AOE web site finds “good drycleaners”
Consumers who turn to the internet in search of a good drycleaner may find
themselves directed to the new Award of Excellence web site. And from there
they will be directed to the nearest cleaner who has qualified for the award
under the program initiated three years ago by the Drycleaning and Laundry
Institute.
The AOE program tests cleaners’ ability to meet customer expectations in several key areas: superior cleaning
quality; stain removal; a knowledgeable and educated staff; and customer
service.
Once arriving at the site, www.gooddrycleaners.com, a potential customer finds the nearest AOE cleaner by entering his or her zip
code.
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The web site offerings go beyond a list of AOE-qualified cleaners. Common
garment-care problems are covered in Clothing Care Tips, the largest section of
the site, which helps customers understand what they can do to extend the life
of their wardrobe.
Fisher said this section of the site should draw customers in since they are
often searching for help in caring for garments or getting information on
textiles even if it doesn’t occur to them to go searching for a “good drycleaner.”
Another section of the site explains what cleaners must do to qualify for the
Award of Excellence.
These requirements include being a member of a national drycleaning association
offering education and training, research, and technical support; demonstrating
proficiency in stain removal; completing a test that evaluates cleaning
performance, solvent clarity and soil removal; and demonstrating
professionalism by taking educational classes, using secret shoppers, and being
evaluated by a national association of cleaners.
A cleaner who has an unanswered complaint with the local Better Business Bureau
cannot qualify for the AOE, the site explains.
Finally, a qualifying cleaner must display the AOE Customer Service Principles
and be committed to fulfilling them. These include a promise to deliver
garments on time, that garments are handled professionally, that no–gender–based pricing is used, that the national flag will be cleaned for free, and that
money paid for cleaning will be refunded if the consumer is not satisfied with
the quality or service.
“An Award of Excellence designation is your guarantee that a drycleaning store
has the most current professional knowledge on cleaning, stain removal, and
pressing, is up to date on the newest fine fabrics and garments, and has
professional employees with a superior level of knowledge and training,” the site tells consumers.
The AOE process is overseen by the Washington, DC-based Clothing Care Council, a
group of people drawn from clothing designers and retailers, textile experts,
cleaners, and Drycleaning & Laundry Institute executives.
Council members include Mary Ballard, a senior textile conservator; Nora
Carpenter of the Council of Better Business Bureaus; David Eiselle of Davelle
Clothiers; Carolyn Forte, director of the home appliances and cleaning products
department of Good Housekeeping magazine; Heloise, a newspaper columnist and
radio host; Norma Keyes of Cotton Inc.; Shirley Lattimore of Doncaster
Clothing; Ralph McElory of Hart Shaffner & Marx; Sharen Mirell of Liz Claiborne; Charles Riggs, instructor in the
department of fashion and textile at Texas Woman’s University; and Manfred Wentz, visiting professor at the North Carolina State
University School of Textiles and a representative for the Keo-Tex
certification body.
A national AOE publicity campaign with a press release was sent in late spring
through the PR Newswire to media outlets across the United States.
“This is only the first in a series of efforts we have planned,” said Fisher. “Influencing the public is a multi–stage, repetitive process.”
Future plans include additional national press releases and test marketing of
regional TV commercials.
