In this industry, there are plenty of ways to grab customers’ attention!

LED lights, themed décor, colored soaps, etc., but the minute the guy down the street comes up with something even flashier, you’ve lost your competitive advantage.

Going beyond flashy, clean, dry and shiny.

Today, customers expecting clean, dry and shiny carwash results is the norm, and anything less can be a blemish on your business. Simply put, customers are now more well-informed, picky and have many more options on where to spend their hand-earned money. But what affects their purchasing decisions?
According to a recent customer experience study, the businesses that will “win” in the year 2020 and forward are the “most forward-thinking companies — those that consciously and deliberately work at anticipating the future [customer] needs and create an experience that customers value.”

Customers are empowered to make smart, calculated decisions about all of their purchases, including their car care services. According to the study, customer experience has overtaken price and product as the key brand differentiator. And, 86 percent of buyers will pay more for a better customer experience.
Therefore, in order to beat the competition moving forward, creating a culture and environment that builds on the customer experience should be on every operator’s mind. An all-inclusive approach is needed — from site signage, décor and themes to hiring and properly handling customer complaints.

Whether you are a full service, self-service attended or self-service unattended facility, you must set your organization and brand apart from the competition. Managing your omnichannel approach to customer experience is how you get there. Elite CXS is here to help you on this journey with:

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Customer Experience Challenges in the Car wash Industry

A company’s brand isn’t simply a name, logo or phrase. The brand is what customers think of when they hear or see a business’ name. In this sense, the “customer experience” is how a car wash’s brand is developed.

Car wash operators out there know that once you manage to convince a driver to come to your car wash, the fun has only just begun.  Customers expect excellent service every time because they can easily take their business elsewhere. So, how does a car wash operator use customer experience engagement to boost revenue?

Upsell – You have so many upselling opportunities that provide genuinely meaningful services to your customers that they’ll want to purchase again and again, such as a wheel detail or vacuum service. Have you ever considered offering rewards for purchasing a lobby item? Elite CXS can help you monitor, measure and manage the delivery of these potentials to increase your revenue.

Optimize your offerings and marketing – Fleet customers can be huge profit centers when handled correctly, but what are you currently doing to seek them out? If one of your customers is paying to have 500 cars washed in a month, you would surely want to offer them a customer experience that is tailored to their needs. Targeting big fish customers and letting them know that they’re important is a mutually beneficial dynamic. Elite CXS can help you establish and manage effective social media campaigns.

Manage various cyclical factors – such as the weather, day of the week, and time of year. The typical car wash operator spends Monday, Tuesday, and Wednesday bracing for the following four days–nearly every single week. With 32% of traffic coming in the winter and just 18% in the fall, we can also reasonably predict cyclical business in the short and long term.

Let’s dig into this consumer thought process for a second. Is it worth it for them to go early in the week when it’s inconvenient or before bad weather when they might not get the best value for their wash? Short answer – no.

You need to do to impact this decision-making process by offering an incentive to tip the scales in your favor. Drive loyal customers to other times during the week to maximize weekly revenue. Do you have the means to currently reach out to your customers on that level? Elite CXS enables you to easily “timeshift” your customers via offers to days of the week or times of the day when your business may experience slowness through effective social media, email and SMS campaigns

Provide a delightful experience for each customer – Keeping your customers happy is critical. In fact, it’s particularly important for car wash operators as car wash consumers are highly emotional consumers. Yes, 4 of the top 5 reasons a person chooses to go to a professional car wash are emotional — it makes them feel good, reflects well on them, makes them proud, etc. So, providing customers an experience that leaves them happy and feeling rewarded for their decision is critical.

How do you keep your customers happy? Easy, ask them what makes them happy. Even simpler, just ask them if you made them happy and, if not, what you could have done better. Elite CXS makes getting this feedback simple, resulting in a closed feedback loop with your customers that allows them to have a genuine two-way interaction with your brand utilizing our customized surveys and review generation solutions.

A pain that many carwash operators share is how to keep employee performance, and customer satisfaction high, while also keeping costs low. Closed feedback loops are a proven solution to this age-old conundrum. Replying directly to customers and turning their positive feedback into reviews can increase sales by 22%!

Engage customers in a meaningful way that commands their attention – 79% of people 18-44 have their smartphones with them 22 hours a day.  A study found that 44% of consumers would like brands to deliver deals and coupons to their mobile devices. You need to be interacting with your customers on their cell phones. Elite CXS can help you establish a push campaign for surveys, reviews and promotions that are tailored to your business requirements.

Think how best you can tackle these challenges for your car wash, and how a data-driven customer experience platform like Elite CXS can help. Ensuring the best customer experience and quality service possible is what creates brand loyalty for your car wash, and ultimately grows your business.

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