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Compensating on VoC

Including customer feedback in incentive compensation can prompt attention and motivate people to take action from Voice of Customer (VoC) initiatives. Consider these three tips:

  • The emphasis should not be on the score. Instead, focus the incentive on the behaviors you are trying to create (e.g., execution of plans, close the loop activities, providing the right customer contacts, etc.) – all of which improve the experience.
  • It must be relevant to one’s job: A person must see a clear link to "their role in the goal" for this to properly motivate them.
  • It must be balanced with other incentives: The customer portion shouldn’t account for more than 20% of the incentive compensation.  If this portion gets too large it risks a shift away from desired customer focus to selfish, bad behaviors and gaming.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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