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GENTLE Women's Moves is a small removals firm which specialises in moving the elderly, women, the disabled and the disadvantaged. Su Fairhead (right) believes that caring is the key to good removals.
_dada. • The British public sees moving house as a nightmare. The aged auntie's tea-set gets cracked, the treasured furniture gets chipped and your home is suddenly invaded by burly, unfeeling removals men.
"I don't know where this image comes from — hut it is so wrong," says transport manager Su Fairhead of removals firm Women's Moves.
Media portrayals of removals companies certainly do not help to calm these widespread fears. Often this unfortunate image of the industry has house owners quaking before the first packer has walked through the front door, says Fairhead.
"Building society adverts don't help us at all. When you see a removals firm in the media none of the movers are ever shown as caring and intelligent people."
Caring is the key to the Women's Moves operation. Based in London, the firm was founded in 1985 when Fairhead packed up as a trader and started shifting goods for money. She had no intention of setting up a removals company, but it soon became apparent that there was a gap in the market for "a firm with a caring approach".
Market research confirmed the poor image of removals so in 1985, along with two partners, she set up Women's Moves with a two-vehicle licence.
Since then the firm has specialised in moving the elderly, the disabled and the disadvantaged. Around 10% of house moves request women-only crews, which the company has no trouble in supplying — from drivers to estimators to packers. It can even bring in extra vehicles with women drivers.
Customer communication plays an important role in Women's Moves, says Fairhead. The company's Brixton office is littered with literature on deafness and blindness. If a special-needs job is hooked teams are available who are familiar with basic deaf, dumb and blind language.
The firm undertakes commercial work and more run-of-the-mill moves, but, it also offers services which most removals outfits would not consider.
Packers can sort out old papers, and constant emotional support is offered. Fairhead says that when a special-needs house move is finally underway, at least (Ole of the crew will have spent 3)) In Airs or more with the client.
EXTRA CARE
"We always visa our clients before they move so we can assess how best to fulfill their needs," says Fairheacl. "We can see how anxious they are and work out what we can do to allay their fears. It is also important because you can recognise the items which the client insists needs extra care. Very often we end up packing lots of things which don't really need packing, but it puts the customer's mind at rest."
She insists that steps are taken to stop customers feeling they are on a production line. For example, says Fairhead, extra care is taken when moving somebody who has spent all their life in one house. This sort of customer can get very distressed when moving. so the job is done calmly and slowly, The firm will pack on(' day, nv we the following day and unpack the next. Everything is geared towards generating as little stress as possible, says Fairhead.
"In our work we use the words caring and empathy. We try to offer support and provide a totally professional image. All the best removal companies do but they just express it in different words." This approach is also reflected in Women's Moves' training. At first all training was done through the British Association of Removers. Although Fairhead says the BAR courses are technically very good, training is now carried out inhouse and geared to the Women's Moves philosophy of moving.
–The BAR estimator's course teaches you to start at the top of the property, ill the bedroom, and work your way to the bottom. We say start in the least invasive room. To us this is critically important," says Fairhead.
These methods have helped the firm to blossom over the past five years. Almost 90% of its work comes from recommendations by customers, charities and even the social services.
Fairhead readily admits that "most people in the transport industry think we are a joke when they first hear about us.
But when they realise we are a professional firm and that we know what we are talking about, they are usually very supportive."
Despite its success. Women's Moves has no dramatic expansion plans.
"We have always tended to limit expansion," says Fairhead. "You cannot guarantee a quality service and experienced crews if you enlarge your operation too quickly. If you do expand too quickly, it's self-defeating you just lose your reputation. And your best form of advertising is a satisfied customer."
by Tanya Cordrey