Unhappy customers bring smaller bonuses at Citi, says head of global experience

Major companies are starting to incentivise staff with bonuses based around customer experience, as they seek to improve the performance of their brands.

With firms stressing the importance of customer experience and satisfaction, Tanya Smith, head of global experience team at Citi said a failure to produce “happy customers” may lead to reduced bonuses, irrespective of the amount of revenue staff generate.

“We’ve embedded (the customer) in all of our score cards, and it really factors into people’s bonuses, for the front line staff as well,” she told a session at Mumbrella’s Finance Marketing Summit.

“Even when they’ve driven a lot of revenue for the organisation, if they’re not resulting in happy customers they’re not getting nice bonuses.”