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Why did Intuit Demandforce buy Customerlink, an Auto Repair Shop CRM Company?

Posted by Adam Kushner on |

1 min read

In April of 2012, it was announced that Intuit was acquiring the SaaS marketing company Demandforce for $423.5 million in cash. Demandforce is a competitor of Customerlink in the auto repair shop marketing segment. Intuit saw the Demandforce acquisition as a way to boost its SMB-focused business.

demandforce and customerlink merger resized 600

Since the acquisition by Intuit, Demandforce has launched integration with Google Now and Apple Passbook. Demandforce has also connected customers between lateral markets via Intuit Local. A marketing automation feature was launched as well in October of 2013.

So, after acquiring Demandforce in 2012, why did Intuit seek out another acquisition? To create a monopoly on the auto repair shop customer relationship management software market? Customerlink was at a lower price point than Demandforce, with similar features.

The next few months will be interesting for the automotive CRM segment. Kukui is yet to be seen as a strong player in the automotive segment, the same applies for eAutoClub/Service Intelligence when it comes to market share. When technology is moving faster than an entire industry can keep up with, the possibilities are endless.

About the Author

Adam Kushner

Adam Kushner

Adam Kushner grew up in his family’s repair shop and worked every role—from lead tech to operations. In 2013, he founded Business Actualization™ to help auto repair shops grow through marketing that actually aligns with shop realities. Today, Adam leads a team of industry-savvy professionals and continues to consult with his family’s shop, combining deep shop knowledge with progressive marketing execution.