Case Study

How Ending CX Bonuses Boosted CX Scores And Profitability For Volkswagen Group Australia

July 21st, 2020
Maxie Schmidt, VP, Principal Analyst
Maxie Schmidt VP, Principal Analyst
With contributors:
Brian Mukasa , Harley Manning , Shayna Neuburg

Summary

Paying employees for delivering good customer experience (CX) is a bad idea, but many firms still do it. CX bonuses can lead to a culture where conversations revolve around a score, not the customer. They also create a lot of work for the team administering the surveys. This report for CX professionals shows how Volkswagen Group Australia (VGA), a firm in an industry that’s notorious for this practice, ended CX bonuses and saw CX and sales improve. This report also explains how to assess the negative effects of CX bonuses on an organization, their monetary impact, and their slowdown of an organization's culture transformation.

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