| IICRC hikes fee, targets 'bait-and-switch' |
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| Friday, November 03, 2000 |
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VANCOUVER, WA - Deceptive marketing practices, commonly referred to as 'bait n switch,' have been targeted by the Institute of Inspection, Cleaning and Restoration Certification (IICRC) and member cleaners.
According to Peter Masi, chairman of the Certified Firm Program (CFP), deceptive marketing practices ranks at the top of registrant concerns.
Masi, who also chairs the Certified Registrants and Standards Committee and the Certified Firm Committee, says this 'bait-and-switch' tactic usually involves offering one price in advertisements, with fine print indicating that additional services will add to the overall cost once a technician gets to the job.
The new CFP requires registrants to provide accurate information about prices, services and products, and to avoid confusing or misleading consumers. The IICRC Board of Directors approved the program during its biannual meeting in October.
The concern over deceptive marketing also revolves around the use of the Certified Firm logo.
"As IICRC has grown and our marketing efforts have increased, our name, logo and standards are a value to our certified firms," says Masi. "We needed to maintain that value, and to take it to the next stratosphere. I do know the IICRC logo was clearly a benefit for them to get away with bait n switch tactics."
A price hike
Certification will cost more. The current certification fee is $60. That will increase to $95 in 2001, and to $125 in 2002.
"I had one firm tell me that they would not be able to afford a price increase," says Masi. "The major response I got was to take the fee to $300, $400, $500, up to $1,000, and get rid of the fringe-element bait-and-switchers that we have operating in IICRC."
The new policies and procedures, which Masi says are the result of more than 640 hours of committee effort, establishes policies and procedures that range from becoming a certified technician or certified firm to handling complaints.
"I think the timing is just right to tighten these things up," says Masi. "Our registrants and certified firms are on the increase. By approving this, the board of directors have heard and listened to what certified firms are saying. We have wonderful things going on with new training. The timing is perfect for this."
Formed in 1972, the IICRC serves as an independent, non-profit certification body, to set and promote high standards and ethics; and to advance communication and technical proficiency within the inspection, cleaning and restoration service industry. It has 18,200 registered technicians.
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