Pegadaian aims to transition 70 per cent of active customers into Tring! digital ecosystem
Jakarta (ANTARA) - PT Pegadaian (Persero) is targeting 70 per cent of its total customer base to become users of the Pegadaian Tring! digital application.
Selfie Dewiyanti, Director of Marketing, Sales, and Product Development at Pegadaian, stated that within this year, the number of customers using the Tring! digital application has reached 6.5 million. Currently, Pegadaian’s total customer base stands at 36 million, with approximately 27 million customers actively participating in transactions.
“Our target is to convert the active customers I mentioned earlier, which number over 27 million, so that 70 per cent of them become Tring! users,” Selfie said during a press conference for the launch of the “Tenang Aja” campaign in Jakarta on Friday.
To achieve this target, Pegadaian is preparing several strategies. One such strategy involves utilising Customer Relationship Management (CRM) programmes to strengthen existing customer segmentation. Through this programme, customers are encouraged to experience the various benefits of Pegadaian’s innovative initiatives directly.
Furthermore, Selfie continued, the Tring! application is being continuously updated with features that are more secure, comfortable, and relevant to the needs of modern society, particularly Gen Z.
Selfie explained that Tring! can currently provide various financial conveniences within a single application, ranging from digital gold savings at affordable amounts to gold instalment facilities and pawning services.
“Gold savings on Tring! can start from Rp10,000. There is also gold instalment; while others might offer tenures of up to 12 months, we offer 6 months starting from 1 gram. So, it is a combination of how we segment customers, offer products according to those segments, and ensure products meet their specific needs,” she explained.
In addition, Pegadais collaborating with musicians Neida and Laleilmanino to create a song so that the company’s campaign is easily accepted by the public.
“We hope they experience this music as part of how Pegadaian or Tring! can be present in the daily lives of our customers. The collaboration with Neida and Laleilmanino is a strategy to ensure this mission is truly accepted and felt by the community,” Selfie added.
On the same occasion, the Deputy President Director of Pegadaian, Budi Wahju Soesilo, noted that this momentum coincides with National Customer Day.
Soesilo emphasised that customers have long been the most important part of the Company’s operations. “For us, every bit of trust from our customers serves as a vital foundation for Pegadaian. This is because our customers want to grow and innovate,” Soesilo remarked.
He assessed that customer trust is the foundation for the Company to provide the best service, including presenting products and services that are increasingly elegant and aligned with societal needs.