A couple who have never lost a customer in 15 years have won recognition for their excellence of service from the British Franchise Association. Stephen and Margaret Crinks won through to the final of the prestigious Franchisee of the Year Award only to be pipped at the post. But the couple, who supply businesses across Hampshire with a hygiene consultancy service from their base in Lambourn, were highly commended by the judges. Stephen and Margaret started the franchise with Chemex International from scratch 15 years ago and now have a turnover of £300,000 a year. Stephen said: .We are proud of the fact that we have never lost a customer in the 15 years since we started the franchise. We make a commitment to all our customers and we make sure we never let them down..
The Crinks are a key supplier of commercial cleaning, hygiene and maintenance products to hotels, restaurants, pubs and residential care homes throughout Hampshire and as part of the service Stephen and Margaret provide free hygiene consultancy, staff training and risk assessments for health and safety purposes.
Cathryn Hayes, Head of Franchising of Award Sponsors HSBC Bank said: .Stephen and Margaret.s success story is not only representative of their hard work and commitment, but also testament to the support provided by a successful franchising business model. HSBC also recognises the valuable contribution franchises such as Chemex make to the UK economy by creating local businesses, wealth and jobs.. OK, I’m interested. I’d like to request a brochure.
Stephen and Margaret purchased their franchise over 15 years ago after Stephen left a senior position in hotel management. Supported by Margaret, a former PA, they have an established and loyal customer base. The cleaning industry is very competitive and it soon becomes obvious that there is something that sets the Crinks apart from their competitors. It can probably be summarised in one word . service. This is most definitely what makes them special.
Margaret highlights this by stating .We pride ourselves in never having lost a customer in those fifteen years..
“We operate in an industry that requires our products year-round and and we aim to get regular repeat business. The cleaning chemical industry is very competitive and there are many companies offering high-quality products so we needed an approach that would really set us apart.”
The Crinks do a lot more than merely meet their customers. expectations; they exceed them and exceed them consistently. Examples of this include helping them understand new legislation and keeping up-to date with what is important to the customer. They are so committed to providing great service that this
year they invested money in independent market research. According to Margaret .the results were reassuring.customers really did appreciate the personal touch. We plan to repeat this exercise each year to keep us on our toes..
On owning a Chemex franchise, Stephen comments that .One of the main attractions of franchising for us was the ability to share knowledge. Fifteen years on we still take up others. ideas and we work closely with new franchisees and prospects as we still remember what it was like in the early days..
“Delivering first-class customer service is everything – our success is built upon it. We build long-term relationships so our customers can.t imagine going anywhere else..
The Crinks.s story illustrates how individuals with great work ethic and tenacity can really succeed within the Chemex business model.
The day starts at around 8:15 am in an idyllic rural location in Berkshire. The vehicle is professionally liveried mobile showroom. Customers can literally walk on board and view the products. Everything is stored neatly away in racks and easily accessible. There is no clutter or untidiness in the way the vehicle is laid out and its owner is obviously organised and meticulous with regard to the presentation of the products.
Our first call is to a farm within which a catering business provides school dinners and events cuisine from a specially adapted kitchen within its own building. We put on clean white coats before we enter the establishment. Stephen never fails to do this wherever there is food involved. Stephen also proudly sports a Chemex shirt and tie each and every day as part of his uniform. Corporate identity is important for any organisation. The owner and staff of the business, despite being extremely busy, are pleased to see Stephen who is obviously at home in this environment. Everyone knows each other well and there is a feeling that the customer relationship goes beyond that of what you might normally expect. There is a genuine friendship and respect here. OK, I’m interested. I’d like to request a brochure.
Our next calls include several pubs and restaurants. On every visit Stephen checks the contents of the kitchens and housekeeping supplies, replacing only what is necessary from a stock perspective.
Customers can relax in the knowledge that Stephen will pay attention to detail and make sure that their cleaning and hygiene requirements are sufficient until his next visit. On several occasions customers request items that are not of standard stock and Stephen dutifully makes a note of these and marks them down for a future delivery. It is obvious the customers are used to this exchange and that they are confident that Stephen will fulfill their requests.
It is difficult to place a value on the level of service that Margaret and Stephen provide. What price do you put on this? A pump has expired in one of the restaurants which is an open invitation for an engineer to charge around £80.00 for a call out. Stephen offers to fix this for the customer and makes a note to order the relevant parts for his next visit. This kind of service is what kills the competition. The Crinks do a lot more than merely meet their customer.s expectations; they exceed them and exceed them consistently.
Chemex franchisee.s don.t just not only look after the caretaking and ordering requirements of the establishments they visit, they also keep business owners up to date with new legislation affecting hygiene and cleaning in the workplace. Stephen often organises training sessions for staff of the various businesses he visits. Customers undoubtedly appreciate the personal touch . and it shows. During the afternoon on a visit to a country pub Stephen was introduced to a prospective customer by the licensee. OK, I’m interested. I’d like to request a brochure.
Referrals are by far the most efficient and recommended route to building a strong customer base. Following the Chemex business model and going that extra mile with first class customer service are the foundations on which the Crinks have built their business. The long-term relationships with customers have introduced a level of stability that is often uncommon in the business world of today.
Stephen and Margaret have a substantial stock of Chemex products which they store in a lock up unit not far from their home. The depot acts as a local collection point for both Stephen and his employee who services the south side of this fairly substantial territory.
Our final call of the day is to a residential care home. We have been on the road since about 8:30 am and it is now approaching 6pm as the working day comes to a close. Time has passed by quickly. It isn.t hard to see why people can enjoy this kind of lifestyle. Once again the familiarity and friendly atmosphere is apparent in the customer relationship Stephen has with the manager. You get the feeling that any competitor touting for business here would have a hard time. It has been a very pleasant experience and an eye opener for anyone fortunate enough to see a professional franchisee in action.
Stephen and Margaret set the standards by which others should strive to follow.
The next day Stephen and Margaret will start again. The process goes on with a variety of customers both old and new who have their own needs and demands and who rely upon Stephen and Margaret to provide them efficiently and faultlessly week after week and year after year. On a weekly basis time is set aside for prospecting and nurturing new clients and opportunities. Stephen and Margaret also spend time on Saturdays catching up on accounting and administration for the business. This is a way of life not just a job.
As I leave rural Berkshire and head off to the Midlands I can.t help thinking that more than a few people might welcome the opportunity of building such a business. There will always be people who need cleaning and hygiene products and there will always be a desire for this envious level of customer service.
