As AI infiltrates almost all industries, commercial cleaners face challenges with competition, changing buying habits, and evolving business strategies. As more consumers use AI to make buying choices, cleaning companies need to adjust their marketing approach and branding strategy to address the evolving needs of their customers.
In a recent episode of ISSA’s StraightTalk!, Jeff Cross gains insight from John Clendenning at Cleanfax, highlighting how customers are using AI to help choose service providers and what that for cleaning companies.
John provides insight into the trending ways AI is being used, explaining that 50 to 60 per cent of today’s AI prompts are questions. So rather than the traditional Google search ‘carpet cleaner near me,’ customers are asking questions that provide them with specific answers for tailored services. These conversations are changing the way that people are sourcing service providers and that means that cleaners need to adjust the way they market themselves.
AI is making it much easier for customers to compare companies in real time, collating all the information it can find for the full picture, without needing keywords or backlinks. Social proof has become very important for companies looking to be recognized by AI. That means a focus on online reviews, reputation, authentic brand identities need to be a fundamental part of the marketing strategy.
Rather than relying on marketing tools of the past, John highlights the importance of sharing stories, educating the public, and generating a positive online presence to influence AI tools looking for that type of content, and online engagement with that type of content.
He stresses that business owners can use AI to help deliver the message, but the content itself needs to be authentic and personalized. Similarly, he suggests using AI for customer service only when humans are not available – when the office is closed or if all lines are busy. Identifying the tool as a virtual assistant and trying to help customers right away or using it as a way to collect info so that a real person can handle that inquiry are the best ways to leverage AI in a customer service capacity.
Business owners looking to capitalize on AI, attract the attention of customers searching online, and build a brand based on social proof need to become familiar with the evolving ways consumers are using these tools.
According to John Clendenning , “AI won’t necessarily replace people’s jobs, but someone who knows AI will replace someone who does not know AI.”
