A study conducted by the McClatchy-owned Sacramento Bee’s Strategic Resources Department examined the response rates and return on investment (ROI) numbers from more than 3,000 independent automotive service centers using CustomerLink marketing services. The study was conducted during a ten-month period and examined over 7 million “service reminder” communications consisting of email and direct mail sent out on the service center’s behalf by CustomerLink. The purpose of the study was to verify the effectiveness of CustomerLink’s cross-channel direct marketing platform (called smrt™), which incorporates consumer data, local trade area information, transaction patterns and demographic research into the design of each communication piece. The results showed an average response rate of 26% and an average ROI of $71:1.
Earlier CustomerLink claims regarding results to their marketing programs placed average response rates at 22% and ROI of $54:1, which caused some critics to question the validity of the claims. The McClatchy study was commissioned by CustomerLink to provide third-party verification. The study confirmed that the claims were valid and, in fact, somewhat understated. When asked, CustomerLink Senior Vice President Jim Bonfield said, “We didn’t want to over promise during the [smrt™ program's] first year, but we expected to see our results improve over time, and they have. We provide a data-driven, local marketing automation platform that is well targeted, efficient and almost effortless for the shop owner. That’s why [competitive companies] can’t pull numbers like ours.”
About CustomerLink
CustomerLink Systems is a marketing solutions company established in early 2000. It leads its industry as a results-driven customer retention services company offering marketing programs for automotive repair facilities and other service industries. Using consumer research and demographic technology in conjunction with satellite mapping, social media and other technologies, CustomerLink helps businesses grow and improve profitability. More information about CustomerLink Systems can be found at www.customerlink.com.
