Carpet cleaning in a changing world

Adopting new technology and emphasising customer service will be crucial for carpet- cleaning contractors seeking an edge in cost-conscious markets.

As carpet supply-chain bottlenecks ease and some buyers reignite their passion for soft flooring, there is a chance for carpet-cleaning contractors to prosper – if they get their market offering right. Without question, COVID-19 wreaked havoc on ocean freight and hurt the carpet sector in Australia. However, the sector has shown some resilience, with reinvigorated home-improvement and redecoration markets benefiting carpet manufacturers.

Andrew Martin, executive director of the Carpet Institute of Australia, says cross-industry collaboration will be important if the sector is to thrive.

“We see the carpet care, carpet maintenance and cleaning industry as being absolutely joined at the hip with carpet manufacturing,” he says. “You don’t buy a car but not clean it, and you don’t buy carpet and not clean it. So, there’s quite a strong relationship between cleaners and carpet manufacturers.”

TECHNOLOGY TO THE FORE

Research from Statista estimates that the global carpets and rugs market will generate revenue of $75 billion in 2024, rising to $88 billion in 2029. With the pandemic highlighting the value of carpet as an indoor air filter in buildings, soft floors are likely to have a continuing and important role in facilities such as aged- care and healthcare centres, in addition to residential markets.

Carpet-care companies must invest in specialised training, innovative cleaning equipment and ecologically friendly methods.

Lisa Michalson

Nevertheless, it will be crucial for cleaning contractors to embrace the latest technologies and pay attention to best practices around cleaning and maintenance regimes. Lisa Michalson, director of Cleanstar XPOWER, which distributes cleaning and restoration equipment and accessories, says client expectations for carpet cleaners in Australia have changed dramatically in the aftermath of COVID-19.

“There is a greater emphasis on hygiene, disinfection and strict cleaning practices, especially in high-traffic areas,” she says. “Carpet-care companies must invest in specialised training, innovative cleaning equipment and ecologically friendly methods.”

Michalson says adopting the latest battery-powered cleaning products can give carpet cleaners an advantage. For its part, Cleanstar XPOWER has invented the ACTIV8 battery-powered vacuum head that is designed so operators can clean in a figure-of-eight mopping motion using both hands while the machine is upright. “This cuts the vacuuming time down by half.”

Advances with battery-powered carpet-cleaning equipment continue to redefine the market, Michalson adds. “Lithium-ion batteries will let cordless carpet cleaners run longer between charges and, without cables, designs will be lighter and more ergonomic, reducing user fatigue and improving agility in compact spaces or on stairs.”

I cannot stress enough the necessity of technician training and accreditation. Over the years, I’ve seen how well-trained staff can improve service and carpet longevity.

Lisa Michalson

Martin agrees that innovation is the key for the carpet
sector, noting that there has been a clear increase in demand
for sustainable material sourcing, better energy efficiency, reduced waste and eco-friendly products that contribute to lower greenhouse gas emissions.

The Carpet Institute of Australia administers an Environmental Certification Scheme in Australia that sets standards for environmentally sustainable flooring manufacturing. The program evaluates flooring products based on their environmental impact across the product’s entire lifecycle. “The carpet industry is well on top of that,” Martin says.

For cleaners, he says the emphasis will be on using carpet- cleaning products that do not rely on toxic chemicals which can cause problems for users and with indoor air quality.

SERVICE MATTERS

Products and technology aside, the most successful carpet- cleaning contractors will separate themselves from the pack on the back of superior service (see boxout), according to industry veteran Garry Carroll.

Too often in the past, he suggests, contractors have taken the view that clients just want the cheapest price, whereas many clients actually want a quality job to protect a valuable household or commercial asset.

“The biggest thing I see is that a lot of businesses are not focusing on the customer, who needs to be number one. They’re focusing on a chemical or a machine,” says Carroll, managing director of Restore Solutions and the Australian Cleaning & Restoration Academy in Queensland.

“That customer awareness factor is really crucial. For me, 30 percent of the job is pushing the carpet-cleaning machinery backwards and forwards. The rest of it is the customer component.”

The problem is that many cleaners think everyone’s ringing up asking for a cheap price. You’ve got to categorise the customer.

Garry Carroll

Carroll cites one case involving a woman who enquired about cleaning for her alpaca wool carpets that were worth tens of thousands of dollars. The cleaners quoted low for the project and, while moving furniture during the job, failed to put proper sliders under the furniture, resulting in significant stains and damage to the carpet. As a result, the carpets had to be replaced at the cleaner’s expense.

“At the end of the day, the woman didn’t want a $500 job,” Carroll says. “She wanted it done properly. The problem is that many cleaners think everyone’s ringing up asking for a cheap price. No, they’re not. You’ve got to categorise the customer.”

The other key for contractors is having a defined series of steps as part of a proper carpet-cleaning process. This includes:
• conducting a carpet audit to identify the type of fibre to be cleaned, which will determine how the carpet is treated
• pre-cleaning the carpet with a commercial vacuum with a HEPA filter to remove all debris
• removing furniture and then pre-conditioning and pre-spotting carpet and stains to start breaking down soiling
• using rotary agitation with brushes or pads to break up all the soiling, and then steam-cleaning the carpet with high-extraction machines that leave carpets cleaner and drier
• deodorising and neutralising the carpet to enhance its smell and ensure there is no sticky residue
• rotary dry-padding to remove extra soiling and to leave the carpet 50 percent drier
• replacing furniture using blocks and plastic tabs to elevate the carpet for drying
• drying and grooming the carpet by opening windows and using carpet blowers.

Martin says a proper carpet maintenance and cleaning program is essential, and will be linked to manufacturers’ guarantees for their products.

“Consumers and cleaners need to understand that cleaning products by fibre type and by construction type is very important,” he says. “And if they do that, they’ll have a beautiful carpet for many years.”

TRAINING THE MISSING LINK

The other often forgotten factor with carpet cleaning is training, according to Michalson.

As a supplier of carpet-cleaning goods and equipment, she says accreditation is essential.

“I cannot stress enough the necessity of technician training and accreditation. Over the years, I’ve seen how well-trained staff can improve service and carpet longevity”.

Michalson says only about 10 percent of carpet cleaners in Australia have sought formal training and certification.

“This highlights the need for greater emphasis on accredited training within the industry that will provide comprehensive education on carpet types, cleaning methods, equipment usage and industry standards, but also foster practical skills development through hands-on training.”

Martin agrees that, as manufacturing techniques produce better and more durable stain-resistant carpets, there should be a corresponding focus on appropriate maintenance and cleaning.

“Carpet’s a fashion statement,” he says. “When you lay new carpet, the place looks beautiful. So, it is a fashion product and you don’t neglect that.”

Images by Getty.

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