James Risley: Beyond the Numbers of ICA's CAR WASH Pulse

ICA | October 30, 2026

Car Wash Pulse is one of ICA’s most-cited member benefits. In this episode, the person behind it explains how it works. James Risley, ICA Research Manager describes how Pulse grew out of ICA surveys that go back to 1996 and became a quarterly report in 2023. Each edition pairs consistent trend questions with a rotating “In Focus” deep dive on topics such as technology, pricing, AI and, most recently, churn.

The conversation keeps coming back to one theme: operators and consumers often see the same situation very differently. Members believe they wash far more often than operators record. Operators count on rewash requests to tell them something went wrong, but most unhappy customers never ask for one. Much of what operators file as “involuntary” churn is really customers choosing to let their membership lapse. James explains what these gaps mean for loyalty, retention and win-back strategy.

James also covers how operators and suppliers can suggest survey topics, get early access to data by taking part, and commission custom research through Pulse Custom Intelligence. For 2027, ICA plans an annual year-in-review edition of Pulse and a new benchmarking project built on operating data rather than just sentiment. Planned In Focus topics include member acquisition, seasonal churn and the changing role of distributors.

Key Takeaways:

Members think they get more value than they do. Members need about three washes a month to break even. They report washing 3.7 times a month, but operators see only about three. The feeling of a clean car whenever they want is a big part of what they’re paying for.
Staff and service cut both ways. Consumers rank staff and service last as a reason for loyalty. They rank consistency, value and location higher. But staff and service rank high in why people sign up, and a bad employee interaction can drive them away.
Silence doesn’t mean satisfaction. 53% of operators see a rewash request as their main sign of a problem, yet only 17% of customers have ever received a rewash. Most unhappy customers say nothing or go home and spot-clean the car themselves.
Much “involuntary” churn is really voluntary. Operators say 29% of their churn comes from failed payments, while only 9% of consumers give that as the reason they left. Still, 68% of members whose payments failed say they’re likely to rejoin, which makes them strong win-back prospects.
Participating pays off. Operators and suppliers who answer Pulse surveys get an early look at the raw data and can see how they compare with their peers.
2027 goes beyond sentiment. Plans include an annual Pulse edition with year-long benchmarks and a new benchmarking project using hard operating numbers. In Focus topics will cover member acquisition, seasonal churn and distributor relationships.
Members get more at The Car Wash Show. There will be members-only educational sessions, and survey participants can see some of their results there.