Customer experience is key
As the retail sector faces increasing pressure to get consumers through the doors, Jan Hein Hemke, MD of Facilicom UK, explains the role cleaning operatives can play in bringing customers back to the high street.
The retail sector has had a tough few years. Between the e-commerce takeover and Brexit uncertainty, consumer confidence is dwindling and purse strings are tighter than ever. In fact, according to the British Retail Consortium, UK retailers suffered their worst September in at least 24 years, with total retail sales dropping by 1.3% year-on-year. Never has there been more pressure on retailers to up their game when it comes to in-store experience.
In my opinion, the high street and shopping centres still have a place in society. They are often the hub of the community, a place for friends and family to meet and spend quality time together. But with tough competition from the convenience and value of smartphone shopping, retailers need to offer more than their online rivals.
There is increasing pressure for high street retailers to create a real experience for customers and first impressions about the environment have never been more important. This is where cleaning service providers can help – they are well- placed to play a key role in creating this inspiring experience.
Customers have high expectations and demand clean, useable and safe facilities. A clean and presentable store, or a hygienic shopping centre washroom, can be the difference
between losing and retaining custom. However, every retail environment is different so it’s vital that services and approaches are tailored for each individual case. This is why at Facilicom we get to know every customer to understand their challenges and create a bespoke solution to meet their individual needs.
“A positive impression of your
retail facility will influence whether customers decide to return or recommend to others.”
Another top priority for retail staff and shopping centre managers is customer service. This is where cleaning operatives can really add value.
A reputable and high quality cleaning service provider will work closely with retail centres to understand their pressure points and develop a joined-up approach to support them. One way we do this at Facilicom is through our ‘Hostmanship’ programme.
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 know-how and the confidence to interact with colleagues, third party partners and customers in a friendly, caring yet professional manner.
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 consumers. 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.
As well as performing their cleaning duties to a high standard, our teams can become a significant part of, and enhance, the customer experience. Thanks to their training, they can act as customer service agents, who are able to assist and engage directly with consumers, providing help with directions to specific shops, eateries or washrooms for example.
In today’s retail landscape, customer service is crucial for success and the art of ‘welcoming’ can play a key role. A positive impression of your retail facility will influence whether customers decide to return or recommend to others. By creating a clean, hygienic and welcoming environment, cleaning operatives can enhance the visitor experience, and ultimately help to increase footfall, maximise dwell time and boost repeat visits.
www.facilicom.co.uk 40 | RETAIL & DAYTIME CLEANING
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