ALSO INSIDE New HR Management Benefit for All Members Dresses Quality Inspection Points Poster Google Adwords Update Package Deal MayJune 2016 MAYJUNE 2016 3 CONTENTS COVER FOCUS 11 Package Deal Packaging and presentation creates expectations for the quality of care a drycleaning brand can deliver among consumers whether or not the operation serves an upscale clientele. FEATURES 10 History Repeats Itself 20 Dresses Poster 22 Sticky Stuff Dont Get Any on You 24 Stay Updated on the Changes from Google AdWords 26 Close Combat with a Buckling Swash Machine DEPARTMENTS 5 From the President 6 Whats Happening TECHNICAL BULLETINS 29 Lease Negotiation Mistakes to Avoid Management Matters - No. 31 32 The Benefits of Using a Secret Shopper Program Management Matters - No. 32 34 Rocawear Coat Not in Vogue - No. 117 35 Damage to Cushion Covers TABS - No. 465 English Spanish 37 Laundry Flatwork Linting TABS - No. 466 English Spanish 10 11 Vol. 48 Issue No. 3 20 24 26 4 FABRICARE BOARD OF DIRECTORS DLI DISTRICT COMMITTEE MEMBERS Kathy Benzinger District One DCM Benzingers Dry Cleaning 716 649-6499 P.O. Box 761 Hamburg NY 14075 kbenzingerbenzingers.com Richard Buddy Gritz CED District Two DCM Presto Valet of VA Inc. 703 998-6464 1623 Quaker Ln Alexandria VA 22302 pvaletbuddygaim.com Perry Bullard District Three DCM Fabric Care Center 803 632-3155 P.O. Box 549 Brunson SC 29911 b.laundrycomcast.net Jeff Sitz District Four DCM City Cleaners 330 864-9722 1608 West Market St Akron OH 44313 jeffcitycleaner.com Ed Longanecker - District Five DCM Iris City Cleaners 319 385-9707 Mount Pleasant Iowa 52641 Jess Culpepper CGCP District Six DCM Culpepper Cleaners Inc. 210 684-2231 5203 Callaghan Rd San Antonio TX 78228 culpeppercleanerssbcglobal.net Hilary Taylor District Seven DCM Continental Cleaners 801 359-4448 902 S 900 E Salt Lake City UT 84105 Bobby Patel District Eight DCM Kona Cleaners 949 646-5110 333 E 17th St Costa Mesa CA 92627 konacleanerssbcglobal.net Award of Excellence Awardee STAFF Publisher Mary Scalco mscalcodlionline.org Director of Communications Harry A. Kimmel III hkimmeldlionline.org Designer Kathy Guido kguido05verizon.net Fabricare Vol. 48 No. 3 ISSN 1084-6778 is published bi-monthly by the Drycleaning Laundry Institute at 14700 Sweitzer Lane Laurel MD 20707. 301 622-1900. All rights reserved. 2016 Drycleaning Laundry Institute. Written permission is required to reprint articles from this publication. The subscription price for Fabricare and The Journal of Drycleaning Laundry Institute is 65 a year to DLI members only. Periodicals postage paid at Laurel MD and at additional mailing offices. POSTMASTER Send address changes to Fabricare 14700 Sweitzer Lane Laurel MD 20707 14700 Sweitzer Lane Laurel Maryland 20707 301 622-1900 Fax 240 295-4200 httpwww.dlionline.org ADVERTISING INDEX Advertising Information For information on advertising in Fabricare or to receive a current media kit or rate card call 1-800-638-2627. My Shoe Hospital . . . . . . . . . . . . . . . . 2 A.L. Wilson. . . . . . . . . . . . . . . . . . . . . . 9 EZ Products International. . . . . . . . . 13 Streets. . . . . . . . . . . . . . . . . . . . . . . . 39 Enviroforensics . . . . . . . . . . . . . . . . 40 Can you tell what went wrong with this garment Find the answer on pg. 35. What went wrong Greg Myers President Southside Cleaners 863 688-4747 901 South Florida Ave Lakeland FL 33803 greg.myerssouthsidecleaners.com Dave Beatty CPD President-Elect Murrysville Cleaners 724 327-6400 3945 Old William Penn Hwy Murrysville PA 15668 db4mcaol.com Michael Nesbit Treasurer MW Cleaners 281 320-9807 230 Spring Hill Dr Suite 325 Spring TX 77386 men4tmw.com Allan P. Johnson III Chair Peerless Cleaners 361 887-0005 3434 South Staples St Corpus Christi TX 78411 allanpeerlesscleaners.com John Dallas District One Director Fabricare House Cleaners 781 337-4495 32 Pond St Norwell MA 02061 johnd3473aol.com Martin Young District Two Director Youngs Cleaners 704 786-3011 340 Church St Concord NC 28025 mayoungvnet.net Leland Waite District Three Director Waites Cleaners 251 473-4984 P.O. Box 7187 Mobile AL 36670 wcleanersaol.com Gary Maloney District Four Director Nu Yale Glacier Cleaners 812 285-7400 600 E. Hwy 62 Jeffersonville IN 47130 garynuyale.com Dennis Schmitt District Five Director Lindemans Cleaners 920 435-5345 1231 S Monroe Avenue Green Bay WI 54301 dennisandpattilindemanscleaning.com Michael Nesbit District Six Director MW Cleaners 281 320-9807 230 Spring Hill Dr Suite 325 Spring TX 77386 men4tmw.com Brad Ewing CED District Seven Director Nu Way Cleaners 970 336-8883 P.O. Box 336952 Greeley CO 80633 bewingthecleaners.net David Suber District Eight Director Perfect Cleaners 310 470-0330 10531 West Pico Blvd Los Angeles CA 90064 daveperfectcleaners.com Mary Scalco CEO Corporate Secretary Drycleaning Laundry Institute 14700 Sweitzer Ln Laurel MD 20707 mscalcodlionline.org Joe Blaha Allied Trades GreenEarth Cleaning 303 810-3508 51 West 135th St Kansas City MO 64145 jblahagreenearthcleaning.com John Jordan Allied Trades Fabritec International 859 781-8200 8145 Holton Dr Suite 110 Florence KY 41042 jjordanfabritec.com D uring the economic downturn that started in late 2007 our company made a conscious strategy decision to concentrate on customer retention rather than spending gobs of money trying to bring new customers in the door. Customer touches became very important particularly with route cus- tomers that we did not regularly see face-to-face. POS computer systems and social media make those touches a lot easier today. I think the same is true of our association. Touches are very important and as DLI digitizes more and more of our services our communication with members is much easier. I would point to the new garment analysis app as proof. The response to our recent on-line survey of members was very encouraging and DLI is acting on the feedback from that survey. A lot of members are spending time chasing employment related matters par- ticularly with the federal government issuing rules for salaried employment paid leave of absence and other costly and time consuming dicta. Look for new member benefits to help cope with those new rules and the old ones. Thus I think DLIs strategy is member engage- ment member retention and member acquisition probably in that order. Years ago we used to join our association because of the need to have a community and a unified voice. Somewhere along the way we tried to convince poten- tial members that they would reap hard dollar rewards in excess of what the dues were. That may be true in some cases but certainly not all. Dont get me wrong those hard dollar benefits are very important but I hope we dont lose sight of the membership benefits that are not tangible or quantifiable. The sense of community and were all in this together. The unified lobbying voice when we have serious legislative and governmen- tal problems. The opportunity to network with other industry folks who share many of the same problems and opportunities. While not quantifiable I think these are some of the most important benefits of association membership and certainly worth the dues money. I hope you feel the same way. Greg Myers DLI President Southside Cleaners Lakeland Florida MAYJUNE 2016 5 Relationships and Community are more Important than Money FR OM THE PRE SIDENT Greg Myers 6 FABRICARE WHAT S HAPPENING THE PROFESSIONAL CLEANING INDUSTRY HAS LOST ONE OF ITS MOST A STAUNCH DEFENDERS AND LONG TIME LEADERS. The professional cleaning industry has lost one of its most a staunch defenders and long time leaders. L. Ross Beard CEO and President of R.R. Street Co. Inc Streets passed away on the evening of April 20 2016 after a sudden and difficult illness. Mr. Beard held a leadership role in Street for the past 34 years and has the distinction of being one of Streets longest-serving chief executives. Ross was 68 years of age and spent his last hours in the comfort of his own home surrounded by family. Ross Beards contributions to the industry were many. Over the past thirty years he played a key role in the industrys efforts to successfully communicate its positions and needs with US legislators and regulators including Vision 2000 FLARE The Barton Bill and many others. He diligently fought to protect the industry against the encroachment of junk science into regulatory decision-making process. He encouraged and supported industry scholarships. But Mr. Beard perhaps will be best remembered for his staunch defense of Street drycleaners and the allied trades from the predation of revenue seeking trial-lawyers who saw the industry as an easy target his dedicated work ensured that this was not going to be the case. Streets statement on Mr. Beards passing further ads R.R. Street Co. Inc. has been very fortunate throughout its history to have been lead by some exceptional individuals. L. Ross Beard exemplifies that quality. He shares in the long company legacy of excellence that started with Robert R. Street back in 1876. Street would not be the successful company it is today without Rosss innumerable contributions to all aspects of the business. Whether fighting off litigation and leading the company to precedent-setting victories before the Texas Supreme Court and the United States Court of Appeals for the Ninth Circuit or most recently completing the acquisition of Streets oldest competitor Adco Ross was a devoted and loyal company leader. Under Rosss leadership Street brought many new products and technologies to the market he had both the vision and dedication required to take new ideas and concepts and guide them in to reality. Rosss tireless dedication to Street his leadership in the industry his wisdom humor and perseverance will be long remembered with gratitude. His final legacy is the vision he has given the company for the future. We will miss L. Ross Beard greatly as a professional and as a friend and offer our deepest sympathies and condolences to his family. L. Ross Beard is survived by his wife four children and seven grandchildren. In lieu of flowers the family has asked that donations be made to The University of Chicago Cancer Research Foundation 5841 S. Maryland Ave MC1140 Chicago IL 60637 Or online at donatetocancer.uchicago.edu Passing of Industry Leader R.R. Street Co Inc. CEO L. Ross Beard DLI ON THE ROAD DLI will offer several installments of its Introduction to Drycleaning Course in select U.S. cities as part of our DLI On the Road program. Please call for details. DLISCHOOL OF DRYCLEANING TECHNOLOGY CELEBRATING 89 YEARS REGISTER TODAY 1-800-638-2627 www.dlionline.org Training Schedule SUMMER SESSION INTRODUCTION TO DRYCLEANING July 11 - 15 ADVANCED DRYCLEANING July 18 - 29 CLEANING STAIN REMOVAL August 22 - 26 FALL SESSION INTRODUCTION TO DRYCLEANING October 17 - 21 ADVANCED DRYCLEANING October 24 - November 4 COURSES 2016 8 FABRICARE FE ATURE THE DRYCLEANING LAUN- DRY INSTITUTE DLI AND NIE INSURANCE ANNOUNCED THAT DLI IS EXCLUSIVELY ENDORSING NIES BUSINESS INSURANCE PROGRAM FOR DLIS U.S. MEMBERS. NIEs Insurance Program includes National Fire and Indemnity Exchange the Exchange and policies from other highly rated carriers including Hartford and Travel- ers. The Exchange specializes in fabricare insurance. It issues Commercial Multi-Peril policies to drycleaners and coin laundries in 33 states. Workers Compensation and Commercial Auto coverage is offered through Hartford Insurance and Equipment Breakdown coverage is offered through Travelers Insurance. The other 15 continental states are handled in a similar fashion except that Com- mercial Multi-Peril is offered through Hartford instead of the Exchange. The relationship between DLI and NIE dates back to 1915. Back then DLI was known as the National Associa- tion of Dyers and Cleaners NADC. Nobody would insure dry cleaners so NADC formed the NADC Inter- Insurance Exchange now known as NIE Insurance. Bob Aikin president of the Exchange said We are excited to restore the relationship with our founder. Both organizations are dedicated to serving dry cleaners. For more information visit httpwww.NIEinsur- ance.com or httpwww.DLIonline.org NIE Insurance Wins DLI Endorsement NIE Returns to Its Roots Business Insurance Since 1915 AANNOUNCEMENTNNOUNCEMENT ANNOUNCEMENT DIRECTOR ELECTIONS COMPLETE DLI MEMBERS IN DISTRICTS 7 AND 8 VOTED TO ELECT THE FOLLOWING MEMBERS TO DLIS BOARD OF DIRECTORS. They will take office at the Summer DLI Board Meeting. District 7 Director HEATH BOLIN Sparkle Cleaners in Tucson Arizona District 7 covers Arizona Nevada Alaska Idaho Colorado Utah Wyoming Montana Oregon and Washington. District 8 Director BOBBY PATEL owner of Kona Cleaners in Costa Mesa California District 8 covers California and Hawaii. All DLI Members Meeting Annual Membership Meeting Friday July 15 at 400pm Where Warwick Hotel Denver Colorado Youre Invited MAYJUNE 2016 9 10 FABRICARE FOR THE SECOND TIME IN TWO YEARS CHAMPION CLEANERS OF BIRMINGHAM AL OWNER DAVID WHITEHURST HAS EARNED THE BEST OVERALL SERVICE AWARD. His three locations have received the highest overall mystery shopping scores again in 2015. Whitehurst says We take this program very seriously. Everyone in our organization has a laser focus on service at the counter. And it shows All participants in the DLI Essential mystery shopping program are scored on their customer service at the counter during drop off and pick up plus an evaluation of the items cleaned. Mary Scalco DLI President and CEO explains Nationally the number of Essential mystery shops performed in 2015 increased by more than 35 from the previous year. I am encouraged that our members are taking advantage of this exclusive offer. The emphasis of customer service at the counter is a key ingre- dient in the overall success of drycleaners everywhere. Scalco continues The competition for this award is intense. I am very pleased to congratulate all three of this years winners. 2nd Place Overall Scores Gunderson Cleaners Menasha WI - Gary Gunderson 3rd Place Overall Scores Ziker Cleaners South Bend IN David Ziker The mystery shopping program is administered by DLI partner MarketWise Consulting Group of Appleton WI. Late in 2015 MarketWise began offering recorded mystery shopping telephone calls for DLI members. President Carolyn Nankervis continues The participants have told us the 411 program has been very eye-opening in evaluating CSR knowledge. Beginning this year we will also offer a Best Overall Service on the Phone award to the cleaners who scores the highest overall. To be eligible for the Best of Awards for 2016 cleaners must have each store location mystery shopped at least six times during the year. Dry cleaners are encouraged to enroll now. The Essential program and the 411 Telephone mystery shopping programs have been designed and specially priced for DLI members. For more information or to begin a program visit httpmarket- wise.shopmetrics.comiwr.aspprojectDLIRegistration or contact MarketWise Consulting directly at 920-735-4970. History Repeats Itself Best Overall Service 2015 Awarded to Champion Cleaners DLI Essential Mystery Shopping Program By Carolyn Nankervis CEO of MarketWise Solutions FE ATURE Calera plant l-r Tammy Ingram Connie Cummings Customer Service Manager Terry Hall Plant Manager. Greystone location l-r Sheila Mims Customer Service Manager Craig Ledwon Plant Manager Kyle Gainer Caleia Hamilton. Rocky Ridge Plant l-r Tim Sparks Vickie Hanner Cindy Palmer Morgan Simpson Ric Pevey Plant Manager Nadya Mohamed Customer Service Manager. MAYJUNE 2016 11 SOMETIMES YOU CAN JUDGE A BOOK BY ITS COVER. While a generic presentation wont necessarily eliminate the prospect of selling a product a distinctive package goes a long way toward building sales and brands. How that package looks often depends on how exclusive or desirable the product or service inside it is. Apple for example embraces a futuristic minimalism in packaging belying the promise of its products. Using recycled materials white backgrounds plain typefaces and a simple logo the companys boxes neatly nest each com- ponent inside. As user-friendly and intuitive as the tech- nology they contain Apples packages reinforce one of the worlds most eminent brands. Among luxury brands distinctive elegant packaging is the rule. Tiffany Co. is a good example After more than a century in use its trademarked robins-egg-blue boxes are Package Deal Packaging and presentation creates expectations for the quality of care a drycleaning brand can deliver among consumers whether or not the operation serves an upscale clientele. By Ian P. Murphy COVER FOCUS 12 FABRICARE COVER FOCUS more universally recognized than its diamond settings. Guccis interlocking Gs adorn not just purses and scarves but the bags and boxes they come in and Veuve Cliquot champagne has a trademarked shade of orange. A business dedicated to helping consumers look presentable needs to deliver its products in attractive wrappers too. Packaging is what sets companies apart from other companies says Barry Gershenson executive director of Leading Cleaners Internationale LCI a con- sortium of couture-level drycleaning operators based in Los Angeles. It has to be elegant if you are serving higher- end clients. Its like getting a beautiful giftif it comes with a nice bow on it its a real delight. PROTECTING THE PRODUCT The first function of any drycleaning packaging is to preserve the items finish. The most fundamental reason for packaging is to protect the quality of the job during transportation and storage says Trudy Adams a con- sultant with 21st Century Dry Cleaners in Fair Haven New Jersey. Customers want their clothes back in as much of a like-new condition as possible. Packaging helps create that effect. The more upscale the operation the more bells bows and whistles a customer can expect. High-end operations go well beyond the standard caped hanger and poly bag using tissue to help garments stay wrinkle-free in transport and storage. Collar stays shoulder forms and stuffing help shirts and jackets keep the just-pressed look in cus- tomers closets. Margarets Cleaners a couture cleaner based in the ritzy seaside community of La Jolla California has led the adoption of elegant packaging treatments such as breath- able sweater bags and clear-lidded garment boxesand not just when performing an archival preservation. Margarets sends dress shirts home with custom boards and collar stays and almost anything hangered goes on a reusable hard-plastic design. We understand the attachment you have to your wardrobe says Chuck Horst president of the five-store operation. It is not something youre putting on just to get out of the houseits an investment. We want to repli- cate the experience customers had when they bought the clothes originally. We give them their clothes back wrapped and inside logoed shopping bags. Many of these things have become readily available through Cleaners Supply and other jobbers since we started using them 15 years ago. MW Cleaners uses colored cardboard supports on laun- dered shirts inserts balls of tissue to maintain stiffness on mens and womens collars and uses clip hangers for many styles of pants. According to a customer survey It is the one thing that sets us apart from a discount cleaner says Mike Nesbit president of the Houston-based 48-store chain. It communicates a high-qualityhigh- touch operation. In nearby Temple Texas Valet Cleaners uses paper cov- ers on all drycleaning orders plastic collar inserts on laun- dered shirts and bundles its wash-and-fold orders. A large percentage of our customers really like the nicer touches on packaging and it certainly reinforces the perceived value says Allan Cripe operator and chairman of the Southwest Drycleaners Association SDA board. I tell my employees one thing over and over Make sure you would be comfortable paying what we charge for our service he says. The customer must always believe that they are getting their moneys worth. We like to think Liz Collins store manager for Valet Cleaners in Temple Texas displays packaged garments. MAYJUNE 2016 13 COVER FOCUS our packaging adds an extra touch of professionalism that says our extra effort doesnt end when the clothes are cleaned and pressed. The right package can help consumers store clothing better too making drycleaners the real stewards of cloth- ing care. Many LCI affiliates use a sealable storable sweater bag Gershenson says. Margarets sells many reusable packaging options for use in the homeall emblazoned with its script logo. Everything is branded Horst says. Customers have a sense of pride if they have a package with a Margarets logo on it. WHEN LESS IS MORE Amid growing concern for the environment however some customers are looking to minimize the packaging waste they help generateand to most consumers plastic packaging is a much more evident aspect of a drycleaning operations environmental footprint than its solvent. About 15 of Margarets clientele opt for minimal packaging. Being in California some of my top customers want no packaging at all Horst says. The default is lots of packaging but many people want to get away from all that plastic. Offering to recycle packaging materials can help position an operation as eco-conscious. We promote the fact that we recycle hangers and poly Cripe says. It doesnt seem to be a top priority for a lot of older customers but the younger generations definitely show an appreciation for it. Some customers simply want to eliminate the waste in their homes. Many people want to reduce their packag- ingand theyre not even doing it because of the envi- ronment says Jennie Nigrosh marketer of The Green Garmento reusable bags that convert from hamper to tote to garment cover. While past experience tells us the more packaging the better people now want less clutter. continued on page 14 COVER FOCUS 14 FABRICARE While packaging is an important part of presentation it doesnt communicate a cleaner product when that pres- entation only lasts five minutes and the plastic spends seven days in the trash she adds. When you go to a high-end store youre going to get your brand-new item of clothing in a breathable garment bag. If you get your clothes back from the drycleaner in a similarly elegant breathable branded bag it carries a message thats elegant but less cluttered. When Nigrosh presented The Green Garmento on TVs Shark Tank in 2013 in fact only one of the four in- vestorjudges on the panel were fans of poly packaging. The mindset is changing she says. These people are rich. If thats what the 1 percenters think imagine what the 50 percent might think. Most people wonder If my drycleaner is using plastic bags what kind of chemicals are they using PACKAGING AND POSITIONING Appropriate packaging doesnt necessarily have to be fancy. Like a box can tell the onlooker whether it contains Chanel No. 5 or a dozen Dunkin Donuts packaging can be used to telegraph the level of care a consumer can ex- pect from his or her drycleaner. The amount and quality of packaging used depends largely on those expectations and the operations price point. Is the operation generic or professional low-budget or high-end Adams asks. A tailored suit can easily cost more than 2000 Gershenson notes and its care and processing will naturally command a higher level of attention. That positioning can and should be reflected in the garments packaging. It gives a sense of differentiation he says. If you bought a Ferrari would you take it to the local gas station to have it serviced Cleaners can secret-shop the competition to compare marketplace positioning he says and adjust their presen- tations accordingly. The main thing to realize is whom they are serving Gershenson says. You really have to define what part of the market you are trying to reach and serve it. Pick the part of the market youre going after. Packaging needs to be appropriate to the price point youre at. Margarets Cleaners employs four route drivers just to pick up orders from luxury boutiques such as Oscar de la Renta Giorgio Armani and Chanel so it goes the extra mile or two when returning them. Horsts advice Get to know your customer he says. Satisfy the customers desires and dont just use whats available from the local supplier. At a minimum every plant should brand its garment packaging with the companys logo and name to reinforce a connection operators noteno matter what segment of the market it serves. Packaging is also brand awareness and marketing it serves as a touchpoint to communicate brand image Adams notes. The place in the spectrum a drycleaner chooses to be is how the customer will perceive their business. Good packaging reinforces your position with the customer and sends a message of consistency and quality Adams adds. Take a plain cardboard box with nothing on it and take a cardboard box with a logo. Which looks more credible professional and appealing Ninety-eight percent of people will choose the box with the logo on it. Ian P. Murphy is a freelance writer and editor based in Chicago. He served as the editor of American Drycleaner magazine from 1999-2011. Liz Collins store manager for Valet Cleaners in Temple Texas displays packaged garments. continued from page 13 GIVE YOUR CUSTOMERS THE ANSWERS Have DLIs TABS bulletins available at your counter to help explain damage to customers. Get all current TABS printed in a binder. Add one to every store. ONLY 49 CALL 800-638-2627 TO ORDER. 16 FABRICARE FE ATURE IN RESPONSE TO THE OVERWHELMING NUMBER OF MEMBERS WHO INDICATED THEIR TOUGHEST CHALLENGES IN RUNNING THEIR BUSINESSES STEMMED FROM EMPLOYEE RELATIONS THE DRYCLEANING LAUNDRY INSTITUTE PARTNERED WITH SEAY MANAGEMENT CONSULTANTS TO PROVIDE ASSISTANCE. The Orlando Florida human resources consultant group specializes in helping small business owners navigate the choppy waters of employee relations. Through this special partnership DLI now provides members with a wide menu of Human Resources Management services including a toll free Employment Hotline service. Founded in 1996 Seay Management Consultants is a nationally known Human Resources Management Consulting firm with more than 400 clients throughout the U.S. This Employment Hotline service is now available to DLI members. Seay Management Consultants will answer your questions about employment personnel management and Human Resources issues. Topics of expertise include compensation wages and hours hiring dismissal personnel policy and more. DLI members in good standing may call Seay Management and talk with Sandy Seay or one of his consultants whenever a Human Resources question arises. Seay Management consultants will answer questions and provide the advice and counsel you need to resolve just about any human resources issue. DLI provides this service to members at no cost as another way to increase the value of membership. DLI Members Get Access to Human Resources Management Firm Seay Management Offers Expert Advice Free to Members AANNOUNCEMENTNNOUNCEMENT ANNOUNCEMENT MAYJUNE 2016 1717 FE ATURE CONSULTING SERVICES FREE TO DLI MEMBERS State and local governments enforce a multitude of employment regulations. These regulations impact how cleaners hire employees how employees work and what happens when employees leave - voluntarily or otherwise. America has more of these regulations than any other country in the world. When DLI members have a question about these employment matters and need an accurate straightforward answer they can now contact Seay Management toll free at 888-245- 6272 share the fact they are members of the Institue and ask to speak to Sandy or one of his consultants. Members may also email Sandy Seay directly at sandyseay.us. Here are some examples of common questions I am about to dismiss an employee. Do I have a proper reason is it properly documented and will it stand up if it is challenged by a government investigator One of my employees has accused another employee of sexual harassment. How do I resolve this situation I have heard that an employee has a communicable disease -- what should I do An employee wants to see his personnel file. Am I required to show it to him or her Some of my employees receive incentive compensation in addition to their hourly rate. Am I required to pay overtime on this incentive in addition to regular pay If a salaried employee doesnt come to work may I deduct from his or her salary If an employee handles money and has a cash shortage may I deduct this amount from the employees pay If an employee leaves the company owing the company money may I deduct the amount owed from the employees final paycheck One of my employees has been absent for a week. May I place the employee on Family and Medical Leave FMLA and count this past week toward the 12 weeks An employee was injured on the job and is on Workers Compensation leave. Does FMLA play a role When an employee gives me a two week notice do I have to accept it If I dont accept it do I have to pay the employee for the two weeks If an employee is dismissed or resigns do I have to pay the employee immediately If an employee is dismissed am I required to pay accrued vacation pay Hundreds of employee questions arise in day-to-day business questions about COBRA FMLA EEOC ADA and others. Sometimes a simple solution can turn into a complicated catastrophe if its not handled properly and as Seay often says Whats logical isnt always whats lawful. This important Employment Hotline service can provide you with comfort and assurance in managing your employees by offering you quick direct and accurate answers to your specific questions about employment issues. SPECIAL HUMAN RESOURCES MANAGEMENT PROJECTS AVAILABLE UPON REQUEST In addition to this important telephone service members who would like advice and assistance on developing special management projects or resolving specific employee problems Seay Management Consultants Inc. will provide this service on a priority basis and at a special fee. Some projects include... Writing a comprehensive employee handbook including all the policies and procedures members need to comply with employment regulations written in terms employees and managers can understand. Developing job descriptions that comply with employment regulations based on generally accepted Human Resources Management principles. Developing a comprehensive compensation program including compensation survey rate ranges salary grades and performance appraisal. Conducting a Human Resources Management Audit of time cards pay plans personnel files personnel policies and procedures personnel forms and other continued on page 18 18 FABRICARE FE ATURE continued from page 17 information to help make sure members are up to date and in compliance with state and federal employment regulations. This reduces or eliminates financial exposure to risk for members in these areas. Resolving charges of discrimination wage and hour investigations and other employment claims. Conducting an employee opinion survey and providing analysis evaluation and recommendations. This can help with turnover one of the biggest issues facing members. MEMBERS ONLY DLI members now receive free vital access to Seay Management Consultants Employment Hotline service. The Seay team can answer critical employment questions at no charge to DLI members. In addition members have a ready source of information and advice for Human Resources Management projects they request on an immediate priority basis and at a reduce rate. Sandy Seay and his staff are user friendly and are anxious to talk with DLI members so please call 888-245-6272 with any questions about this new and important service. In this way DLI is able to help members get answers to employment questions and resolve employment issues quickly. For more information visit www.seay.us or httptinyurl.comj66vp24 www.DLIonline.org 1-800-638-2627 Practical Training DVDVideoCD English E Korean K Spanish S 59 each Quality Pants Finishing E S Quality Coat Finishing E S Quality Shirt Finishing E S Inspection Perfection E Advanced Stain Removal Techniques E S Practical Training DVDVideoCD Training Manual 149 each Basic Stain Removal Techniques E S Quality Finishing Techniques E S K Customer Service Training E Self-Study Certificate Courses 89 each Stain Removal includes stain swatches Drycleaning Fundamentals Wet Cleaning Drycleaning and the Environment Drycleaning Business Management Drycleaning Finishing Procedures Customer Service in Drycleaning Fibers and Fabrics CANT MAKE IT TO DLIS SCHOOL Here are some ways to get training for your staff. AVAILABLE IN SPANISH KOREAN SELECTED ITEMS 22 FABRICARE FE ATURE IN THIS ISSUE ILL BE FINISHING THE SERIES ON GASKETS AND ADHESIVES WITH TWO MORE USEFUL PRODUCT FAMILIES. CYANOACRYLATES much more difficult to pronounce than use and SILICONES which are amazingly versatile gasketing material. CYANOACRYLATES including Super Glue and Krazy Glue have some interesting qualities. These compounds will bond to almost anything and will even bond to most moist surfaces including skin and flesh some types of cyanoacrylates are used in surgical procedures instead of sutures or staples. Be careful about getting any on yourself. CYANOACRYLATE SEALANTS Cyanoacrylates come in two types. One has a thin watery quality and the other has a thicker gel-like consistency. I find the thin water-like type useful for repairing cracks in almost anything plastic. It wicks flows into cracks and fractures in plastics and will actually fuse together narrow cracks or fractures in PVC ABS polycarbonates and many other families of plastic do not use on cotton or leather. Apply a small amount of glue allowing it to flow into the crack or fracture then apply pressure pushing the crack or fracture closed. Generally in a few minutes the glue adsorbs and cures in the crack. To me the most outstanding quality of cyanoacrylate is its ability to bond most rubbers. This is especially helpful in making or repairing O-Rings see the accompanying illustration and gaskets. The bonded joint is usually stronger than the rubber itself. SILICONE SEALANTS Next on the list is SILICONE sealants. Silicone comes in many different types and qualities. I prefer a brand name industrial grade like Permetex or Loctite use the red Sticky Stuff Dont Get Any On You By Bruce Grossman EZ Timers Manufacturing MAYJUNE 2016 23 FE ATURE colored high temperature type. It is easy to see where you have applied it and it wont degrade at temperatures en- countered in the drycleaning laundry environment. You cant beat it for gasket forming between flat surfaces and sometimes it can even replace pre-formed gaskets. Silicone sealant is useful to waterproof and insulate electrical connections. Since it stays flexible glue is not overly effected by motion or vibration. The accompanying illustration offers a few applications you may not have considered. Perhaps the only downside is sealing the tube or cartridge once its opened. I found a nifty device at Harbor Freight for this purpose. Its a tapered plastic screw sort of like a tapered corkscrew. It screws down into the opened tube of sealant. The Harbor Freight part number is Caulk Saver - Item97561. Well thats it for this issue. Im looking for suggestions for subjects you find interesting to write about. Call me at 702-376-6693 or e-mail me at bruceeztimers.com to share your requests or suggestions. Bruce Grossman is the Chief of RD for EZtimers Manufacturing. EZtimers is the manufacturer of the new RETURN TANK SENTINEL a wonderful device essentially ends lost production by boiler shut down caused by most boiler return pump failures. The Sentinel controls both the level replac- ing that ancient and problematic ball-float valve and temperature of the water in your boilers return tank preventing return pump failure caused by high return tank water temperature. In addition steam trap failure detection check valve performance monitoring and precise boiler compound dosing is accom- plished by the RETURN TANK SENTINEL controller. The SAHARA and DROP IN THE BUCKET line of high purity separator water misterevaporators the TATTLER steam trap tester are also part of our EZtimer product line. See our Ad in this issue and for further information on EZtimers products visit www.eztimers.com Please address any questions or comments for Bruce to bruceeztimers.com or call 702-376-6693. 24 FABRICARE DOES THE RESULTS PAGE OF YOUR GOOGLE SEARCH LOOK A LITTLE BIT DIFFERENT FROM BEFORE You may have noticed that Google has removed the advertisements from the right side panel with the exception of Product Listing Ad boxes and advertisements in the Knowledge Panel. For those of you who are less familiar with Google AdWords a product listing ad is one of many AdWords ad extensions. It includes product image price and merchant name and appears when a query with the name product is done. The Knowledge panel is the information about a business that appears in a box on the right side of the search results when you search the name of the company. In addition Google has added on a fourth paid ad that shows up in your Google search above the organic results for a total of four paid ads in each search page. According to Googles official statement on the new updates to Google adwords Weve been testing this layout for a long time so some people might see it on a very small number of commercial queries. Well continue to make tweaks but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers. But if you have been using Google AdWords to market your business you are probably wondering what these changes mean for your business. Because there are going to be fewer ad slots many marketers and small business owners are concerned with what the implications are for their Google AdWords spending and cost-per-clicks. Although it is not yet clear just how drastically the changes will affect Google AdWords costs the changes will at least remind you to more thoughtfully consider Stay Updated on the Changes from Google AdWords By Jessica Ting FE ATURE MAYJUNE 2016 25 how you are managing your AdWords campaign. Are you using the right keywords that will net you the highest ROI Are you segmenting your market and targeting the audience that is most likely to convert into paying customers However if you are a marketers who have been relying on search engine optimization SEO to win the coveted top organic spots on the Google results page you may be a little less happy with these changes. Whereas before the first organic website hit would have been in the fourth spot right under the three paid ads now the first organic hit will show up fifth in the listing of results meaning users will have to scroll down more to see the organic website hits on their computer monitors. Prior to the rollout of the new changes WordStream reported that in January 2016 85.4 of clicks came from ads at the top of the Google Search results page while only 14.6 of clicks came from ads in the right side and bottom of the page. Given that most of the ad clicks came from the top of the search results it will be interesting to see how the click-through rate changes now that users wont have the side bar ads to visually distract them from the top ads and organic website hits. Search Engine Land predicts that the new fourth paid ad position will have a click-through rate increase of between 400 to 1000. The landscape of digital marketing is constantly changing. The changes to Google AdWords may seem rather insignificant but they can dramatically affect how businesses choose to incorporate PPC ads into their marketing strategy. At InStreamOne we make it a priority to stay on top of current marketing trends so that we can help other small businesses fully leverage the most promising online channels to grow their businesses. Jessica Ting is a blogger for InStream One a digital marketing solutions provider based in Baltimore Maryland. The company is available at 443 472-1295 or www.instreamone.com. FE ATURE DLI CERTIFICATION TESTING NOW ONLINE Now you can achieve or renew your DLI Certification in the comfort of your own home. Certification exams are administered online during an established one-week testing period. During this period an exam may be taken at any convenient time 24 hours a day. You and your staff may schedule one or multiple exams within the one-week testing period. Register by May 27 for the June 4 12 online test period. Get more info and register at DLIonline.orgCertification THOUGH SWASH HAS BEEN AROUND FOR A FEW YEARS A RECENT PRODUCT RE-LAUNCH HAS BROUGHT THE APPLIANCE BACK TO THE PUBLICS ATTENTION. Its a home garment care appliance. We collectively rolled our eyes at this even before we knew anybody who had one and long before reading any reviews. I bought one a few weeks ago for two very specific reasons one of which was to share it with my readers. When Dryel came out 15 or so years ago I was having a conversation with a very good friend. It was one of those How things have changed conversations. I remember him saying Now you can even do drycleaning at home It was in the context of Don even your industry is being eliminated by technology. We knew the only similarity between drycleaning and Dryel were the alphabetic characters. However consumer perceptions needed rectification. My immediate thought on Dryel and Woolite has always been Without professional finishing a garment isnt wearable. Personally I see little value in such home- care products. Swash was different because many garments coming into your store are not stained or dirty they are just rumpled and stinky. It is true that a segment of our customer base only uses us for stained garments and at times we are just their last chance to save an otherwise unwearable garment. This sort of customer has nothing to do with this article. First of all they would never buy a Swash machine. Secondly they would be gravely disappointed in Swashs results. The worst case for you would be the loss of a customer you didnt make money on anyway. The idea of buying a Swash machine came to me when I started reading reviews. They are virtually all very positive reviews. That says a lot. All too often it seems folks post 26 FABRICARE Close Combat with a Buckling Swash Machine Meet Our New Ally in the War Against Vagrant-Chic By Don Desrosiers Tailwind Systems FE ATURE The Swash machine promotes caring about how you look. This sentimentisverygoodfor our industry. MAYJUNE 2016 27 reviews to complain not commend. If this machine is good you need to know about it. If a customer asks you about it you need to be clued in. If you bash it but everything the consumer reads is positive you will come off as defensive not knowledgeable. If a customer asked me as a plant owner if they should buy a Swash machine I would recommend it Read on and youll see why. I was eager to see what this machine could do. Its about 30 inches wide and 4 feet tall. The inner part slides out like a drawer. There are scented pods to deodorize the garment. The cycle runs 10 minutes or 15 minutes. As a drycleaner there are things you already know without really knowing. Swash doesnt remove stains. Swash doesnt clean anything. You figured this out a long time ago. But what does it do The short answer is not much. The machine comes with a brochure detailing the way you should mount a garment into the machine. Consumers will find this to be a pain. Being from the industry I take it in stride. Consumers will not. I took a bunch of before and after pictures. Feel free to share these with customers who may be considering this appliance. This shirt came out ok. Wearable. It was rolled up in a hamper before I took it out to experiment. The pictures tell the story. The Swash machine does an ok job of removing wrinkles. Certain items dont need much care and this machine works just fine on them. This dress wasnt really in need of much. And thats FE ATURE what it got. You can put pants in the machine It didnt do an amazing job but it did do something. Consumers will probably get annoyed with how many mistakes they can make very easily. We in the industry are familiar with clamps and clips but even we can make a mistake with this machine easily. In my final analysis the Swash machine does not remove stains or wash anything. It does an OK job removing light wrinkles but it is a pain to dress and you can make small mistakes and add new pressed-in wrinkles. If a customer asks you about it however you now know how it works and what they can expect. You can even show them this article. But I went a bit farther when I said I would recommend it. I do Heres why Swash will attract those people who care about their appearance those who take pride in how they look. Gen Y is a generation of re-wearers. This is a fact we must deal with. The dress I photographed didnt need anything but people who take pride in their appearance will use the Swash machine just because they can. They would not have sent it to you anyway they would have simply re-worn it without doing anything to it aside from airing it out in a closet. The Swash machine promotes caring about how you look and that sentiment is very good for our industry. Ultimately those using this machine will think it is a pain to use and takes too long. It takes about four to five minutes to clamp the typical garment in and then add 15-minute cycle time. You can call that three pieces per labor hour if you like. I am betting those who buy a Swash will use it at first and it will do its job of promoting pride in appearance. Then they will think it is a pain to use and appreciate you and your services a lot more and end up bringing more garments to you. Don Desrosiers has been in the drycleaning and shirt laundering business since 1978. He is a workflow engineer and a management consult- ant who provides serves to shirt launderers and drycleaners in the United States Mexico and western Europe through Tailwind Systems. He is a member of the Society of Professional Consultants and the 2001 recipient of DLIs Commitment to Professionalism Award. He can be reached at 186 Narrow Avenue Westport MA 02790 or at his office by fax 508 636-8839 by cell 508 965-3163 or e-mail at tailwindsystemscharter.net. He has a website at www.tailwindsystems.com. 2828 FABRICARE FE ATURE If this machine is good you need to know about it. If a cus- tomer asks you about it you need to be clued in. If you bash itbuteverythingtheconsumer reads is positive you will come off as defensive not knowl- edgeable. If a customer asked me as a plant owner if they should buy a Swash machine I would recommend it MAYJUNE 2016 29 When putting together your business the lease is one of the most important pieces of the puzzle. Here are some of the most common and dangerous pitfalls to avoid when hammering out your next lease Failure to secure exculpation of personal guaranty upon assignment of lease. Lets say you eventually sell your business for an astonishing amount of money thanks to your own hard work. However two years later you can be personally sued by the landlord for all of the projected lease term rent if you fail to get released from a guarantee. Failure to secure a non-disturbance agreement from the mortgagee bank. You just bought an expensive store and your landlord isnt paying the bank. Guess what If your landlord is foreclosed upon your lease is worth nothing since it crumbles unless you have a non-disturbance agreement permitting you to pay the rent directly to the bank in the event of a foreclosure. Tax stop and construction clause. Your landlord decides to build up and I mean straight up right on top of your store. Your lease states that you will pay 25 percent of taxes as additional rent. The landlords improvement puts hundreds of thousands of dollars of rent in his pocket and your taxes just skyrocketed due to the construction which increased the taxes and your proportionate share ballooned. Water payment. Youre a good tenant and you pay your water and sewer as additional rent to the landlord. However lets say that the landlord isnt so good and fails to pay for the water. The city shuts off the water and you are out of business. Therefore pay the water directly to the municipality under the lease or obtain proof of payment contemporaneously with your payment if it is sent to the landlord. The same principle applies if you sublet space from an over-tenant. Request that you pay the rent directly to the landlord and also request to be notified of any defaults in lease terms that may arise. Failure to do so may result in eviction if the over-tenant doesnt pay the rent or comply with the lease terms. Dark clause. Where there is a large shopping center and large anchor tenants are in place request a rent reduction if the center loses said tenants. Losing a major national supermarket chain or other retail establishment can have a huge impact on drawing customers to the center. Big mistake. Lets say you want to save a few bucks so you didnt use a lawyer. Forget the fact that you wouldnt think of buying a house or condo without being represented. Spend a few bucks so that you dont end up turning to some clause buried in the back of your lease one day and discovering that your landlord snuck a demolition clause into the document Even bigger mistake. Failing to have the landlord execute a finance companys collateral assignment of lease document at the time of the lease signing. If you so afterwards it may be difficult for the landlord to consent to the terms. They usually object and may also charge you a fee MANAGEMENT MattersMatters BULLE TIN Lease Negotiation Mistakes to Avoid By Brian Grell Eastern Funding LLC NO.31 EDITORS NOTE The views expressed by the author do not reflect endorsement by the Drycleaning Laundry Institute. 30 FABRICARE BULLE TINNO.31 for having their attorney review the document. All leverage is lost after the signing. Also here is some fine or not so fine print common in laundry leases to be aware of The pre-printed fine print is very dangerous. Before computers you knew what was in a real estate board lease. Today given the perfection of word processing you cant afford not to read the fine print. Review it as if you were reviewing your very first lease. No assignment or sublet. This restriction is usually baked into every pre-printed form. Unless the rider modifies that language you will have a tough time selling the business as the landlord can hold you hostage to its financial demands. Beware the fine print repair clause. A tenants repair obligation should be limited to interior non-structural repairs. Often fine print hides such costly items such as structural repairs and sidewalk repair and replacement. This is very costly. In addition have your attorney do a building department search online to look for any violations. More than once weve seen buildings with Stop Work orders which means you cant build a thing. Also do a litigation search to be certain that the owner isnt in foreclosure. Its a fact of life that the wrong lease can be an absolute nightmare while the right lease can add great value to your investment. DONT MISS THE APP OR ANOTHER ISSUE GO SILVER DLIs App with stain solutions TABS and Spanish Translations is included free with DLI Silver International Gold and Premier Members. DLIs App with stain solutions TABS and Spanish Translations is included free with DLI Silver International Gold and Premier Members. TO UPGRADE CALL 1-800-638-2627 OR CLICK WWW.DLIONLINE.ORGUPGRADE Access to DLIs Encyclopedia of Drycleaning Online Monday Morning Marketing News Heads Up for This Problem Garment Alerts And much more MAYJUNE 2016 31 What does it Mean to Secret Shop Secret Shopping Programs also referred to as Mystery Shopping Programs have been around for a long time. The benefit of using Secret Shopper Programs is they can be extremely beneficial and they need not be complicated or expensive. In a nutshell a Secret Shopper Program is an effective tool to measure your customers experiences. What do you do to provide the best possible customer experience A positive experience will get a potential customer to try your product or service and help prevent current customers from going to competitors. Remember you want returning customers coming back and back again. Routinely businesses will spend a great deal of money just for the opportunity for a potential customer to contact them about a product or service and then ignore the issue of what to do once the customer contact is made. While Secret Shopping your store is a great way to measure customer service issues store cleanliness overall impressions and so on it should not be used to catch your staff doing something they are not supposed to be doing. The goal is to improve the customer experience. Letting employees know upfront will help keep them from thinking the big bad wolf is coming after them. While Secret Shopper programs can be conducted both onsite and in person or by telephone this bulletin will focus more on the Secret Shopping phone evaluation. DLIs Secret Shopping Program DLI has conducted hundreds of Secret Shopping evaluations by phone. Over the years DLI has only reviewed a handful of Customer Service Representatives CSRs who performed so poorly it triggered an immediate follow up with the plant owner. Fact is most CSRs are friendly outgoing and generally professional. Most of the concerns arising from our evaluations can be divided into five areas Knowledge and Training Many of the CSRs we evaluated lacked the knowledge and ability to answer routine questions a customer might have regarding types of services offered and the cleaning process. Being Kept in the Loop Very frequently our Secret Shoppers were told to inquire about a certain a promotion coupon special etc. just to have the CSR not have the information to share with the customer. Under-Communicating Always over-communicate with your customers. Your customers are looking for information so give it to them Consistency What is the message you want the customer to know Consistency in the message is a basic failure in plants across the country. This includes consistency from CSR to CSR in a single plant or in multiple locations. The Invitation If you want my business sometimes you just need to ask. Ask me to visit the store. Heck I might just visit This is a regrettable failure of most businesses and a missed opportunity to show the customer you really want their business. Out of the hundreds of evaluations conducted by DLI less than a handful of CSRs have actually invited the evaluator to the store. The 60-Second Call You might be surprised by what DLIs Secret Shoppers can learn in just 60 seconds Maybe your CSR doesnt have a great voice for radio but not many people do. DLIs primary goal is to listen to how well the CSR communicates vital information to your current or potential customers. One of the more popular evaluations that DLI performs is the New to the Neighborhood survey. The goal is simple As a potential new customer what do you want me to know about your business and how will this information be communicated to the customer Here is what DLI expects from the CSRs we evaluate Is there a greeting Did the CSR provide his or her name Did the CSR inquire about my name and use it in conversation MANAGEMENT MattersMatters BULLE TIN The Benefits of Using a Secret Shopper Program By Jon Meijer DLI Director of Membership NO.32 32 FABRICARE BULLE TINNO.32 Did the CSR welcome me to the neighborhood Is there a special offerpromotion for new customers and did the CSR mention it Is there a route service and was it offered Did the CSR mention some of the basic services offered Are there certificationsrecognitions that should be mentioned Did the CSR invite me to the store Again did the CSR invite me to the store Did the CSR make sure my questions were answered and ask me if I had additional questions Did the Secret Shopper feel rushed by the CSR How long did it take to answer the phone Was the CSR put on hold How was this communicated and for how long Did a message have to be taken Did the CSR state the name of the person who would be returning the call In a perfect world all questions would be asked and answered and the communication between the customer and the CSR would go exactly as scripted. In reality it never quite happens that way. Sometimes the customer just doesnt have the time and the CSR is rushed off the phone. Maybe the store was crowded with customers or maybe the conversation did not quite lend itself to being able to address each and every question. However a good Secret Shopper will allow for the time needed and wait for the information to come out. Remember a good Secret Shopper doesnt want to pull the information from the CSR. In most cases the CSR shouldnt need to be prompted to provide basic information to the evaluator. What Do You Expect From Your CSRs As you can see from the list presented DLI expects CSRs to have at a minimum some basic knowledge and training. Dont assume your CSRs can answer the phone in a business manner and dont assume your CSRs know what you are thinking. Remember in many cases your CSR may be a high school or college student whose normal form of communication includes texting words such as u instead of you. If you want your CSRs to communicate with your customers in a certain deliberate manner you have to train them to do so. Again what do you do to provide the best possible experience to keep customers coming back and back again Knowledge and Training This next bit is no big secret but the best-run businesses in America invest heavily in educating and training employees. Educate your employees on the basics of what you do and how you do it. Every CSR should know the price of a shirt without looking at a pricing sheet. Dont expect your employees to know the process by which you handle stains on clothes or how drycleaning really works without being trained to know this information. Employers need to provide the training necessary to educate the CSRs. It is the CSR who will help drive customer satisfaction and their overall experience with your business. The CSR is the face of your business. The CSR is often the first person customers hear when they call and the first person customers see when they enter the store. However whether on the phone or in person enhancing the customer experience may result in the only decent experience the customer has had all day and you could gain a customer for life. Being Kept in the Loop Did you offer a new promotion Maybe you placed a new suit special on your website or in a local newspaper. Quite often CSRs are completely unaware of the promotion. Of course youre busy but dont expect your CSRs to know about what you are doing just because they showed up for work. Make it a point to brief them on what you are doing. Have a team meeting write a note but dont leave the one person who interacts with your customers out of the loop. Better yet include your CSRs in some of these decisions you might even get a good idea from them and enhance their sense of pride in their work which often leads to better performance and reliability. Under-Communicating One of our frequent users of the DLI Secret Shopper service stresses the importance of over communicating. Give the customer more information then they need. The customer will stop you if they need to get off the phone. Much of the Secret Shoppers time is spent pulling information from the CSR during the conversation. Yes we know the CSRs name but did we really have to ask for it Providing your name shows ownership in the company and puts people at ease early in the process. Phone shyness is undesirable in a CSR train the CSR to share everything you have to offer. Your customers will love you for it. MAYJUNE 2016 33 Consistency The company greeting should be the same we dont care what it is but be consistent. In fact we highly recommend a script. What do you want your customers to hear At a minimum the script should include many of the elements listed previously in this bulletin. Bottom line if you want to be sure that all of your customers hear the same message use a script. Sure it will take some practice but our evaluations show that drycleaning shops using scripts have CSRs who perform very well on the evaluations. Yes it may sound rehearsed at first but in time delivering your message will sound natural to the person on the other side of the phone. It just takes practice. One last thought how many prices am I going to hear for cleaning the same shirt 1.99 2.75 3.00 more Sometimes you ask the same questions to three different CSRs and receive three different answers. Strangely enough this happens more frequently than not. Everyone should be on the same page when it comes to pricing. Getting Started Whether you use DLIs onsite or telephone Secret Shopping Program or use a service from another source remember it doesnt need to be complicated or expensive. Secret Shopping Programs can be used to target any area your business may want to investigate. Other popular telephone evaluations include wedding gowns household items promotions routes or any other area that might be important to your business. The goal is to keep it simple this makes comparing and extracting the data less challenging. Use Secret Shopper programs to help your employees communicate effectively with new or existing customers. Never penalize your CSR with the results. Its all about the customer experience and as the face of your business your CSRs need to effectively communicate your message. As we stated earlier most of the CSRs are very friendly and generally professional and providing the needed training will put them over the top. To truly master something people have to make a lot of mistakes this tool can help your CSRs learn and grow past mistakes rather than simply repeat them all day every day. BULLE TIN NO.32 Secret shopping helps you improve customer service. DLI can help. Call 800-638-2627 for more information. 34 FABRICARE During drycleaning as labeled the sleeves on this coat became stiff and blistered. NOTin Vogue THERE MAY BE SOME DIFFICULTY PROCESSING THE GARMENTS FEATURED HERE. Members have indicated that the damage occurred even though these garments were cleaned according to the care labels instructions. The garments shown are among the current top repeaters received in DLIs International Textile Analysis Lab and are selected on the basis of the seasonality and timeliness of the problem. DLI has contacted these manufacturers to work with them on resolving these problems. The bottom portion of this bulletin details the status of this work. As these garments are currently on the market however and since we have seen repeated examples of damage you may want to discuss these potential problems with your customers. Manufacturer Rocawear RN 135415 Manufacturer Contact Information Q4 Designs Importer Distributor 20 W. 33rd St. New York NY 10001 Ph. 866 524-1758 or 212 946-2500 Email www.inforocawear.com Website www.rocawear.com Description A tan cotton all-weather coat with blackish brown synthetic leather sleeves. Care Instructions The care label states Dry Clean Only with the corresponding International Code Symbol. Problem During the proper and suggested professional drycleaning process the vinyl sleeves lost the chemical softening agent and became stiff brittle and cracked. Response The representatives for this particular brand stated they no longer have this style in production but they admit there still may be some similar coats in use. They suggest any complaints on their products be handled by the seller. By Jim Kirby DLI Textile Analyst BULLE TINNO.117 MAYJUNE 2016 35 Damage to Cushion Covers What Is The Problem Removable furniture cushion covers shrink become limp fray andor come apart after drycleaning. What Does It Look Like Sometimes the covers just appear smaller or puckered. In other cases the stabilizing coating on the underside is disturbed during drycleaning. In these cases shallow welting seams can fray separate and come apart making the damage much more extensive. What Caused It Many upholstery fabrics are coated on the reverse side with latex or a similar material. This coating gives the shell fabric added body stabilizes the weave and holds the usually rather shallow seam allowance together during normal repeated use. Drycleaning solutions can dissolve some coatings. When the coating dissolves the hand of the fabric changes and the yarns may shift and separate. Furthermore the areas near the piping or welting cord will unravel and fray. The shrinkage is caused by inadequate or no dimensional stability of the fabric after the coating is removed. Can It Be Prevented In order to prevent shrinkage and damage to upholstery and cushion covers during professional drycleaning the coating must be made solvent-resistant during construction and the base fabric must be made more stable and durable to the agitation of care. Who Is Responsible The professional drycleaner cannot predict or prevent such damage. If the owner of the furniture was not given specific cleaning instructions that warned against taking the covers off the cushions and having them drycleaned then the furniture manufacturer should be held responsible. In other cases the furniture owner may have this very specific special upholstery cleaning information and choses to ignore these instructions. In this case then they would shoulder all the cleaning risk. Is There A Remedy Unfortunately once this type of damage occurs to upholstery fabrics there is no restoration. By Jim Kirby DLI Textile Analyst TABST E X T I L E A N A LY S I S B U L L E T I N S E R V I C E BULLE TIN NO.465 This cushion cover became limp shrunk and torn after proper drycleaning. When the inner coating dissolved on this cushion cover in cleaning it started to shred and fall apart. 36 FABRICARE bulletin Dao a Fundas de Cojines By Jim Kirby DLI Textile Analyst TABST E X T I L E A N A LY S I S B U L L E T I N S E R V I C E BULLE TINNO.465SP Cul Es El Problema Los forros removibles de los cojines se encogen pierden firmeza yo se rompen despus de limpieza en seco. Cmo Se Ve A veces los forros slo aparecern ms pequeos o fruncidos. En otros casos cuando el revestimiento estabilizador de la parte inferior se trastorna durante lavado en seco entonces las costuras de los bordes superficiales se pueden deshilachar separarse o romperse haciendo el dao mucho ms extenso. Que Lo Caus Muchas telas de tapicera son revestidas en el reverso con ltex o materiales similares. Este revestimiento le da a la tela del armazn cuerpo adicional estabiliza el tejido y mantiene el usualmente bastante superficial margen de costura unido du- rante uso repetido normal. Las soluciones de tintorera pueden disolver algunos revestimientos. Cuando el reves- timiento se disuelve la base del tejido cambia y los hilos pueden cambiar y separarse. Adems las reas cerca de la tu- bera o cordn del ribete se desenredaran y deshilacharn. El encogido es causado por estabilidad dimensional de la tela inadecuada o ausente despus que el revestimiento ha sido re- movido. Se Puede Prevenir Para prevenir encogido y dao a la tapicera y forros de co- jines durante lavado en seco profesional el revestimiento debe ser hecho resistente a solventes durante la fabricacin y la tela base debe ser hecha ms estable y duradera a la agitacin del cuidado. Quin Es Responsable El limpiador profesional no puede predecir o prevenir tales daos. Si el dueo de los muebles no recibi instrucciones de lavado especficas con advertencia de no sacar los forros de los cojines y llevarlos a la tintorera entonces el fabricante de los muebles debe ser considerado responsable. En otros casos el dueo de los muebles puede tener esta informacin espe- cial especfica de lavado de tapicera y elige ignorar estas in- strucciones. En este caso ellos deben cargar con los riesgos del lavado. Hay Algn Remedio Desafortunadamente una vez que este tipo de dao ocurre en las telas de tapicera no hay restauracin. Cuando el revestimiento interno se disolvi en este forro de cojn durante lavado este comenz a hacerse jirones y a desprenderse. Este forro de cojn perdi firmeza se encogi y se rasg despus de lavado en seco apropiado. MAYJUNE 2016 37 What Is The Problem The problem arises when laundered sheets pillowcases nap- kins tablecloths kitchen towels and similar flatwork articles begin to show adverse excessive pilling. What Does It Look Like In many cases it appears as lint on the surface of the fabric. The once-smooth fabric texture is now rough and old-look- ing. These pills are small balls of entangled fibers stuck to the surface of the fabric by other fibers within the fabric structure. What Caused It Pilling mainly occurs on cotton or cottonpolyester blend flatwork fabrics but may also occur on all polyester items. Pills can develop if the yarns used in the construction of the fabric contain fibers which are too short for the yarn twist. Normal repeated abrasion in use andor just the later me- chanical action of washing will cause some of these short fiber ends to fray break and stick to the surface of the fabric form- ing lint. Sometimes these fiber pieces will be flushed away in repeated washing and thus be less of a problem. In other in- stances these pills will remain on the surface of the fabric when they become tightly entangled with the longer fibers still securely anchored in the yarn twist. Can It Be Prevented Unfortunately the launderer has no means to predict which fabrics may form lint and has no practical way of preventing such adverse pilling during normal commercial laundering. This problem can only be eliminated in fabric manufacture by a combination of processes including combing the fibers and yarns thoroughly and using only longer fibers in a higher twist yarn. A tighter weave construction will also help anchor the yarns to reduce pilling. Who Is Responsible As washable fabrics age some pilling is to be expected. Many quality control procedures can be used only in fiber yarn and fabric construction to reduce or even prevent this type of damage for a reasonable period of time. On newer items forming lintpills early on in normal use and laundering the manufacturer should be held responsible. Is There A Remedy Once pilling begins to happen on fabrics there is no permanent or practical remedy. Laundry Flatwork Linting By Jim Kirby DLI Textile Analyst TABST E X T I L E A N A LY S I S B U L L E T I N S E R V I C E BULLE TIN NO.466 This napkin is pilling badly with minimal use and care. A very close up view of this rather new bedsheet shows severe linting all over. 38 FABRICARE BULLE TIN Deshilado de Lavandera en Telas de Explanacin Cul Es El Problema El problema surge cuando sabanas lavadas fundas de almohadas servilletas manteles toallas de cocina y artculos similares de telas d explanacin comienzan a mostrar pelado adverso excesivo. Cmo Se Ve En muchos casos aparecen como pelusa en la superficie de la tela. La una vez suave textura de la tela es ahora spera y luce avejentada. Estos frisados son pequeas bolas de fibras enredadas pegadas a la superficie de la tela por otras fibras dentro de la estructura de la tela. Que Lo Caus Los frisados ocurren mayormente en telas de explanacin de algodn o mezcla de algodnPolister pero pueden tambin ocurrir en artculos de slo Polister. Los frisados se pueden desarrollar si los hilos utilizados en la fabricacin de la tela son muy cortos para la torcedura del hilado. La abrasin nor- mal repetida en el uso yo solamente la accin mecnica del lavado posterior va a causar que algunos de los extremos de estas fibras cortas se deshilachen se rompan y se peguen a la superficie de la tela formando pelusa. Algunas veces estos pedazos de fibras sern arrastrados en lavados repetidos y por lo tanto ser menos problemticos. En otros casos stos frisa- dos se mantendrn en la superficie de la tela cuando se unen slidamente a las fibras ms largas an ancladas a la torcedura del hilado. Se Puede Prevenir Desafortunadamente el lavandero no tiene forma de predecir cules telas pueden formar deshilachado y no tiene forma prctica de prevenir tales frisados adversos durante lavado comercial normal. Este problema puede ser eliminado ni- camente en la fabricacin de la tela por una combinacin de procesos incluyendo peinado de las fibras e hilados a fondo y utilizando nicamente fibras ms largas en una torcedura del hilado ms alta. Una construccin ms apretada va a ayudar adems a anclar el hilado para reducir el frisado. Quin Es Responsable Segn las telas lavables envejecen algn deshilachado es de esperar. Hay muchos procedimientos de control de calidad que pueden ser utilizados en la fabricacin de las fibras hilado y las telas que pueden reducir y hasta prevenir este tipo de dao por un perodo de tiempo razonable. En artcu- los ms nuevos que forman deshilachadofrisados pronto en uso normal y lavado el fabricante debe ser considerado responsable. Hay Algn Remedio Una vez que el deshilachado comienza a ocurrir en las telas no hay remedio permanente o practico. By Jim Kirby DLI Textile Analyst TABST E X T I L E A N A LY S I S B U L L E T I N S E R V I C E NO.466SP Una revisin cercana a esta sbana ms bien nueva muestra pelusa severa por todos lados. Esta servilleta se est deshilachando mala- mente con uso mnimo y cuidado.