PERANAN CUSTOMER SERVICE DALAM OPTIMALISASI PENGGUNAAN APLIKASI BRIMO PADA PT. BANK RAKYAT INDONESIA,TBK UNIT BATU 1 MALANG

The Indonesian banking world is developing very rapidly, even now most people are accustomed to making transactions at banks. This is supported by the development of the times and sophisticated technology. This study aims to analyze the role of customer service in increasing the use of the BRIMO application at PT. Bank Rakyat Indonesia (Persero) Tbk Unit Batu 1 Malang. The method used is descriptive qualitative, with data collection through in-depth interviews and observations of customers who use the BRIMO application.
The main focus of this study is to identify how customer service can help customers overcome obstacles faced when using the application, as well as provide education about the features and benefits of the application. With responsive and informative service, customers feel more confident in using the BRIMO application, which in turn increases customer satisfaction and loyalty to BRI digital services. However, there are several obstacles faced by customers, such as difficulties in the activation process and understanding application features. Customer service plays a role in overcoming this problem by providing clear explanations and quick solutions, including assistance in reactivating blocked accounts.