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PT Pegadaian (Persero) has once again solidified its position as a frontrunner in customer service excellence by securing a remarkable total of ten prestigious awards at The Best Contact Center Indonesia (TBCCI) 2026. The national-level competition, meticulously organized by the Indonesia Contact Center Association (ICCA), serves as the ultimate benchmark for customer relationship management, operational efficiency, and technological integration within contact center industries across the archipelago.

The glittering awarding ceremony, which brought together industry leaders, customer experience specialists, and corporate visionaries, took place at the prestigious Hotel Bidakara in Jakarta on Thursday, September 24, 2026. Representing the state-owned pawnbroking giant, the Head of the Layanan and Contact Center Division at PT Pegadaian (Persero), Rinny Amelia Hadjoh, proudly stepped onto the stage to accept the trophies. The haul of ten accolades encompasses a diverse array of categories, spanning both corporate achievements and individual excellence, thereby highlighting the depth of talent and organizational commitment embedded within Pegadaian’s operational framework.

This stellar achievement is far from a coincidence; rather, it is the direct result of a rigorous, multi-staged judging process. Competitors in the TBCCI 2026 evaluation were subjected to exhaustive assessments that tested their operational metrics, technological adaptability, agent proficiency, crisis management capabilities, and overall contributions to customer satisfaction. Pegadaian’s ability to sweep ten distinct categories underscores the profound success of its holistic transformation strategy, particularly in redefining the boundaries of modern Customer Experience (CX).

Background and Context of the TBCCI 2026 Triumph

The Indonesia Contact Center Association has long held the mandate of elevating the standards of contact centers nationwide. In an era defined by rapid digital disruption, shifting consumer expectations, and the demand for omnichannel integration, contact centers can no longer be viewed merely as reactive help desks. Today, they function as the vital nerve center of corporate reputation, customer retention, and brand loyalty.

For PT Pegadaian (Persero), navigating this paradigm shift has required a deliberate and sustained corporate strategy. Over the past few years, the company has heavily invested in modernizing its infrastructure, seamlessly blending artificial intelligence-driven tools with human empathy, and upskilling its human resources. The triumph at TBCCI 2026 validates these strategic maneuvers, proving that Pegadaian’s customer service apparatus is fully aligned with global best practices.

The corporate and individual awards garnered by Pegadaian reflect a multifaceted approach to service excellence. On the individual front, front-line agents, team leaders, and quality assurance specialists demonstrated exceptional problem-solving skills, emotional intelligence, and technical mastery. Meanwhile, the corporate categories recognized Pegadaian’s robust operational framework, innovative use of digital touchpoints, and systemic approach to reducing customer friction.

Leadership Perspectives on Customer-Centricity

Following the triumphant gala in Jakarta, the executive leadership of PT Pegadaian (Persero) expressed immense pride in the achievements of their team. Eka Pebriansyah, the Director of Network and Operations at PT Pegadaian (Persero), provided critical insights into the philosophical and operational underpinnings that drove this national success. According to Pebriansyah, the accolades are a tangible testament to the unwavering dedication and collaborative spirit demonstrated by every level of the organization.

"This award serves as both a profound appreciation and a vital catalyst for Pegadaian to continuously elevate our service quality standards," stated Pebriansyah during an interview following the ceremony. He emphasized that the contact center acts as the indispensable frontline—the initial point of contact that shapes a customer’s perception and builds long-term brand equity.

Furthermore, Pebriansyah contextualized this achievement within the broader framework of national economic development and state-owned enterprise integration. "In alignment with the CX100 spirit operating under the Danantara ecosystem, we are firmly committed to ensuring that the positive impact of this service transformation is felt directly by our customers across every single interaction point, or touchpoint," he added.

The reference to the Danantara ecosystem highlights Pegadaian’s strategic alignment with overarching national initiatives designed to optimize state-owned enterprise performance, foster synergy, and drive inclusive economic growth. By synchronizing its customer service ethos with national developmental goals, Pegadaian is positioning itself not just as a financial service provider, but as a pillar of public trust and socio-economic empowerment.

Strategic Pillars of Pegadaian’s Contact Center Transformation

The comprehensive victory at TBCCI 2026 is anchored in several strategic pillars that Pegadaian has systematically implemented over recent years. Understanding these components illuminates how a traditional institution successfully transitioned into a modern, customer-centric financial powerhouse.

1. Technological Integration and Omnichannel Architecture

Modern consumers expect seamless, immediate, and frictionless communication across a multitude of channels—ranging from traditional voice calls and emails to live web chats, social media messaging applications, and self-service portals. Pegadaian has invested heavily in creating an integrated omnichannel architecture. This technological backbone ensures that customer data flows seamlessly across touchpoints, allowing contact center representatives to access complete historical contexts instantly, thereby drastically reducing resolution times and eliminating customer fatigue caused by repetitive inquiries.

2. Rigorous Human Resources Development

Technology alone cannot guarantee exceptional customer experience; human empathy, critical thinking, and swift problem-solving remain irreplaceable. Pegadaian has consistently prioritized the professional development of its contact center personnel. Through continuous training programs, simulation exercises, and psychological support initiatives, the company ensures that its agents possess not only deep product knowledge regarding pawnbroking, gold investments, microloans, and digital financial solutions, but also the emotional resilience required to manage complex customer situations with grace and professionalism.

3. Data-Driven Quality Assurance

To maintain service consistency across millions of customer interactions annually, Pegadaian employs sophisticated data analytics within its contact center operations. Voice-of-Customer (VoC) analytics, sentiment analysis tools, and real-time performance monitoring allow management to identify emerging trends, pinpoint operational bottlenecks, and proactively address customer pain points before they escalate. This proactive stance has significantly boosted customer satisfaction scores and fortified brand loyalty.

Broader Implications and Industry Impact

The accumulation of ten accolades at the TBCCI 2026 carries significant implications for both PT Pegadaian (Persero) and the broader Indonesian financial services sector.

For Pegadaian, these awards validate its ongoing corporate transformation. As the company expands its digital footprint—integrating traditional pawn services with modern wealth management, digital gold savings, and microfinance products—maintaining consumer trust is paramount. An award-winning contact center acts as a powerful trust-building mechanism, reassuring millions of customers that professional, empathetic, and reliable support is always accessible.

From an industry perspective, Pegadaian’s success establishes a benchmark for other state-owned enterprises and private financial institutions alike. It demonstrates that traditional institutions, regardless of their historical roots and legacy systems, can successfully modernize their operational paradigms to meet the exacting demands of the digital age. By placing customer-centricity at the heart of corporate strategy, companies can achieve sustainable competitive advantages that transcend traditional product differentiation.

Looking Ahead: The Future of Customer Experience at Pegadaian

As the echoes of the TBCCI 2026 celebration settle, the management and staff at PT Pegadaian (Persero) are already looking toward the future. The accolades are viewed not as a finishing line, but as a milestone in an ongoing journey of operational excellence.

Plans are already underway to further leverage emerging technologies, such as advanced artificial intelligence and machine learning algorithms, to predict customer needs and offer hyper-personalized support solutions. At the same time, the company remains deeply committed to preserving the human touch that has defined its relationship with the Indonesian public for over a century.

By continuously harmonizing technological innovation with empathetic human engagement, PT Pegadaian (Persero) is redefining what it means to serve the public in modern Indonesia. The ten awards secured in Jakarta stand as a shining testament to this vision—a clear signal that Pegadaian’s commitment to its customers remains as solid as the gold it safeguards.

PT Pegadaian (Persero) has once again demonstrated its unwavering commitment to service excellence by securing a remarkable total of 10 prestigious awards at The Best Contact Center Indonesia (TBCCI) 2026. Organized annually by the Indonesia Contact Center Association (ICCA), the national-level competition serves as the ultimate benchmark for contact center operations, service quality, and customer experience innovations across various industries in Indonesia.

The triumphant moment took place at the Bidakara Hotel in Jakarta on Thursday, September 24, 2026. Amidst stiff competition from numerous state-owned enterprises, private corporations, and multinational companies, PT Pegadaian (Persero) successfully stood out by dominating multiple categories. The awards span across both corporate and individual divisions, reflecting a holistic achievement that validates the company’s strategic initiatives in upgrading its customer service infrastructure. Rinny Amelia Hadjoh, the Head of the Layanan and Contact Center Division at PT Pegadaian (Persero), personally attended the ceremony to receive the trophies on behalf of the state-owned pawnbroker.

The recognition serves as a testament to the rigorous evaluation process conducted by the ICCA panel of judges. Candidates and corporate entities were subjected to stringent assessments measuring operational efficiency, technological integration, agent capabilities, management strategy, and, most importantly, the measurable impact of customer experience (CX) initiatives. Pegadaian’s sweeping victory across 10 categories highlights not only the dedication of its front-line and back-office personnel but also the overarching success of the company’s enterprise-wide modernization program.

Chronology and Background of the TBCCI 2026 Triumph

The path toward securing 10 accolades at the TBCCI 2026 was neither instantaneous nor accidental; it was the culmination of a multi-year strategic roadmap meticulously implemented by Pegadaian’s management. The journey began months prior to the September gala, starting with internal audits, workforce upskilling programs, and technological stress-testing to ensure that the company’s contact center met international standards of service delivery.

As consumer expectations evolved rapidly in the digital era, Pegadaian recognized that traditional customer service models were no longer sufficient. Modern customers demand omnichannel integration, instantaneous responses, seamless transaction processing, and empathetic human interactions when dealing with complex financial queries. In response, Pegadaian initiated a comprehensive overhaul of its contact center ecosystem.

During the preliminary evaluation phases of TBCCI 2026, which commenced earlier in the year, ICCA evaluators scrutinized Pegadaian’s operational metrics, including First Contact Resolution (FCR) rates, Average Speed of Answer (ASA), customer satisfaction scores (CSAT), and the innovative deployment of artificial intelligence (AI) and automated chatbots to complement human agents. Furthermore, individual agents and supervisory staff from Pegadaian underwent rigorous individual testing, including role-playing scenarios, crisis management simulations, and presentations on operational efficiency projects.

When the final scores were tallied, Pegadaian’s comprehensive performance earned them recognition in 10 distinct areas, bridging corporate excellence and individual competencies. This achievement significantly outperformed their previous standing in historical editions of the event, signaling a sharp upward trajectory in the company’s service quality metrics.

Leadership Perspectives on Customer-Centric Transformation

Reacting to the monumental achievement, Eka Pebriansyah, Director of Network and Operations at PT Pegadaian (Persero), emphasized that the 10 awards are a direct manifestation of the collective dedication and collaborative spirit embedded within the company’s workforce. He noted that the recognition validates Pegadaian’s deeply ingrained corporate culture of customer-centricity, where every operational decision is filtered through the lens of how it ultimately impacts the customer.

"This award serves as both an appreciation and a powerful motivation for Pegadaian to continuously elevate our service quality standards," stated Eka Pebriansyah following the awarding ceremony. "The contact center plays an exceptionally vital role as the frontline and primary touchpoint in building long-term customer experience and enduring trust. Aligned with the spirit of CX100 operating under the Danantara ecosystem, we remain resolutely committed to ensuring that the tangible benefits of this service transformation are felt directly by our customers across every single interaction point."

Eka’s reference to the "CX100" initiative and the "Danantara ecosystem" highlights the broader strategic alignment of Pegadaian with national-level economic consolidation and state-owned enterprise (SOE) modernization frameworks. Under this paradigm, customer experience is no longer viewed merely as a supportive administrative function, but as a core competitive differentiator that drives business sustainability and financial inclusion.

Strategic Integration of Technology, Process, and Human Resources

Pegadaian’s sweeping success at TBCCI 2026 is anchored in a three-pillar transformation strategy: technological modernization, procedural optimization, and human resource capability building.

In terms of technology, Pegadaian has heavily invested in upgrading its customer relationship management (CRM) systems, integrating voice-over-IP telephony, and deploying sophisticated natural language processing (NLP) chatbots capable of handling routine inquiries 24/7. This technological backbone ensures that customers face minimal waiting times while freeing up human agents to focus on complex, high-value consultations regarding gold investments, microloans, and digital pawn transactions.

Simultaneously, procedural processes have been streamlined to reduce friction. By eliminating bureaucratic bottlenecks and establishing cross-functional feedback loops between the contact center and regional branch offices, Pegadaian has dramatically improved its issue resolution speed.

However, management acknowledges that technology is only as effective as the people operating it. Consequently, Pegadaian’s Human Capital division instituted rigorous training academies for its contact center agents. These programs focus not only on technical product knowledge—spanning conventional pawn services, sharia-compliant financial products, gold savings, and digital ecosystem features—but also on emotional intelligence, active listening, and conflict resolution methodologies.

Broader Implications and Industry Impact

The accumulation of 10 awards at a national platform like TBCCI 2026 carries profound implications for PT Pegadaian (Persero) and the broader Indonesian financial services sector.

First, it reinforces public trust in a historic institution that is rapidly modernizing. As fintech startups and digital banks aggressively compete for market share, legacy financial institutions must prove that they can match—or exceed—agile digital competitors in customer responsiveness. Pegadaian’s triumph demonstrates that traditional state-backed institutions can successfully merge decades of institutional trust with cutting-edge digital customer experience standards.

Second, the achievement acts as a catalyst for internal morale. Contact center environments are notoriously high-pressure, often dealing with frustrated customers, high call volumes, and repetitive tasks. Receiving national recognition validates the tireless efforts of frontline agents and supervisors, boosting employee engagement, reducing turnover rates, and fostering a culture of excellence.

Finally, this milestone aligns seamlessly with Pegadaian’s ongoing efforts to fortify its overall operational integrity. In recent weeks, the company has undertaken multiple strategic initiatives to secure its market leadership, including the expansion of operational security measures in collaboration with the Indonesian National Police (Polri) and the acquisition of prestigious global certifications such as ISO 9001:2015 for vault security standards. The addition of top-tier contact center awards completes a well-rounded corporate profile that addresses both physical security and customer-facing excellence.

Looking Forward: The Future of Customer Experience at Pegadaian

As PT Pegadaian (Persero) absorbs the accolades of TBarsis 2026, the leadership team remains cognizant of the fact that customer expectations are a moving target. The rapid proliferation of generative artificial intelligence, predictive analytics, and hyper-personalized digital touchpoints means that the benchmark for excellence will only rise in the coming years.

Moving forward, Pegadaian plans to leverage its award-winning contact center foundation to pilot predictive customer service models. By analyzing interaction histories and transaction patterns, the company aims to anticipate customer needs before inquiries are even formally lodged, transitioning from a reactive support model to a proactive advisory paradigm.

Furthermore, as the company deepens its integration within the broader Danantara ecosystem, cross-institutional synergies are expected to emerge, potentially allowing Pegadaian customers to access unified omnichannel support across various state-backed financial services.

Through continuous innovation, rigorous workforce development, and an unyielding dedication to customer satisfaction, PT Pegadaian (Persero) has firmly established that its historical legacy is matched by a progressive, future-ready operational vision—cementing its status as a premier institution in Indonesia’s financial landscape.

PT Pegadaian (Persero) has once again solidified its position as a leading financial institution in Indonesia by securing a remarkable total of 10 prestigious awards at The Best Contact Center Indonesia (TBCCI) 2026. The awarding ceremony, organized annually by the Indonesia Contact Center Association (ICCA), took place at the prestigious Hotel Bidakara in Jakarta on Thursday, September 24, 2026.

The triumphs achieved by the state-owned pawnbroking giant span across both corporate and individual categories, reflecting a holistic excellence in operational execution, technological integration, and human resource capability. The trophies were formally received on behalf of the company by Rinny Amelia Hadjoh, Head of the Layanan and Contact Center Division at PT Pegadaian (Persero), amid an audience of industry leaders, customer experience professionals, and corporate executives from across the archipelago.

This monumental achievement serves as concrete validation of Pegadaian’s unwavering consistency and strategic success in driving a comprehensive Customer Experience (CX) transformation. In an era where consumer expectations evolve rapidly alongside digital disruption, Pegadaian has continually revamped its service infrastructure. By strategically blending advanced technological integrations with robust operational processes and continuous capacity building for its human resources, the company has successfully redefined the standards of customer engagement within Indonesia’s financial sector.

A Rigorous Journey of Evaluation and National Recognition

The path to securing 10 accolades at the TBCCI 2026 was neither short nor simple. The evaluation process spanned several months, subjecting participating organizations to rigorous, multi-tiered judging assessments overseen by a panel of independent industry experts. Competitors were evaluated on a myriad of parameters, including operational efficiency, service quality metrics, innovative problem-solving, agent proficiency, and the strategic implementation of customer-centric policies.

For Pegadaian, navigating these stringent phases successfully underscores the institutional maturity of its contact center operations. The awards distributed across corporate and individual categories highlight not only the strength of the collective organization but also the individual excellence, dedication, and high competency of its frontline agents and management personnel.

The recognition at TBCCI 2026 holds deep strategic significance for Pegadaian. As the company continues to expand its digital footprint and financial product offerings—ranging from gold savings and microloans to digital financing solutions—the contact center remains the critical frontline nexus between the institution and its millions of customers. Ensuring that every interaction is seamless, empathetic, and efficient is paramount to maintaining institutional trust and driving long-term customer loyalty.

Leadership Perspective: Cultivating Customer-Centricity

Responding to the historic win, Eka Pebriansyah, Director of Network and Operations at PT Pegadaian (Persero), emphasized that the 10 accolades are the direct result of tireless dedication, collaboration, and a shared corporate vision among all levels of the organization. He noted that the company’s core philosophy remains deeply rooted in customer-centricity.

"This award serves as both an immense appreciation and a vital motivation for Pegadaian to continuously elevate its service quality standards," Eka stated following the awarding ceremony. "The contact center plays a profoundly critical role as the primary touchpoint in building customer experience and satisfaction. In alignment with the CX100 spirit operating under the Danantara ecosystem, we are fully committed to ensuring that the positive impacts of this service transformation are genuinely and directly felt by our customers across every single touchpoint."

Eka’s reference to the "CX100 spirit" highlights Pegadaian’s alignment with broader national economic frameworks and state-owned enterprise modernization initiatives. Under these overarching strategic umbrellas, financial institutions are urged to aggressively optimize operational excellence to bolster national competitiveness and consumer protection. By prioritizing the contact center as an instrument of strategic value rather than merely a cost center, Pegadaian has demonstrated visionary leadership in institutional management.

The Strategic Pillars of Pegadaian’s Contact Center Transformation

The transformation of Pegadaian’s contact center did not happen overnight. Over the past several years, the institution has methodically deployed a multi-pronged modernization strategy designed to address the changing behavior of modern consumers.

First, the integration of advanced technology has revolutionized how inquiries and complaints are handled. By implementing omnichannel solutions, artificial intelligence-driven chatbots, and integrated customer relationship management (CRM) systems, Pegadaian ensures that customer data is accessible in real-time. This reduces handling times, eliminates the friction of repeating information across different communication channels, and provides agents with actionable insights to resolve issues swiftly.

Second, process reliability has been reinforced through rigorous internal audits and adherence to international operational standards. This aligns with Pegadaian’s broader corporate milestones achieved around the same period, including the attainment of ISO 9001:2015 certification for its global-standard vault security systems, as well as strategic security synergy initiatives through partnerships with the Indonesian National Police (Polri) to safeguard operations and product utilization. These complementary achievements illustrate a holistic corporate culture where physical security, operational integrity, and customer-facing services are developed concurrently at world-class standards.

Third, human capital development remains the cornerstone of Pegadaian’s service delivery model. Recognizing that technology alone cannot build emotional connections, the company invests heavily in continuous training programs for its contact center personnel. Agents are trained not only in technical product knowledge and efficient system navigation but also in empathy, active listening, and conflict resolution. This human-centric approach ensures that customers facing complex financial inquiries or distress receive compassionate and professional guidance.

Broader Implications and Industry Impact

The sweeping success of PT Pegadaian at the TBCCI 2026 resonates beyond corporate pride; it sets a benchmark for the broader financial services and state-owned enterprise (BUMN) sectors in Indonesia. As economic digitalization accelerates, customer service departments are increasingly recognized as definitive differentiators in crowded market environments.

In a financial landscape where traditional branch visits are increasingly substituted by digital applications and remote interactions, the quality of a contact center directly influences public perception and brand equity. By maintaining excellence in this domain, Pegadaian reassures its diverse customer base—ranging from traditional pawnbroking clients to tech-savvy digital gold investors—that institutional reliability and responsive human support remain accessible at all times.

Furthermore, the integration of Pegadaian’s service transformation within the wider Danantara ecosystem framework signals a coordinated push toward elevated state-owned enterprise performance. As BUMNs are increasingly expected to operate with private-sector agility while maintaining public-service mandates, Pegadaian’s recent accolade serves as a model of how traditional institutions can successfully future-proof their operations without losing sight of their foundational community roots.

Looking Ahead: Sustaining Excellence in Customer Experience

As Pegadaian celebrates this historic haul of 10 awards at TBCCI 2026, the leadership remains acutely aware that maintaining this pinnacle of achievement requires persistent innovation. The financial sector continues to face evolving challenges, including heightened cybersecurity demands, shifting demographic expectations, and the rapid rise of generative artificial intelligence in customer interactions.

Moving forward, Pegadaian plans to leverage its recent success as a springboard for further advancements. Future initiatives will likely focus on deeper predictive analytics to anticipate customer needs before they manifest as inquiries, further personalization of remote financial services, and continuous enhancement of multi-language support to cater to the nation’s diverse populace.

By anchoring its operational philosophy in empathy, technological integration, and rigorous quality control, PT Pegadaian (Persero) has proven that traditional financial institutions can successfully transform into modern, customer-driven powerhouses. The triumphs at the Indonesia Contact Center Association 2026 are not merely an endpoint, but a testament to an ongoing journey of dedication, proving that Pegadaian remains firmly committed to serving the Indonesian public with excellence, integrity, and world-class care.

PT Pegadaian (Persero) has once again solidified its position as a leading financial institution in Indonesia by securing a remarkable total of 10 prestigious awards at The Best Contact Center Indonesia (TBCCI) 2026. The awarding ceremony, organized annually by the Indonesia Contact Center Association (ICCA), served as a national platform to recognize excellence, innovation, and high-performance standards within the customer service and contact center industry. The triumphant moment took place at the Bidakara Hotel in Jakarta on Thursday, September 24, 2026, where the accolades were officially received on behalf of the company by Rinny Amelia Hadjoh, Head of the Layanan and Contact Center Division at PT Pegadaian (Persero).

The achievement is not merely a collection of trophies, but a testament to the rigorous, multi-layered transformation journey that Pegadaian has undertaken over recent years. After successfully navigating through stringent evaluation phases, comprehensive audits, and intense competition against numerous prominent corporate entities from various sectors, Pegadaian emerged victorious across multiple categories, spanning both Corporate and Individual achievements. This sweeping success reflects the state-owned enterprise’s holistic commitment to elevating the standard of customer interactions, streamlining communication channels, and embedding a service-oriented culture deep into its operational DNA.

Background and Context of The Best Contact Center Indonesia (TBCCI) 2026

The Best Contact Center Indonesia (TBCCI) stands as the most prestigious and fiercely contested benchmark event for contact center operations across the Indonesian archipelago. Organized by the Indonesia Contact Center Association (ICCA)—an organization dedicated to advancing the contact center industry and elevating professional standards—the event attracts hundreds of participants from banking, telecommunications, insurance, state-owned enterprises (BUMN), and various other industries.

In the modern digital economy, a contact center is no longer viewed merely as a reactive customer complaint department. Instead, it functions as the nerve center of a corporation’s customer relationship management strategy. It represents the primary voice of the brand, the first line of defense for customer retention, and an invaluable source of real-time market intelligence. Recognizing this paradigm shift, TBCCI evaluates participants not just on metrics like speed-of-answer and call resolution rates, but on holistic criteria including technological integration, human resource competency, strategic alignment with corporate goals, and innovative approaches to problem-solving.

For Pegadaian, competing in TBCCI 2026 served as an external validation of its internal reform initiatives. Over the past few years, the company has heavily invested in modernizing its infrastructure, upgrading its customer relationship management (CRM) software, implementing advanced omni-channel communication networks, and executing rigorous training programs for its customer service representatives and management personnel.

The Chronology of Success: From Rigorous Judging to the Grand Stage

The path to securing 10 awards at the TBCCI 2026 was neither instantaneous nor effortless. It was the culmination of a months-long process that tested every facet of Pegadaian’s customer service ecosystem.

The journey began months prior to the September gala, when Pegadaian submitted its operational portfolios, strategic transformation roadmaps, and individual nominations for evaluation by a panel of independent judges comprising industry experts, academics, and seasoned customer experience professionals. The evaluation process was divided into several distinct tracks:

1. Corporate Categories: These assessments scrutinized Pegadaian’s overall contact center strategy, operational efficiency, business contribution, technological adoption, and capability to manage high volumes of customer inquiries while maintaining stellar satisfaction scores.
2. Individual Categories: These tracks evaluated the competencies, crisis management skills, empathy, product knowledge, and leadership qualities of individual agents, supervisors, and managers operating within Pegadaian’s contact center framework.

Following the initial document screenings, finalists underwent intensive live presentations, role-play simulations, and defense sessions where they had to articulate their operational philosophies, crisis handling techniques, and continuous improvement methodologies before the judging panel.

The culmination of these exhaustive evaluations came to fruition on September 24, 2026, at the Bidakara Hotel, Jakarta. When the final tallies were announced, Pegadaian’s name was called repeatedly as it secured an impressive 10 accolades, cementing its status as a benchmark-setter in the national service industry. Rinny Amelia Hadjoh, stepping up to receive the awards, expressed immense pride in her team, noting that the triumph was a direct result of relentless teamwork, discipline, and a shared vision to deliver excellence to millions of customers.

Official Responses and Leadership Perspectives

The sweeping victory at TBCCI 2026 drew high-level praise from the upper echelons of Pegadaian’s management, who view customer service not as an isolated department, but as the cornerstone of the company’s long-term business sustainability.

Eka Pebriansyah, Director of Network and Operations at PT Pegadaian (Persero), offered profound insights into the strategic significance of the achievement. According to Eka, the 10 awards are a tangible manifestation of the dedication and collaborative spirit demonstrated by every level of the organization in championing customer-centricity.

"This recognition serves as both a high form of appreciation and a powerful motivator for Pegadaian to continuously elevate our service quality standards," Eka stated following the award ceremony. "The contact center plays a critical role as the initial touchpoint in building customer experience and long-term loyalty."

Eka further contextualized the achievement within the broader national and corporate ecosystem, highlighting the company’s alignment with national strategic initiatives. "In line with the spirit of CX100 under the Danantara ecosystem, we are fully committed to ensuring that the positive impact of this service transformation is felt directly by our customers at every single touchpoint," he added.

The reference to the Danantara ecosystem underscores Pegadaian’s strategic integration into wider state-owned enterprise modernization efforts. By synchronizing its customer experience (CX) roadmap with national frameworks, Pegadaian aims to bridge the gap between traditional pawn-broking roots and modern, tech-enabled financial services, ensuring seamless accessibility for all segments of society.

Driving Customer Experience (CX) Transformation

The 10 awards secured at TBCCI 2026 are deeply intertwined with Pegadaian’s broader corporate transformation strategy: the comprehensive overhaul of its Customer Experience (CX) framework. In an era where customer expectations are shaped by hyper-responsive digital startups and seamless e-commerce platforms, traditional financial institutions face immense pressure to modernize.

Pegadaian’s approach to CX transformation is built upon three foundational pillars: technological integration, process reliability, and human resource capacity building.

Technological Integration:
To meet the evolving demands of its diverse customer base—ranging from digital-native millennials managing gold savings via applications to traditional customers utilizing physical branch networks—Pegadaian has invested heavily in omni-channel communication infrastructure. Whether a customer reaches out via voice calls, WhatsApp, email, social media channels, or in-app messaging, the contact center backend is engineered to provide a unified, context-aware interaction history. This ensures customers do not need to repeat their issues when transitioning between communication mediums.

Process Reliability:
Operational efficiency within a contact center requires rigorous quality assurance, low abandonment rates, and rapid First Contact Resolution (FCR) metrics. Pegadaian has systematically redesigned its internal workflows, breaking down bureaucratic silos between the frontline contact center agents and back-office operational units. This structural fluidity allows customer inquiries regarding complex financial products, micro-loans, pawn redemptions, and gold investments to be resolved with unprecedented speed and accuracy.

Human Resource Capacity Building:
Technology alone cannot drive exceptional customer experience; human empathy, active listening, and deep product knowledge remain irreplaceable. Pegadaian’s training programs for contact center personnel go beyond standard script-reading. Agents are trained as financial consultants who can guide customers through financial literacy, explain the intricacies of gold investment products, and provide empathetic support during financially challenging times.

Strategic Implications and Broader Impact

The accolades won at TBCCI 2026 arrive at an opportune time, complementing a series of recent milestones achieved by Pegadaian to fortify its operational integrity and market standing. Just weeks prior to the contact center awards, Pegadaian made headlines through strategic initiatives aimed at risk mitigation and operational security.

Earlier in September 2026, Pegadaian forged a strategic partnership with the Indonesian National Police (Polri) to enhance operational security and optimize product utilization across its vast network. Furthermore, the company successfully obtained the prestigious ISO 9001:2015 certification, validating the global standard of security maintained within its vault infrastructure.

These concurrent achievements—securing global security standards, strengthening institutional partnerships, and now dominating national contact center awards—paint a clear picture of a multifaceted corporate transformation. For Pegadaian, operational security and customer-facing excellence are two sides of the same coin. While robust vaults and police partnerships safeguard physical assets, an award-winning contact center safeguards trust, transparency, and customer satisfaction.

The implications of this success for the Indonesian financial landscape are significant. As a state-owned pawn institution with a history spanning over a century, Pegadaian has successfully transitioned from a traditional collateral-based lender into a modern, multi-product financial powerhouse. By proving that legacy institutions can successfully compete with and outperform modern digital counterparts in customer service excellence, Pegadaian sets a benchmark for other state-owned enterprises undergoing digital transformation.

Looking Forward: Sustaining the Momentum

Winning 10 awards at The Best Contact Center Indonesia 2026 marks a high-water mark for PT Pegadaian (Persero), but company leadership emphasizes that the journey does not stop here. The accolades are viewed not as a finish line, but as a catalyst for continuous evolution.

As consumer behavior continues to shift and emerging technologies such as artificial intelligence (AI) and automated conversational agents reshape the customer service landscape, Pegadaian faces the ongoing challenge of balancing technological efficiency with the human touch. The company plans to leverage its recent success as a springboard to introduce further innovations in its contact center operations, including predictive customer service analytics and enhanced AI-driven support tools designed to assist human agents rather than replace them.

Ultimately, the triumph at TBCCI 2026 reinforces Pegadaian’s core mission: to remain a trusted financial partner for the people of Indonesia. By anchoring its operations in the principles of customer-centricity, operational excellence, and continuous adaptation, PT Pegadaian (Persero) has demonstrated that tradition and innovation can coexist harmoniously, delivering world-class service to millions of customers across the nation.