Tuesday, June 29, 2010

Carpet Cleaning Even Better: CRI Seal of Approval Program

Carpet Cleaning Better Because of CRI Seal of Approval Program

Carpet Cleaning Was Good, Now is Even Better. Carpet and Rug Institute (CRI)’s Seal of Approval Program Raises the Bar on Testing

On the flooring industry news website Floordaily.net, Carpet and Rug Institute President Werner Braun discussed with publisher Kemp Harr the history behind the development of the Seal of Approval program, specifically, the need to find a way to test and measure carpet cleaning products like spot removers, and equipment, like extractors and vacuum cleaners. CRI worked with carpet manufacturers and representatives from the cleaning industry, along with experts from Georgia Tech and NASA to develop an effective and reliable way to measure the amount of soil removed from carpet during cleaning.

Braun says the level of participation in the program and the fact that new performance categories have been added to accommodate the increasingly efficient machines that are coming to the market bears witness to the SOA program’s effectiveness. Machines and systems are improving, in part, Braun says, because of the information they have gained through the SOA testing. That in turn, he says, has led to greater customer satisfaction with their cleaning.

Listen to the 8-minute FloorDaily interview here. It is titled "Werner Braun Discusses How CRI's SOA Program Enhances Carpet Cleaning Equipment Performance."

~ Bethany


Rug Warrior said...

I suppose the "even better" remark did not happen to come from any professionals in the cleaning industry, as most agree with the Racine Industries peer-reviewed white paper outlining the scientific shortcomings of the program.

Bethany said...

Hello Rug Warrior,
Thanks for your comment. You are correct, a professional carpet cleaner did not write the headline for the CRI Blog you mention - I did. In fact, everything that appears on the CRI blog is clearly labeled as to who the author is, just as all of the blog's content is identified as coming from the Carpet and Rug Institute - straightforward and transparent - the way a blog should be.

But I don't agree with you that most cleaning professionals do not support the Seal of Approval program. I have met and spoken with cleaning professionals who profit from the information they gain through SOA testing and who appreciate the marketing support CRI does its best to provide. (See the recent CRI blog post on CRI's new SOA brochure).

In recent days, CRI has heard from solutions and equipment manufacturers like ProTeam, cleaning systems providers, such as Sears and Stanley Steemer, and from individual franchisees and contractors. What we consistently hear from SOA participants is that they see the SOA as the only program offering quantifiable measurement of carpet cleaning solutions and equipment. They report that the information gathered through SOA's voluntary testing program has helped manufacturers improve their formulas and increase the efficiency of their equipment and helped service providers differentiate themselves in the marketplace. One feeling I have heard expressed among carpet cleaners is that they are tired of the conflict over SOA. As one business owner from Maryland told me, “It hurts all of us.”

In any endeavor such as the SOA testing program, there always will be room for improvement, and CRI has been and continues to be open to constructive suggestions. In recent days, CRI President Werner Braun has listened to Racine Industries’ criticism and responded to it. In addition to Mr. Braun, the CRI Cleaning and Maintenance Issues Management Team is apprised of negative comments, such as the ones expressed in your blog post, “CRI...SOA...WTF?".

I think critics should remember that CRI's SOA is a voluntary program which seeks to provide meaningful information that is reasonably cost-efficient to the user - it doesn't set out to solve all the problems in the universe, but it is a thoughtfully designed and carefully implemented program that is intended to benefit everyone involved.

Bethany Richmond

Rug Warrior said...

I'm sorry I missed your reply on this, as it's definitely worth responding to.

All you need to do is to visit any of the professional cleaners forums to truly see what the majority of them feel about the program's flaws. If it is solely a marketing ploy, that is one thing...but to imply that the testing has in any way improved product quality or cleaning performance is simply ridiculous.

That a grocery store rental machine can receive the Platinum rating as a "deep cleaning system" in the SOA program, while professional equipment receives lower than Platinum, speaks to the cronyism of the program. This has nothing to do with consumers, this is entirely built to try to build marketing fodder with no foundation in real cleaning performance.

It would have been helpful to actually have residential cleaners in the development process...we could have helped you understand what "real" cleaning looks like.

carpet cleaners in md said...

yeah its good..There are many choices in professional carpet and rug cleaning companies, so consider getting your carpets and upholstery cleaned for a cleaner, more appealing environment in your home.

Bethany Richmond said...

Hello Md,
Hiring a professional is a great way to get the best in carpet and upholstery cleaning - CRI recommends an SOA Service Provider to ensure your home is cleaned with the equipment and solutions that have been tested to work best. BTW, cute baby pic on your website.
Thanks for your comment -

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