CHICAGO -- Rainy days were once the bane of every self-service car-wash owner. Bad weather meant no revenue. These days an entirely different deluge is washing away business. With no staff on site to soothe dissatisfied customers, proprietors have just a few tools at their disposal to battle against a flood of angry one-star rants on social-media sites.
In today’s world, where people search out customer satisfaction reviews before they buy online, chose where to eat or even before opening wide for a new dentist, social media can make or break a business. Bad reviews are like repellents, keeping customers from ever stepping foot into your establishment, and that can mean more than losing out on income; it can mean going out of business.
For self-serve car washes, the best defense is to show customers you care about their car-washing experience by installing high-quality equipment. This demonstrates you are going the extra mile to ensure their car is properly cleaned and safe from any damage. Leaving any marks on a customer’s car will almost always lead to them leaving a few marks of their own in the way of hostile social-media reviews.
It is not difficult to find online proof that patrons don’t mince words if they are unhappy with the washing equipment: “Brushdoesn't foam. Very dirty place. DO NOT USE THIS PLACE!!!” – Sam I.
Clearly maintenance of a car-wash facility is important: “This is the worst self car wash I’ve ever been to. Everything is not maintained.” – Julian S.
And some customers make note of the owner’s indifference: “Whoever the proprietor of this car wash is clearly doesn't give a rat's *** about their revenues nor their business reputation.” – David P.
The message from customers is clear: Take care of us and your facility, or we will tell the community to avoid your establishment. Surely, this isn’t good for business.
A Soft Defense
Successful self-serve car-wash managers say they avoid epic failure by paying attention to details. The motorist’s experience is improved, for example, by simply keeping the facility clean.
Also, the available tools must work: The vending equipment must work, the hoses, the drains …
But one of the most critical elements, car-wash operators say, is the foaming brush that—if improperly maintained—can leave marks on the automobile paint surface. One unhappy customer left this online review: “The brush with soap did not activate but was so rough it probably would have ripped the paint right off the car anyway.” – Artemis X.
Another customer claimed, “I would give this place less than one star if possible. There was a broom-like brush on the side, but I didn't use it. It was heavy and just seemed like it would have damaged my car because the bristles were hard and covered in mud. Epic fail!” – Luke J.
Many self-serve managers say a satisfying foaming-brush experience is the best defense against lousy online reviews.
Dave DuGoff, owner of College Park Car Wash in College Park, Md., a high-volume location with five self-service bays and three automatic bays, said cheap brushes may anger car owners.
“Synthetic brushes made of nylon, polyester and polypropylene generally have shorter filaments with fewer bristles on the brush head. As a result, they wear out quickly, bend out of shape and are coarse and abrasive if used aggressively,” DuGoff said. That’s why they are among the usual suspects when drivers discover marks on their cars—and post a scathing online review.
Tom Hoffman Jr., CEO of Hoffman Car Wash, an operation with 19 car washes throughout upstate New York, agreed.
“When foaming brushes first appeared in self-serve bays, the nylon-type brushes were coarse, harsh to the vehicle surface and tended to bend out of shape,” he said. “Painted vehicle surfaces have become much softer in recent decades, so it’s even more important to use a gentler brush at car washes today.”
Hoffman discovered an unlikely source for creating a natural foaming brush that is gentle and yet stands up to prolonged use: hog’s hair. It is very soft and tapered so that the tips of each bristle are tender but also effective when scrubbing is required. And they are resilient so they don’t permanently bend out of shape like synthetic products. Hoffman said one hog’s hair brush can outlive three or four cheaper options.
“The hog’s hair brushes are noticeably softer than our previous brushes and provide our self-service customers with a much better, safer wash. Customers can feel the difference,” Hoffman said.
Hoffman and DuGoff both use hog’s hair brushes from longtime industry supplier Erie Brush and Manufacturing, Chicago.
Hoffman has installed the product in 58 self-service bays. He also purchased nonfoaming hog’s hair brushes for supplementary washing at 13 conveyorized car washes.
DuGoff embraces the long game of keeping customers satisfied. “I decided years ago that I’d use hog’s hair foaming brushes because their longer, denser bristles are more inviting to customers,” he said. “While they cost a bit more than standard brushes, they’ve helped us earn a reputation for quality that’s brought us repeat business and allowed us to remain a high-volume operation.”
Proper Lubrication, Repeat Business
Better bristles improve foaming brushes, and so does proper distribution of good quality foam to cleanse the customer’s car and lubricate the brush for washing. A steady flow not only makes customers happy, but it also helps prevent damage to the car’s surface from brushes that are improperly lubricated. Traditional equipment typically includes only two or three foam holes per brush.
“With too few foam holes per brush, traditional brushes don’t provide proper lubrication between brush and car, or between the brush hairs themselves,” said Freddie Seniw, owner of Easy Clean Car Wash, with seven locations in the greater Chicago area. “Large-diameter nylon filaments may also carry larger foreign objects such as sand that could damage a paint job if the brush head is not properly lubricated with soapy foam.”
To ensure the proper lubrication, better manufacturers use more holes to release the foam. Using six holes on a typical 9-inch brush, the soapy foam will spread more thoroughly and more evenly, allowing the brush to glide smoothly over the car surface.
“With more foam holes per brush, the continuous flow of soapy foam helps to cleanse dirt, sand and foreign objects off the brush, keeping the brush head cleaner so it won’t mark [the car]. Customers come back because they know they can depend on my brushes and equipment to take care of their cars,” Seniw said.
Customers who leave satisfied don’t write negative reviews that can cripple your business. And they just might scribe out some 5-star reviews that boost your bottom line.
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