As Chery continues to lay the groundwork for re-entry into Malaysia, it will be putting priority on high quality customer service. The brand has developed a reputation globally for a warm and user-centric service approach, and will be applying the same standard to Malaysia. Chery also prides itself on offering services across the entire lifecycle of car ownership through its sales and aftersales network, software and hardware optimisation as well as competitive service policies.
Since the beginning, Chery has been strongly committed to delivering top-quality service to global customers by taking a user-centric approach to continuously improve its service quality and customer satisfaction. The company adopts the Customer Satisfaction Index (CSI) research management method to determine how well its services meet customer expectations. Through surveys (as well as a continuous improvement to its research weaknesses), Chery is able to better understand its customers’ lifestyles, needs and wants. Based on this knowledge gathered, it can then work on improving ownership experience thus enhancing brand loyalty.
Aside from collecting data through active research, Chery has also developed online service channels to respond quickly and actively solve customers’ issues. The company’s OTA (over-the-air) data platform not only performs remote diagnoses of vehicles, but can also provide cloud-based services and solutions.
In addition, a global mobile app with around-the-clock support allows Chery to quickly respond to customer issues. Customers can also use the app to book service appointments at their convenience. Further, feedback on social media is also constantly monitored, and Chery’s aftersales team is tasked with providing timely responses to boost customer confidence and trust.
Chery’s global top technical team is benchmarked against the world’s leading automotive brands. Since 2002, the company has carried out a number of global service skills competitions to further upskill technical employees and discover high-quality talents. Technical elites from countries such as Brazil, Chile, Argentina and Egypt compete on the same stage, reflecting Chery’s global competitiveness in aftersales technology and services.
Customer satisfaction is not just about solving issues. Chery also works on localising its services for the markets it is in. This includes establishing a unified corporate identity for guest lounges that also account for local customs and traditions while bringing a high-level service experience to customers.
In the July 2022 China Sales Service Satisfaction by JD Power, Chery once again ranked 2nd in sales satisfaction among the Chinese brands. In the following month, in JD Power’s 2022 New Car Attractiveness Index Survey Report, Chery improved by 8 places to rank 15th among mainstream brands, with the Arrizo 6 Pro winning the mid-size sedan category and the Tiggo 8 Pro Max ranking 2nd in the mid-size SUV segment.
For Malaysia, Chery stated that it will continuously work to establish and maintain consumers’ confidence and trust through its extensive market research, understanding of needs and wants, and progressively optimising and expanding its services to serve its customers here. And while it is still too early to tell, the publicising of its products and initiatives for Malaysia should signal to segment rivals to bolster their own market positions. As the proverb goes, the proof of the pudding is in the eating so it remains to be seen just how well Chery can cater to Malaysian buyers’ requirements.