emphasizes.

New Technologies and Market Opportunities

Looking ahead, Joe sees several areas of big opportunity and technological advancement. Cold-formed metal building systems represent a particularly exciting area, with potential applications going beyond roofing to complete structural systems. "I think there's an opportunity in the future to see a lot more steel structure homes than wood structure homes," he predicts.

Drone technology is already changing safety and efficiency in roof inspection and measurement. Instead of requiring people to walk on potentially dangerous roof surfaces, drones can safely check conditions and get accurate measurements for estimates. This technology reduces risk while improving accuracy and speed.

Artificial intelligence applications are starting to impact multiple parts of the business, from employee training to equipment ROI analysis. "AI—obviously I'd be foolish not to talk about AI—can help our customers train employees and analyze ROI on new equipment or large purchases faster. I think we've barely scratched the surface of what it can do for us," Joe acknowledges.

The residential market represents perhaps the biggest untapped opportunity. As appearance options improve and consumer awareness grows, metal roofing is ready for significant expansion beyond its traditional commercial and agricultural markets.

Customer Service as a Way of Life

For Joe, exceptional customer service goes way beyond a single department or function. "When I think of customer service, it's not a department—it's a culture," he explains. This perspective recognizes that every part of the business affects customer satisfaction, from quality control and on-time delivery to competitive pricing and effective communication.

This cultural approach requires involvement from every team member, regardless of their specific job. Quality control, production scheduling, accounts receivable, and even facility maintenance all contribute to the overall customer experience. This comprehensive view helps ensure consistent service delivery across all customer interactions.

After more than two decades in the industry, Joe's enthusiasm for customer service remains genuine and contagious. "I love to see people get excited about serving a customer. When somebody comes to me with a great story about what they did, how they served a customer and solved a problem, and that person walked away super happy and McElroy looked good—23 years later, it still excites me," he shares.

Building Success That Lasts

The metal roofing industry's continued evolution requires companies to balance traditional strengths with innovative approaches. Success depends not just on product quality or competitive pricing, but on the ability to build lasting relationships through exceptional service. As Joe demonstrates, this requires understanding customer needs, adapting to changing expectations, leveraging new technologies, and maintaining a genuine commitment to customer success.

Companies that embrace this comprehensive approach to customer service while staying ahead of technological and market trends will be best positioned to take advantage of the significant growth opportunities ahead. The industry's future lies not just in better products or lower costs, but in creating customer experiences that build loyalty and drive sustainable business growth.

"I love to watch people grow and really grab that desire to take care of a customer and watch a customer walk away saying, 'I'm glad I chose McElroy,'" Joe concludes.

This customer-focused philosophy, combined with operational excellence and technological innovation, provides a roadmap for sustained success in the evolving metal roofing marketplace.