Jasa Marga Enhances Customer Experience Through Digital Innovation

PT Jasa Marga (Persero) Tbk held an Expert Sharing Session to strengthen its customer-oriented service transformation by enhancing the customer experience. President Director Rivan A. Purwantono stated that as the market leader in toll road management in Indonesia, the company is transforming its business paradigm from being merely an infrastructure provider to an ‘infraculture’ that focuses on road user safety. “The impact of this paradigm shift is not only for the company internally, but also for the public so they can increasingly feel the best experience while driving. Our challenge is to realise a total experience focused on road user safety. To support this, Jasa Marga continues to develop various technology-based service innovations, ranging from monitoring Over Dimension Over Load (ODOL) vehicles, developing an internal control system called Troops to ensure service quality and toll road infrastructure, the JMTC as an operational control centre, to the Travoy application as a digital service ecosystem for toll road users,” Rivan said in a written statement on Friday. The event was held at the Jasamarga Tollroad Command Center (JMTC) in Bekasi on Wednesday, themed “Up-scaling Customer Experience (CX) Through Smart, Sustainable, and Connected Mobility Ecosystems”. It was attended by President Director Rivan A. Purwantono, Service Director Yaya Ruhiya, Corporate Secretary & Chief Administration Officer Trias Andriyanto, Group Heads, directors of Jasa Marga subsidiaries, and hundreds of Jasa Marga Group employees who participated online. Jasa Marga presented two speakers: academic Prof. Mohammed Ali Berawi and business practitioner and academic Prof. Rhenald Kasali. Both shared their views on strategies to improve customer experience within the transportation infrastructure ecosystem. According to Rivan, the ability to create added value in every kilometre of travel is one indicator of the company’s success. One step being taken is revitalising rest areas to develop into tourist destinations, not just stopover points. “Through technology and various service innovations that we continue to develop, Jasa Marga is able to meet the increasingly high dynamics of public expectations. The spirit of wholehearted service is no longer a choice, but has become a necessity and obligation for all Jasa Marga personnel in providing their best performance to the 3.5 million vehicles we serve every day,” he added. In the expert sharing session, Prof. Mohammed Ali Berawi presented material titled “Building Smart, Sustainable, and Connected Mobility Ecosystems”. He explained that the development of a smart mobility ecosystem must be supported by three main pillars: hardware, software, and brainware. According to him, these three aspects must go hand in hand to deliver a transportation system that is adaptive to technological developments while answering the needs of society. “Business strategy must be able to answer customer needs. Smart mobility must also be integrated into an ecosystem. Currently, I think Jasa Marga is already very good. Jasa Marga already has a command centre that manages data to support technology-based decision making and Travoy as a digital service innovation. This technological development must be balanced with a commitment to sustainability because today’s development is a legacy for future generations,” explained Prof. Mohammed Ali Berawi. Meanwhile, Prof. Rhenald Kasali reviewed the strategy of “Up-scaling Customer Experience” through the perspective of consumer behaviour. He also shared his experience of receiving help from Jasa Marga officers when he suffered a tyre blowout on the Jakarta-Cikampek Toll Road at KM 62. According to him, the speed and quality of service are important factors in meeting the expectations of a new generation of consumers whose decisions are heavily influenced by digital algorithms. “Facing this new generation requires a different approach because the new algorithmic approach also changes the way people make decisions, giving birth to new experiences. I am pleased to see a leader like Mr Rivan because he does not create something new, but finds existing treasures like Travoy, then revives and perfects them into a corporate strategy towards a better customer experience,” concluded Prof. Rhenald Kasali. Through this Expert Sharing Session, Jasa Marga hopes all its personnel will gain new perspectives in building a work culture that is increasingly oriented towards road users. The synergy between innovation, leadership, and cross-sector collaboration is expected to accelerate service transformation to deliver a safer, more comfortable, and sustainable travel experience for the public.