TheBrandStoriesKeretaApiIndonesia

The transformation journey of PT Kereta Api Indonesia (Persero) reflects the evolution of marketing from the product era to the era of smart technology. Starting from the traditional post-independence phase, railway services focused on building rail networks and heavy equipment as means of public mobility. Station environments were still open without digital systems, paper tickets were the sole access method, and customer experience was not yet a priority.
Entering the service reform era, KAI began to improve with a more customer-centric approach. Innovations such as online ticket purchasing, e-Kiosks, boarding passes, and station system upgrades marked a significant turning point. This transformation continued with early digitalization through the KAI Access app, the use of QR codes, and the integration of various services into a single digital platform, signaling a shift towards Marketing 4.0.

Now, KAI has entered an advanced digital phase that embraces predictive technology and personalization. Features such as face recognition-based check-in, cross-platform cashless payments, real-time tracking, and loyalty programs have become the new standard. With a data-driven approach and a focus on sustainability (ESG), KAI is not only a provider of public transportation but also a digital pioneer in the national mobility sector.

Traditional Phase⚬

Traditional Phase⚬

Traditional Phase⚬

Traditional Phase⚬

The Service Transformation Phase⚬

The Service Transformation Phase⚬

The Service Transformation Phase⚬

The Service Transformation Phase⚬

Digitalization Phase 1⚬

Digitalization Phase 1⚬

Digitalization Phase 1⚬

Digitalization Phase 1⚬

Digitalization Phase 2⚬

Digitalization Phase 2⚬

Digitalization Phase 2⚬

Digitalization Phase 2⚬