Customer Loyalty Assistance
General Communication

Number: VWG-13-01

Subject: REVISED: Customer Loyalty Assistance Program
(US Dealers)

Date: June 1, 2013

Supersedes VWG-12-02 dated December 19, 2012. This revised policy applies to claims with a Repair Order
completion date of June 3, 2013 and later.

Program Overview
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 poor experience.
The goal of the Customer Loyalty Assistance program is to leave the customer with the best impression of
Volkswagen and increase brand loyalty.
The expectation is that all existing Warranty Policy and Procedures are adhered to when administering the
program. Questions regarding this program or claims submission can be directed to the Warranty Helpline
at 1-866-306-8447.

I.

Program Administration

Decisions to provide Customer Loyalty Assistance should be decided on a case-by-case basis considering
the individual customer, not the repair. When administering Customer Loyalty Assistance, all existing
Warranty Policies and Procedures must be followed.
Factors to Consider When Offering Customer Loyalty Assistance include but are not limited to the
following:
- The age and mileage of the vehicle. The higher the age and mileage, the greater the dealer and/or
customer participation with the cost of the repair.
- The owner’s overall vehicle experience?
- Is the customer the original owner? Or was it purchased outside the terms of the warranty?
- Has the customer (or their family members) been loyal to the brand and own more than one
Volkswagen?
- If the customer is new to Volkswagen, is this an opportunity to leave them with the best impression of
the brand?
- Is the customer’s vehicle serviced as recommended by Volkswagen?
- Has the vehicle been well cared for and in good overall condition?

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© 2013 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
II.

Program Guidelines

So that our customers can experience the full benefit of loyalty assistance, it is important that the program
be utilized as intended. Below are some examples of situations where assistance would not be
considered appropriate.
Claims submitted that meet any of the criteria below are subject to cancellation.

Vehicles Covered
by an Existing Warranty Note:
Non-Technical
Marketing Assistance
may still be considered.

-

Aftermarket Repair Contract or other Service Contract
World Auto or other used car warranties
Factory Extended Warranty
Campaigns
New Vehicle Limited Warranty, Powertrain Limited Warranty, Limited
Warranty Against Corrosion Perforation, Hybrid System Limited Warranty,
Emissions Warranties, Limited Warranty Extensions and Spare Parts
Warranty

-

Recovery of denied or adjusted warranty claims

-

Extension or a replacement of any Volkswagen warranty

-

Identifiable trends in spending that would indicate assistance was not being
considered on a case-by-case basis

Other -

Funding for dealership promotions
A loaner car program
Vehicles that have not been sold to a retail customer

-

Costs related to shop comebacks due to ineffective repairs

-

Repairs resulting from unauthorized alteration of the vehicle’s
manufacturing specifications

- Use of Loyalty Vouchers as a regular sales incentive

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© 2013 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
III.

Types of Customer Loyalty Assistance

Below you will find an overview of the types of assistance that can be provided. Assistance should be
offered on a case-by-case basis when deemed appropriate.

Types of Assistance
Assistance with a repair that would normally be covered by the
applicable VW warranty, however the Volkswagen warranty
has expired due to time or mileage.
V. Technical Assistance
210 Claim Type

- Repairs that would have been warrantable
- Repairs are for a vehicle that is outside of warranty by time
or mileage (warranty has expired).
Vehicle age and mileage should be considered when
determining amount of assistance.
Assistance with a repair that would not be covered by a
Volkswagen warranty.

VI. Non-Warrantable
Technical (Technical
Marketing) Assistance
2CM Claim Type

- Repairs would not have been warrantable
- Repair that has parts and/or and labor associated (only
exceptions are Goodwill maintenance claims and
accessories).
Vehicle age, mileage and nature of repair should be considered
when determining amount of assistance.
Gift provided to acknowledge a repair, experience or event:

Vii. Marketing Assistance
2CM Claim Type

-

Gift cards, dinner, lunch, flowers
Lease and/or loan payments
Driver Gear Accessories
Dealer maintenance as a gift to acknowledge a unique
customer situation.

Customer experience, vehicle age, mileage and nature of repair
should be considered when determining amount of assistance.

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© 2013 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
IV. Technical Assistance (210 Claim Type)
VWoA will participate in contributing to a repair, on a percentage basis, considering the age and mileage
of the vehicle.
The expectation is that the customer realizes the full benefit of this 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.
Participation Outside of
New Vehicle Limited or
Powertrain Limited
Warranties

Maximum Volkswagen %
Contribution
% that can be submitted, in SAGA, without
having to complete a complete a WISE
exception request.

0-12 months or < 12,000
miles, whichever occurs first.

Up to 100%

13 - 24 months or < 24,000
miles, whichever occurs first.

Up to 75%

24+ months or > 24,000
miles, whichever occurs first.

Pre-authorization required
Partial Assistance Considering High
Age/Mileage.

Dealer Authorization
Amount that can be submitted, in
SAGA, without having to
complete a WISE exception
request.

Tier 1: $2000 per visit
Tier 2: $1500 per visit
Non-Self-Authorized:
Pre-authorization required

For assistance beyond VW contribution and authorization maximums,
refer to Exception Process .

Participation Outside of All
Other Warranties

-

Certified Pre-Owned /
World Auto CPO
Limited Warranty Against
Corrosion Perforation
Federal and California
Emissions Warranties
Warranty Extensions
Spare Parts Warranty
Hybrid System Limited
Warranty

Maximum Volkswagen %
Contribution
% that can be submitted, in SAGA, without
having to complete a WISE exception request

On these high age/mileage vehicles,
partial assistance is expected.

Dealer Authorization
Amount that can be submitted, in
SAGA, without having to having
to complete a WISE exception
request.

Refer to Exception Process

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© 2013 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
V. Non-Warrantable Technical Assistance (2CM Claim Type)
This is assistance with repairs that are not warrantable, but may be necessary as a one-time Customer
Loyalty Assistance gesture to leave the customer with the best impression of Volkswagen.
The expectation is that the customer realizes the full benefit of this 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.
Maximum
Volkswagen %
Contribution

Dealer Authorization

Amount that can be
% that can be submitted, in submitted, in SAGA, without
having to having to complete
SAGA, without having to
a WISE exception request.
complete a WISE
exception request.

Type of Assistance

Assistance with a repair that would not be
covered by a Volkswagen warranty.
- Repairs would not have been warrantable
- Repair that has parts and/or and labor
associated (only exceptions are Goodwill
maintenance claims and accessories).

Tier 1: $2000 per visit

Up to 100% within 12
Tier 2: $1500 per visit
These are repairs that would not be considered
months/12,000
by Warranty because the repair needed is due
whichever occurs first, Non-Self-Authorized:
to a non-warrantable condition such as wear
from original in-service
Pre-authorization
and tear, general use, outside influence etc . . .
date.
required via the
Exception Process on
This is not a proactive Goodwill tool, but another
WISE
gifting tool to acknowledge a unique customer
situation.
Vehicle age, mileage and nature of repair
should be considered when determining amount
of assistance.
For assistance beyond VW contribution and authorization maximums,
refer to Exception Process.

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© 2013 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
VI.

Marketing Assistance (2CM Claim Type)

This is where a gift or gesture is provided to acknowledge a repair or overall experience.
This is a great way to acknowledge a poor experience while the customer is still within the terms of a
warranty. It is also a way to offer additional reassurance to those customers who have had an especially
difficult ownership experience.
Maximum Volkswagen
% Contribution
Type of Assistance

% that can be submitted, in
SAGA, without having to
complete a WISE exception
request.

Gifts (CAW_ claims only).
Gift cards, dinner, lunch, flowers
Lease and/or loan payments
Driver Gear Accessories
Dealer maintenance as a gift to
acknowledge a unique customer
situation.

Dealer Authorization
Amount that can be submitted,
in SAGA, without having to
having to complete a WISE
exception request.

Tier 1: $750 per visit
Tier 2: $500 per visit
Up to $750 per RO*

Non-Self-Authorized:
Pre-authorization
required via the
Exception Process on
WISE

*For assistance beyond VW contribution and authorization maximums,
refer to Exception Process
Up to $1000 per VIN

Loyalty Vouchers
DriveEasy Service Contract

Loaner Vehicles/Alternate Transportation

Component Coverage Correspondence
Use is appropriate when there is concern
about a particular component. To promote
customer satisfaction, VWoA can provide
written reassurance of future (limited)
warranty coverage.

Case-by-Case Basis
via a WISE exception
request
Case-by-Case Basis
via a WISE exception
request.

Pre-Approval Required
via WISE Exception
request.

Requires pre-approval
from Region Case
Manager
Not to be used in:
California, New Hampshire,
or Vermont

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© 2013 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
VII. Dealer Authorization Guidelines
The level of assistance a dealer can provide without pre-approval is determined by the dealer’s
earned authorization levels. Authorization levels will be reviewed/measured every quarter based on
the Top Performing Warranty Service Dealer program as described in WISE>Resource Center>Top
Performing Svc. Dlr.

VIII. Exception Process
We understand that there are sometimes exceptions to the process. This process is in place to provide
flexibility in offering assistance.
This exception process is for consideration of assistance beyond:
-

Dealer authorization guidelines (per RO visit $ maximums)

-

Volkswagen repair contribution maximums (additional percentage assistance)

-

Volkswagen authorization time/mileage maximums (assistance beyond 2/24 New Vehicle
Limited and/or Powertrain Warranty expiration).

This process is in place to provide flexibility in offering assistance. This process is reserved for
situations that merit an exception (beyond exiting guidelines).

To submit for an exception please utilize the Customer Loyalty Assistance Authorization form available
under the Operations section in WISE: https://www.vwhub.com/. The claim will then go to your FOM
and/or CARE RCM for review and approval.
An additional contact (call) to your FOM or RCM is not required.
When submitting the claim for pre-approval, make sure the request clearly indicates why the case merits
additional consideration. This is more than just identifying the repair needed, but also identifying
what factors make this claim worthy of exception.
WISE tracking numbers are intended to record a request. Approval is indicated by the percentage
of assistance entered by your FOM or RCM.

Page 7 of 8 plus attachment
© 2013 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
IX.

Marketing Assistance (2CM) Claim Validation

A customer repair order is required to substantiate the claim.
information must be included on the customer repair order:
−
−
−

In addition, the following

Description of Customer Loyalty Assistance provided
Monetary value of the offer
Brief justification for the claim (why did you think assistance was warranted)

Copy of WISE approvals and approval emails are not required. Claims should then be emailed to
vwgoodwill@vw.com or fax it to 248.754.6507.
This process is not in place to re-evaluate decisions. Claims would only be levied back or cancelled
due to improper claim submission or if claim was in violation with outlined policies.

X.
−
-