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How Will Becoming a Certified Firm Help Me?
(and Other Frequently Asked Questions About Certified Firms)
Before answering that question, I would like to ask a question of my own. Please read the following statements and choose the one resembling the image you would like to present.
A. Cleaner/Restorer
"Mrs. Jones, I am the best cleaner in town. I have the best, most up-to-date equipment. I've been cleaning carpet for 10 years and I'll work really hard to make sure you are completely satisfied."
B. Cleaner/Restorer
"Mrs. Jones, if you read the plaques on your doctor's or dentist's wall, you would see that they are "Board Certified." This means that they have met certain standards regarding their training and business practices. In our industry we have certification through the Institute of Inspection, Cleaning and Restoration Certification (IICRC).
Our firm has met the requirements to be IICRC Certified. To do this we must, among other things:
1. Present accurate information to consumers and conduct business with honesty and integrity.
2. Have a technician on all jobs who has been formally trained and passed all required tests.
3. Have a continuing education program to keep our technicians up-to-date on the latest changes in the industry.
4. Maintain liability insurance to protect you in the event of an accident.
5. Maintain a written complaint policy and agree to Better Business Bureau or similar arbitration to resolve disputes, and accept the conclusions and recommendations of arbitration.
In short, Mrs. Jones, we must operate our business in a professional manner and perform our services to industry standards or risk losing our "Certified Firm" status."
If you think B represents your company image, I encourage you to read further and see if the IICRC Certified Firm program is for you.
Q. How does the IICRC market Certified Firms to consumers?
A. As part of its commitment to industry-wide customer service, the IICRC actively pursues relationships with fiber producers, fabric manufacturers, furnishing retailers, insurance companies, equipment and chemical manufacturers and suppliers. The use of IICRC Certified service professionals is specified in leading manufacturers' maintenance brochures. We communicate with consumers through television, radio, newspapers and our Web site.
Q. How can the IICRC reach consumers using television when one commercial can cost millions of dollars?
A. National TV programs aired on NBC, CBS, ABC and Fox have contacted IICRC as a source of information about our industry. We provided the
resources and spokespersons to help them present the facts accurately. Often, they feature the IICRC 800-referral number and encourage
consumers to call it; or they reference the IICRC WEB site: www.iicrc.org.
Q. How does IICRC marketing reach newspaper readers?
A. In addition to the professionally written articles that we send to you, we also purchase space for matte release in newspapers. These
matte releases highlight information on cleaning and restoration topics and encourage consumers to call the IICRC 800 number.
Q. Does the IICRC refer consumers directly to me?
A. When consumers call the IICRC referral number, they are given the names and phone numbers of up to five Certified Firms in their area. Just one job from this referral network can pay your annual Certified Firm fees! Of course, you have to be tracking your leads to recognize this benefit.
Q. Can I get referrals for multiple locations?
A. The IICRC Referral System operates using a very sophisticated software program that allows searches from a 25 to 300-mile radius. We start at the caller's area and then expand the search from there.
Q. What if IICRC-referred customers pass my name to friends and family?
A. That's great - exactly what we expect! Many people depend on "word of mouth" referrals when choosing their cleaning company. All that business is yours - just another benefit of being a Certified Firm.
Q. Can being a Certified Firm help me sell to existing customers?
A. Absolutely! We provide you the tools to help educate existing customers and set you apart from your competition.
Q. What tools are you referring to?
A. Arm patches, vehicle decals, consumer brochures and newspaper articles all assist you in promoting your professionalism. In addition, only Certified Firms are allowed to display the IICRC logo/certification mark, the symbol of quality recognized around the world. Using it in all of your advertising adds creditability to your company. The IICRC symbol is the consumer's assurance that the firm they hired has pledged to provide a qualified professional to care for their carpet and furnishings and will deal with them with honesty and integrity.
Q. What newspaper articles are you referring to?
A. When you become a Certified Firm, you'll receive a binder that includes a series of professionally written articles that you can send to your local newspaper.
Q. How will that information help me?
A. These articles cover such subjects as: how to choose a professional cleaner, how cleaning extends carpet life, how to respond to water damage and others. Consumers reading these articles see your company name associated with this free, highly effective advertising.
Q. Is it difficult to become an IICRC-Certified Firm?
A. We want consumers to know that when they hire an IICRC-Certified Firm, they are getting a true professional. To do this, qualifications must be met. Simply fill out an IICRC Certified Firm application request form and the IICRC will guide you through the process.
Q. What does the future hold?
A. The number of Certified Firms has increased dramatically over the last few years. The IICRC Marketing Committee, along with a professional public relations agency, works overtime to educate consumers.
Q. What's the "bottom line"?
A. For a small annual fee, you have the opportunity to be part of a unique marketing program that has benefited thousands of cleaning firms.
Q. How can the IICRC provide all these benefits at such a low cost?
A. That's because industry volunteers do much of the work of the IICRC.
Q. How do I get started?
A. Click on the link below to request a Certified Firm Application Request Form and you're on your way.
Click Here to Download the Certified Firm Application Request Form
Other Frequently Asked Questions
Q. As a Certified Firm, can I teach the classes to my technicians that qualify for certification?
A. No, to become certified, technicians must be trained by an IICRC-approved instructor using an IICRC-approved course manual. Most
classes can be located on the IICRC web site at www.iicrc.org/courses.php.
Q. As a Certified Firm, can I attend the semi-annual IICRC Board Meetings?
A. Yes, anyone may attend a board meeting with advanced coordination.
Q. As a Certified Firm, am I able to represent the IICRC at conventions in my area?
A. No, only those specifically trained and intimately familiar with IICRC policies and procedures may represent the IICRC. So many questions are asked that it takes years of involvement and training to represent the IICRC in its booth.
Q. What can we do about Certified Firms that are not doing a professional job?
A. Report policy infractions to the IICRC. You will be provided a complaint form. Fill it out and forward it with documentation, such as bait-and-switch advertising, and, if warranted, the IICRC will take immediate action.
Q. What can we do about firms that are not certified but say they are?
A. Report them to the IICRC. The IICRC will initiate an investigation, which may result in legal action.
Q. What happens to unscrupulous firms that aren't IICRC certified and are behaving unethically?
A. The IICRC has no jurisdiction over companies that are not IICRC registered. Consumers should report them to the Better Business Bureau or their state's Attorney General.
Q. Does the firm that files a complaint receive notification regarding resolution of their complaint?
A. Most often, problems are resolved in a pro-active manner. Upon request, the IICRC will advise the complainant regarding the resolution of their complaint.
Q. Does the firm that was reported for IICRC policy violations know who reported them?
A. At your request, the IICRC takes reasonable precautions to maintain your confidentiality.
Q. Is there a way we can find out how many Certified Firms there are in our area and what their technicians are certified in?
A. The easiest way is to visit the IICRC web site and go to the Locate a Pro page at www.certifiedcleaners.org/locator.shtml.
Q. Will the IICRC continue to prevent and curtail unauthorized use of the IICRC name and logo/certification mark by non-certified firms?
A. The IICRC is committed to protection of its name and logo/certification mark and will continue to protect them vigorously.
Q. Can I participate in designing certification category outlines and exams?
A. All IICRC committees are made up entirely of volunteers and would welcome participation by qualified persons. Contact the IICRC Headquarters to volunteer in your area of expertise. Technical Advisory Committee Chairs select the best-qualified applicants to work on committees.
The Institute of Inspection, Cleaning and Restoration Certification (IICRC) is the foremost authority in certification and standard setting for the cleaning and restoration industry since 1972. With over 43,000 certified technicians and over 4,600 certified firms representing over thirty countries, the IICRC is the leading resource for trained floor covering inspectors, interior textile care and restoration professionals. Referrals are available through the IICRC Referral System at 800-835-4624 or at the IICRC web site at www.iicrc.org.
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