Pegadaian Launches "Serving Wholeheartedly" Campaign to Strengthen Services
PT Pegadaian has reaffirmed its commitment to comprehensive service transformation through the launch of the national campaign “Serving Wholeheartedly” to elevate Indonesia on 3 March 2026. This initiative represents an acceleration effort by Danantara (the Investment Management Agency for Future National Power) to strengthen the role of state-owned enterprises in delivering maximum added value to the public.
Pegadaian’s service transformation commitment was marked by the presentation of “Serving Wholeheartedly” pins to two representatives of Pegadaian personnel, signalling the company’s readiness to become a trusted partner in providing beneficial financial solutions to the public.
Damar Latri Setiawan, President Director of PT Pegadaian, stated that service is the primary priority that companies must provide to the public. Good service can contribute to company performance. Thanks to extraordinary customer loyalty, Pegadaian has achieved positive and continuously growing performance. Customer Experience serves as the foundation for the company’s sustainability.
“However, we reflect again: does the public truly feel the impact of Pegadaian’s financial performance? Do these figures truly reflect the quality of Pegadaian’s service? For this reason, we are undertaking service transformation to ensure customers are genuinely accommodated and feel the benefits of Pegadaian, especially from a financial perspective,” Damar stated in his official remarks.
The transformation is not merely a change of slogan, but a fundamental overhaul of work culture aspects, process digitalisation, and service standardisation across more than 4,000 Pegadaian outlets throughout Indonesia. Three key elements must be prioritised: Speed—swift service delivery; Care—building customer relationships; and Comfort—creating a sense of ease.
“With the commitment to serve wholeheartedly, all Pegadaian personnel must provide three best service aspects to customers, starting from speed to provide convenience and demonstrate that we value customer time, comfort to provide customers with a sense of security, and care to build a sense of belonging among customers towards Pegadaian,” Damar explained.
Meanwhile, Dendi Tegar Danianto, Chief Marketing Officer of Danantara Asset Management, explained that service is the soul of an institution. This can be measured through a Customer Experience (CX) Framework. Danantara has high expectations to transform state-owned enterprises under its stewardship into world-class entities through superior service, including Pegadaian.
“Service is not merely a procedure, but a value that lives in every individual. We need to ensure that the service paradigm and culture becomes the guiding principle for colleagues who interact directly with consumers. With CX100, we hope to measure what customers need and what we need to do going forward, based on their experience,” Dendi explained.
This transformation complements Pegadaian’s strategic journey. After successfully completing various transformation stages, including Physical Transformation with outlet standardisation, Business Transformation through Gold Banking Services, and Digital Transformation marked by the launch of the Tring! application, Pegadaian is now entering the final pillar with Human Resource Transformation.
This stage began with the launch of new uniforms, implementation of national townhalls, and commitment from Pegadaian personnel across all corners of Indonesia, including remote, frontier and outermost regions, to align their vision and ideology of “Serving Wholeheartedly.” This transformation also aims to standardise service levels across more than 4,000 Pegadaian outlets throughout Indonesia.
With the spirit of elevating Indonesia, PT Pegadaian is ready to accelerate its strategic role in supporting national economic growth through sincere, swift, easy and comfortable service for all segments of society.