Volkswagen Group UK (VWG UK), a wholly owned subsidiary of the Volkswagen Group, has unveiled a new chapter in its customer experience (CX) journey through a strategic collaboration with Medallia, Inc., a global leader in customer and employee experiences solutions, and Ipsos, a world-renowned research and analytics firm.
The initiative, branded as CX Health, represents a major shift in how VWG UK captures and responds to customer feedback. Leveraging Medallia’s advanced Experience Cloud platform and Ipsos’ expertise in research, analytics, and advisory services, the automotive leader is setting a new benchmark for real-time, authentic customer insights.
Nick Ratcliffe, Customer Experience Director at Volkswagen Group UK, emphasized:
“Customer feedback is central to shaping our future. Partnering with Medallia and Ipsos allows us to take significant strides in creating a culture that prioritizes customer voice and drives meaningful improvements across the business.”
Traditionally, automotive CX programs relied on dealer incentives tied to survey scores, which often failed to capture a complete picture of customer sentiment. With CX Health, Volkswagen is moving away from this approach by integrating real-time, open-ended customer feedback with satisfaction scores. Medallia’s AI-powered Text Analytics further refines this data, offering deep insights into customer sentiment and intent across channels.
Mark Bishof, CEO of Medallia, praised VWG UK’s forward-thinking approach:
“Volkswagen Group UK is redefining how customer experience should be measured. By moving beyond outdated feedback practices, they are creating a model that reflects the true customer voice and enables real change.”
Ipsos has been instrumental in reshaping VWG UK’s customer satisfaction model—redesigning targets, forecasts, and removing incentive-based policies. According to Jamie Thorpe, Chief Experience Officer and CX Service Line Leader at Ipsos UK:
“This evolution shows Volkswagen’s strong commitment to embedding customer voice into strategic decision-making. Their new approach demonstrates how real-time insights can reshape customer experience across the automotive sector.”
Through this partnership, Volkswagen Group UK is not only transforming its CX framework but also positioning itself as an industry leader in customer-centric innovation.
