Customer Retention Helps Chem-Dry Franchise Owners Grow Customer Base and Revenue
Chem-Dry franchisees thrive thanks to repeat business from satisfied clients
Getting and keeping customers is job No. 1 of any enterprise, whether large or small. A Chem-Dry carpet cleaning franchise is no different, and that’s why customer retention techniques are on the ground floor when it comes to building a successful training program for new owners.
“When you’re operating a business successfully, you are getting plenty of new business alongside repeat jobs,” explains Joe Nay, a coach in Chem-Dry’s Quick Start training program for new franchise owners. “We work to identify all the ways that a franchise owner can keep both of those revenue streams as wide open as possible.”
Retention efforts have a strong marketing focus
To keep those first-time customers coming back, every Chem-Dry cleaning franchise sends out a short, simple thank-you card. It seems pretty basic, but that kind of personalized attention goes a long way, Nay says.
“That is something nice that the customer appreciates, but on top of it we enroll them in a database that sends mailers out every three, six, nine, 12 and 18 months,” he says. “The customer gets used to hearing from Chem-Dry and will take advantage of the offers and specials listed in those communications.”
Repeat customers boost the bottom line
That kind of core marketing effort, when tied to online promotions and other awareness campaigns, pays real dividends. When considered with all the other benefits of the Quick Start program, it also helps new owners move into stronger revenue production more quickly.
“We have been looking at the Chem-Dry cleaning franchise operations that began in 2017 and comparing them to 2016,” Nay says. “The annual revenue for the 2017 group was 35% higher than those in 2016. We also saw that the days from completing training to making that first dollar went from three to four weeks to two or three days. We believe that big jump came from our more aggressive approach to training, including more marketing, in the Quick Start program.”
Chem-Dry is the world’s largest carpet and upholstery cleaning franchise, with nearly 3,500 franchises in 53 countries, serving 10,000 homes and businesses a day. Chem-Dry has been Entrepreneur magazine’s top-rated carpet cleaning franchise for 30 straight years. The Chem-Dry Hot Carbonating Extraction process delivers a faster-drying, deeper and more environmentally friendly clean that appeals to home and business owners. In addition to carpet and area rugs, Chem-Dry provides tile and stone, granite countertops, leather and upholstery cleaning.