Customer Loyalty Assistance
General Communication

Number: VWG-15-01

Subject: Customer Loyalty Assistance Program

Date: Dec. 04, 2015
This document conveys
Volkswagen Customer Loyalty
Assistance general information.

Supersedes VWG-14-02 dated December 17, 2014
The Customer Loyalty Assistance Program is one of many tools a Volkswagen Dealer can use to create
exceptional customer experiences. When providing Customer Loyalty Assistance, you can improve a
customer’s ownership experience by assisting with an out of warranty repair or offering a gift to acknowledge
an event or a poor experience. It is paramount to present the right offer to the right customer and at the
right time. Questions regarding this program or claim submission should be directed to the Warranty Helpline
at 1-866-306-8447.

1. Decision Making
Assistance should be considered on a case-by-case basis. Cost and percentage of assistance should reflect
the age and mileage of the vehicle as well as the overall customer experience. Percentage contributions
should always be considered.

Points to Consider When Making a Decision

Vehicle Age and/or
Mileage

The higher the age and mileage, the less likely VW is to participate in
assisting with repair costs. As age/mileage increases, dealer and/or
customer participation is also expected to increase.

Vehicle Condition

Vehicle must be well maintained and in good overall condition to be eligible
for assistance.

Ownership
Experience

The customer’s overall ownership experience should be considered when
determining if, and how much, assistance might be provided.

Loyalty

Recognizing loyal customers for their business while still appreciating
customers that are new to VW.

Page 1 of 5
© 2015 Volkswagen Group of America, Inc.
All rights reserved. Information contained in this document is based on the latest information available at the time of printing and is subject to the copyright and other intellectual
property rights of Volkswagen Group of America, Inc., its affiliated companies and its licensors. All rights are reserved to make changes at any time without notice. No part of this
document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, nor may these
materials be modified or reposted to other sites, without the prior expressed written permission of the publisher.

Customer Loyalty Assistance
Not Covered under Customer Loyalty Assistance
•

•
•
•
•
•
•
•
•

Repairs covered by an existing warranty, warranty extension, service contract, or other
coverage, such as:
- Aftermarket Repair Contract or other Service Contract
- World Auto or other used car warranties
- New Vehicle Limited Warranty, Powertrain Limited Warranty, Limited Warranty Against
Corrosion Perforation, Hybrid System Limited Warranty, Emissions Warranties, Limited
Warranty Extensions, Spare Parts Warranty and Recall Campaigns
- Tire Manufacturer Warranty
Vehicles that have not been sold to a retail customer, demo vehicles or vehicles in the dealer
inventory
Recovery of costs resulting from non-adherence to Warranty Policy and Procedure.
Cancelled Warranty claims will not be accepted.
Costs related to shop comebacks due to ineffective repairs.
Funding for dealership promotions.
A formal or informal loaner or mobility car program.
Repairs resulting from unauthorized alteration of the vehicle’s manufacturing specifications.
Repairs events covered by automobile insurance plans.

2. Types of Customer Loyalty Assistance
Types of Assistance
Technical Repair
(Outside of Warranty
Repairs)

210
Claim Type

Assistance with a repair needed due to component failure or
defect that would normally be covered by an applicable VW
warranty. Not to be associated with consumable items.
Gift provided to acknowledge a repair, experience or event:

Marketing Gifts

Marketing Services
(Non-Warrantable
Repairs)

2CM
Claim Type

2CM
Claim Type

Example: Gift cards, dinner, lunch, lease/loan payment,
Driver Gear accessories. Service numbers starting with
CAW_.
Assistance with a consumable repair needed due to customer
use.
Example: Battery, brakes, bulbs.
Page 2 of 5

© 2015 Volkswagen Group of America, Inc.
All rights reserved. Information contained in this document is based on the latest information available at the time of printing and is subject to the copyright and other intellectual
property rights of Volkswagen Group of America, Inc., its affiliated companies and its licensors. All rights are reserved to make changes at any time without notice. No part of this
document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, nor may these
materials be modified or reposted to other sites, without the prior expressed written permission of the publisher.

Customer Loyalty Assistance
2.1 Technical Repair – 210 Claim Type
An example of a technical claim would be a water pump or transmission replacement needed due to a
defect. VWoA will participate in contributing to a repair, on a percentage basis, considering the age and
mileage of the vehicle. As with a warranty claim, repair documentation, such as technician notes, punch
times, sublet documentation, a VTA case number, or a copy of the signed customer’s repair order with
notation of goodwill offer is required upon request.

2.2 Marketing Gifts – 2CM Claim Type
Examples of Marketing Gifts would include gift cards, dinner, lunch, DriveEasy Service Contract,
assistance toward a new Volkswagen, or vehicle payment contribution. Marketing Goodwill claims are
considered an apologetic gesture and should be utilized to recognize a significant repair event/service
history. It is not intended to supplement or extend an existing program and/or policy. Documentation is
required for this type of claim and may include receipts or items showing where the offer was applied
(such as an itemized sales agreement or copy of a cut check). A copy of the signed customer’s repair
order with notation of goodwill offer may also be requested.

2.3 Marketing Service – 2CM Claim Type
An example of a Marketing Service claim would be a battery, brakes, or bulb replacement. Since
consumable items are not warrantable outside of the warranty’s wear provision, it may be necessary as a
one-time Customer Loyalty Assistance gesture to leave the customer with the best impression of
Volkswagen. Documentation may be required for this type of claim in order to substantiate the offer and
may include technician notes, punch times, or a signed copy of the customer’s repair order with notation of
the goodwill offer.

3. Self-Authorization Empowerment
To ensure that we are assisting the customers who need it most, Volkswagen empowers dealers to make
on-the-spot goodwill decisions by means of self-authorization. This empowerment allows you to own the
customer experience and control the outcome. Below are the guidelines within which a self-authorized
dealer can work to make goodwill offers to customers in those situations which merit assistance beyond our
standard warranty coverage.

Page 3 of 5
© 2015 Volkswagen Group of America, Inc.
All rights reserved. Information contained in this document is based on the latest information available at the time of printing and is subject to the copyright and other intellectual
property rights of Volkswagen Group of America, Inc., its affiliated companies and its licensors. All rights are reserved to make changes at any time without notice. No part of this
document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, nor may these
materials be modified or reposted to other sites, without the prior expressed written permission of the publisher.

Customer Loyalty Assistance
Dealer Self-Authorization Guidelines

210
Technical Repair

Participation Parameters

2CM
Marketing Services
(Consumable Items)

2CM
Marketing Gifts
Up to 100%

N/A

Within New Vehicle Limited Warranty

0-12 months or < 12,000 miles,
whichever occurs first, Outside of
Warranty*
13 - 24 months or < 24,000 miles,
whichever occurs first, Outside of
Warranty*
24+ months or > 24,000 miles, whichever
occurs first, Outside of Warranty*

Not to exceed $750
per RO

WISE Request

WISE Request

WISE Request

WISE Request

WISE Request

WISE Request

WISE Request

Up to 100%
Not to exceed
$2000 per RO
Up to 75%
Not to exceed
$2000 per RO.
WISE Request

*Goodwill consideration for 210 claims is based on time and mileage outside either the New Vehicle Limited or
applicable Powertrain warranties only.

3.1 Expectations and Rewards
The purpose of the rewards system is to recognize those dealers that are delivering great
customer experiences and making responsible and effective Goodwill decisions. Those
dealers that exceed their Goodwill goal will be rewarded by receiving reduction in claim
review and faster claim payment.
Goal Exceeded

Goal

Improvement Needed

Self-Authorized +
Reward

Self-Authorized

WISE request required

Goodwill per RO1

Less than 1% and

Less than 1.5% or

More than 1.5% and

CES2

Greater than 94.5%

Greater than 94.5%

Less than 94.5%

1Quarterly
2Quarterly

goodwill volume per quarterly repair order volume
adjusted Service Survey Score

Page 4 of 5
© 2015 Volkswagen Group of America, Inc.
All rights reserved. Information contained in this document is based on the latest information available at the time of printing and is subject to the copyright and other intellectual
property rights of Volkswagen Group of America, Inc., its affiliated companies and its licensors. All rights are reserved to make changes at any time without notice. No part of this
document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, nor may these
materials be modified or reposted to other sites, without the prior expressed written permission of the publisher.

Customer Loyalty Assistance
3.2 Removal
When a dealer has been identified as needing improvement with Customer Loyalty
Assistance, removal of self-authorization status will occur. Once a dealer is no longer selfauthorized, a Goodwill Exception Request (WISE) is required for every goodwill offer they
wish to make. Self-authorization status and limits are reevaluated quarterly.

4. WISE Request
To request VW cost participation on a vehicle outside Dealer Self-Authorization Guidelines, a
Goodwill Exception Request (WISE) is required. The online form is located in the Operations section
in WISE: https://www.vwhub.com/.
When submitting an exception request, complete repair information (concern, cause, correction, etc.)
is required, as well as a rationale for the offer, such as details of the customer’s experience and brand
loyalty. If requesting a gift item, a detailed description of the gift is required along with the offer
justification.

5. Program Administration
•

The current Warranty Policy and Procedure that is applied when performing a repair and entering a
warranty claim also applies to Customer Loyalty Assistance offers.

•

The expectation is that the customer realizes the full benefit of the assistance. When utilizing assistance,
warranty (versus retail) rates must be applied to the entire cost of the repair. Customer pay percentages
must reflect warranty as opposed to retail rates for goodwill offers.

•

Claims that are submitted without required documentation will be cancelled. Claims cancelled for
improper documentation will not be accepted by Volkswagen if not resubmitted within 60 days from
the claim cancellation date.

•

Claims must be submitted for processing in SAGA within 60 days from repair completion date or they
are subject to cancellation.

Page 5 of 5
© 2015 Volkswagen Group of America, Inc.
All rights reserved. Information contained in this document is based on the latest information available at the time of printing and is subject to the copyright and other intellectual
property rights of Volkswagen Group of America, Inc., its affiliated companies and its licensors. All rights are reserved to make changes at any time without notice. No part of this
document may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, nor may these
materials be modified or reposted to other sites, without the prior expressed written permission of the publisher.