SISTEM DAN PROSEDUR LAYANAN NASABAH MELALUI DIGITAL CUSTOMER SERVICE (DIGICS) PADA PT BANK NEGARA INDONESIA (PERSERO) TBK

This study analyzes the implementation of customer service systems and procedures through Digital Customer Service (DigiCS) at PT Bank Negara Indonesia (Persero) Tbk and the process of identifying customer needs according to SKKNI unit K.64BPR00.003.1. The research method uses qualitative descriptive through observation and interviews at BNI UMM Cash Office during September-December 2024. Results show that the DigiCS system effectively improves operational efficiency for standard administrative services, but effectiveness is still influenced by customer digital literacy. Consultative services and complex problem handling still require customer service staff. Enhancement of digital literacy and development of more intuitive assistance features are needed.