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Case Studies

Training - Organizational Development, Seven Steps of 'We are the Service Champions' - Banking (Bank Mandiri)


With more than 25,000 employees and 1390 branches across Indonesia, Bank Mandiri is the largest bank in Indonesia. However, between 2000 and 2004 Bank Mandiri's level of service failed to satisfactorily match its reputation, as indicated by Marketing Research Indonesia's Best Service Excellence survey.

Bank Mandiri resolved that it should be first in its class, not only in terms of managed funds but also in being customers' preferred choice. Thus, Bank Mandiri set the target of becoming 'service legends' by achieving first place in the Best Service Excellence survey seven consecutive times.

To achieve that goal, it would take hard work not only from the front-line workers who dealt with customers every day, but also a high degree of dedication and commitment from all levels of Bank Mandiri operations.


EXPERD designed a program to reinforce and apply the 'We Are the Service Champions' mindset in seven steps. This program strengthened:

  1. Awareness of service strategy
  2. The three Vs (visual, verbal and vocal) of branch managers
  3. Branch managers' identities and their disclosure to team members
  4. The sense of openness at work and lifting morale
  5. Brainstorming to find solutions
  6. Monitoring, feedback and corrective action
  7. Service customs


Implementation of the seven-step program saw Bank Mandiri dramatically improve its service value rankings, going from 16th in 2003 to 11th in 2004, 3rd in 2005 and 2nd in 2006. They successfully achieved their target with seven consecutive 1st places from 2007 to 2014.

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