Acceleration of service transformation: Pegadaian campaigns commitment to 'Serving with All Heart'

Jakarta (ANTARA) - PT Pegadaian officially reaffirmed its commitment to transform services comprehensively through the launch of the national campaign ‘Melayani Sepenuh Hati’ to MengEMASkan Indonesia, held at Ballroom The Gade Tower, Jakarta, on Tuesday, 3 March. This strategic move was taken as an acceleration by Danantara Asset Management Agency to strengthen the role of state-owned enterprises in delivering maximum value to the public. During the event, the commitment to service transformation was marked by the pinning of the ‘Melayani Sepenuh Hati’ badge to two Pegadaian Insan representatives, symbolising Pegadaian’s readiness to be a loyal friend to the public in providing financially beneficial solutions. In his speech, Pegadaian’s President Director Damar Latri Setiawan said that service is a top priority that must be delivered from the company to the public. Good service can contribute to the company’s performance. ‘Thanks to the extraordinary loyalty of customers, Pegadaian has posted positive performance and continued to grow. Customer Experience (CX) is the foundation for the company’s sustainability. However, we reflect: do the public really feel the impact of the financial performance Pegadaian achieves? Do these figures truly reflect the quality of our service? Therefore we are undertaking a service transformation to ensure customers are truly accommodated and benefit from Pegadaian, particularly financially,’ Damar explained. This transformation is not merely a slogan change, but a fundamental overhaul of the aspects of working culture, digitisation of processes, and standardisation of service across more than 4,000 Pegadaian outlets nationwide. Three areas to be prioritised are: Speed: speed in service; Care: building customer loyalty; and Comfort: creating a sense of ease. ‘With the commitment of serving wholeheartedly, all Pegadaian staff must provide the three aspects of the best service for customers, from speed to provide convenience and demonstrate that we value customers’ time, to offering comfort to give customers a sense of security, and care to build a sense of belonging to Pegadaian,’ said Damar. In the same event, Danantara Asset Management’s Chief Marketing Officer, Dendi Tegar Danianto, said that service is the soul of an institution. This can be measured by the Customer Experience (CX) Framework. Danantara has high expectations for turning the BUMN under its umbrella into a world-class entity through superior service, one of which is Pegadaian. ‘Service is not merely a procedure, but a value that lives in every individual. We need to ensure the service paradigm and culture become the guide for colleagues who interact directly with consumers. With CX100 we hope to measure what customers need and what we must do next, from their experience,’ he said. This transformation completes Pegadaian’s strategic journey. After successfully passing through stages of transformation—from Physical Transformation with standardised outlets, through Business Transformation via Gold Banking (Layanan Bank Emas), and Digital Transformation marked by the launch of the Tring! app—Pegadaian is now entering the final pillar with Human Resource Transformation. This phase starts with new uniforms, a national town hall programme, and commitments from Pegadaian Insan across Indonesia, including remote and underserved areas, to align the vision and ideology of ‘Melayani Sepenuh Hati’. With the spirit of MengEMASkan Indonesia, PT Pegadaian is ready to accelerate its strategic role to support national economic growth through service that is sincere, fast, easy and comfortable for all layers of society.