Yet, the NRMA adds, consumers have no loyalty. Even after decades of service, they will go to a different source if they think they can get a better deal.

Since it is six times more expensive to attract a new customer than to keep an old one, companies should be focusing on keeping business rather than getting new business. Here are some suggestions that just may make your carwash the place customers keep coming back to:

1. Get to know your customer's name.

Statistics show that 68 percent of people quit going to a business because of indifference by an owner, manager or employee. Using names often makes the customers feel important. It's a rare enough occurrence that it leaves an impression not soon forgotten.

Encourage your employees to learn customers' names. Start with important accounts and gradually include your frequent customers. Plan employee rewards of praise and incentives; make it a game and you'll be surprised how many names they'll remember.

2. Go above and beyond average customer service.

When you go out of your way to make each customer feel special, they will want to keep coming back. They may even become your advocate, sharing your excellent level of service with their family and friends.

Avoid the trap of thinking that it's the quality of your equipment that's creating customers. Today, the average consumer expects quality.

3. Offer a guarantee.

Guarantees show consumers that you believe in your product and service, and take the risk out of buying from you. If it looks like rain, offer a re-wash within 24 hours if the rain does fall. Post signs that say, "Satisfaction guaranteed or your money refunded."

Whatever your sign says, state it in positive language. Instead of saying "No refunds after seven days," say "We will cheerfully refund your money within seven days of purchase." See the difference?

4. Give the customer options.

Consumers want to feel "in control" of their purchases. By offering various packages to wash or detail their car, you allow them to choose one of several ways to get the job done. They may pick a wax today, add an undercarriage wash next week, and plan a full detail in six months.

Some carwashes have had great success with wash coupon booklets. These are especially handy as Father's Day and Christmas gifts. Plan in-house signs to promote specials about 30 days before each holiday.

Choices in payment are expected, too. Let customers choose to pay by cash, pre-payment coupons, check or charge card.

5. If you can't meet the customer's need tell them.

Don't lie and don't compromise! If you can't perform a particular service, tell them. Then refer them to a location that can. People are impressed when you put yourself in their shoes. They will often come back and will even tell others of your honesty and helpfulness.

6. Ask for suggestions.

Drag out that old suggestion box. Encourage responses by turning the card into a survey and letting your customers rate your friendliness, quality, cleanliness, service, etc. If you're not getting much response, try adding a prize drawing such as a month of free carwashes.

The suggestion box will also keep your employees on their toes because they'll feel your customers' eyes constantly on them.

7. Admit mistakes.

No one expects you to be perfect. People do expect you to handle their complaints quickly and fairly.

Don't spend time on excuses. If you were wrong, admit it and fix it. The longer you put off solving the problem, the more likely that the customer will tell others and the more probable you will lose them as a customer. Your problem-solving ability showcases your good customer service.

Ninety-five percent of customers will come back if their complaints are solved on the spot. Proper, immediate handling of complaints should help you avoid bad feelings and lost business.

8. Occasionally, give your services away.

See a frequent customer? Give them a free wash in exchange for a discussion of what you could do better. Remember to tell them how much you appreciate their business. The cash you lose will more than be replaced by the goodwill created, and you'll probably learn something, too.

You may want to have some free carwash coupons printed. They come in handy as giveaways in the community and as customer pacifiers when the need arises.

9. Tell customers why you're different from your competition.

Most consumers think that all carwashes are the same. It's up to you to explain why you're different. The difference can be small, but it may be important to the customer.

Do you open earlier or close later? Do you offer easier access in and out or a hand-dry? These small services can set you apart from other carwashes.

Take a look at what your competition is doing. How are you different? Decide then don't keep it to yourself.

10. Implement frequency programs.

Try using this offer: "Buy five carwashes, get the sixth wash free." We all love getting things free.

Frequency programs keep customers loyal to your carwash. After all, if I'm frequenting three different car washes, how long will it take me to get my free wash? It's to my advantage to come back to your wash if you offer a frequency deal.

You can use a punch card system, or note it in the computer. However you choose to keep track, it's good business to implement a program.

(Doubt that? Studies show that in most cases 80 percent of your business comes from 20 percent of your customers. Frequency programs are an inexpensive way of building some-time customers into full-time customers.)

11. Make it easy to do business with you.

Most companies set policies for their convenience, not for the benefit of their customers. Find out what your customers want and need, then figure out a way to give it to them.

Are there unexpected extras they'd appreciate? Perhaps your customers want a TV set in the waiting area, a baby changing station in the restroom or while-you-wait detailing. Don't stop listening to your customers' feelings -- things keep changing.

12. Maintain a data base -- send out mailings.

Plan special promotions for your regular customers plus individualized mailers for those one-time, once-a-month, or once-a-quarter customer. (Take advantage of today's computer programs that allow you unbelievable tracking and sorting ability.)

Keep these customers coming back with a specialized incentive. Perhaps the one-time customer had a bad experience. A discount coupon may be just what they need to establish you as their once-a-week habit.

Your regular customer needs to learn more about the other services that you provide. Wouldn't you like your weekly customer to detail their car every six months? A discount coupon may start that trend.

Consider the long-term value of your average customer. A weekly carwash costing $7 times 52 weeks a year times 5 years equals $1,820, not including extras such as sodas or car accessories. If the family has two cars, the value is $3,640, not including friends referred.

Keeping that customer coming back is the easiest way to stimulate the bottom line. Take advantage of these suggestions and your customers will see that you care about them, use your valuable services and keep coming back.

Carol Pietrus is a co-owner of The Marketing Coaches, Wheaton, IL, as well as a business speaker, and the co-author of five 60-minute Bullseye Marketing Tapes.