General Administration
The Warranty Policy and Procedure that is applied when entering a warranty claim also applies to
Customer Loyalty Assistance.
Claims must be submitted within 30 days from repair completion date or are subject to cancellation.
Claims meeting program standards will be paid within 30 days.
Claims will not be paid until all required information is received.
Claims that are submitted without required documentation will be cancelled if not resubmitted within
30 days from claim cancellation date.

Occasional use of Customer Loyalty Assistance is highly encouraged. Dealers with a high volume of
claims, relative to their overall service volume, may be subject to further review.

XI. Volkswagen Customer Loyalty Assistance
Administration Guide
The attached Volkswagen Customer Loyalty Assistance Administration Guide has been created to assist
dealers in utilizing the Customer Loyalty Assistance policy. It includes the Customer Loyalty Assistance
Policy, quick reference guides, claim documentation examples, FAQ and detailed information on how to
properly administer Goodwill.
The Customer Loyalty Assistance Administration Guide is available in the Resource Center (Customer
Loyalty Assistance folder) in WISE.

Page 8 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.

VOLKSWAGEN OF AMERICA, INC.
CUSTOMER LOYALTY ASSISTANCE
ADMINISTRATION GUIDE
JUNE 3, 2013

Customer Loyalty Assistance
Administration Guide
TABLE OF CONTENTS
PROGRAM ADMINISTRATION ................................................................................................................. 3
PROGRAM GUIDELINES ......................................................................................................................... 4
TYPES OF CUSTOMER LOYALTY ASSISTANCE ........................................................................................ 5
TECHNICAL ASSISTANCE (210 CLAIM) .................................................................................................. 6
NON-W ARRANTABLE TECHNICAL ASSISTANCE (2CM CLAIM) ............................................................... 7
M ARKETING ASSISTANCE (2CM CLAIM) ............................................................................................... 8
DEALER AUTHORIZATION GUIDELINES .................................................................................................. 9
EXCEPTION PROCESS ........................................................................................................................... 9
SAGA CLAIM SUBMISSION: Technical Claims 210/2CM .................................................................. 11
SAGA CLAIM SUBMISSION: Marketing Claims 2CM......................................................................... 12
M ARKETING ASSISTANCE (2CM) CLAIM V ALIDATION ......................................................................... 13
CUSTOMER LOYALTY ASSISTANCE FLOW SUMMARY .......................................................................... 14
ADMINISTRATION ................................................................................................................................. 15
CUSTOMER LOYALTY ASSISTANCE CHECKLIST .................................................................................. 16
TOOLS AND RESOURCES .................................................................................................................... 17
QUICK REFERENCE ............................................................................................................................. 18
LOYALTY ASSISTANCE FAQ ............................................................................................................... 19

© 2013 Volkswagen of America, Inc.
Published May 2013
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 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.

Page 2 of 21

Customer Loyalty Assistance
Administration Guide
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.

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 VW?

-

Is the customer’s vehicle serviced as recommended by Volkswagen?

-

Has the vehicle been well cared for and in good overall condition?

Page 3 of 21

Customer Loyalty Assistance
Administration Guide
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

Page 4 of 21

Customer Loyalty Assistance
Administration Guide
TYPES OF CUSTOMER LOYALTY ASSISTANCE
Below you will find an overview of the two 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
exception 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.

Page 5 of 21

Customer Loyalty Assistance
Administration Guide
TECHNICAL ASSISTANCE (210 CLAIM)
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 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 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 obtain a a WISE exception request .

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

* Amount of assistance requested versus total cost of repair.

Page 6 of 21

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

Refer to Exception Process

Customer Loyalty Assistance
Administration Guide
NON-WARRANTABLE TECHNICAL ASSISTANCE (2CM CLAIM)
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
obtain 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
* Amount of assistance requested versus total cost of repair.

Page 7 of 21

Customer Loyalty Assistance
Administration Guide
MARKETING ASSISTANCE (2CM CLAIM)
This is where a gift or gesture is provided to acknowledge a repair or overall experience: Dinners,
lease payments, accessories, gift certificates, etc . . .
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
obtain a WISE exception
request.

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

Tier 1: $750 per visit

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.

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 (request)
Up to $1000 per VIN

Loyalty Vouchers

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

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.

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

Page 8 of 21

Pre-Approval Required
via WISE Exception
request.

Customer Loyalty Assistance
Administration Guide

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.

WISE EXCEPTION PROCESS
We understand that there are sometimes exceptions to the process. This process is in place to
provide flexibility in offering assistance. This process is reserved for situations that merit an
exception (beyond exiting guidelines).
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