PT Pegadaian Indonesia, a State-Owned Enterprise (SOE) having corporate standing, is a key player in the pawn industry. PT Pegadaian also participates in supporting the government in disbursing pawn credits to the lower-middle-class sector.
Through providing a range of pawn and non-pawn loan options, alongside associated financial and assurance services, Pegadaian is committed to delivering exceptional service while prioritizing customer satisfaction and preventing payment delays. This goal has been successfully achieved by streamlining operational procedures and implementing reliable solutions, supported by Qiscus for delivering WhatsApp Utility Messages.
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Challenges Faced by Pegadaian
Pegadaian strives to develop effective customer relationships by keeping its clients informed and involved with the most recent updates on the range of services and products available. As a lending institution, Pegadaian does more than just remind the customers to pay; it actively provides them with timely information about product innovations, service advancements, and gold prices information.
Previously, Pegadaian depended on manual methods such as phone calls, SMS notifications, and postal mail to send payment reminders to its consumers. However, this manual approach led to significant costs and unsatisfactory outcomes. Phone calls and SMS messages frequently remained ignored, and postal deliveries were late, resulting in delayed information dissemination and payments.
To overcome these challenges, Pegadaian requires a communication platform that can efficiently reach a large number of customers and provide real-time information at a more affordable cost.
The Solutions
Through the Qiscus Omnichannel Chat & WhatsApp Business API solution, Pegadaian utilizes utility messages to send real-time informative messages, which ultimately have a significant impact on reducing non-performing loans. The messages sent include payment reminders, information about customer service maintenance, and transaction notifications such as increases in gold value or excessive payments.
Automated Messaging to Reduce Non-Performing Loans
With utility messages, Pegadaian can automatically send payment reminder messages to all its customers, with predetermined delivery schedules, such as D-14, D-7, and D-3 on payment deadline, before handing them over to the collections team for offline collection. This step is expected to help Pegadaian reduce Non-Performing Loans.
Maximize WhatsApp Business API Features to Increase Customer Engagement
In sending notifications, Pegadaian leverages the interactivity offered by the WhatsApp Business API, such as the List Message & Reply Button feature.

This feature facilitates customers in accessing information from Pegadaian, enhancing user experience, and increasing customer engagement.
Maintain & Enhance Response Rate through Chatbot Integration
To maintain a good response rate, Pegadaian integrates the WhatsApp Business API with their chatbot named Pevita, which handles messages from the List Message & Reply Button feature before routing them to a human agent if the customer wants to proceed with a transaction.
Leverage the Location Message Feature for Enhanced Customer Experience
Additionally, Pegadaian also utilizes the Location Message feature from the WhatsApp Business API to request the customer’s location. This enables Pegadaian to provide information about the nearest outlets selling Gade products, as well as details about ongoing promotions and available services based on the customer’s location.

Gather Customer Feedback through CSAT Surveys
In a continuous effort to ensure customer satisfaction and actively listen to their feedback, Pegadaian regularly sends Customer Satisfaction (CSAT) surveys to assess their experience following interactions or transactions with Pegadaian.
Advantages of Implementing the Qiscus Omnichannel Chat & WhatsApp Business API Solution
The WhatsApp utility message, supported by Qiscus Omnichannel Chat, has significantly helped Pegadaian reach more customers in real time at a lower cost than phone calls, SMS, and emails.
These messages enable Pegadaian to engage with customers more personally, avoiding disruptions to their schedules often caused by phone calls. Additionally, the open rate of WhatsApp utility messages surpasses that of emails and SMS, directly contributing to increased customer satisfaction when Pegadaian employs this platform.
Various challenges previously faced by Pegadaian have been effectively addressed more cost-effectively. With the Qiscus Omnichannel Chat & WhatsApp Business API solution, Pegadaian can deliver an outstanding customer experience to both existing and potential clients.
The Achieved Success Metrics
Since implementing the Qiscus Omnichannel Chat & WhatsApp Business API, Pegadaian has achieved impressive success metrics. With a 90% open rate for messages sent through the WhatsApp Business API, surpassing SMS and email, Pegadaian has seen a significant boost in on-time payments, reaching 92.7% of customers contacted via WhatsApp. Furthermore, while utilizing WhatsApp, Pegadaian has effectively maintained a Non-Performing Loan rate below 1%.
In addition to these key metrics, Pegadaian consistently evaluates customer satisfaction levels.
According to internal surveys, customers generally prefer receiving reminders through WhatsApp notifications. This is reflected in Pegadaian’s exceptional customer satisfaction rate of 97.4%, far surpassing that achieved through SMS and other channels.
Your Company Can Achieve the Same Success!
Your business can experience this success too!
Qiscus can help you manage various challenges, from customer care services, lead capturing, and marketing optimization, to after-sales services to enhance your customer experience!
You can also get supporting applications for your WhatsApp Blast, such as chatbots, CRM, CDP, and AI Assistant with Qiscus. Schedule a product demo with Qiscus here.