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Case Study: Automotive/Customer Relationship Management

Customer Retention and Loyalty: Customer Communications Using Highly Personalized Direct Mail

Anderson Capabilities Used:

		Database Programming
		Data Processing, Management and Personalization
		4-Color Variable Data Printing
		Print on Demand
		Automated Workflow
		Lettershop and Mailing Services

Challenge: The client, a provider of customer relationship management (CRM) services for automotive dealerships, needed to produce more than 100,000 personalized four-color letters and postcards per day on behalf of more than 5,000 individual auto dealers. Because the client's dealer-customers are a marketing-savvy group, the client required a high-quality direct mail program that could generate customized communications cost-effectively. And these communications had to reach targets in just a few days.

Solution: Anderson Direct Marketing combined our custom programming solutions, the latest variable digital printing technology, and our integrated workflow to devise the right solution for this client. As a result, we handle more than 5,000 short-run print files and print 150,000 variable digital pieces per day. We also use dedicated account management, sophisticated file and document management, lettershop and presort services. All these services are documented and monitored under a stringent service level agreement to ensure 100% accuracy, timeliness and quality.

Results: The new, enhanced direct mail program that Anderson developed for this client:

		Reduced campaign turnaround times from 11 days to just 4
		Significantly lowered printing costs
		Met or exceeded all service level and quality requirements.

"I am regularly asked which print vendor produces our 40+ million uniquely variable letters per year... I reply we don't have a vendor we have a partner. Anderson Direct has been providing state of the art print and mail solutions for our growing business for over five years. They [provide] customized solutions via a well-orchestrated channel of support through an on-site customer liaison, production reviews and improvement workshops and performance metrics. Anderson speaks in terms of 'what they can do' and invests in the success of OUR business. They continue to make our company [and] our clients very satisfied and contribute to our ongoing marketplace dominance."

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