Shop around for sensational service delivery

Bernard McCauley, group managing director at Grosvenor Services, outlines how a quality retail cleaning provider can contribute to the personal customer experience

Complete customer satisfaction is crucial to retail outlets in a highly competitive market, with shoppers seeking luxurious and pristine stores and excellent customer service. As competition increases on the high street, retailers are looking for more ways to entice consumers into their stores.

The challenge – especially given the ever-present alternative of online shopping – is to provide a superb visitor experience to satisfy the growing aspirations of customers. Outstandingly clean, useable and safe facilities will play their part in influencing the customer experience, how long they remain in the store, and repeat business.

A flexible approach

The cleaning service provider must be able to respond rapidly and effectively to fast-changing requirements. To ensure high standards are constantly maintained throughout the trading day, retailers are increasingly opting for daytime cleaning. The fact that cleaning is being carried out while the customer shops reinforces the message that presentation is paramount and the retailer cares about sensational service. This also means cleaning operatives are on the spot and can respond to any spillages, remove litter and keep floors spotless. Equipment and machinery should be tailored to facilitate cleaning during normal business hours, including quiet, cordless machinery and dust suppression technology, without disrupting the consumer’s experience.

A quality service provider will tailor and fine-tune their services to the retailer’s specification, matching the environment to the overall customer experience they are trying to create. World-class retail brands require bespoke cleaning services that work effectively, carefully considering all types of floor coverings, fixtures and structural finishes, and selecting the right blend of specialist and/or multi-purpose machines that will get all jobs done cost-effectively and safely.

Enhancing the customer experience

Getting the physical customer environment might be self-evident, but the second part of the puzzle – delivering a premium quality customer service – is what sets great cleaning companies apart from good cleaning companies.

Superior service starts with a warm welcome. Reflecting the growing trend for having cleaners on site during the day, the retailer’s customers are likely to interact with staff from the cleaning company, contributing to the shopper’s experience.

A top-notch service provider realises that they can not only positively contribute to the customer experience but sees the potential to enhance it. Cleaners can also be customer service agents, acting as ‘touch points’ for the retailer’s customers. On-site cleaning teams need to be highly trained to be able to interact confidently with customers when required. A good provider will coach its staff to behave like part of the retailer’s team. To the visitor it appears that the store is run by one dedicated team delivering a consistently high standard of customer service.

Positive attitudes and exceptional performance

Going the extra mile for the retail client relies on having cleaning staff that are encouraged and motivated. If pay and conditions are not fully taken care of, the inevitable outcome will be disillusioned operatives and a high turnover of staff. Steps like a fair rota, so that staff are not overworked, can make a big difference to morale. The client can also help in this regard. For a true partnership approach, the retailer could demonstrate that the cleaning team are valued by including them in daily shop floor huddles, and providing them with the same staff facilities, canteen etc.

The quality of supervisors and managers is also essential. It goes without saying that training is vital, but so too is the recruitment or promotion process that delivers experienced supervisors and managers.

The policies and measures that support the customer shopping experience are many, and the service providers that excel at it are those who get under the skin of the organisation to truly understand their needs and provide innovation as well as consistently excellent standards in every service area.

www.grosvenorservices.com

Published in Tomorrow’s Cleaning – April 2016