September 16, 2025
Volkswagen UK, Medallia and Ipsos Collaborate to Redefine Customer Experience Measurement
The UK’s automotive market is a chaotic place to do business, with cyberattacks, brands flopping between EVs and traditional models, and SUVs lined up a tempting target for increased taxation. Yet, among the corporate and production threats, every car brand needs to keep customers onside with one of the most expensive purchases they will ever make.
Volkswagen UK is upping its customer experience and support efforts by tying up with Medallia and Ipsos to build an all-new initiative that will transform how the UK arm of the company captures and acts on the true voice of the customer.
The UK automotive brand is launching CX Health, a collaboration marking a new 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.
Driving into a Volkswagen CX Future
In 2024 the VW Group registered 472,056 vehicles through its network of over 600 retailers for a 22% share of the UK passenger car market, making VW the leading automotive group in the UK, and therefore with a lot of customers to keep happy.
Aiming to challenge and overhaul existing customer feedback systems, the project should be one to track for brands lagging in their CX and support journey. Nick Ratcliffe, Customer Experience Director at Volkswagen Group UK, said, “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,”
“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.
Mark Bishof, CEO at Medallia, said, “Volkswagen Group UK is driven by a desire to deliver excellence through innovation. 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.”
The CX/EX management vendor has been rolling out the news recently, increasingly partnering with Ipsos for powerful analysis.
Parking Assistance From Ipsos Research
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.
Jamie Thorpe, a recent CXM interviewee and Chief Experience Officer and CX Service Line Leader at Ipsos UK, commented, “Volkswagen Group UK has shown a clear commitment to evolving how customer experience is understood and acted upon. 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.”
