It’s the little details that make the difference and our customers know this.
The importance of having small gestures in our car wash facilities can be key to differentiating us from the competition and increasing loyalty.
What needs does the customer have? How do they perceive the facility? What motivates them when deciding to wash their vehicle? These are the first questions we need to ask ourselves, and to be able to answer them we need to put ourselves in the consumer’s shoes and listen to what they have to say. Listen, talk and act. In other words, we pay attention to and identify the needs of our customers so that we can learn more and take action accordingly.
Taking care of the little details will help us navigate much of the way. It is important to provide the customer with clear and concise information about the operation of our system. Keep in mind that customers won't stop to read long texts, nor are they going to decipher a hieroglyphic. The middle is just the right measure. Speaking of hieroglyphics, the different signs and symbols must also be understandable. Few things are worse than leaving your car in a car wash with insecurity and distrust. Reducing uncertainty and eliminating the anxiety that the unknown produces becomes fundamental assumptions for improving the car wash experience. The customer should feel informed and assured.
Another important and often overlooked issue is the maintenance and cleaning of the installation. Nobody would ever wash their clothes or dishes in a machine full of dirt. Just as our customers won't wash their car in a facility that’s not in perfect condition.
It’s time to choose the wash programme. "What does my car need today?", the customer asks. The first thing you need is to present the various programmes of the machine in an attractive, easy-to-read, direct and consumer-friendly way.
There are many other small changes that we can make with little effort and that can lead to great results. Making the wash machine visible from other places in the facility with signs or screens, and offering attractive complementary services can make all the difference.
Finally, we can't forget those details that don't cost us very much, but the return they have is very significant. We talk about giving our most loyal and recurrent customers small gifts. There are different types depending on budget and type. At ISTOBAL, we have several options such as dashboard cleaners. Contact us for more information!
With all this we can say that working on the details in our facilities is a very simple investment that will allow us to:
- Improve brand perception
- Increase customer interest.
- Increase brand recall.
- Activate customers’ emotions.
- Differentiate ourselves from competitors.
- Save resources.
- Increase loyalty.
- Achieve greater acceptance of calls to action.
- Contribute to increased sales.
It’s worth taking a moment to reflect on these and other ideas that make us focus on our customer’s needs and improving their car wash experience in the new year ahead.