Step two: Uphold your brand image and retain
your members Providing a clean environment is not only a benchmark for members, but the implications of getting the cleaning strategy wrong are huge for the brand. Mould in the showers, unhygienic facilities, foot infections and general cleanliness are just some of the complaints one gym received on a website, attempting to dissuade people from using the facilities they felt to be unclean.
With the strength and speed of social media networks, negative comments have the potential to damage a brand and lose customers in a very short space of time. Cleaning in leisure environments is a customer-facing role. Operators need to think about how cleaning can effectively combine both people and professional skills to maximise the impact of front- line personnel. Since everyone
Case study One leading health and fitness club operator increased its member satisfaction score by 10% through altering its cleaning service provision. With over 450,000 members, they wanted to create the best possible experience for all. The staff, including contract cleaners, must adhere to a set of brand standards to achieve excellence in customer service. However, a member survey conducted by the operator showed that members valued cleanliness highly, and would prefer to see cleaners on site.
Because of the high importance placed on cleanliness and customer service, the fitness club operator worked with their cleaning service supplier, Emprise, to implement a solution: instead of cleaning overnight when its clubs were empty, Emprise completed cleaning works during the day.
Building a strong network of cleaners was critical, as missed
twitter.com/TomoCleaning
represents the brand, cleaners who are visible around the premises during the day can be used as a customer service tool.
Whilst business objectives may include reducing overheads, providing good practice in the delivery of cleaning services can be a strong value proposition for a fitness brand, one that ultimately impacts the bottom line through increased member satisfaction, and an increased perception of value for money. A great environment and great facilities for the cost of a monthly membership.
Step three: Use your club’s cleanliness as a
means of adding value An effective cleaning strategy can bring many tangible benefits and should be viewed as a means of adding value, which can generate brand loyalty as well as add to the bottom line. Here are a few tips on how to use your club’s cleanliness to
shifts are unacceptable when the cleanliness and appearance of the facility are paramount to the client’s brand values. The clubs’ locker room attendants were also integrated into the cleaning team. Moving to daytime cleaning created significant financial and environmental efficiencies for the operator; it enabled the clubs to maintain their high service standards throughout the day, and ensure all members had an excellent experience.
Members who witnessed the cleaning being done had a positive reaction, and as well as delivering a better customer experience, the operator’s costs and carbon footprint were significantly reduced. Immediately following the move to a day clean, the member service score in the clubs’ customer satisfaction survey increased by around 10%, when normally a 1-2% increase would be seen.
Cleaning is a big deal for HOTEL & LEISURE CLEANING | 55
improve member satisfaction scores: • Focus on cleaning at peak times, when your members will notice it most; don’t be afraid to let your cleaners be seen
• Monitor complaints and comments about cleanliness and visibly target the problem areas
• Make sure your service supplier understands your brand values
• Ask your cleaning provider to share their expertise on what could be improved
• Put processes in place to ensure all activities are carried out to the desired standard
• Ensure suppliers have a strong network of cleaners who are adaptable to changes
• Carry out regular member satisfaction surveys and track progress
www.emprise.co.uk
consumers who, in these health and money conscious times, are constantly looking to justify the cost of gym membership, and will actively avoid somewhere they deem to be unclean. Don’t let your business be one of them.
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