Volkswagen Group UK redefines Customer Experience measurement through Medallia and Ipsos collaboration
Medallia, the global leader in customer and employee experience, along with Ipsos, one of the world’s leading market research companies, has announced the next step in its partnership with Volkswagen Group UK (VWG UK), a wholly owned subsidiary of Volkswagen (VW) Group. This collaboration marks the next phase in VWG UK’s customer experience journey, building on a strong foundation powered by Medallia’s technology and Ipsos’ research, advanced analytics and advisory services. The UK automotive leader is launching CX Health, a new initiative that will transform how the UK arm of the company captures and acts on the true voice of the customer.
“At Volkswagen Group UK we know that feedback from our customers is key to informing the future of our business. Through our partnership with Medallia and Ipsos we have been able to take a major step forward in realising that vision,” said Nick Ratcliffe, Customer Experience Director at Volkswagen Group UK. “We are excited to continue to build on the success of our programme and encourage change across all facets of our organisation to enhance the experiences of our customers.”
For years, customer experience programmes in the automotive sector have relied heavily on incentivising dealers to achieve targets based on customer survey scores, but the well-intentioned practice often limits capturing the full picture. Volkswagen Group UK is taking a new approach with its CX Health programme with the Volkswagen brand, designed to better reflect the true voice of its customers through real-time feedback captured by Medallia Experience Cloud.
“Volkswagen Group UK is driven by a desire to deliver excellence through innovation,” said Mark Bishof, CEO at Medallia. “By challenging long-standing customer feedback practices, it is capturing more authentic insights and using them to drive real change across the enterprise. As customer expectations continue to evolve, Volkswagen Group UK is setting a powerful example of how to stay ahead.”
In collaboration with Ipsos, Volkswagen Group UK has redesigned its approach, remodelled its targets and revised its forecasts, while also eliminating its incentivisation policy. The new system combines customer satisfaction scores with open-ended, verbatim feedback to generate an overall percentage rating of customer satisfaction. With Medallia’s artificial intelligence-powered Text Analytics analysing that feedback, the organisation now has a real-time understanding of customer sentiment and intent across channels and can make targeted improvements to the customer experience.
“Volkswagen Group UK has shown a clear commitment to evolving how customer experience is understood and acted upon,” said Jamie Thorpe, Chief Experience Officer and CX Service Line Leader at Ipsos in the UK. “By rethinking legacy approaches and embracing more genuine, real-time feedback, they are setting a new benchmark for how to embed the customer voice into business strategy.”