The British Columbia Automobile Association (BCAA) recently made an executive commitment to customer experience excellence. Delivering a superior customer experience would be the organization's key competitive differentiator. This meant creating a more customer-centric culture, so management developed a new voice of the customer (VOC) program that includes basing employee compensation in part on customer experience metrics.

"Raising the bar with customer experience excellence is now at the center of all our strategies," says Kent Waugh, manager of customer intelligence. Its VOC program, launched in early 2009, has four primary objectives: enable feedback for all BCAA touchpoints, measure and report customer experience and brand experience in near real-time for all customer interactions; reinforce best-in-class practices, and gather insights for business transformation. To get employees on board with the new strategy, BCAA added a compensation component.