Perancangan Cetak Biru Layanan Pemesanan Tiket Dengan Aplikasi KAI Access PT Kereta Api Indonesia

Dimitri Fairizi, Prof. Nurul Indarti, Siviløkonom., Cand.Merc., Ph.D.

2026 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Penelitian ini bertujuan memetakan proses layanan pemesanan tiket kereta api melalui aplikasi KAI Access, mengidentifikasi titik potensi kegagalan, dan menyusun rekomendasi penyelarasan serta perbaikan layanan pada PT Kereta Api Indonesia (Persero) dengan menggunakan metode cetak biru layanan. Penelitian dilakukan karena layanan KAI Access yang merupakan kanal utama pemesanan tiket secara digital masih dikeluhan pelanggan pada berbagai tahap layanan sehingga diperlukan pemetaan proses dari sudut pandang pelanggan dan proses internal. 

Penelitian menggunakan pendekatan kualitatif dengan strategi studi kasus deskriptif. Data primer penelitian dikumpulkan pada periode Juni - Juli 2026 melalui wawancara semi-terstruktur terhadap enam informan internal unit Commercial Technology and Support (CST) PT KAI dan delapan pengguna KAI Access. Data sekunder penelitian menggunakan data keluhan pelanggan PT KAI tahun 2025, laporan evaluasi KAI Access tahun 2025, dan laporan usability testing KAI Access tahun 2024. 

Hasil penelitian menunjukkan bahwa proses layanan dapat dibagi menjadi delapan tahap, mulai dari akses akun dan autentikasi hingga penanganan gangguan dan pemulihan layanan. Pemetaan mengidentifikasi 14 titik potensi kegagalan dan 12 titik tunggu pelanggan. Titik yang memerlukan perhatian utama berada pada pembayaran dan penerbitan tiket, terutama ketika status transaksi antarsistem belum selaras, dana telah terdebit tetapi tiket belum terbit, atau pesanan dibatalkan saat pembayaran masih diverifikasi. Rekomendasi perbaikan diarahkan pada peningkatan keandalan pembayaran dan penerbitan tiket, kejelasan status dan waktu tunggu, kemampuan pemulihan layanan, penyelarasan tata kelola lintas fungsi dan mitra, penguatan pengujian aplikasi, serta penyederhanaan pengalaman pengguna. Cetak biru layanan yang dihasilkan dapat digunakan PT KAI sebagai dasar evaluasi dan perbaikan layanan digital secara berkelanjutan.

This study aims to map the railway ticket-booking service process through the KAI Access application, identify potential failure points, and formulate recommendations for service alignment and improvement at PT Kereta Api Indonesia (Persero) using the service blueprint method. The study was conducted because KAI Access, as the company's primary digital ticket-booking channel, continues to receive customer complaints across several stages of the service process. Therefore, a process map integrating the customer perspective with internal service processes is required.

This study employed a qualitative approach with a descriptive case study strategy. Primary data were collected from June to July 2026 through semi-structured interviews with six internal informants from PT KAI's Commercial Technology and Support (CST) unit and eight KAI Access users. Secondary data consisted of PT KAI customer complaint data for 2025, the 2025 KAI Access evaluation report, and the 2024 KAI Access usability testing report.

The findings show that the service process can be divided into eight stages, ranging from account access and authentication to disruption handling and service recovery. The mapping identified 14 potential failure points and 12 customer waiting points. The areas requiring the greatest attention are payment and ticket issuance, particularly when transaction statuses across systems are not synchronized, funds have been debited but tickets have not been issued, or bookings are automatically cancelled while payment is still being verified. The recommended improvements focus on strengthening the reliability of payment and ticket issuance, improving the clarity of transaction status and waiting-time information, enhancing service recovery capabilities, aligning governance across internal functions and partners, strengthening application testing, and simplifying the user experience. The resulting service blueprint can serve as a basis for PT KAI to evaluate and continuously improve its digital services.

Kata Kunci : cetak biru layanan KAI Access, pemetaan proses, pemulihan layanan