ICS Magazine

Building Trust in IICRC Certification

July 21, 2010

One of the questions I hear most often by cleaning and restoration professionals is “Why is certification important?”

IICRC Certified Technicians understand the value of attending classes and gaining the knowledge to conduct the technical aspects of the job, but the intangible benefits of certification are often just as important.

In today’s world, with access to multiple channels of communication, consumers are more likely to search for background information on you and your company. Media and other outlets are constantly reminding consumers to verify expertise and training for professionals, from personal trainers to doctors and accountants; hiring a cleaning or restoration professional is no different.

One of the most frequent inquiries the IICRC receives concerns verification of a company’s or technician’s certification. Having IICRC certification could very well make the difference to some potential customers in whom they hire for a job.

Household budgets are tight these days. Half of consumers have either cut back or eliminated various types of cleaning services in the past year.

But there is a silver lining: this is a period when consumer allegiance can be built through promoting value. Value can be represented via spotlighting high-quality work and by helpful, informative customer service, and IICRC certification is a part of this.

The IICRC is viewed as a non-partisan and trustworthy source for information. A recent survey on trust, conducted by our marketing firm, Edelman, found that non-government organizations are the most trusted institutions.

To help build on that trust, the IICRC seeks to inform residential and commercial customers, as well as other organizations, of the benefits to using an IICRC-certified professional through outreach efforts.

How can you help build trust and credibility for the IICRC? Tell your customers!

Promote your hard work in getting certified and build a reputation in your local community. Include messages about your certification on invoices, leave behinds and in other marketing efforts. Link to the IICRC consumer site, www.certifiedcleaners.org, when possible to show that you’re part of a larger organization. Call your local newspaper and make yourself available to the editor for questions on carpet cleaning, water damage restoration and other areas you are certified in.

Together, we can spread the message about the importance of certification and build trust for our industry.