SQUEAKY CLEAN CX: THE IMPACT OF MEASURING CUSTOMER EXPERIENCE IN THE CAR WASH INDUS
As an active member of the International Carwash Association for the past four years, and an exhibitor at The Car Wash Show, we’re proud partners with industry leaders. Add in our passion for CX data and statistics, and you’ll get why we enjoy helping our clients in the car wash industry. Read on to discover the impact of CX on Car Wash Business success, plus four ideas to increase customer loyalty!
DEFINE THE ROI OF A GREAT CAR WASH EXPERIENCE
Did you know that 86% of customers are willing to pay more for a good customer experience? Car wash providers are no different. Without the human experience, how does a car wash provider differentiate from their competitor? Regardless of whether it’s a “please step out of your car” extended wash or a quick drive thru, customers want to feel good about the experience. A car wash isn’t just about the vehicle. It’s about the customer.
A positive customer experience also leads customer loyalty: repeat business and positive word of mouth. According to a study by Texas Tech University, 83% of customers would recommend a business to a friend after having a positive experience. That’s like free advertising for your car wash!
4 WAYS TO BUILD LOYALTY & DELIGHT YOUR CAR WASH CUSTOMERS
- Surprise upgrades: Surprise your customers with a free upgrade to their car wash package on a special occasion (“Happy 10th Car Wash!” or “Happy Birthday!”), such as a premium wax or an interior detail. This unexpected gesture will show that you value their business and want to exceed their expectations.
- Loyalty gift cards or coupons: Provide customers with gift cards or coupons for future visits as a thank you for their patronage. This not only encourages repeat business, but also shows that you appreciate their loyalty.
- Personalized service: Pay attention to customer preferences and surprise them with personalized service. For example, if a customer always requests a specific scent for their air freshener, surprise them by having it ready for them before they even ask.
- Entertainment: Make waiting for a car wash more enjoyable by providing unexpected entertainment. For example, set up a TV or play music in the waiting area, or host special events such as having a food truck or raffle giveaways. These types of surprises can make the car wash experience more memorable and enjoyable for customers.
DETERMINE IF YOUR CUSTOMERS ARE HAPPY BY MEASURING THEIR EXPERIENCE
This could be as simple as a feedback survey on the back of their receipt or as comprehensive as sending mystery shoppers to provide more objective insights. Or both! 81% of companies cite CX as a competitive differentiator. Measuring customer experience helps keep your current customers happy, and it provides a competitive edge in the industry and against your competitors.
At BARE International, we’ve seen firsthand the impact of measuring customer experience in the car wash industry. Our clients overall customer rating improved by nearly 10% after just 6 months in field. Another client improved their ramp up efficiencies, resulting in a 0:19 second decrease in customer wait time. These improvements led to happier customers, increased efficiencies, and overall performance.
By implementing customer experience measurement tools and analyzing the data collected, car wash businesses can differentiate themselves from their competitors, optimize operational efficiencies, and cultivate long-term customer loyalty.
Don’t get your tires caught in the mud: start measuring your customers’ experience today and get the head start over your competition.
Stat Sources: https://www.superoffice.com/blog/customer-experience-statistics/
Request a free 15-minute consultation and discover how your can get the holeshot in the Car Wash Industry. Celebrating over 35 years as a leader in the customer experience market research industry, BARE International remains the premiere research partner for over 100 current automotive clients worldwide. Their solutions portfolio includes brand management, online reputation, on-site and website mystery shopping, satisfaction surveys, audits, and more.
As members of the International Car Wash Association, Jason Bare and Michele Jowdy will be on site at the International Car Wash Show in Las Vegas this May. The Car Wash Show is the premier gathering of owners, managers, and decision-makers from the car wash, quick lube and detailing segments, providing car wash operators with the information and products they need to succeed.