January’s Lustra Tip of the Month talked about how, in your business, it is important to focus less on the numbers and more on the experience. It referenced taking the time to look at your wash through the eyes of the customer to find ways to improve your operation. Not only seeing what your customers see, but also listening to what they have to say, will provide you an opportunity to address their concerns to further improve your business and your bottom line.
There are many methods to solicit feedback from customers. There are formal written surveys to on-line questionnaires. The return rates on most surveys are typically low as people don’t want to take the time or make the effort.
One of the most effective ways to get good and honest feedback is to just simply ask the customer for comments. Engaging them in a conversation will reveal their thoughts and expectations giving you insight into what matters to them. Asking them how likely it would be for them to recommend the wash to family or friends is an ideal way to learn how satisfied they are with the wash. If they say yes, ask them why. If they say no, ask them why not. It is likely from this brief encounter you will know where you succeeded and where you have opportunities to improve.
But don’t let your survey stop there. Ask your front line employees what they know of customers’ impressions of you wash. They are the ones that are there everyday and are likely to have great insight to what your customers feel about their experience. In fact, you might be surprised to hear employee ideas that will improve customer satisfaction.
Evaluate what you hear and think before you act. Calls for more foam might encourage you to turn it up a notch but poor rinsing might result in less than happy customers. Look for trends in what you hear from all your responses. Review the reasons for rewashes. Customers are telling you why they are unhappy and it’s a great opportunity to learn what you can to do improve.
Taking the time for you and your employees to listen to customer’s comments, both good and bad, will provide you with the insight to make good decisions that will develop customer loyalty. A loyal customer has the tendency to talk to friends and relatives about your wash. This word of mouth can be a very powerful marketing tool that will contribute to the success of your business.
Next Month, Up Selling
For more information go to LustraBear.com.