How Chery Built Global Customer Service with AI, Translation, and Omnichannel Integration

article summary：Discover how Chery leverages Udesk Global AI Customer Service to support international growth through AI-powered translation, omnichannel integration, automotive knowledge management, and enterprise system connectivity. Explore its approach to multilingual support, operational efficiency, data compliance, and scalable global customer service.

As automotive brands expand into international markets, customer expectations become increasingly complex. Global AI Customer Service helps enterprises overcome language barriers, connect fragmented communication channels, and deliver consistent support across regions. Chery Automobile provides a practical example of how a global automotive business can use AI translation, omnichannel integration, business system connectivity, and localized service operations to build a scalable customer service infrastructure.

By working with Udesk, Chery established an integrated intelligent customer service system designed to support its international business expansion while improving service efficiency, operational coordination, and data compliance.

1. Background: Chery's Growing Demand for Global Customer Support

Founded in 1997, Chery Automobile has developed into an internationally recognized automotive manufacturer. According to Udesk's published customer case, Chery operates in more than 100 countries and regions and has built a global call center to provide consultation, maintenance, and roadside assistance.

As its overseas business expanded, customer service needed to evolve beyond traditional call center operations. Different markets required localized communication, professional automotive knowledge, and coordinated support across multiple channels.

A centralized global service infrastructure became essential to maintaining consistent customer experiences while supporting regional business requirements.

2. Key Challenges in Building International Automotive Customer Service

Chery faced three major challenges that are common among automotive companies expanding overseas.

High Costs of Global Service Coverage

Establishing local customer service teams in multiple countries requires recruitment, training, management, and infrastructure investment. Differences in time zones, languages, and service standards also make centralized management difficult.

Without a unified platform, maintaining consistent service quality across more than 100 markets can become increasingly expensive.

Language Barriers and Complex Technical Inquiries

Automotive customer service involves more than answering general questions. Customers may need assistance with vehicle maintenance, battery systems, intelligent driving technologies, warranty policies, and roadside emergencies.

General-purpose translation tools may struggle with specialized automotive terminology and local cultural expressions. Agents therefore need accurate multilingual communication supported by reliable industry knowledge.

Data Silos and Global Compliance Risks

Customer information, vehicle identification numbers (VINs), maintenance records, and order histories may be distributed across different enterprise systems.

At the same time, international operations must consider regional data protection requirements, including GDPR in Europe. Enterprises need to balance information accessibility, secure data handling, and efficient cross-border service collaboration.

3. Solution Architecture: Five Capabilities Behind Chery's Global Service System

To address these challenges, Udesk implemented an integrated solution combining AI, communication channels, enterprise systems, compliance capabilities, and localized operations.

3.1 Omnichannel Customer Service Integration

Udesk connects multiple customer communication channels, including WhatsApp, Facebook, Instagram, YouTube, LinkedIn, email, and telephone hotlines.

Instead of managing each channel independently, customer service teams can handle conversations through a unified platform.

This approach helps enterprises:

• Centralize customer inquiries from different communication channels.
• Maintain more consistent service standards.
• Reduce manual channel switching.
• Support customers across different time zones.
• Improve visibility into customer interactions.

For global automotive brands, omnichannel integration creates a more connected service experience throughout the customer journey.

3.2 AI-Powered Multilingual Translation

Language localization is a fundamental requirement for international customer service.

Udesk combines large-model translation capabilities with a professional new energy vehicle terminology library. This enables more context-aware translation of automotive expressions and technical inquiries across different markets.

For example, when a customer asks about battery performance or intelligent driving functions in a local language, AI translation helps agents understand the request and communicate more effectively.

A specialized terminology library also helps maintain consistency when handling technical concepts, product information, and after-sales instructions.

3.3 Automotive Knowledge Base and AI Assistance

Accurate information is essential in automotive customer support, where incorrect technical guidance can affect customer experience and service quality.

Udesk integrates a centralized knowledge base to help service teams access professional automotive information and synchronize knowledge across global operations.

This creates several advantages:

• More consistent answers across regional teams.
• Faster access to technical information.
• Reduced dependence on individual agent experience.
• Better knowledge management as products and policies evolve.

AI-supported knowledge retrieval can also help agents handle repetitive inquiries more efficiently while allowing human specialists to focus on complex cases.

3.4 Enterprise System Integration and Data Collaboration

A global customer service platform becomes more valuable when it connects with existing enterprise systems.

Through Udesk's data integration capabilities, Chery's customer service operations can access relevant information from ERP, CRM, and after-sales systems.

Agents can retrieve vehicle information, order records, and maintenance histories through a connected service environment.

This enables more context-rich interactions and reduces the need for customers to repeatedly explain their problems.

It also supports a more complete service workflow, connecting customer inquiries with business processes and after-sales operations.

3.5 Global Compliance and Localized BPO Services

Global customer service requires both centralized management and local operational flexibility.

Udesk's solution incorporates localized data storage, secure data transmission, and compliance-oriented data management to support regional regulatory requirements.

In addition, overseas BPO services help Chery recruit, train, and manage local customer service teams.

The combination of technology and localized operations allows enterprises to expand service coverage without relying entirely on building independent teams in every market.

4. Implementation: Connecting Technology with Daily Service Operations

The value of a global service platform depends on how effectively its capabilities work together.

Chery's solution can be understood through the following operational workflow:

Customer Contact → Omnichannel Reception → AI Translation → Knowledge Support → Agent Processing → Business System Collaboration → Service Resolution

For example, when an overseas vehicle owner contacts customer service through WhatsApp:

1. The platform receives the inquiry and identifies the communication channel.
2. AI translation helps the agent understand the customer's local-language message.
3. The knowledge base provides relevant automotive information.
4. The agent accesses vehicle and maintenance records through connected business systems.
5. The service request is processed or transferred to the appropriate team.
6. Customer information and service records support subsequent follow-up.

This combination of automation and human collaboration helps create a standardized service process while preserving the flexibility required by local markets.

5. Business Results: What Chery's Global AI Customer Service Achieved

According to Udesk's published case study, the implementation delivered value across three major dimensions.

Improved Global Customer Experience

24/7 multilingual service coverage helps Chery respond to customers across different regions and time zones. Unified channel management also supports more consistent communication.

Optimized Overseas Operational Costs

AI-powered assistance reduces repetitive manual work, while localized BPO services help simplify the process of establishing and managing overseas customer service teams.

This provides a more scalable operating model as international business expands.

Stronger Compliance and Business Collaboration

Localized data storage, secure transmission, and connected enterprise systems support more structured global service operations.

Meanwhile, accumulated service data provides useful insights for product improvement and value-added service recommendations.

Important measurement note: The published Chery case describes these business outcomes but does not disclose specific percentage improvements, financial savings, or verified ROI figures. Enterprises evaluating similar projects should measure response time, first-contact resolution, AI handling rate, customer satisfaction, and cost per contact using their own operational data.

6. How Other Enterprises Can Replicate Chery's Global Customer Service Strategy

Chery's experience offers several practical lessons for businesses planning international expansion.

Key area	Recommended approach
Global coverage	Build a centralized platform with regional service capabilities
Language localization	Combine AI translation with industry-specific terminology
Channel management	Integrate social media, messaging, email, and voice
Business collaboration	Connect CRM, ERP, order, and after-sales systems
Data compliance	Establish regional storage, access controls, and audit processes
Operational scalability	Combine AI automation with localized human support

Enterprises should start by identifying their highest-volume customer inquiries and most important overseas markets. They can then prioritize channel integration, translation quality, knowledge management, and system connectivity before expanding automation.

Why Choose Udesk for Global AI Customer Service?

For enterprises seeking to build a connected international service operation, Udesk provides an integrated platform covering omnichannel customer service, AI Agents, multilingual translation, knowledge management, ticket management, and business system integration.

Its capabilities can help organizations move beyond fragmented regional support tools toward a unified global service infrastructure.

The Chery case demonstrates how these capabilities can be combined to address the practical challenges of international automotive customer service. Rather than simply introducing an AI chatbot, enterprises can build a broader service ecosystem that connects customers, agents, business systems, and local operations.

Explore Udesk Global Customer Service Solutions to learn how AI-driven service infrastructure can support international business growth.

Frequently Asked Questions

1. What is Global AI Customer Service?

Global AI Customer Service uses artificial intelligence, multilingual communication, and integrated service platforms to support customers across different countries, languages, and communication channels. It helps enterprises provide consistent, scalable customer support while reducing repetitive manual work.

2. How does AI translation improve international customer service?

AI translation enables agents and customers to communicate across language barriers. When combined with industry-specific terminology and contextual understanding, it improves communication accuracy and helps agents handle technical inquiries more effectively.

3. What should enterprises consider when choosing a global customer service platform?

Enterprises should evaluate multilingual capabilities, omnichannel integration, AI automation, knowledge management, CRM and ERP connectivity, data security, regional compliance, and local service support. The right platform should accommodate both current international operations and future market expansion.

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The article is original by Udesk, and when reprinted, the source must be indicated：https://www.udeskglobal.com/blog/how-chery-built-global-customer-service-with-ai-translation-and-omnichannel-integration.html