Far too many times I hear operators talk about adding something to the higher package to try and move customers up; or, when a new store is about to open, they start at the top package (which obviously includes everything they just purchased as wash components) and then start taking away equipment until they get…
Read MoreEmotional Factors in Marketing & Branding Humans are emotional beings, so it’s not surprising that using emotions in your marketing strategy and branding can yield powerful results. Wikipedia defines emotional branding as the focus of “building brands by way of connecting a brand proposition and purpose to people’s emotional need states and aspirations.” In parts…
Read MoreIn a day and age that revolves so heavily around technology and online communities, Social Customer Relationship Management (CRM) and social customer service has never been more important for small businesses. To paraphrase the Wikipedia definition, “Social CRM is a philosophy and business strategy designed to engage the customer in conversation in an effort to…
Read MoreIn part one of this series, we looked at the pros and cons of the “High-Volume, Low-Margin” business model. I also made the statement that there are only two models and that standing in the middle of the road long enough will get you run over. That would be a third model and we will…
Read MoreCustomer Service: Eliminating the Negative Emotions & Evoking the Positive It has been widely assumed that the service provider is solely responsible for managing emotions in an exchange. For instance, a flight attendant should smile, a bill collector should sound intimidating, and a massage therapist should talk in a soft, relaxing tone. All of these…
Read MoreI was asked the other day, ‘which is better, fewer cars but more profit on those cars, or more cars but less profit per car?’ Really what this person was asking is-should I be Wal-Mart or Gucci? Try as we may to prove that there is a third model in the universe, if you stand…
Read MoreOur five senses (Sight, Sound, Smell, Taste & Touch) can evoke emotions that can set the mood long before we get the chance to even interact with the customer. In parts 2 & 3 of this series we will talk about emotions & senses and their connection to customer service and marketing, but for now…
Read MoreRegardless of what kind of winter we have coming, your customers will wait in longer lines than at almost any point throughout the summer. We know it’s coming so our answer, for the most part, has been to process faster and wash cars faster to reduce (not eliminate) the wait time. But regardless of what…
Read MoreHaving recently attended the Car Care World Expo in Las Vegas, I couldn’t help but notice all the buzz around Unlimited Wash Clubs- What are the pros and cons? How do you price it? Is it profitable? Some of the best features of an unlimited wash club include: Guaranteed monthly income Increase in loyalty &…
Read MoreWhat are you looking for? Equally important, what are your customers looking for? What separates you from your competition? What makes you unique, different, and innovative? It’s you! It’s your identity! It’s your “brand”! Watching the University of Oregon play the University of California in football, the announcer stated that Oregon’s “brand” had been developed…
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