OPTIMALISASI LAYANAN MOBILE BANKING MELALUI TRANSFORMASI DIGITAL PADA APLIKASI BYOND (STUDI PADA PT BANK SYARIAH INDONESIA KANTOR CABANG MALANG SENGKALING)

The advancement of digital technology had encouraged the banking industry to innovate, particularly through mobile banking services. PT Bank Syariah Indonesia (BSI) launched the BYOND application as a digital transformation of the previous BSI Mobile app. This study aimed to examine the strategies of socialization, implementation, and monitoring of the BYOND application service at BSI KCP Malang Sengkaling. A qualitative descriptive method with a case study approach was used. The results showed that service strategies were intensively socialized through Zoom Meetings and daily morning forums. Service implementation was carried out actively through direct education, activation assistance, and communication via multiple media. Monitoring was conducted periodically through manual reports and follow-up evaluations of customer engagement. Issues such as system Maintenance, human error, and data discrepancies were handled using communicative and educational approaches. This study emphasized that the optimization of mobile banking services relied not only on the application system but also on human resource readiness and continuous communication strategies.