Use some element of your total pay program to recognize and reward customer service and satisfaction. Make sure the program is cost-effective. If your company is squeezing out profit margins to survive, participate in that effort by maintaining or reducing fixed compensation costs. Don't be stingy. If you want outstanding results, pay outstanding rewards.
Employees typically feel the results of the downside of performance.
It is equally important that they benefit on the upside. Don't expect perceptions to change overnight. Traditional systems have been around a long time. Changing to a variable pay philosophy is not a short-term project. Be prepared to spend time and effort to train and educate managers and employees, alleviate their fears, and gain understanding, acceptance, and credibility for any new approaches.