REGULAR
THE TECHNOLOGIES DISRUPTING CLEANING
As TC Columnist Max Adam, Sales and Marketing Director at RP Adam, continues his discussion on ‘digital disruption’ within the cleaning industry, he turns his attentions to some of the technologies that will play an integral role in this disruption.
The first article in this series argued that, over the next few years, turbulent digital change and digital disruption will reshape industries and markets faster than at any time in history. The commercial cleaning sector will not be immune. We are already seeing the early signs of a tidal wave of digital change sweeping the industry.
Below, we take a brief look at seven technologies threatening to disrupt commercial cleaning, the opportunities and threats to your business.
DISRUPTIVE TECHNOLOGIES
Social Media Cleaning operators are often quite dismissive concerning the power and impact of social media. ‘After all, we operate in a business-to-business environment. Social is not relevant to us’.
This type of attitude misses the point entirely. As a consequence of the
26 | Tomorrow’s Cleaning October 2016
social media revolution, a fundamental and disruptive change has taken place in the way people access information, the way we communicate and in customer buying behaviour. Business buyers are no longer passive recipients of sales messages. A more proactive approach to procurement is now being adopted, with more than 75% of buyers using digital and social media channels to become more informed about potential vendors.
As a consequence, it is now critical that your company establishes a strong digital and social media brand presence. This will require a shift from traditional outbound sales and marketing approaches (‘buy our product’) to a new approach based on the key principles of inbound and content marketing; using social channels and high quality content to establish brand authority and brand trust – content that adds value to
your customers. This is certainly the approach we adopt at the Arpal Group.
Enterprise Social In the same way that we need to become more social in our external relationships with customers, the same applies to internal communications. Most cleaning organisations continue to operate on traditional, hierarchical, command and control structures. This type of structure fits uneasily with the fast moving, dynamic and increasingly digital world we operate in.
A wide range of Enterprise Social tools now exist. Applied properly within your business, these social technologies can empower staff, improve business processes and internal communications, build collaborative, agile, flexible, fast moving, efficient and effective organisations. An additional benefit of Enterprise Social tools is that they can significantly reduce the e-mail
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