Car Wash - Fall 2015 - (Page 90)
Chief Strategy Officer
Blue Chip Marketing Worldwide
as i aPProach my 40th year as a marketing executive in the service industry, one
simple truth has always rung true when it
comes to building customer loyalty.
The most loyal customers are not customers at all.
They are people. People who were once
brand new acquaintances and I became
friends with. Some who became great friends.
And, more than a few have become my lifelong business partners. In the language of
romance, these are the coveted lovers of our
business, whom we cherish and profit from in
Acquaintances, friends and life-long partners. It's life's personal journey to happiness
and fulfillment. And it's the same journey each
of us is on in operating a successful service
So, what do we know about acquaintances,
friends and life-long partners in the car wash
In 2014, the International Carwash
Association talked with 1675 of them in its
proprietary national survey of the American
consumer. On the surface there's really good
news: 28 percent of professional car wash
consumers are "heavy users," washing their
vehicles once every month or more often. They
represent 66 percent of total car wash count!
But, what about the others? In particular,
the 72 percent of pro car wash customers who
are washing every couple of months or less
Every car wash has a LOT of acquaintances.
But what can we do to turn more of them into
friends? And more of those friends into loyal,
profitable, customers who will sing our praises
and attract other friends to our business?
here are fiVe frienD-making
thoUghts to kinDle that romance:
Smother your customers in that "secret, profit-enhancing sauce."
Fifty percent of your customers say that "friendly, professional
employees would influence their decision to wash more often."
Inspire your employees to share the love. Create a "mystery
shopper" program where employees get caught making a friend
by being caught in the act of delivering superior customer service.
Then, celebrate them! Reward them!
Get social. It's hard to fathom, but 165 million people in the U.S.
currently use Facebook. Yet only 5 percent of car wash consumers
heard a peep from a car wash business in 2014. If you're not being
social, it's time!
Money can't buy you love. The true value of washing a car isn't the
price savings from a coupon. It's the emotional reward of a clean
vehicle that makes us feel good. Are you certain every customer
feels that way when they drive away?
One final tip. The last thing most customers see is the tip jar or
an outstretched open palm on their way out. How about flipping
the script? A coupon for a free underbody wash (the number one
value-added service customers want but aren't willing to pay more
for) with their next visit? A peppermint candy? Or just a smile and
handshake of thanks?
car wash magazine | www.carwash.org |
Table of Contents for the Digital Edition of Car Wash - Fall 2015
Letter from the ICA
Meet the Board
By the Numbers
What do your customers think about your business?
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
Women in Car Wash
Blast from the Past
Focus on a Member
Index of Advertisers
Car Wash - Fall 2015