The Importance of Customer Loyalty – and How to Earn It

Business success involves a lot more than simply setting up your car wash or auto detailing business; your customers need a reason to keep coming back that goes beyond customer service. These days, you have to win their loyalty—but where do you start, and how do you know a customer is a loyal one? We’ve got the answers here.

Understanding What Customer Loyalty Is

So, customers are coming to you when they want to clean their vehicles. That’s great! That means they like what you’re selling—but what are they doing after they’ve visited your business? If they’re not promoting, actively seeking out your products, or getting a positive feeling when they think of your brand, they’re not yet loyal customers.

How do you go about getting those who buy your car wash supplies to become repeat customers? We’re not going to lie to you; it’s not an easy task, but it’s not an impossible one, either. Plus, it has too many benefits to your business to ignore.

Business Improvement

When customers are loyal, they’re willing to be honest with you. That being said, the feedback you receive from them will give you loads of great insight into how to improve on what you’re already doing.

A Better Bottom Line

Loyal customers can literally save small business owners money. Instead of spending on advertising and promotion to get new people interested in you, you can spend a fraction of that on a loyal customer who’s already convinced that your product is the one for them.

Much Easier Upsell

One of our previous blogs talked about the concept of upselling. Here are the Cole’s Notes, in case you missed them. Upselling is a sales technique in which you encourage your customer to purchase one or more items in addition to the one they originally decided to purchase from you. Which customer do you think it’s easier to upsell to, a new one or a loyal one? If you chose the latter, you’re right on the money.

Okay, now that you know what customer loyalty is and how much it can help your business, it’s time to roll up your sleeves and dive into the hows of converting that once-in-awhile customer into one that wouldn’t dream of going anywhere else for what they need.

When You Mess Up, Own It

As imperfect human beings,  making mistakes is inevitable. For imperfect human beings who also own businesses, mistakes can also earn customer loyalty. How you handle mistakes with your customers will say a lot about the kind of business you are.

These days, your customers have many virtual soapboxes on which to stand and share the less-than-desirable experience they had with your company. When this happens, you have two choices: you can either get defensive, or you can use those platforms to do the responsible thing. Only one of them will increase customer loyalty.

Offer Ways to Help That Go Beyond Regular Interaction

Your customer visits your car wash or professional car cleaning supply station, gets what they need, and goes home. You can take this interaction a step further, but how? By thinking of things to offer them that they can use. No, we’re not talking selling; there’s a lot more to creating a loyal customer than getting them to buy your stuff.

You might have a technique that you use to keep your vehicle’s interior smelling fresh between cleanings or a simple way to repair minor paint scratches at home. Sharing these kinds of tips with your customer, whether via a newsletter or a link to an online video, can extend your interaction with customers and cause them to appreciate you for sharing your knowledge with them. As the saying goes, “A candle loses nothing by lighting another candle.” So, light away!

Make It Easy for Them to Become a Loyal Customer

People love loyalty programs because there’s nothing like getting something great just for shopping at a particular location. There are many ways to implement a loyalty program.

You can offer a points system that earns them a free car wash or cleaning product with a certain number of points. Partner with another company related to your business and offer customers a discount on that company’s products when they buy from you. Or, you can offer them rewards for using your product or service on a regular basis.

Whatever way you choose to go about it, having a loyalty program will make your customer feel good about shopping with you.
 

Surprise Them in a Good Way

If you really want to wow your customers, try exceeding their expectations. Sounds easy, right? Well, really, it is. Let’s say you’ve promised on your website that once someone emails customer service, they’ll receive a response, say, within three business days. If you or someone on your communications team gets back to them within one business day, consider your customer’s expectations exceeded.

Don’t Wait Until Something Happens to Fix It

You already know that any number of things could go wrong with your business, but instead of dealing with things when they happen, be prepared with a plan in case they do. For example, if you’re a car wash business that offers customers a reloadable wash card, you could set up an email or text notification when their card balance is getting low.

Although it might not seem like much, this simple thing could save your customers a lot of time and hassle. There’s nothing worse than being in a hurry and having to wait in line at the car wash only to find out that you have to go back and put more money on your card.

Thank Them for Doing Business with You

Again, this is another seemingly small thing that can increase customer satisfaction. In thanking your customers following any interaction with your business, you are acknowledging them as being more than just someone who spent money there.

A heartfelt message that thanks them for being a customer and which wishes them a great day or safe travels as they leave your business can end the interaction in a friendly way that lets them know you’re thinking about them.

Signs That You’ve Earned Customer Loyalty

If you notice that the same customers are coming to your business more often than you’d think they’d need to, this is a good sign that they are loyal. Another good sign is that your customers are on a first-name basis with your employees.

A customer who is loyal is also very likely telling others about how great your products are, which can be a huge bonus. As we all know, word travels fast, and, before you know it, you may see a surge in your sales and many new faces at your location—a definite sign that people are spreading the word.

Everyone hits a rut now and then. If you’ve been having a bad run lately, where it seems like nothing is going right, but you are still enjoying plenty of business, this is terrific news. It could very well mean that you have achieved customer loyalty. These people have decided to stick with you through thick and thin.

Superior Products for Superior Businesses

It’s true that earning customer loyalty will take time and effort, but the results are definitely worth it. Offering the best car cleaning products is one incredibly easy and effective way to get the attention of your customers. Superior Car Wash Supply has been helping businesses earn customer loyalty since 1991.

Our extensive range of top-quality car cleaning products, accessories, and much more will get your customers talking. It’s easy to get these great products for your vending machineor car wash business; just call 1-800-554-9274.