Supplier Insight: GoWash with Jonny Billing, Managing Director
Introduction
Vehicle cleanliness is often undervalued by many fleets. If considered important, it is often only within the context of brand awareness and image. However, although they are important considerations, there are many others. For example, a growing number of fleets are now prioritising vehicle cleanliness as a vital part of the whole maintenance regime and additionally recognising the contribution it can have to protecting the value and function of the vehicle.
If a fleet is considering all the factors, there is a need to have a service provider that makes the process of ensuring that vehicles are clean, simple, cost-effective, and reliable. Jonny Billing, with a background in HGV care and maintenance, transferred valuable skills and knowledge to the car and LCV sector five years ago and launched GoWash. This standout service has now been adopted by many of the largest fleet operators, including British Gas and Network Rail. Essential Fleet Manager spoke with Jonny to learn more about how the system works, why it is so attractive to fleets, and what is the full range of benefits that can be derived from simply keeping vehicles clean.
Interview
Q: Can you explain how your HGV background gave you the expertise and understanding that led to the launch of Go-Wash?
My background in the HGV industry was with a company called SNAP, which is a market-leading cashless payment solution for fleet managers. I must confess I am not a trucker and have never even driven anything larger than 3.5T! However, SNAP was a company that was built on spotting issues and creating solutions to improve the efficiency of operating a fleet. GoWash is no different from that; the issues that fleet managers face operating HGVs are the same as those operating LCVs and cars. Transferring those skills and spotting a gap in the market was a natural step!
Q: Following on from that, what key needs of fleets did you identify that informed the structure of the service?
It goes without saying that fleet managers live very busy lives, so any system that can remove a small amount of stress from their shoulders is always a winner! We found several things that cause fleet managers undue stress: Dirty vehicles, Driver expenses, Control, and Reporting. Our system solves all of these. To elaborate, fleet managers may not have eyes on their vehicles very often, so they need to give the driver every opportunity to have their vehicle cleaned. Drivers may be reluctant to wash the vehicle if it comes out of their pocket and they have to claim it back through driver expenses. Similarly, the fleet manager may need to have difficult discussions with drivers who wash vehicles too often or spend too much money. The GoWash system removes all of that doubt as the app controls what the drivers can do and then gives the fleet manager all of the data to be able to see which vehicles have and have not been cleaned. Also, by removing the need for paper receipts, so much time and money is saved in the administration of processing those expense claims.
Q: Why is vehicle cleanliness so important for an organisation’s brand image? Why is it so much more than simply cosmetic?
If fleet vehicles were operated by marketing managers, they would be the cleanest vehicles in the world! Every company spends lots of money on their brand, and marketing teams work tirelessly to ensure each advert or mention of their company is delivered with a clean image of who they are. However, company vehicles are often just forgotten about even though they attract more attention and impressions than most forms of advertising. Companies will spend thousands on wrapping their vehicles in their livery and yet decide not to encourage the drivers to spend £15 a week to keep it clean.
It is such a small change to make, but it can make a huge impact and help consumers trust the brand more. For example, if you are getting your windscreen replaced and a driver turns up in a vehicle caked in mud, you are less likely to think they are going to do a good job and more likely to not call them again next time round. The first impression is often the one that is the longest lasting.
Q: How far can neglecting vehicle cleanliness impair the identification of damage and consequently affect the vehicle’s operational efficiency and future value?
All drivers have a legal duty to ensure their vehicle is safe to drive before setting off. Obvious requirements include a clear windscreen, nothing loose or hanging from the vehicle, and the number plate to be clearly visible. All of those things are easy to achieve with regular cleaning, and they increase the chances of identifying something loose and needing attention.
It is essential to keep leased vehicles well-maintained, including regular cleaning. Otherwise, you may face a hefty bill at the end of the lease for any issues found with the vehicle and a valeting bill. Similarly, maintaining the value of company-owned vehicles is crucial. Regular maintenance and cleaning can help maintain the vehicle’s resale value. Additionally, a TV show called ‘Mythbusters’ found that clean cars have better fuel efficiency due to improved air resistance, potentially leading to cost savings.
Q: Fleets are increasingly utilising safety technology, such as cameras and sensors that depend on vehicle cleanliness to operate effectively. Has this led to an increased focus on ensuring that vehicles are clean?
Absolutely! All of these features are aimed at making the driver’s life a little easier when driving, but all require the vehicle to be clean enough to operate. This includes things like automatic full-beam headlights, cameras, and sensors. A layer of mud is sufficient for all those features to be completely useless!
Q: Can you explain how GoWash works, how the network of wash locations has developed, and how the app manages reporting and payments?
The GoWash system works through vehicle registration numbers. The fleet manager adds all their vehicles onto a portal, and only those vehicles can use the system. The fleet manager can also add restrictions to prevent drivers from spending too much money and washing too often.
The drivers then use the GoWash app to charge back to the company account at any of our 500+ hand car washes across the UK! We send a weekly bill that is fully itemised, making expenses a breeze! No more receipts, expense claims, or petty cash!
We then provide reports on the GoWash portal to allow the fleet manager to quickly identify any vehicles which haven’t been cleaned recently, making it easier for them to chase the drivers about this. Our reports and invoices can also be split by depot/cost centre, making cost analysis even easier!
Our network has grown significantly over the last few years; we now have sites from the top of Scotland all the way down to the tip of Cornwall, so we can cover every fleet’s needs, whether it is a fleet of two or 10,000! We also work with every fleet that joins to ensure they have the coverage they need and add sites in areas they require.
Q: Fleets operate many LCVs that are vulnerable to damage if they pass through automated washing locations. Why is this, and how does the GoWash network of hand-washing partners remove this concern?
As vehicles have become more advanced and are now being used for more diverse purposes, the equipment attached to them has increased. Whether it’s a ladder, air filter, or tail lift, all of these things cannot go through an automatic car wash. So, our network of hand car washes has opened up this option for fleet managers who may have had drivers with no real option for keeping their vehicle cleaned.
We have also helped solve other vehicle washing needs that companies may have. Every fleet needs to get a vehicle valeted from time to time, whether it’s for a new starter or due to the end of a lease. This process used to take some time to solve, but with our account, you can now handle it at the same sites. Additionally, we can offer mobile operators in some areas, taking another stress out of the job.
Q: GoWash is a system that provides comprehensive benefits for fleet management teams, particularly when vehicles are managed remotely. In these circumstances, drivers are responsible for day-to-day vehicle care, so what features of GoWash are convenient for the drivers?
The GoWash app makes finding vehicle washing very easy for drivers. Firstly, when they open the app, it will show them hand car washes which are close to their location; they can even get directed to the site through the click of a button! The app shows them the opening times of the site and includes other details, such as access to toilets, which also may be helpful. The driver then enters their registration number into the app and can select a service from the menu shown. If there are limits on the account, the driver will be shown these. The driver can then ‘Pay with fleet account’, which charges this amount back to the company account. They are then shown their confirmation on the app, which they can then show at the site. The site will then crack on and wash the vehicle!
Q: You now have fleet clients that operate nationally and others within a defined locality. How does GoWash meet the varied needs of a diverse range of clients?
Our system is flexible enough to work for any sized fleet in any area. We work with local taxi firms with a few vehicles right up to some of the biggest fleets in the UK. The account can be configured in multiple ways to help fleets control their vehicle washing. We can set different limits per vehicle and even set up systems so that a vehicle registration can only be used once. Which is particularly helpful for those one-off issues fleets may have.
Q: Finally, do you see vehicle cleanliness becoming an accepted industry best practice, like vehicle pre-use checks?
Absolutely, every driver who is undertaking daily checks should do so on a clean vehicle to ensure the identification of damage or anything that could be a danger to them or other users on the road. Furthermore, vehicle cleaning should be part of a company’s best practice anyway. A company’s brand and their first impression are vital to making a good and long-lasting impression on their customers.
Whether that is a sales team member arriving at a meeting in their own car or a company van with the company logo on it, they all contribute to how a customer views your company. Keeping them clean costs so little, and yet it is so important!
To find out more visit: https://gowash.co.uk/fleets
This insight was published in Essential Fleet Manager Magazine As featured in Issue 7(2024) – click here
