The Covenant Car Co. Inc. (TCCCI), the exclusive importer and distributor of Chevrolet Automobiles in the country, is headed by family members chair emeritus Emeritus Richard Lee, executive director Selene Lee Yu and her sister director for finance and accounting Sherry Yu Gue, and a non-family member, president and managing director Alberto “Albert” Arcilla.
Albert has worked with the Lee family since 1994 in Volvo Philippines. In 2009, he joined some family members who formed their own company. What made Alberto leave his previous job in the corporate world and cast his lot with the Lee family?
“When we formed TCCCI, we decided that the founders, whether family members or not, would have the same value system,” says Selene. “In other traditional family businesses, which are not professionalized, the culture, even if not intentional, runs on the padrino system, with gossip, bullying, etc. We decided to do things right from the very start.”
“We have to be on the same page,” says Albert. “This does not mean that we do not argue. It means that non-family employees know that if they work hard, they can have high positions. One lady started as a receptionist and worked her way up to become a senior marketing executive. ”
A lawyer, Albert had encountered cases of family businesses with money conflicts. “Even if some family members were not contributing to the business, they depended on it. If there is no spirituality, there would be lots of problems.”
Covenant
TCCCI strives to live up to its name, with the value system at the forefront. Last week, we have seen that they follow ethical and lawful policies, including proper payment of taxes. Every Wednesday, Albert opens company meetings with prayer.
“We are not dogmatic,” he says. “We do not force employees to prayer sessions. But our philosophy is Christian, and we are serious about our faith.”
Where other companies have the much-dreaded performance evaluation system, TCCCI has the Steward Wellness Survey.
“All of us are stewards of what God has given us,” says Albert. “The first question in the survey is: Does the steward have integrity? We don’t include any sliding scale from 1 to 5 in the survey, because we can only choose from two answers: yes or no. Either you have integrity, or not. If the answer is no, we do not look at the other factors. Even if you are highly competent, but have no integrity, then we don’t need you.”
How are employees let go? “We give hints, but if someone does not get it, we say, ‘You’re obviously not happy working with us, and we’re not happy working with you,’” he says.
“It is hard to sugarcoat all the time,” says Selene, “especially if actions are not in line with our value system.”
The 70 plus employees are apparently contented, because turnover is low. “When employees evaluate us, they say they like working here because of company values,” says Selene.
Professionals
Alberto, aside from having shares in TCCCI, is so trusted that he has become a mentor to the fourth generation, a nephew and a niece of Selene and Sherry, with possible additions in the future. Many non-family professionals are wary of training younger family members, but Albert takes it in stride.
“TCCCI is professionally run, which means that the younger family members are well-qualified to work with us,” says Albert. “When former Singapore Prime Minister Lee Kuan Yew was accused of nepotism, because his son succeeded him, he replied that it would be wrong if a qualified family member would not be hired just because he is a relative. I agree with him.”
“It helps that I have watched the younger ones grow up. I have seen them play. I have carried them around the office. I would like to think that now, they respect me as an uncle.”
When young people came on board, Albert discussed with them the goals of TCCCI, including work policies, expectations and values. “Other companies are focused only on merit,” Albert says. “What I like about our family business is that it focuses on merit and trust.”
Many professionals are also dismayed when they are caught in the middle of family conflicts. Again, Albert is sanguine. “In my own family, we are all lawyers. When we were growing up, my father would let each of us have our say. He’d ask: What’s your position? What’s your side? Who’s the judge? What’s the decision?”
“When I started working with the Lee family, old and young members, in Volvo in the early 1990s, I was already used to being the mediator if needed. I would listen to everyone and let them have their say. It’s a vocation, not just a profession. They treat me like family, and I treat them like family, too.”
A wide reader, Albert does not hoard knowledge. When he comes across relevant news clippings, he not only clips them out, but also distributes them throughout the TCCCI, adding his own comments and reflections.
When we first met, he confessed that he had long read my math columns in PDI. “Our meeting today is divine coincidence!” he says. (See last week’s column)
Disney
No wonder TCCCI gravitated to Disney, a company that treats employees and families well. Through its Chevrolet Academy, the company continues to invest in the development of its people.
Just as Disney “imagineered” its way into the hearts of millions, TCCCI in turn aims to “re-imagineer” its way into its stewards, dealers, customers by partnering with Disney. In May 2014 and 2015, company personnel went to Hong Kong Disneyland for a workshop specially created by the Disney Institute for General Motors International and TCCCI.
“Disney is known for its innovation, service management, customer experience,” says Selene. “We want our stewards to be everyday heroes, in their work and customer relations.”
Unlike many businesses that attach strings to employee training, TCCCI sent its people to the workshops—all expenses paid.
“We are investing in our stewards, because we believe in them,” Albert says.
In 2011 and 2012, Chevrolet became the leading brand for Vehicle After Sales Services in the country, according to the JD Power Asia Pacific Customer Satisfaction Index Study. Today, TCCCI has 23 partner-dealers around the country.
“If we were to face God today, we do so with open hearts and open minds,” says Selene. “Let us live life the best we can.”
Visit the Chevrolet Philippines: TCCCI website at chevy.com.ph, or go to Facebook/Twitter.
Next week: Help! My children are not committed to the business
Queena N. Lee-Chua is on the Board of Directors of Ateneo de Manila University’s Family Business Development Center. Get her book “Successful Family Businesses” at the University Press (e-mail msanagustin@ateneo.edu.) E-mail the author at blessbook.chua@gmail.com.