Pegadaian Strengthens Services Through Campaign 'Serving with All Our Hearts'

Pegadaian has officially launched a national campaign titled ‘Serving with All Our Hearts’ to gold-plate Indonesia as part of a comprehensive service transformation. The programme is also an acceleration driven by the Danantara Asset Management (Danantara) to strengthen the role of state-owned enterprises (BUMN) in delivering added value to the public.

The commitment to transformation was marked by the pinning of the ‘Serving with All Our Hearts’ badge on two Pegadaian personnel as a symbol of the company’s readiness to be trusted companions to the public in providing financial solutions.

Damar Latri Setiawan, Chief Executive of PT Pegadaian, said service is the top priority that the company must deliver to the public. He noted that the quality of service would contribute to the company’s performance.

“Thanks to the extraordinary loyalty of our customers, Pegadaian has achieved positive performance and continues to grow. Customer Experience is the foundational pillar for the company’s sustainability. However, we reflect again on whether the public truly feels the impact of the financial performance Pegadaian generates. Do these figures truly reflect the quality of Pegadaian’s services? Therefore we are undertaking a service transformation to ensure customers are truly catered for and can reap the benefits of Pegadaian, particularly in financial terms,” he said in a written statement on Friday (6 March 2026).

The service transformation includes changes to work culture, the digitisation of processes, and standardisation of service at more than 4,000 Pegadaian outlets across Indonesia. The company emphasises three core service aspects: Speed (swiftness of service), Care (care for customers), and Comfort (service comfort).

“With the commitment to serve with all our hearts, all Pegadaian staff must deliver the three best service aspects for customers, from speed to ease and demonstrating that we value customers’ time, to providing comfort to give customers a sense of security, and care to build a sense of belonging among customers to Pegadaian,” added Damar.

Meanwhile, Danantara Asset Management Chief Marketing Officer Dendi Tegar Danianto regards service as the soul of an institution that can be measured through a Customer Experience (CX) Framework. He said Danantara has high expectations to push the state-owned enterprises under its wing to world-class status through superior service, with Pegadaian as one of them.

“Service is not merely a procedure, but a value that lives in every individual. We need to ensure that 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 should do going forward, from their experience,” he said.

This transformation completes Pegadaian’s strategic journey after previously undertaking physical transformation through outlet standardisation, business transformation through Bank Emas service, and digital transformation through the launch of Tring!.

Now Pegadaian is entering the stage of human resources transformation, starting with the launch of a new uniform, national town halls, and a national commitment, as well as Pegadaian Insan across Indonesia to align the vision ‘Serving with All Our Hearts’. The transformation is also aimed at harmonising service standards across more than 4,000 Pegadaian outlets.

Through the spirit of MengEMASkan Indonesia, Pegadaian aims to strengthen its strategic role in supporting national economic growth with services that are sincere, fast, easy, and comfortable for all segments of society.

The event held on Tuesday (3/3) was attended by Senior Director Chief Marketing Officer Danantara Asset Management Dendi Tegar Danianto, Pegadaian Chief Executive Damar Latri Setiawan and colleagues, as well as representatives of Insan Pegadaian.