This research aims to optimize digital customer service to enhance customer satisfaction at PT. Bank Jaya Bersama. In the context of ongoing digitalization, banks must align their services with customer expectations. The methods used include in-depth case studies with data collection through customer surveys based on Service Quality (SERVQUAL) theory and analysis of internal documents, especially in the Contact Center division. Data analysis uses the Importance Performance Analysis (IPA) method and the examination of ticket data and post-contact surveys to explore customer perceptions and experiences. The research results indicate that quick response, quality communication and accurate information are key factors in improving customer satisfaction with digital services. Challenges in integrating these factors into the bank's service model and strategies to overcome these challenges are also examined. The conclusion of this research affirms that integrating quick response, quality communication and accurate information provision into digital services is essential for enhancing customer satisfaction. The implication is that banks must prioritize adjusting their digital service strategies to the evolving needs and expectations of customers. This will form the basis for an effective future digital customer engagement strategy and strengthen the bank's competitive position in the digital era.

Keeping engagement high between the bank and its customers proved to be a huge challenge for Rosemary, a digital bank based in Indonesia. Active rate as one of the key metrics within the bank has suffered and dropped significantly over the years. The existing initiatives to keep the engagement are mostly through financial benefits which tends to be effective in the short term but causes significant hit to the cost the bank must bear. There are needs to ensure high engagement from the users, as well as to reach sustainability for the business. One of the main challenges is on how to keep the balance between retaining customers as well as ensuring the business achieves its goals to profitability. In this research, a new Loyalty Program focused on organically engaging Users is proposed. The program should encourage user’s activity by giving them systematic rewards without causing the business to bleed due to the incurred cost. The writer also proposed a change to the usual Loyalty Program framework which mostly did not consider business strategy when initially designed. The proposed Loyalty Program would have several mechanics such as Tiering or Leveling, Point Systems, as well as non-monetary rewards such as Badges. When implemented, the proposed Loyalty Program is expected to increase user’s longevity within the bank as well as boost the bank profitability.