And therein lies the fault, they only do "good" because they were made to do it. Rewarding them for "reluctantly" improving won't change their bad behavior. They should improve because it's the decent thing to do. By doing the decent thing, the praise would have been tenfold, which is the best incentive. (I do appreciate your comment because most companies do live in a moral vacuum.)

There's the whole citizens united ruling stating companies are people, but they're not toddlers. They (the grown adults working there) should not need positive reinforcement to figure out that consumer hostile actions sour said consumers on their product in future purchase decisions. If they want an incentive to be better, start there.