The first impression, experience and consistency are important, but there are some other areas equally as crucial when looking at increasing customer lifespans.

By Tom Gresham

Josh Taylor likens customer churn to a slow leak in a car wash’s profits — a leak that is “sneaky and costly.”

“Each time you lose a monthly customer, you’re watching hundreds of dollars drive away,” said Taylor, chief marketing officer for OptSpot, a strategic marketing partner for car washes. “It forces you into a constant hustle, chasing new customers just to keep up.”

Operators who are the most successful at limiting churn understand the importance of helping their customers develop a routine of washing their vehicle — of ensuring that they see a wash’s value to them. When washing their cars becomes ingrained as a habit, customers will not only stay but turn into cheerleaders — and your No. 1 car wash aficionados.

Mint Eco Car Wash has seen proof of this. “You can see through our Google ratings that our raving fans not only love our service but the team they get to see every time they visit. Customers even take photos with employees to post with a Google review because they love them so much!” said Marketing Director Maria Teixeira.
 
It's also reflected in your bottomline. “Something magical happens” when you focus on keeping your customers month after month: Your revenue starts to build on itself, Taylor said.

“It’s like catching a wave of steady, reliable income,” he said. “That’s why the most successful car washes are laser-focused on reducing churn — they know that plugging those leaks is the key to predictable growth. It’s not just about staying in business; it’s about creating a stable, stress-free operation where your hard work truly pays off.”

It begins at the beginning

Creating a bond between customer and car wash starts at the beginning of the relationship, Taylor said. 

“Think of your customer’s first experience at your wash as a first date — it sets the tone for everything that follows,” Taylor said. “If that first experience is confusing or frustrating, you risk losing a potential loyal customer. A smooth onboarding builds trust and turns first-timers into regulars who love what you do.”

Kyle Doyle, vice president at Rinsed, which offers a customer relationship management system for the car wash industry, said it is crucial for operators to help customers establish steady, habitual car wash behaviors in the first four to six weeks after they become members.

“If you don't get their behaviors right then, that's where you lose them,” Doyle said. “The reason they're going to cancel is because they're going to say, ‘I don't use it enough.’ But that's really code for, ‘I don't prioritize this. I don't value it enough.’ So, in that first four to six weeks, it's imperative that an operator be sending the right messaging to show them that value.” 

At Tidal Wave Auto Spa, they’ve seen the importance of prioritizing the onboarding process first-hand. 

“If a new member doesn’t acclimate, they may not wash enough to see the value of their unlimited wash membership and the happiness of a clean car,” said Scott Blackstock, founder and CEO. “Ultimately, not demonstrating the benefits of a wash membership heightens your likelihood for churn.”

Tactically, Doyle said a video sent to a new subscriber that features employees and customers and puts a spotlight on what people love about your wash and the subscriber experience can help establish the value from the outset. Additional content along those lines distributed in the early weeks for a new member can further demonstrate the value of what they have signed up for, he said.

“What you want to do is create a healthy relationship between the customer and the car wash in those early days to create consistent use,” Doyle said. “That's where messaging and content is really important. This is a very common, best-in-class subscription business tactic. This is not just car washing.” 

Blackstock said Tidal Wave Auto Spa believes helping customers feel comfortable with a wash and its processes is straightforward and starts with some “non-negotiables” that include: a friendly, well-trained and welcoming staff focused on customer service; an approachable environment that is well-maintained, efficient and organized; a clean and shiny vehicle at the end of every wash; and resources to educate customers who want to learn more about the wash experience, including everything from signage and flyers to social media and curated video content. 

Taylor said building trust is everything to making customers comfortable at your wash. That starts with transparency – “clear communication is your best friend,” he said – including explaining wash packages in simple terms and making clear what customers can expect and what the wash has to offer them. 

“Turning car washing into a habit is all about creating an experience that customers love,” Taylor said. “When your service is top-notch, convenient and maybe even a little addictive, customers won’t just see washing as a chore — they’ll see it as a treat.”

Blackstock said engagement with customers is critical.

“People want to go places they feel welcome, who deliver on their promise and where they receive compelling value,” Blackstock said. “The way Tidal Wave supports this is by delivering an exceptional wash experience every step of the way – from the pay station, through the tunnel and in our second mile. It isn’t about gimmicks, it is about doing the basics well. A clean car every time is the best way to keep the customer coming back for more, satisfied – and telling others.”

Creating a bond

Greg Daines, an expert on customer churn, has studied extensive data from subscription-based businesses, including car washes, and he said the reason that rises above all others for why customers stay is because they see a tangible result from using a business and it is measured for them. 

“If you show customers their results and measure them in some way, it turns out they double their lifespan as a customer,” Daine said. “And for most companies that I work with, an average doubling of their customer lifespan transforms their business.”

The key to customers getting results from a subscription such as a car wash membership is that they change their behavior – in the case of a car wash, they consistently wash their car. 

“It’s all about customer behavior change, whatever product you're looking at,” Daines said. 

In fact, consistency is more important than frequency, Daines said. In studying data from car washes, Daines said his team found that customers who used a wash consistently once a month were as likely to remain members as those who used it consistently twice a week. That finding showed that it was not about volume but consistency, he said.

“The question is: Do I have it as part of my routine?” Daines said.

In car washes, showing the customer their results can be as simple as sending them occasional automated messages with updates about how often they have visited the wash. If they have been going regularly, they will notice their change in behavior and it registers as a habit-forming prompt. If they have not gone regularly, Daines said research shows alerting them to it will prompt them to go wash their vehicle rather than drop their membership, as many companies fear will happen.

Once customers are in the mode of going consistently, Daines said, a bond is formed and “they almost never leave.”

“They're bonded with you when they think of you as integral to the thing they want – to the outcome they want,” Daines said. “This is why the measuring and feedback loop is so important.”

Study your most avid customers

The customers who qualify as being “addicted” to washing their car can’t stand the thought of a dirty car, Taylor said.

“They’re regulars — visiting multiple times a month and often spending more on each visit than the average customer,” Taylor said. “They’re also incredibly loyal and will recommend your wash to others. Having these ‘wash addicts’ as regulars is a goldmine. They provide a stable revenue stream that helps your business thrive no matter what. By keeping them happy with a consistently great experience, you’re not just earning their business and referrals — you’re securing reliable growth for the long haul.”

Doyle urges operators to understand what it means to be a member at your wash and what the characteristics of their “addicts” are. Spend time in the detailing area speaking with committed customers, process their answers and learn how you can enhance those feelings and inspire them in other customers. “You’ll be surprised how insightful it can be talking to 10 to 20 people on a Saturday,” he said. 

Doyle said a key detail that operators should know about member addicts is that their cars typically are not dirty when they bring them to the wash.

“Those members are not visiting the car wash for the service of removing dirt,” Doyle said. “You go to any car wash, and you're going to see that with member visit after member visit, they have a clean car already. It's about self-esteem and the feeling that a clean car gives them. Even if the car is already pretty clean, those people that use it frequently are still visiting because it just feels good, it smells good, it sounds good, it just feels clean and it feels like they accomplished something. You want to show people that membership is a path to that feeling, and they can have it whenever you want.”