Transformation of the Role of Relationship Manager in the Digital Era

Abstract

Digital transformation has driven significant changes in the role of Relationship Managers (RMs) in the banking industry, including at Bank Rakyat Indonesia (BRI). This qualitative phenomenological study aims to analyze the paradigm shift in the role of RMs from transactional-oriented Account Officers (AOs) to Financial Advisors focused on long-term relationships. Data were collected through in-depth interviews with informants directly involved in this transformation. The study revealed that this change was driven by the integration of digital technologies such as BRIS pot and CRM, which enable RMs to work more efficiently and data driven. The transformation has resulted in a shift in work orientation to a consultative approach, an increased collaborative work culture, and the development of RM competencies in digital literacy, portfolio analysis, and relationship management. Visible performance impacts include an increase in customer retention from 68% (2021) to 87% (2024), growth in Third Party Funds (DPK), and a decrease in Non-Performing Loans (NPLs). This study concludes that the transformation of the RM role is an effective strategy for BRI in building sustainable competitiveness in the digital era by strengthening long-term relationships with customers.