FOCUS CLEANING
CUSTOMER-CENTRIC
CLEANING
Chan Mehta, Managing Director of The Cleaning Company, refl ects 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 o en
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
42 SEPTEMBER 2019
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 sta , 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 di erence 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.
MARKETING
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.