How to Maximize Customer Loyalty and Engagement

In Episode 4 of ICA’s Car Wash Exchange (formerly Conversations with ICA), host Kendra Johnson talks with the CMO of OpSpot, Josh Taylor, and Jenny Beadle, Marketing Specialist at Mircologic, about how operators can find opportunities to create lasting relationships with customers..

For customers, loyalty is simple: they have a good experience at a wash and they keep coming back. But there's a lot that goes into building a relationship, and it sometimes involves changing how businesses view their customers. Industry memberships continue to dominate while retail revenue falls... but there are simple things operators can do to stop leaving money on the table.

A key takeaway: there are countless opportunities to be recognizing and engaging non-members. Many washes focus on collecting and utilizing member information without doing the same for retail business. By offering incentives to non-members, or by leveraging data that is otherwise going unused, washes can increase customer loyalty and engagement.

"Engagement" is an operating advantage, not a marketing checkbox. Better engagement means higher membership conversion, higher retention, more predictable revenue. The goal isn't more promotions—it's fewer churned members and faster recovery.

📺 Watch the full conversation below.
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 Car Wash Exchange | 2026 season, episode 4