PT Asabri implements new service culture to enhance participant trust

PT Asabri (Persero) is implementing a new service culture initiative titled ‘Melayani Sepenuh Hati’ (Serving with All One's Heart) as part of a broader transformation within Indonesian State-Owned Enterprises (BUMN). The initiative aims to standardize service behavior across all headquarters and branch offices to improve participant trust and service quality.

Jeffry Haryadi P. Manullang, President Director of PT Asabri, emphasized that this value must be reflected through consistent daily actions rather than just being a slogan. He noted that service quality is a collective responsibility, where factors such as data accuracy, system reliability, and administrative completeness directly impact the speed and effectiveness of benefit disbursements.

The program includes a shift in mindset from a ‘Landlord Mindset’ to a ‘Public Service Mindset,’ as highlighted by Dendi Tegar Danianto, Chief Marketing Officer of PT Danantara Asset Management (Persero). This transformation seeks to move beyond mere administrative procedures toward a more empathetic and professional customer experience model.