Aligning the Customer Journey to Drive Sign-Ups and Loyalty

With several new locations opening, Breeze Thru Car Wash wanted to analyze and improve the wash experience, reduce churn, and ensure consistency across sites, even those offering different services. A few years ago, OTM guided their brand department through a customer journey mapping experience that they found highly impactful, so this time we expanded the process to their entire team over a focused four-week engagement.

Check Out The Results
A group of people sits around a conference table with laptops and papers while a woman stands at a whiteboard, presenting information to them in a meeting room.

THE PROBLEM

Breeze Thru’s in-person experience was consistently strong, and digital marketing had been effective in driving awareness. But as the company entered its next stage of growth, leadership saw the need to align every touchpoint by connecting marketing, operations, and customer service around a single, cohesive customer journey.

Without this shared view, teams struggled to see how their contributions supported the broader experience. This left untapped opportunities to improve the sign-up process, enhance follow-up, and use education to strengthen loyalty.

THE SOLUTION

OTM led a series of four in-person leadership workshops focused on customer journey mapping. The sessions brought together leaders from marketing, operations, and customer service to build a shared, end-to-end view of the customer experience, from Anticipate to Follow Up.

Using a structured swim-lane format, the team captured customer actions, expectations, emotions, and barriers at each stage. All recommendations and observations were grounded in Breeze Thru’s mission, vision, and values to ensure alignment with its brand promise.

The process created alignment across departments and provided a clear roadmap with both quick wins and long-term priorities.

Unique Approach

Instead of analyzing data in isolation, OTM brought people together. The workshops gave every department a voice and a shared view of the customer journey. Live mapping boards, both physical and digital, made collaboration simple and transparent.

Each insight was tied back to Breeze Thru’s cultural principles, ensuring that recommendations were both effective and aligned with the brand’s values.

More than a one-time alignment exercise, this process created a lasting shift in how teams collaborate to improve experience and build loyalty.

Obstacles to Overcome

Like many growing companies, Breeze Thru faced natural differences in priorities across departments. Some teams focused on operational efficiency, while others emphasized marketing or customer care.

The workshop format helped bridge these gaps. Through structured facilitation, OTM created space for open conversation and alignment around shared goals. By bringing in real-time insights from customer-facing staff, disconnected observations became unified direction.

RESULTS

Outcomes (Qualitative Results)

  • Created full alignment across leadership on the end-to-end customer journey
  • Uncovered key friction points and defined action steps for each stage
  • Developed a clearer online sign-up strategy and stronger follow-up communication
  • Identified new opportunities for educational content to build trust and brand affinity
  • Strengthened cross-department collaboration and shared ownership of the customer experience
  • Co-created a strategic roadmap tied to Breeze Thru’s mission, vision, and values
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