<![CDATA[Digital transformation is a critical strategy for banks to improve service quality and operational efficiency. One aspect of this transformation is the migration of mobile banking services from BSI Mobile to BYOND by Bank Syariah Indonesia (BSI). This study aims to analyze operational challenges, operational management strategies, and the impact of digital service migration on operational effectiveness and customer satisfaction. The study employs a descriptive qualitative approach using data collection techniques such as participant observation, informal interviews, and documentation. Research informants include customer service representatives, the IT team, customers who have completed the migration, and those who have not yet migrated. Data is analyz5ed using thematic analysis through data reduction, coding, data presentation, and drawing conclusions. Research findings indicate that the main challenges of the migration include data verification, the application activation process, and user adaptation to the new system. BSI implemented strategies involving outreach, education, customer support, and enhancements to the application’s security system to address these issues. The BYOND migration has had a positive impact on operational efficiency, transaction convenience, and customer satisfaction. This demonstrates that the implementation of Total Quality Management (TQM) principles which primarily focus on customer service and continuous improvement is crucial in driving the success of digital transformation at Bank Syariah Indonesia.]]>
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