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 through enhanced customer experience.
Jasa Marga President Director Rivan A. Purwantono stated that, as the market leader in Indonesian toll road management, the company is transforming its business paradigm from simple infrastructure to ‘infraculture’, which focuses on the safety of road users.
“The impact of this paradigm shift is not only for the company internally but also for the public, so they can experience the best possible driving experience. 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 Over Dimension Over Load (ODOL) vehicle monitoring, the development of internal control systems to ensure the quality of services and toll road infrastructure known as Troops, 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 Centre (JMTC) in Bekasi on Wednesday.
Carrying the theme “Up-scaling Customer Experience (CX) Through Smart, Sustainable, and Connected Mobility Ecosystems”, the activity was attended by Jasa Marga President Director Rivan A. Purwantono, Services Director Yaya Ruhiya, Corporate Secretary & Chief Administration Officer Trias Andriyanto, Group Heads, Directors of Jasa Marga Subsidiaries, and hundreds of Jasa Marga Group ‘Roadsters’ participating online.
During the event, Jasa Marga featured two keynote speakers: academic Prof. Mohammed Ali Berawi and business practitioner and academic Prof. Rhenald Kasali. Both shared perspectives on strategies to enhance customer experience within the transport infrastructure ecosystem.
According to Rivan, the ability to create value at every kilometre of the journey is one of the company’s key success indicators. One step being taken is the revitalisation of rest areas to develop them into tourist destinations rather than just stopping points.
“Through technology and various service innovations that we continue to develop, Jasa Marga is able to meet the increasingly high dynamic expectations of the public. The spirit of serving wholeheartedly is no longer an option, but has become a necessity and an obligation for all Jasa Marga Roadsters 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 a paper 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.
He noted that these three aspects must work in tandem to provide a transport system that is adaptive to technological developments while meeting public needs.
“Business strategy must be able to answer customer needs. Smart mobility must also be integrated into an ecosystem. Currently, in my view, Jasa Marga is doing very well. Jasa Marga already has a command centre that manages data to support technology-based decision-making, as well as 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 “Up-scaling Customer Experience” strategy through the lens of consumer behaviour. He also shared his experience of receiving assistance from Jasa Marga officers when he experienced a tyre blowout on the Jakarta-Cikampek Toll Road at KM 62.
He noted that speed and service quality are crucial factors in meeting the expectations of the new generation of consumers, whose decisions are heavily influenced by digital algorithms.
“To face this new generation, the approach must be different because new algorithms are changing how people make decisions, thereby creating new experiences. I am pleased to see a leader like Mr Rivan, who is not just creating something new, but finding existing treasures like Travoy, then revitalising and perfecting them into a corporate strategy for better customer experience,” concluded Prof. Rhenald Kasali.
Through this Expert Sharing Session, Jasa Marga hopes that all Jasa Marga Roadsters 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 provide a safer, more comfortable, and sustainable travel experience for the public.