Transformasi Layanan BSI Dorong Peningkatan 24 Juta Nasabah

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Jakarta — Nowadays, competition in the industry is not only about the product, but also about a company’s ability to provide distinct services that bring comfort to customers and stakeholders.

The SEVP of Operations at BSI, Ana Nurul Khayati, explained that the banking competition landscape has changed dramatically. This is what we keep improving at PT Bank Syariah Indonesia (Persero) Tbk (BSI) through the ‘Serving Wholehearted’ commitment as the main Customer Experience (CX) vision of the company to deliver inclusive services.

Five years ago, BSI’s appearance in the community became a new historic milestone for the establishment of Indonesia’s largest sharia bank. Indonesia, as one of the countries with the biggest Muslim population globally, has about 231 million inhabitants, but the current national sharia banking market share remains between 8% and 9%. This indicates that expansion prospects are still very open.

“Then, how can a sharia bank be present and also become the public’s primary choice? This is what we continue to learn and believe: current competition is not about products, but about customer experience,” she said.

This approach has shown good results. The functional and emotional value provided by BSI now increasingly draws customers from diverse segments. Data indicates a rapid growth trend in BSI’s customer profile. As of March 2026, the customer mix became more varied and inclusive, pushing the customer base up to 24 million across different segments.

BSI’s services emphasize inclusiveness, including ensuring comfort for customers with disabilities. All BSI branch offices are equipped with ramps (portable or permanent), disabled-friendly toilets, dedicated disabled parking spaces, queue cards, waiting areas, wheelchairs, and floor signage for the disabled.

BSI establishes a service foundation anchored on four strategic pillars: (Brand) to craft a robust and consistent image of excellence in every interaction, (People) to empower staff to serve with empathy, integrity, and pride, (Process) by designing simple, reliable, and promise‑keeping service workflows, and (Tech) that leverages technology to provide a superior, innovative, and secure experience. These pillars are animated through the EMAS work culture (Empathy, Serving, Enthusiasm, Wholehearted).

The transformation enabled BSI to secure the prestigious “TOP 2 National Service Excellence” title at BSEM 2026. Moreover, BSI was also awarded first place in the Walk-in Channel category and second place in Best Customer Experience. This year’s achievements represent a leap forward for BSI, allowing it to compete not just with sharia banks, but directly with major national banks.

“The future of sharia banking is not merely about being distinct, but about being relevant. When our service can make every person feel appreciated, understood, and assisted, we cease to be an option only for sharia customers and become the bank of choice for all Indonesians,” Ana said.

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