Car Wash - Fall 2015 - (Page 37)

to imProVe YoUr bUsiness, listen to the extreme cUstomers By sandy smith Don't hate the haters YoU know the type: the customers who won't be pleased no matter how you try to satisfy them. They stand guard over their vehicle, watching as every inch of the car is towel-dried. They complain the wash doesn't have enough suds - and on the next visit, that there are too many suds. It may as well be Goldilocks herself visiting your operation, looking for the "just right" in every detail. But these customers can't simply be dismissed with an eye roll and a "too picky" label, nor can their polar opposites, the Pollyannas who love everything. Instead, these customers could be the "canary in the coal mine," as two Harvard professors recently put it. "Often the lovers or haters of a product can be ... an early warning system that can alert managers to problems or identify areas where a competitor could come in and take away the bulk of the market," Jill Avery, senior lecturer at Harvard Business School and a former brand manager at Gillette, Samuel Adams and AT&T, told Harvard Business News. Avery and business administration professor Michael Norton recently taught a course on what could fall 2015 | car wash magazine | 37

Table of Contents for the Digital Edition of Car Wash - Fall 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
What do your customers think about your business?
False alarm
Pricing yourself into profit
Don’t hate the haters
Data security essentials
The Car Wash Show 2015 Best Booth Award
Top 10 employee handbook mistakes
IP surveillance cameras
Grit, the underlying problem for car wash owners
Stand out from the crowd
Update from ICA working group
Wash Ideas
Women in Car Wash
Blast from the Past
Marketing Minute
Ask Champ
Download It!
Focus on a Member
Top Tweets
Safety Tip
Index of Advertisers
5 Things

Car Wash - Fall 2015