HERNDON, Va. -

With the automaker apparently aiming to bolster its presence this key market, a customer experience organization was revealed late last week by Volkswagen of America as well as who will fill the newly created position of heading up customer experience. 

VW announced that head of sales Mark Barnes has been named vice president of customer experience, which is the new position.

Barnes is responsible for customer experience strategies and initiatives throughout all business activities, including customer interacting at the dealership and VWoA corporate level.

Barnes will have the following functions reporting to him: the Volkswagen Academy, customer care, customer experience and customer relationship management/loyalty.

“We know we need a systemic approach to better manage the entire customer experience within VW," stated Jonathan Browning, president and chief executive officer of Volkswagen Group of America and VWoA.

“Now that we’ve put actions in place to address the customer voice in the product development process, and built a strong quality organization, this is the next step in improving the foundation of our business,” he added.

Browning continued: “Mark has done an outstanding job of building momentum in the sales organization, and throughout the dealer network. His enthusiasm and passion for building loyalty among our customers is well known across the company. Combine that with the depth of his relationship with dealers, and he is the perfect person to lead this new team.”

Meanwhile, the company has hired Frank Trivieri to lead all sales operations. His most recent post was as general director of sales for General Motors of Canada.

He will head up the dealership network and is called to help maintain VW’s sales momentum. Trivieri will direct all activity in U.S. regions, sales planning and strategy, network operations, retail programs and fleet and remarketing.

“I am looking forward to Frank joining the Volkswagen team,” Browning stated. “His experience, enthusiasm and personality will help him settle into his new role very quickly.”