How Chery Malaysia built a real-time post-service feedback system across dealerships nationwide through WhatsApp
Since going live, Chery Malaysia receives feedback from customers within days of each service visit, not weeks. Performance is now visible across brands, regions, and dealerships in a single view.
The operational impact was immediate. Teams that previously waited for monthly reports now see dealership-level performance in real time and can respond while the feedback still has context.
Chery Malaysia sold its first vehicle in June 2023. By end of 2025, it had delivered over 30,000 cars, a pace that few automotive brands achieve in under three years. That growth brought scale challenges the original setup was not designed for.
Chery Malaysia operates three nameplates under one roof: Chery, Jaecoo-Omoda, and iCar. Each brand has its own customer profile, dealer network, and service expectations. For a company whose reputation is built on quality and innovation, the aftersales experience is where ownership is won or lost.
Post-service satisfaction was tracked through a traditional survey provider. When the network was small, it worked. As it grew, the cracks became operational challenges.
Each brand ran on its own survey schedule. Consolidation was manual. By the time results reached Chery HQ, the service visit being evaluated was often three to four weeks in the past. A cluster of unhappy customers at a regional dealership would only surface at the next report cycle, too late to act on.
There was also no single view of performance across brands, regions, and dealerships. Answering a question like “which dealerships are trending down this month?” required pulling multiple reports, aligning timelines, and accepting that the picture was already stale
Three days after each service visit, customers receive a structured satisfaction survey via WhatsApp. The timing is deliberate: close enough that the experience is vivid, far enough that the customer can judge whether the issue was actually resolved. No app download. No email open rate anxiety. WhatsApp penetration in Malaysia means the message gets read.
Satisfaction and loyalty scores are consolidated across all three brands in real time. Each brand team sees its own data clearly, while HQ retains a cross-brand view. The same platform handles Chery’s mainstream buyers and Jaecoo-Omoda’s premium segment without conflating the two.
A custom-built Customer Satisfaction Index and CSAT analytics dashboard gives Chery HQ the ability to filter results by region, dealership, car model, and time period in real time. Access is tiered: HQ sees the full picture; brand teams see their own. When a specific dealership trends down, the right team knows the same week it happens.
