Chery Australia is redefining its approach to customer care by prioritizing simplicity, speed, and accountability, aiming to improve the experience for both vehicle owners and dealerships. The company’s strategy revolves around a unique benchmark: the “pub test,” which prioritizes common-sense fairness over rigid adherence to policies and procedures.
The “Pub Test” Guiding Principles
Lucas Harris, Chery Australia’s chief operating officer, explained to CarExpert that the “pub test” is the core of their customer care philosophy. Rather than relying solely on warranty policies or Australian Consumer Law (ACL) – considered the minimum standard – Chery aims for outcomes that would be considered fair by an ordinary person. “Would a normal person hearing the story think that we were doing the right thing or not?” Harris asked. This philosophy encourages dealerships and internal teams to resolve issues with empathy and prioritize what feels right in a given situation.
Empowering Dealerships for Quick Resolutions
A key aspect of Chery’s strategy is streamlining support for dealerships. Technicians and service advisors are intended to receive prompt assistance without unnecessary delays or bureaucratic hurdles. The company wants dealership staff to feel supported and not left to navigate customer issues independently. This means internal teams are designed to provide easy access to someone who can directly help resolve problems.
Shifting Focus from Cost Control to Speed
Unlike some manufacturers that may prioritize cost savings or warranty claim denials, Chery Australia’s sole key performance indicator (KPI) is speed of resolution. The company is committed to quickly addressing warranty concerns, demonstrating a willingness to fairly compensate dealerships for diagnostic work, even if it requires substantial time. “If it takes genuinely 30 hours to diagnose, no problem. We pay. Get out of the way. That’s our job,” Harris stated. This focus fosters a cooperative relationship with dealerships and encourages them to confidently tackle warranty repairs.
Direct Intervention and Buy-backs as Acceptable Outcomes
To ensure the customer experience is paramount, Harris takes a hands-on approach. On rare occasions when customers manage to reach him directly, he personally intervenes, aiming to resolve their issues within minutes. This proactive intervention sets a standard for the entire company and reinforces their commitment to customer satisfaction. Furthermore, Chery views buy-backs as an acceptable outcome when a customer has experienced a significantly poor experience, even if it doesn’t strictly align with warranty qualifications. “I’d rather just sort it out, than make them jump through ten million hoops,” Harris added.
Supporting Dealers for Better Customer Experiences
Chery’s underlying philosophy is that supporting dealers effectively ultimately leads to better experiences for their customers. By focusing on timely resolutions and doing what’s right, the company aims to build lasting trust and loyalty. “Our standard should be, if that was my sister or my mother or my friend, would I think that was acceptable or not?” This people-first approach underscores Chery’s dedication to a genuinely satisfying customer journey.
