Content about Customer Relations

CHICAGO — How would your customers describe your coin laundry? Would they say it’s dependable? Clean? Secure? Comfortable? How about customer-friendly?

It stands to reason that customer-friendly stores—those that are welcoming, bright and offer a sense of security, for example—have a better chance of drawing business than the store down the block that’s dark, dirty and run-down.

But there are many levels of customer service, and thus customer friendliness. American Coin-Op reached out to some store owners, manufacturers and distributors this month and asked them for their analysis of the elements of being customer-friendly.

Q: Does an attended store automatically have an advantage over an unattended store in being customer-friendly?

Karl Hinrichs, president, HK Laundry Equipment: Definitely – there’s no doubt about it. If you have a good attendant, they’ll be an asset to the store because they can immediately address any issues or problems. Some of the better-managed stores have attendants who are trained to really help the store. For example, some Laundromats offer a feature called “Mother’s Little Helper,” where the attendant will move the laundry from the washer to dryer. This allows the customer to take longer shopping errands and complete shopping and laundry at the same time. This is a huge, customer-friendly benefit that only takes a little bit of the attendant’s time.

Craig Kirchner, vice president of sales, marketing and customer service for Dexter Laundry: Both attended and unattended stores can be successful and customer-friendly if owners take care of the basics and make sure their stores are well-maintained.

Jose Fernandez, owner, Mily’s Place Laundromat, Coral Gables, Fla.: Absolutely. An attended store has a distinct advantage in being customer-friendly. In addition to 24/7 attendance, we have security cameras throughout, and I’ve arranged for the local police department to have patrol cars drive through the parking lot several times between 11 p.m. and 6 a.m. These extra measures bring more and more customers from other laundries near and far.

Ken Hebert, Deep South Laundry Systems: Attended stores are generally kept cleaner and therefore are more inviting.

Q: Should a store owner poll his or her customers to determine what they like or don’t like about the store? If yes, how often should they approach customers, and how should it be handled?

Kirchner: Not sure what your customers are looking for? Ask them! Offer a suggestion box and hold a contest where submissions can enter to win a prize like free detergent, free washes, etc. You might just get some great ideas!

Fernandez: The best way to obtain honest feedback is via a suggestion box. Provide customers with the opportunity to anonymously make recommendations or respond to a specific question. This ensures more honest feedback, and it also serves as an incentive to keep the attendants alert knowing that their performance and attitude are being evaluated.

Hinrichs: Yes. There’s no downside to surveying your customers. It gives the owner an opportunity to correct any issues that might be occurring and enhance customer satisfaction. Customers like to be asked their opinion.

Dave Phillips, national sales manager, IPSO: Feedback from customers is always good, and I would suggest a personal approach. It offers the owner an opportunity to get to know the customers and to perhaps instill a sense of community. I am of the opinion that an owner should be constantly reaching out to the customers for feedback.

Check back next Tuesday for the final installment of The Elements of Being Customer-Friendly!

WASHINGTON — With your coin laundry customers no doubt bringing in clothes containing holiday stains, Nancy Bock, senior vice president of education for the American Cleaning Institute, offers these stain-removal tips that you may want to post in your store:

Turkey, Gravy, Butter, and Salad Dressing (oil-based stains)

Pretreat with a prewash stain remover. Launder in the hottest water that’s safe for the fabric.

Cranberry Sauce, Apple Cider, and Pumpkin Pie (fruit-based stains)

Treat these stains promptly. Remove excess fruit and run the fabric under cold water. Wash the item as soon as possible using the warmest water and bleach that are safe for the fabric.

Coffee, Tea, Wine, and Soft Drinks (beverage stains)

Soak or sponge stain in cool water. Pretreat with a prewash stain remover or liquid laundry detergent. Launder using oxygen bleach or chlorine bleach, if safe for fabric.

Colorful Cakes and Desserts (food-coloring stains)

Sponge stain promptly with cool water. If this doesn’t remove stain, soak stain in cool water for at least 30 minutes. After soaking, pretreat with a prewash stain remover or liquid laundry detergent, then launder.

Wax Stains

Use a dull knife to scrape off surface wax. Place stain between paper towels and press with a warm iron, transferring the wax to the towels. Continue, using clean towels, until the wax no longer transfers. Then, place stain facedown on another clean paper towel and sponge with a prewash stain remover; blot with paper towels. Let dry, then launder.

Soot Stains

Shake out garment. Don’t rub, as this may make the stain worse. Launder washable garments using laundry detergent and the hottest water suitable for the garments. Continue laundering garments until soot and/or smoke odor are removed. Garment may have to be laundered as many as five times.  

CHICAGO — How would your customers describe your coin laundry? Would they say it’s dependable? Clean? Secure? Comfortable? How about customer-friendly?

It stands to reason that customer-friendly stores—those that are welcoming, bright and offer a sense of security, for example—have a better chance of drawing business than the store down the block that’s dark, dirty and run-down.

But there are many levels of customer service, and thus customer friendliness. American Coin-Op reached out to some store owners, manufacturers and distributors this month and asked them for their analysis of the elements of being customer-friendly.

Q: SO, WHAT DOES BEING “CUSTOMER-FRIENDLY” MEAN IN THE CONTEXT OF RUNNING A COIN LAUNDRY?

Karl Hinrichs, president, HK Laundry Equipment: The basics of a “Customer-Friendly Laundromat” are clean, bright and safe, and are equipped with reliable, high-quality machines. These are the basic minimum requirements. However, in today’s world, owners should go above and beyond. Many Laundromats have added attractive décor that caters to their customers, like earth-toned colored walls with trendy art and clocks, comfortable seating with tables, entertainment that includes free Wi-Fi, high-definition flat-screen TVs, magazines and even children’s lounges that offer video games and computers.

Dave Phillips, national sales manager, IPSO: A customer-friendly store is one that is owned by someone who lives and breathes good customer service. And because of this, people want to come to their Laundromat and do laundry. The owner will monitor and be aware of and adapt concepts and ideas that customers want in a Laundromat to make sure the customers’ experiences are positive. Additionally, the Laundromat’s employees will embrace and be committed to the same customer-friendly principles.

Craig Kirchner, vice president of sales, marketing and customer service for Dexter Laundry: Customers and especially families are looking for a clean, well-lit environment where they feel safe for themselves and their children. They look for ample parking and sliding doors that make it easy to enter and exit with big baskets of laundry and plenty of equipment that’s available when they need it.

Dan Bowe, national sales manager, Speed Queen: The most customer-friendly stores are attended. When owners make the investment in good employees, they help elevate the customer experience. Attendants should be properly trained, friendly and helpful, but also feel confident in their position and enjoy what they do. Since attendants represent the store, they should be well-groomed, and greet customers, thank them for their business, help carry laundry out to cars if customers need assistance, and be there to answer general questions when they arise.

Ken Hebert, Deep South Laundry Systems: Being customer-friendly is defined by understanding your customer base and providing them with the environment/equipment they need to simplify their laundry time.

Q: WHAT RESPONSIBILITY DOES AN OWNER HAVE FOR MAKING HIS OR HER COIN LAUNDRY CUSTOMER-FRIENDLY? WHAT RESPONSIBILITY DOES A MANAGER AND/OR ATTENDANT HAVE?

Bowe: Customer friendliness starts with the management. If you don’t position your business to cater to your customers, you won’t be as successful as you hoped. Employees follow the examples management sets, so it’s essential that good customer service is an integral part in the business’ philosophy. For example, if a customer requests a refund, provide one without question. Offer to assist customers who are first-time visitors, and strike up a conversation to make them feel like they made the right decision in choosing the store.

Steve Koumaras, owner of four coin stores in Pennsylvania: Customers need to understand that although my stores aren’t staffed, the lines of communication are open. I have a way for customers to leave comments and suggestions, and I provide a phone number where I can be reached. If I miss a customer, I call them back and talk through the comment or problem with them. As an owner, I have to be customer-focused to really succeed in this business.

Hinrichs: Good customer service starts with management. If they want the store to be successful and generate revenue that will make them profitable, owners have to be customer-friendly. Otherwise, customers will go to another store that will provide them with the amenities they desire.

From an operations point of view, attendants should be welcoming, friendly and helpful. They represent the Laundromat and, indirectly, the owner. Attendants should greet all customers, ask if they need help, and if a problem arises they should help resolve it as soon as possible – whether it be soda spill clean-up or refunding money; if there’s a problem, they should do all they can to correct the problem and create a happy customer.

Jose Fernandez, owner, Mily’s Place Laundromat, Coral Gables, Fla.: It is imperative managers and attendants keep the store clean at all times. My attendants know it is a fundamental part of their jobs to pick up trash, clean up any detergent spills, etc. Also, it is our responsibility to maintain the equipment, check lint trays and ensure the washer and dryer drums are clean for the next customer.

Hebert: Owners are responsible for choosing the right location and equipment mix. They are also responsible for regularly updating/replacing paint, equipment, signage and furniture. The customer’s first impression of the Laundromat will determine whether they will use it in the future. The manager is responsible for keeping the equipment running and (for) handling customer suggestions/complaints. The attendant is responsible for keeping the Laundromat clean and inviting.

David Cabral, vice president, New England Coin Laundry: An owner should always want the customers that visit his/her laundry to feel welcome and comfortable. You can’t simply assume your customer feels safe and welcome. You need to make sure first-hand.

Kirchner: Managers and staff play an important role in attracting and maintaining a customer-friendly laundry. They need to work regularly to keep stores clean and attractive, handle maintenance issues or down machines immediately, and keep the store a pleasant place to do business and for customers to visit.

Check back Tuesday for more on The Elements of Being Customer-Friendly!

NASHVILLE, Tenn. — It’s no secret that millions of people, and an increasing number of businesses, interact on social media sites on a daily basis, sharing massive amounts of information.

However, the coin laundry industry lacks representation on many social media sites. And because of this, many storeowners are missing out on an effective tool to increase their business.

WHY USE SOCIAL MEDIA

As the economy continues to rebound, many coin laundry owners are still struggling to get business levels where they once were, yet many aren’t marketing their stores. To increase business, some marketing is necessary, and social media is a low-cost way to market and promote your store to millions of people. And it’s also easy and fun.

According to the Coin Laundry Association, one of the biggest advantages social media offers to consumers is a personal connection to the store. A good social media site can “paint a picture” of the coin laundry that consumers can identify with. Regardless of whether the Facebook fan has ever patronized the store, successful content on your company’s page will help create an environment of familiarity.

GETTING STARTED

Before you begin using social media, make sure your store is listed on Google Places, because many consumers use the Internet to locate businesses. You can create a free profile by visiting google.com/placesforbusiness. Follow the directions and upload a picture of your store along with the location, phone number, website and hours of operation.

Once this step is complete, if you don’t already have a personal page on Facebook, you’ll want to open an account by visiting facebook.com, and follow the directions on the right-hand side of the page. Or visit facebook.com/business.

While there are a multitude of social media sites, from Twitter to Digg, statistics have shown that Facebook is the fastest-growing and most-used social media site in the world.

USING FACEBOOK

Through your personal Facebook page, you can open a company page for your coin laundry. Click on the “Create a Page” tab at the bottom of the home page. In order for your page to be a success, you will need to recruit fans. You can accomplish this by sending a request to your current Facebook friends on your personal page.

You can also choose to create your own pay-per-click ad that will be featured on Facebook. This form of advertisement lets you create your ad, and then set your own budget in terms of how much you want to spend to advertise your company’s page on the site. You can target your ad to specific demographics as well. For example, if you live in Louisville, Ky., you can target Facebook fans living within a 10-mile radius.

As your fan base increases, you will need to make sure you’re updating your page with relevant and interesting content that not only keeps your fans coming back each day but will also drive them into your store. Plan on spending a few hours a week updating your page.

Next page: How to increase store traffice using Facebook...