Attracting and keeping customers.
WHAT DRIVES CHOICE
Proximity Turnaround Price Whether items come back correctly Trust
WHY TRUST MATTERS
Customers hand over property and cannot supervise what happens to it.
WHAT BUILDS IT
Items returned complete and undamaged Honest handling of problems Consistency Being recognised
WHAT DESTROYS IT
Lost items Damage handled badly Items returned to the wrong customer Poor finishing
WHY THE WRONG CUSTOMER MATTERS PARTICULARLY
It suggests the whole operation is disorganised.
WHAT DRIVES REPEAT CUSTOM
Convenience and reliability.
WHAT TO CONSIDER
Collection and delivery, which removes the main obstacle.
WHAT TO ESTABLISH
A record of customers and their preferences.
WHAT TO RECORD
Contact details
Preferences: starch, folding, hanging
Items handled previously Any sensitivities
WHY
It is what makes the service personal.
WHAT MARKETING WORKS
Visible presence and signage Referrals Local presence Accurate online listings Arrangements with nearby businesses and residential buildings
WHY RESIDENTIAL BUILDINGS
Concentrated customers in one location make collection economic.
WHAT TO OFFER THEM
A regular collection arrangement.
WHAT TO MEASURE
New customers and where they came from Repeat rate Complaints by cause
WHAT TO ASK
Lapsed customers, why.
