FMJ Facilities Management magazine providing industry-specific intelligence to FM and property professionals
Chan Mehta, Managing Director of The Cleaning Company, reflects on the importance of prioritising the needs of the client’s client
Businesses are constantly encouraged to put their customer first. According to research by Gartner, 89 per cent of businesses compete through the level of customer experience they’re able to deliver. This is a major factor setting them apart.
This customer-centric business model has a great track record of success. Companies such as Apple, Samsung, Amazon and Google are just a few examples of businesses that have adopted it. They have identified exactly what their customer wants and have done their utmost to provide a product or service that meets these needs.
Of course, customer service is central to every organisation. Everyone knows the adages ‘the customer is king’ and ‘the customer is always right’. However, B2B organisations providing a service that benefits their client’s end user are too often positioning their service as a B2C business.
When you are providing a product, such as an item of clothing, for your customer, of course your customer is automatically at the centre of your service. However, when you’re providing a service that your customer uses to maximise the experience of their own customer, it is their customer that you should be aiming to impress. In this case, it’s a question of ‘the customer’s customer is always right’.
Take ADI, which provides the capacitive touchscreen controllers for the iPhone and Apple Watch. Through understanding the requirements of Apple’s end customer, it has created a product that meets these needs perfectly, which in turn keeps their actual client, Apple, happy. If its products did not meet the requirements of Apple’s customers, Apple would source them elsewhere.
This theory is particularly applicable to service sectors. A cleaning service aims, ultimately, to keep the end user of a facility or premises safe and comfortable. Therefore, a cleaning contractor meets the requirements of its own customer by providing a great service to impact their customer’s customer.
For example, the contractor’s actual client could be a school. However, by creating a clean and safe working environment for pupils and staff, the cleaning provider contributes to ensuring these end users are able to perform at an optimum level. In a recent study by The Cleaning Company, 81 per cent of participating teachers said they see a difference in their students’ behaviour when classrooms are clean and tidy, contributing to the overall success of the school.
The Cleaning Company has recently launched a new campaign: #endusercentric. This highlights our approach across education as #pupilcentric, hospitality as #guestcentric and healthcare as #patientcentric. The campaign focuses on who benefits from our service and the impact a good cleaning service has on the full supply chain. While we will always keep our customer at the heart of our business, we put our customer’s customer at the centre of our service.
Jayme Wium a digital marketer for SME Loans offers advice on building a positive cleaning services company profile
▶ Design Your Website for Mobile
Most people have a mobile phone that they use for pretty much everything. When an individual or business requires a cleaning service, they are not going to waste time getting back to the office, firing up the computer, and searching for a service provider. They are simply going to carry out a search on their mobile phone – usually via Google. When your website URL comes up in a search and a customer clicks on it, the content and menus need to display clearly and correctly on the mobile screen. If it does not, chances are that they will leave the website and look for a service provider that makes it easy for them to quickly get the information that they need.
▶ Start a Helpful Cleaning Advice Blog
A blog is the best way to get your advice content featured in Google search results. Make a list of all of the common cleaning problems that your clients are faced with and create a blog that provides advice. Also make sure that you are easy to contact if the customer needs a little extra advice. Blogging will not just be helpful to your customers, it will do wonders for your online marketing outcomes. The more value you seem to be adding to the customer, the more Google will smile on your efforts and reward you with good search engine rankings.
▶ Have an Active Social Media Presence
Digital “word of mouth” is a real thing and something to be respected when trying to boost online marketing outcomes. Don’t just have a page, but be a conversation starter. Connect with companies that support your business in the industry, get into conversations, comment on posts, add posts and pictures, ask questions, and show real interest. By developing a social relationship with your customer base online, you can expect for them to remember your business name when they need the relevant services. Social media platforms that your cleaning business should be part of include Facebook, Instagram, and LinkedIn.
▶ Encourage Customers to Write Reviews
Getting customers to write reviews on your products and their experiences with your business will get you great exposure online. Google tends to feature reviews in search results, as they provide real value to browsers. The more your product names and company name comes up in reviews, the more visible your business will be online. To boost your reputation, ensure that you respond to each review, good or bad. Do so in courteous and helpful way, even if a customer is being negative or demeaning.
