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Enhancing customer experience


Cleaning service providers must be more strategic in their offering to retail centres, argues Jan Hein Hemke, MD of Facilicom UK.


Retail centres have an important role in our society – they are a place to hang out with family and friends, unwind, relax and disconnect from the outer world. Their primary function though – as a place to shop – is increasingly under threat due to the evolving consumer market. The modern customer now shops through multiple channels – in fact, research shows that 28% of shoppers purchased all or most of their clothing and footwear online in the last 12 months.


Every shopping centre is competing against other retail outlets and high street shops, as well as e-commerce sites, to gain customers’ attention and spending power – especially at this time of year. To successfully increase footfall, maximise dwell time, and – importantly – persuade customers to come back again, retail centres need to offer a shopping experience that they cannot find elsewhere. Cleaning service providers are well-placed to play a key role in creating this new experience.


It goes without saying that offering a high quality cleaning service is essential. Customers have high expectations and demand clean, working and safe facilities. This undoubtedly influences how long and how much customers spend at a shopping centre. Every retail environment is different though, and so bespoke solutions should be developed to meet the individual location’s requirements. There should be a structured approach, with tasks split into high and low frequency, to ensure that nothing is missed, as well as an ability to react quickly and effectively to incidents as they occur.


However, offering a great cleaning service is no longer enough by itself. A reputable and high quality cleaning service provider will work with retail centres to develop a joined-up approach and support them further. One such way we do this at Facilicom is through our ‘Hostmanship’ programme.


We understand that, in retail environments, cleaning often takes place during ‘business hours’ as well as after the shops close, with operatives visibly working in front of customers. As well as performing their cleaning duties to a


38 | RETAIL & DAYTIME CLEANING


high standard, our teams can become a significant part of, and enhance, the customer experience.


Hostmanship is the ‘art of making people feel welcome’, and is something that we embed across our entire workforce from management level right through to on-site staff. All of our colleagues receive Hostmanship training, helping to instil people skills and equip them with the knowhow and the confidence to interact with colleagues, third party partners and customers in a friendly, caring yet professional manner.


This is especially important in a shopping centre because, to the customer, everyone who works in a particular retail location is part of the same team – and should therefore be approachable and knowledgeable about the place they work. Our operatives offer so much more than a high quality cleaning service: they are also customer service agents, who are able to assist and engage directly with consumers, by providing help with directions to specific shops, eateries or washrooms.


The joined-up, strategic approach is vital to overcome the challenges faced by retail centres. Working together with retail managers, cleaning service providers can help push efficiencies, reduce costs and ultimately increase profitability. Customer service is crucial for success – a customer’s positive impression of your retail facility will influence whether they decide to return or recommend to others.


Cleaning service providers are, therefore, well placed to add value to the way shopping centres are run. In a world of hyper competition where products, services and prices are becoming similar, the art of ‘welcoming’ is a significant determining factor in achieving real and sustainable success. By creating a clean, hygienic and welcoming environment, they can enhance the visitor experience, and consequently help to increase footfall, maximise dwell time and boost repeat visits.


www.facilicom.co.uk twitter.com/TomoCleaning


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