By
Markus Reivala
One
of the most frustrating – and common – themes
when visiting public toilets is poor hygiene conditions.
Metsä Tissue’s recent survey, entitled “The
Most Important Room in the World”, strongly confirms
this assertion. The survey was aimed at establishing the
most important factors regarding people’s expectations
about the ideal washroom. It emerged that cleanliness
and good condition are most important of them all. It
also revealed how drastically the cleanliness of toilets
can influence consumers’ impressions of an establishment,
and workers’ impressions of their workplace.
Washrooms are part of a brand experience, whether it is
a good or a bad one. They can leave a lasting impression
whether you are in McDonalds or The Ivy. The washroom
can also serve as a refuge. In a hectic office, washrooms
are one of the few places to escape for a while. People
go to the washroom to take time out and refresh themselves
before getting back to work. Finally, it has to be said
that visiting the washroom is frequently just a necessity.
Sometimes you just need to go, but even then you want
the washroom to live up to your expectations.
Employers realise it’s
crucial
Many employers have already realised that providing good
toilet facilities at work is absolutely crucial to the
wellbeing of employees. In fact, 74 percent of survey
respondents stated that toilet facilities in the workplace
should be nicer than any other public toilets. This can
often translate into increased staff productivity, loyalty
and morale. Employees appreciate a nice washroom, and
81 percent of those surveyed see it as a sign of their
employer’s compassion and respect. In short, good
and well equipped washroom facilities make us feel better
about our workplace. Providing good toilet facilities
is just the first step towards the ideal washroom though;
it is equally important that washrooms are well maintained
on a frequent basis, which is where problems often arise.
The large number of people using washrooms poses a major
challenge for many, but there are ways to address this
effectively.
Even though there is already increasing awareness of how
important it is to have clean washrooms, and increased
efforts are being made to maintain toilet facilities,
many washrooms still remain dirty. Much of this can be
attributed to users’ incorrect use of often impractical
equipment, such as paper towel dispensers that allow more
than one towel to come out at once, which often end up
on the floor. A lot can be accomplished simply by ensuring
the best equipment is being used – this helps keep
maintenance to a minimum while providing users with the
pleasant experience they expect.
I’m not coming back
Metsä Tissue’s UK survey on toilet hygiene
in restaurants revealed that 78 percent of restaurant
goers would never return to a venue with bad washroom
facilities. People are afraid of using public toilets
as they believe they are afraid of germs. Investing in
proper sanitary equipment may substantially help change
this perception and, over time, impact positively on a
business. The difficulty is in choosing the most appropriate
equipment for washrooms in different applications. For
the best results; it is worthwhile to consult with specialists
before making any purchasing decision. Key factors to
take into account are the levels of user traffic in the
washroom and what type of impression you want to create.
Higher traffic locations need higher volume dispensers,
while prestige applications, like high class restaurants
and executive suites, also require high quality products
such as luxury soaps and paper hand towels.
The easier washroom dispensers are to use, the easier
it is for guests to maintain good hand hygiene. It is
the combination of function and smart design that make
a washroom clean, fresh and appealing. A well looked-after
washroom exudes care and consideration, and that’s
exactly what users want to experience.
The ideal washroom
So what are the ingredients of the ideal washroom? The
simple answer is clean with functional and practical equipment.
Individual style and a touch of something different are
among other major contributory factors. The ideal washroom
should also be well looked-after and be subject to frequent,
regular inspections. Soap, toilet tissue and hand towels
should be available in lockable dispensers. Ideally there
should be photocell sensors on taps for a complete hands-free
experience and hand towel dispensers should feed soft
white hand towels, one at a time. Users also look for
waste bins with lids, light coloured tiling and vending
machines for wipes, sanitary towels, tampons and condoms.
Together all these ingredients add up to make the right
impression in “The Most Important Room in the World”.
Markus Reivala is director of brand marketing, Away from
Home, Metsä Tissue
