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Kia Netherlands oversees a strong dealer network, responsible for driving sales and service performance across the country. Over the years, Kia has built a sophisticated sales bonus scheme designed to align dealer incentives with sales targets and broader business goals.

As the bonus scheme grew more complex, Kia Netherlands recognized the need for a modern digital solution that could provide transparency, accuracy, and efficiency for both the company and its dealers. This led Kia Netherlands to adopt Optimum Info’s IKON Field Operations Management solution, a cloud-based platform that enhances collaboration between manufacturers and dealers .

As the best-selling car brand in the Netherlands in 2024, Kia partnered with Optimum to digitize its bonus scheme to provide tools for performance monitoring, results analysis, and forecasting .

Challenge: Streamlining Bonus Programs and Reporting

For years, Kia Netherlands relied on Excel spreadsheets to manage its bonus scheme. While effective at first, the system became increasingly difficult to manage:

  • Daily and quarterly reporting demanded significant manual effort from Sales Operations staff, consuming valuable time.
  • Manual calculations sometimes led to inconsistencies that were costly and time-consuming to correct.
  • Dealers received static PDF reports, which offered little opportunity to analyze performance or plan ahead.
  • Updating bonus rules required cumbersome spreadsheet changes, adding further complexity.

According to Bauke M., General Manager in Channel and Sales at Kia Netherlands, the manual system limited insights for dealers:

Blue quotation marks The insight we gave to our dealers was not at the level we desired. We needed a program safeguarded against errors, providing the accuracy and detail our dealers required.Blue quotation marks

Solution: Digitizing Dealer Programs

To replace its manual, Excel-based process, Kia Netherlands selected Optimum Info’s IKON system. The platform was customized to support Kia Netherlands’ unique bonus program while adding features that empowered both corporate teams and dealers, including:

Screenshot of the salesreport in Kia Netherlands' IKON system displayed on a laptop

  • Dealer Sales Reporting: Automated reports showing sales realization versus targets at the model family level, ensuring dealers always know their standing.
  • Bonus Calculation & Statements: Automated quarterly bonus overviews with all applicable conditions, including Overperformance, Early Bird incentives, and Model Family Performance.
  • Forecasting Module: Allows both dealers and Kia Netherlands teams to project future sales and bonus outcomes, helping plan strategies proactively.
  • Model Family Repair: An option for dealers to recover missed bonuses in the following quarter, enhancing fairness and motivation.
  • Editable Conditions: Flexibility to adjust bonus program rules directly from the front end, allowing quick responses to market or program changes.
  • Transparency Tools: Consolidated VIN-level reports that give dealers the ability to independently verify results, building trust and alignment.

The system was rolled out in phases, beginning with the core Bonus Module and later expanding with forecasting and repair features. Today, IKON is used daily by their main dealer users, making it a central tool in Kia Netherlands’ dealer management process.

Reflecting on the journey, Bauke emphasized the system’s adaptability: Blue quotation marks We really tested the flexibility of Optimum. The project was much more complex than we originally initiated, and I want to praise Optimum for how they adapted. Any changes needed were handled with care. There was a common understanding between Kia and Optimum on the end goal, and we were very satisfied with the implementation.Blue quotation marks

Results: Time Savings, Transparency, and Engagement

The adoption of IKON has delivered measurable improvements for Kia Netherlands, strengthening both operational efficiency and dealer relationships. Key outcomes include:

Blue circle with text 'IKON eliminated 45 minutes of daily manual reporting from sales operations staff'

  • Time savings: A Sales Operations specialist previously spent 30–45 minutes each day preparing Excel files and uploading PDF reports for dealers. With IKON automating this process, this task was eliminated, freeing time for more strategic work.
  • Error reduction: Manual bonus calculations in Excel often led to inconsistencies that could not always be corrected. IKON applies rules uniformly and automatically, ensuring accurate bonus payouts and eliminating the risk of costly mistakes.
  • Dealer empowerment: Instead of receiving static PDF reports, dealers now have interactive dashboards where they can drill into performance, check bonus eligibility, and run projections. Real-time updates and transparent calculations give them more control over planning, while features like Model Family Repair have reinforced confidence in the fairness of the program.

As Bauke explained, the impact has been significant: Blue quotation marks You cannot underestimate the accuracy we are now able to deliver to our network. This has been critical. Dealers trust us more because the IKON system does not make mistakes.Blue quotation marks

The Future: Flexibility for Growth

Looking ahead, Kia Netherlands sees IKON as a cornerstone of its dealer collaboration strategy. Its flexibility allows bonus rules and performance measures to be adapted quickly, ensuring the program remains aligned with evolving market conditions.

Bauke summarized, Blue quotation marksThe level of customer understanding and support from our account manager at Optimum Info has been incredible. Optimum doesn’t just offer a system; they offer a solution. They understand the customer’s challenges and provide answers that really solve them. I think that really stands out in the automotive industry.Blue quotation marks

Kia Netherlands has built a highly effective bonus scheme with IKON, giving the organization a transparent and reliable way to manage dealer performance. With this foundation in place, they are well positioned to strengthen relationships and drive continued sales growth in the future.

Diana Lieu

Diana Lieu

Senior Marketing Associate

Diana is a Senior Marketing Associate at Optimum Info, a global business solutions company providing tailored software solutions for manufacturers to improve franchise network development and after-sales operations. Utilizing her experience in client engagement, Diana strives to create interesting and insightful articles to engage and inform OEMs.

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