What car wash customers want

Author: Dinah Zeldin

You can stare at business trend reports and graphs until your eyes glaze over, but at the end of the day that is not enough. In order to run a successful business you need to understand what your customers want.

That's why our staff at Fulcrum Media joined forces with Nesbitt Research Associates Inc. to find out what Canadians want from their local car wash. In the summer of 2008 we asked 1000 consumers accross Canada about their car wash preferences. Here's what we learned:

Convenience is key

Location is important: 54% of respondents claim they wash their car at the location that is closest or most convenient. If you are building a site or scouting for a location make sure it is in an accessible area.

Quality should be consistent

A car wash requires regular maintenance to run smoothly, and it is important that you keep on top of it. When asked about whether car wash quality at one single location was consistent, 52% of respondents claimed quality varied. Ensure your customers leave satisfied by inspecting your equipment regularly and making sure it is performing at top capacity.

You can make a difference

A car wash is not just a car wash. Customer service can make a world of difference. 58% of customers agree: real differences exist from one site to another. Make your site stand out by providing friendly and efficient service and keeping the area clean and bright.

Make sure your dryer is working

If you operate an automatic car wash you need to be extra vigilant about making sure all equipment is running smoothly. According to our research, 73% of consumers report their car is still wet when they leave the wash.

Pay attention to detail

One out of six customers reported damage to their car during a car wash. Keep this from happening at your site by having well trained staff, clear signage and operational equipment.