What will 2014 bring for the cleaning industry?

 Our sounding board comprised John Garfinkel, executive director of ISSA;  Rob den Hertog, manager at the Amsterdam RAI of the ISSA/INTERCLEAN-Amsterdam exhibition which will be held in May 2014; and Paul Kelly, commercial director UK & Ireland at Rubbermaid Commercial Products.

Cleaning Matters: What are your hopes for the cleaning industry in 2014?

John Garfinkel (JG): I believe the global economy will continue to improve substantively for the benefit of the product and service providers in the cleaning industry. Nevertheless, the marketing and selling opportunities and challenges are as always changing rapidly. The greatest opportunities and challenges for 2014 and beyond are the ability to use the new great technologies for collecting customer data, and using online and wireless to reach the market and transact business, as well as using social media (LinkedIn, etc.) to prospect for new customers and keep in constant touch with the industry. This allows smaller companies to compete more effectively with larger competitors.

Rob den Hertog (RdH): I too expect 2014 to be a good year. We see some recovery signs in America and Northern Europe, yet for the Amsterdam show the biggest growth in visitors and exhibitors is driven by the upcoming regions like Asia and South America. Expectations are high and some five months before opening the show is already practically sold out!

Paul Kelly (PK): I hope the cleaning industry makes the most of the current "buzz” around facility management which has in truth been driven through the need to reduce the overall cost of operation of a facility as a result of the recession. However the cleaning industry can maximise this through offering better processes and products that can achieve the needed savings but also offer a more professional service.

CM: What upcoming challenges do you feel the cleaning industry may face?

JG: There is a consolidation of firms in the sector through merger and acquisition activity. I believe this is primarily due to the ageing of our industry and the difficulty in transitioning to the next generation within family run businesses. 

RdH: I agree with John! What we see happening in the cleaning industry looks familiar and at the Amsterdam RAI we have seen a similar scenario in other industries for which we organise exhibitions. Undoubtedly there is consolidation, mergers and acquisitions, and regrettably bankruptcies. However there are also new start-ups or existing businesses who start to discover the potential of the cleaning industry by diversification. Also what is particularly noticeable is the increasing demand for measurement, education and certification which clearly is an opportunity rather than an onerous challenge. In most regions I find that the price point is no longer the primary decision criteria. A professional and well trained work force has become acknowledged as being ever more important and this is a good development. Also at a time when average wages are increasing, the use of efficient and green equipment will be decisive.

PK: From my UK perspective, I would say that with the improving but still tough economic climate meaning the cleaning industry is under constant pressure to supply their services at an ever reducing cost or deliver more for the same cost, the challenge to stand firm is always difficult under such pressures or as the economic gloom lifts to make sure their charges also rise to maintain profitable business

CM: How best can the industry work together to solve its issues?

JG: We in the cleaning industry need to work together to change the way the world views cleaning as a vital factor in human health and the environment and that cleaning is not just another cost to be cut. We all need to work together by being informed and communicating regularly with the end user market that cleaning results in higher productivity of employees. Among several products offered toward this end, the ISSA Value of Clean Toolkit is a complimentary product for members, available at www.issa.com/value  

PK: A much greater focus in showing that what is supplied must come at a price that means all benefit – this means by working with ISSA to raise the bar around training all within the cleaning industry and working with suppliers that can offer increased productivity and cost in use through improved product and systems thus mitigating the need to reduce costs.

CM: What upcoming trends do you think might really ‘take off’ in the coming year? 

PK: In terms of trends, facilities managers are looking for solutions to help improve productivity through innovation and reduce labour cost.  Another continuing theme in the year ahead is sustainability solutions and how to saving on energy and water costs. I also see that we will see more bespoke products that want and have to be unique and are totally different to their competitors. Finally, another continuing buzzword is 'compact solutions'; for most FMs and most locations, space is still at a premium.

CM: Any other predictions for 2014 that you would like to add?

JG: Awareness will increase that we are all interdependent globally on the value of responsible cleaning and its impact on human health and the global environment as world travel and business accelerates internationally. Further, the use of technology in business for data mining and purchasing will accelerate even more rapidly.

RdH: The 25th edition of the Amsterdam exhibition and the very first ISSA/INTERCLEAN Istanbul show in Turkey promises many highlights already for 2014. We truly hope that some of the positive indicators seen in the global financial markets become true so our industry can once again develop healthy growth figures!

PK: I see the companies leading and meeting the trends identified earlier as being the ones that will derive the maximum benefit as the economy improves – especially those who back up the products and systems they offer by providing a more focused/enthusiastic and trained staff that shows the client that the industry is serious about improving standards.