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Prudential Indonesia: commitment to excellence, customer-centricity and societal impact
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n today's rapidly evolving business landscape, leadership plays a crucial role in driving organizational success, no matter the size or sector.
This sentiment rings true for companies such as Prudential Indonesia, a leading player in the insurance industry. Speaking to The Jakarta Post in a recent interview, Prudential Indonesia’s current president director Michellina Laksmi Triwardhany said as a leader, her drive comes from her wish to boost the financial resilience of Indonesians.
After spending years in the banking sector, Dhany found her calling in the insurance industry because of her passion for “delivering extra values to customers”.
“My core values revolve around guiding the organization toward growth by continuously adding value for our customers. This means a strong emphasis on innovation and services, enabling us to provide personalized health and financial protection solutions. The goal is to be the trusted partner and protector for our customers, and to have robust financial resilience to navigate life's challenges, both for this generation and generations to come,” she explained.
Putting the customer first
A customer-centric approach, Dhany says, is key to ensuring solid financial resilience for customers. To that end, she guides each individual employee to focus on understanding customer needs and addressing their pain points. In addition, she also believes in a competitive and innovative work culture, which promotes continuous improvement and encourages transformation. All of this, she continues, ensures that adaptability and relevance remain ingrained in the company's DNA, contributing to sustained business success over time.
“At the heart of it, our leadership in the life insurance industry is founded on our steadfast commitment in continuously providing tailored protection that grows seamlessly with our customers as their life journey unfolds. This involves offering simple and accessible financial and health solutions that align precisely with their evolving needs.”
Aside from product innovation, Prudential Indonesia is also dedicated to enhancing customer services, with the most recent example being the launch of PRUPriority Hospitals that ensure top-notch healthcare treatment with standardized tariffs and agreements, streamlining processes like cashless guarantees for its customers. In addition, initiatives like PRUActive highlights the company’s focus on promoting a healthy lifestyle for Indonesian families.
“From year to year, we always listen to our customers, innovate and carry out various initiatives aimed at fulfilling our customers’ needs and delighting them as they navigate the rapid external changes in line with Prudential's core principles of ‘customers are our compass’. We believe it is critical to have an agile mindset in order to address the diverse demands arising from the challenges that the society faced, including those of the millennial and Gen Z generations,” she said.
In addressing that diverse demand, Prudential Indonesia is committed to providing comprehensive protection and long-term support for all generations of Indonesians through a wide variety of life, health and wealth protection products that have been adapted to different life stages, including PRUFuture, a simple and affordable life insurance product aimed at Millennials and Gen Z with flexible and comprehensive protection that can fit various needs.
Dhany noted that alongside engaging with customers, Prudential Indonesia also regularly measures various customer touch points through Net Promoter Score (NPS), a market research metric based on a single survey question asking respondents to rate the likelihood that they would recommend a company to a friend or a colleague.
The NPS result, she says, is utilized as an evaluation to improve and develop various initiatives to support customers in various touch points, so that the company can continue and improve to provide the best customer-centric solutions.
Giving back to country and community
Beyond serving its customers, Prudential Indonesia has also committed to its active role in Indonesian society, with a focus on youth and women empowerment through its corporate social responsibility initiatives that support government programs across important sectors, aligning with the spirit of “Bagimu Negeri, Kami Berbagi.”
One such sector is education, where the company is moving to improve financial literacy among school children. Dhany pointed to 2011 research by Prudential Indonesia, which found that 95 percent of parents think that money management skills are crucial for their children. At the same time, however, only 13 percent of parents believe that their children have mastered the skill.
“Financial literacy from an early age is crucial in cultivating a financially informed and responsible society, so we created the Cha-Ching financial literacy program, specially tailored for elementary schoolchildren aged 7 to 12 years old,” she said, adding that the program has reached more than 100,000 students and teachers across eight provinces and 15 cities since its introduction in 2017.
Throughout a 20-year period from 2003 to 2023, Prudential Indonesia's financial literacy and insurance literacy programs have benefited around 500,000 children, youth, and adults through teaching sessions in schools, workshops and webinars. The company’s strategies have also impacted more than 70 million people through digital media.
Another pillar of Prudential Indonesia is health and safety, with a focus on empowerment. The company collaborated with Habitat for Humanity Indonesia Foundation for a holistic approach to community empowerment in the villages of Mauk in Tangerang, Banten, and Gunung Putri, in Bogor, West Java.
The Desa Maju Prudential program has been one of Prudential Indonesia's flagship programs in the past four years for supporting the health and welfare outcomes of the people in Mauk and Gunung Putri. Along with building functional permanent houses and one-stop health services, the program also provides financial literacy and disaster mitigation training.
“Every individual in Indonesia deserves a life filled with peace, prosperity, self-reliance, and a promising future. We believe a good quality of life includes access to decent housing, healthcare services, and proper education for all. We aim to make this program sustainable so even more Indonesian families can live their best lives now and in the future.”
