The future of cleaningHow today’s public attitudes to this essential industry

can shape the products and services of tomorrow

What do the public really think about cleaning – and how can these insights inform and influence the future of an industry that provides such a vital service?

Cleaning is the sector where Ceris Burns International started out eight years ago – and we are proud to represent an ever-increasing number of the most innovative and dedicated companies in the business. The industry’s continued success depends upon tracking trends to ensure that the products and services developed now will deliver the cleaning regimes needed in the years to come. That’s why our survey, conducted by independent research company Mindlab International, looked at public perceptions of cleaning to find out what industry professionals can learn from them.

The most positive result was that all participants agreed cleaning is essential both at home and in the office. Other headlines were:

• 78% of participants said that machinery is more effective than a mop

• 66% said that effectiveness is the single most important aspect when designing cleaning equipment or services

• 51% would prefer to see cleaners in branded uniforms

• 34% never talked to a cleaner at work

• 72% said that cleaning makes them feel satisfied

• 38% said that cleaning makes them feel contented

These results form the basis of our guide, which aims to help cleaning professionals enhance their company/brand image and provide the equipment and services that people really want, both now and in the future.

Every one of the 200 people who participated in our survey agreed that cleaning is essential both at home and at work. It’s hard to imagine that this would not be the case, in view of cleaning’s fundamental impact on the day-to-day running of society, but it’s good to have its importance confirmed.

It not only keeps us healthy – dealing with the germs and dust that can spread viruses and bugs, so that staff absenteeism through illness is kept to a minimum; it also has a more general effect on worker well-being.

A clean workplace is a happy workplace, because it demonstrates that employers have the well-being of their employees at heart. It improves staff morale, encourages more productive working, and makes a better impression on clients – an impressive CV for any service industry, and one that cleaning should be proud of.

The holistic power of cleaning – enhancing both health and well-being

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This industry really does make a difference to people’s lives, and we recommend that cleaning companies emphasise this message to both staff and clients. Cleaning must not be swept under the carpet – if you’ll pardon the pun – it should be celebrated for the life-enhancing service it is.

BEST PRACTICE

Cleaning is a sector where appearance is everything. Ensuring that offices, retail outlets, hotels, hospitals or schools are both visibly and physically clean is a key requirement. And when it comes to consumer perceptions, our survey shows that looks count for a lot too.

51% of people surveyed would prefer to see cleaners in branded uniforms, and our respondents were 20% more likely to say that an object looks professional when it is branded.

This endorses the power that brands can create. Whether it is a tried and trusted product or machine that’s being used to clean an office, or vans featuring the eye-catching livery of the cleaning contractor, this enhances cleaning services in the eyes of consumers.

Image is important and quality counts – with branding playing a big role

We recommend that cleaning companies invest in creating their own strong branding, and to supply their staff with uniforms featuring their company logos. This not only helps to improve the image of the company in the eyes of clients and members of the public, it also helps employees to feel part of a professional team of people, performing a valuable service for society.

BEST PRACTICE

Hi-tech equipment + human effort

= consummate cleaning champions

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Using the most up-to-date cleaning equipment can help to deliver a better service to clients and many different options are open to contractors, from purchasing brand new or refurbished machines, to hiring equipment. Bespoke cleaning machinery and equipment is worth the investment – as it reaps rewards in terms of efficiency and results, client satisfaction, and employee welfare.

BEST PRACTICE

Technology has improved our lives significantly in many different areas, and cleaning is one of them. This is backed up by the fact that 78% of those who participated in our survey think that machinery is more effective than a mop.

This is great news for the equipment manufacturers, and a testament to the innovative designs that have been developed over the years. The effectiveness of equipment like floor cleaners and polishes, and window cleaning systems that allow operatives to clean at height more safely, have been well documented in our trade press, and progress has been remarkable. These new 21st century machines also make working lives better for operatives, enabling them to clean more quickly and easily, with less physical effort.

Online auditing systems have been one of the most recent innovations, and although these don’t actually deliver cleaning services physically, they enhance operations and client communication. It will be interesting to see where technology takes cleaning next …

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When designing new equipment and developing different ways of delivering services, the message from our survey is clear – results should be the key focus.

Over half of our respondents (66%) said that effectiveness is the single most important aspect when designing cleaning equipment or services. This response indicates that client expectations are not showing any signs of slowing down. It demonstrates an ambition to achieve even greater cleaning results, in terms of appearance and hygiene.

The drive to create germ-free workplaces continues apace, so cleaning companies that can show there is substance as well as style to their innovations – in terms of cleaning methods or equipment – will have a clear advantage over their competitors.

New equipment or machine designs need to deliver results

Cleaning is a practical business – and it needs to deliver robust, no-nonsense, clear-cut results. Cleaning machinery manufacturers and contractors that are investing in research and development need to ensure their ideas are based on delivering the outcomes clients want – and that’s an even more hygienic clean in the most efficient way possible.

BEST PRACTICE

Let’s talk about cleaning34% of people surveyed said they never talk to a cleaner at work – which is a somewhat surprising statistic.

However, cleaning services are now increasingly delivered during daytime working hours. This means that cleaning operatives are much more likely to come into contact with members of the public and other people using the building in question. It’s essential that people feel able and willing to talk to operatives, not just to pass the time of day, but also to raise any issues that need addressing either immediately or at a later date.

Healthy and open communications should not just be the premise of the upper management of cleaning provider and client, this should be the case for the wider workforce and operatives too.

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When communication breaks down client satisfaction and employee morale can also take a nose dive. Cleaning contractors that want to survive and thrive need to promote a culture of openness and communication between their clients and cleaning staff. This could entail customer service training for operatives to improve their confidence and interaction skills, or maybe even a ‘meet the cleaner’ event. Cleaners are human too, so say hello – it could brighten your day, and theirs!

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This might have been understandable 10-20 years ago, when night-time cleaning was still the main method of delivering cleaning services. After all, an employee can’t talk to a cleaner if that employee has gone home!

72% of our respondents said that cleaning makes them feel satisfied, while 38% said it makes them feel content. These two responses can apply to both the physical act of cleaning – who doesn’t feel a sense of achievement when the fruits of their labour result in a gleaming kitchen; and the passive – when someone provides us with a clean environment in which to live or work.

We have championed cleaning as a career for many years, and always believed that it is a profession to be proud of. Cleaning contractors that strive to increase their operatives’ job satisfaction will not only improve employee turnover rates, they will also attract recruits who are interested in a rewarding career as part of a valuable service industry.

As members of staff stay loyal, clients benefit from the skills and experience they build up, creating a win-win situation for cleaning contractors.

A clean workplace is a contented one – and cleaning is a rewarding career

Capitalise on the ‘feel-good factor’ that cleaning provides, not just in terms of promoting your services to potential clients, but in attracting and retaining staff. It’s time for cleaning – and the dedicated people who supply this service – to take their turn in the spotlight!

BEST PRACTICE

Survey sampleOur study used a series of timed-response sorting tasks to measure associations with different cleaning images, as well as an explicit survey looking at people’s perceptions of the cleaning industry. The test group consisted of 200 people, located across England, Scotland, Ireland and Northern Ireland, representing a wide range of ages and professions.

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Ceris Burns International (CBI) www.cbipr.com is the leading international communications agency for the cleaning, recycling, waste management and facilities management industries. With extensive PR and industry know-how, an enviable client and contact list, and foreign language skills, the team helps companies in the UK and overseas perform to the very best of their abilities.

Often our client PR campaigns are press relations-based and involve us gaining valuable feature editorial coverage in not only the cleaning press, but also across vertical markets such as healthcare, retail, hospitality, leisure and technology, as well as national and regional press. Our service range also includes corporate communications, content marketing, website and social media, crisis communications and media training services.

CBI – the first choice for cleaning industry PR

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