CUSTOMER EXPERIENCE
Bruce Blackledge, director at Arrow County Supplies, investigates how a thoughtful cleaning strategy can have an impact on customer satisfaction.
In an industry that doesn’t stop, fast food outlets are increasingly recognising the importance of identifying, reviewing and continually developing each area of customer satisfaction, to maintain or increase market share. Attracting and retaining business now depends on much more than just the food.
When it comes to deciding on where to spend money and place brand loyalty, customers will simply not invest financially or emotionally in a restaurant that presents an unclean and unkempt image. Food service businesses without a solid sanitation strategy in place will feel the impact of not providing the customer with the positive experience that is now expected.
Un-cleared tables, poorly presented staff and dirty washrooms will fuel an assumption that the food and the service are equally as poor. Generating a ripple effect of bad reviews, lost custom and negative brand association, the overall result could spell disaster.
It’s not just the space in which people eat that will be judged by the discerning customer. Each and every other facility and element of the establishment will be equally as scrutinised.
Washrooms are frequently shared by customers and employees, so thorough, regular cleaning is required to not only present a pleasant environment to the public, but to prevent cross-contamination. Research has shown that a neat and clean washroom has a positive influence on the perception that a customer has on a restaurant.
In many fast-food restaurants the kitchen area is often fully exposed to the customer and is accessed by a busy team of cooks, servers and cashiers and is therefore vulnerable to a variety of possible contaminants. A dirty or untidy looking kitchen, or lack of visible and frequent workforce activity around cleaning spills or sanitising surfaces, will all project extremely negatively to the customer and could cost a restaurant important repeat business.
The logistics of performing multiple cleaning tasks to high standards is complicated: too many products, too little time; and so corners are cut and although remaining compliant, standards can be reduced. Many restaurants in this position know that they should be doing better, but simply feel that in their 24/7 business environment, they do not have the time or the resources to be able to stop, take stock and implement changes.
Putting a solid cleaning programme in place does not necessarily mean an overhaul of business practice or require huge financial investment. However, on the flip-side, it’s not as simple as cleaning the floor or washing the dishes.
A good cleaning programme must always begin with a clear understanding of the risk factors and the level of cleanliness that is needed to prevent contamination of food, equipment, and wares. Then, an overall plan can be developed to ensure that cleaning is always above and beyond the conventional “clean to the sight and touch” level of cleanliness.
Development of a reliable cleaning programme to deliver tangible business benefits requires an understanding of what you need, what you currently use and how you use it. You also need to factor in considerations such as possible efficiencies that could be made through swapping to more flexible multi-purpose products, ensuring more effective product application via better staff training, and cost savings from more efficient tools.
Staff training is vital to this cleaning strategy. Costly food safety mistakes can be avoided if your workforce understands the reasons why they need to clean in a particular way, and acknowledge the importance of compliant cleaning. A workforce embracing their responsibility will deliver a clean and sanitary environment.
Furthermore, once an entire workforce works effectively as a team to deliver a thorough and consistent cleaning provision, as well as dramatically cutting health and safety risk, the probability of increased business through excellent customer experience will be significantly enhanced. In times where competition is fierce and the customer is king, ensure you engage your cleaning supplier as a partner to help you make the most of your cleaning strategy to win business.
www.arrowcounty.com www.tomorrowscleaning.com REGULAR | 23
CLEANING UP
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