The washing customer’s opinion is in many cases a black box. Business owners would like to learn more, but do not have easy access to the customer to gather feedback. Digital customer voice can make this easier and bring even more benefits at the same time.

Rating portals, Google reviews and comments in social media meet with a divided opinion among companies. Some actively use these possibilities and are happy about every positive customer comment, others shy away because negative comments are publicly visible and could damage the image. Yet there is more potential than danger in digital, public customer reviews.

New customers can inform themselves

Today, media usage behaviour has changed in such a way that people often look for reviews from other customers before buying a product or service. The customer does not want to “buy a pig in a poke”. Thanks to modern communication, such an opinion can usually be formed with just a few clicks. The pre-informed customer then makes a conscious purchase decision and wants to have the information he has read confirmed in reality. This is not a good way to “get to know” a new car wash in advance, especially for customers who switch.

Customer ratings strengthen customer loyalty

At the same time, being able to pass on one’s own experiences also has a positive effect on one’s own loyalty to a company. If a customer publishes his positive experiences, this increases his satisfaction even further and strengthens his loyalty. This strengthens the loyalty of regular customers, which is so important in the car wash industry. If a company actively encourages customer reviews, this also signals to the customer that the company management is interested in customer feedback and values its customers.

Also read:

• Do discounts lead to more customers in the car wash?
• ‘Most customers return because of good wash results’