More Efficient Debit Card Replacement Service

Introduction

In today's digital era, technology has become so advanced and sophisticated, becoming a very important role in business efforts, especially banking businesses. In financial institutions, especially in banking business, it is very strict in obtaining customers, banking financial institutions are required to improve services professionally according to their respective fields. The very rapid changes in information technology have encouraged financial institutions to produce products or services that can meet the needs and desires of customers, so that customers are satisfied with what they have received from financial institutions (Holida, 2025).

Service quality refers to the level of expected excellence and efforts to control that level of excellence in order to meet customer expectations. This reflects an agency's ability to meet consumer expectations by ensuring that the services provided meet expectations and are considered good and satisfactory. Usmara explained that this concept is currently the subject of research. According to Gofur, service quality is the result of the interaction between needs (expectations) and performance (results), which is reflected in the behavior shown (Cesariana et al., 2022).

PT Bank Rakyat Indonesia Tbk (BRI) continues to socialize to customers who still have debit or ATM cards that still use magnetic strips to immediately replace them with chip-based cards. This is because all ATM cards are required to use chips starting at the end of 2021. Until now, the total number of BRI ATM cards that have migrated to chips has reached 81.06% of the total number of the company's ATM cards. This means that there are still around 18% of the bank's ATMs that still use magnetic strips (Mirayanti Hutauruk, 2021).

Customer satisfaction is the most important key in customer acquisition. To achieve high customer satisfaction requires first-class service. Quality is one of several main factors that can influence consumer choice of goods and services and is considered a tool to achieve competitive advantage. Poor service quality and customer dissatisfaction are one of the main causes of business failure. Service or maintenance basically means providing services to others who need them. Unlike products, services by definition are any action that is basically intangible and can be transferred from one party to another. Customers are actively involved in the production process and do not have anything tangible from the service (Hidayat et al., 2023).

There are several innovations in digital banking machines that are now available at BCA KCP Besuki, including Digital Customer Service (CS). The digital banking machine has its own role to speed up customer transactions and to provide new experiences to customers in making transactions. The Digital CS machine functions to replace ATM cards using e-KTP which then develops to be able to carry out other transactions (Holida, 2025).

Analysis Results

Role is a form of position that can also be said as an action taken by a person in carrying out his obligations. Roles essentially prioritize the function of adjustment in a person and can be said as a process. The occurrence of new market innovation speeds and changes in consumer patterns require this competence. Companies need to find core competencies in the business they do. All financial institutions certainly have targets that must be achieved. A target cannot be achieved based only on the capabilities of a financial institution (Atika, 2023).

Service Quality of Digital Customer Service (CS) Machine in resolving Customer ATM card issues at BRI Ranjikulon unit as has been held at BCA KCP Besuki bank to improve its service quality. This machine functions to print cards according to customer needs, by utilizing data such as E-KTP and scanning of index finger prints as information validation.

At BCA KCP shows good service quality with the awareness or desire of BCA bank officers at the Besuki Branch Office to help consumers or customers by directly directing customers to the digital Customer Service machine and providing fast service has been proven by the existence of this digital Customer Service machine to help customers and make it easier for customers to transact on this machine, and the responsiveness of the bank officers is very good. Even when using a digital CS machine, the transaction time only takes 2-5 minutes (Holida, 2025). Therefore, the BRI Ranjikulon unit is expected to have used a digital customer service machine to be more efficient.

There are several causes of ATM cards not being able to be used, namely lost cards, damaged cards, cards swallowed by ATM machines, expired cards. In overcoming ATM card problems, customers need digital technology, namely Digital Customer Service (CS) machines, where this machine is used as a supporting tool that aims to help speed up and simplify a process, with the existence of digital Customer Service (CS) machines, it can improve the quality of customer service at Bank BRI Ranjikulon units.

However, the effectiveness of digital services is highly dependent on the readiness of the system and the customer's ability to access the technology. Hadi and Rahayu (2023) highlighted that one of the main obstacles in implementing digital card replacement services is low digital literacy, especially among elderly customers and those living in remote areas. They wrote, "banks need to educate customers more intensively regarding the use of digital services so that digitalization can be utilized optimally" (Hadi & Rahayu, 2023). Therefore, digital transformation in the banking sector must be accompanied by an inclusive and sustainable educational approach.

Conclusion

Efficient debit card replacement services are an important aspect in improving the quality of banking services. Based on the discussion that has been done, it can be concluded that currently many banks still rely on manual procedures for debit card replacement, which not only takes time but also increases operational burdens and reduces customer satisfaction. Although there are several banks that have started implementing digital technology, such as card replacement services through mobile banking applications and using digital machines, these services are still not evenly distributed across all branches, especially in areas with limited digital infrastructure.

It is expected that Bank BRI Ranjikulon unit will use a digital Customer Service (CS) machine to improve the quality of its services. This machine functions to print cards according to customer needs, by utilizing data such as E-KTP and index finger print scanning as information validation. for customers who have problems with their ATM cards, they are immediately directed to the digital Customer Service machine and the service at the digital Customer Service machine is very fast, only taking 2-5 minutes.

Bibliography

Atika, M. S. (2023). Peran Costumer Service Dalam Mengatasi Masalah Penggunaan Kartu ATM Pada Bank Syariah Indonesia KCP Medan Setia Budi. Center of Knowledge: Jurnal Pendidikan Dan Pengabdian Masyarakat, 3, 146--152. https://doi.org/10.51178/cok.v3i1.1243

Cesariana, C., Juliansyah, F., & Fitriyani, R. (2022). Model Keputusan Pembelian Melalui Kepuasan Konsumen Pada Marketplace. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 211--224.

Hidayat, D. F., Tosungku, L. O. A. S., & Fathimahhayati, L. D. (2023). Analisis Kualitas Pelayanan Menggunakan Metode Servqual Dan Importance Performance Analysis (IPA) (Studi Kasus: PDAM Tirta Tuah Benua Kutai Timur). Jurnal Teknik Industri: Jurnal Hasil Penelitian Dan Karya Ilmiah Dalam Bidang Teknik Industri, 9(1), 167. https://doi.org/10.24014/jti.v9i1.21281

Holida, N. (2025). Analisis Kualitas Pelayanan Mesin Customer Service ( CS ) Digital Dalam Mengatasi Permasalahan Kartu ATM Nasabah Pada Bank Central Asia Kantor Cabang Pembantu Besuki Situbondo. 1, 199--204.

Mirayanti Hutauruk, D. (2021). BRI imbau nasabah segera ganti ATM strip magnetik dengan kartu chip. Kontan.Co.Id. https://keuangan.kontan.co.id/news/bri-himbau-nasabah-segera-ganti-atm-strip-magnetik-dengan-kartu-chip