Asosiasi Service Quality Indonesia

What Asosiasi Service Quality Indonesia does

Asosiasi Service Quality Indonesia (ASQI) is a Jakarta-based, non-profit professional association founded in February 2021 with a mission to standardize service quality across Indonesian government institutions and corporations. ASQI operates under the tagline "Indonesia Lebih Melayani" and aligns its work with Presidential Instruction No. 12/2016 on the Gerakan Indonesia Melayani national movement, providing BNSP-accredited certification programs — JSQO (Junior Service Quality Officer), SQS (Service Quality Supervisor), and SSQO (Service Quality Officer) — developed in partnership with BNSP and LSP MPI. Beyond certification, the association offers national webinar series, service culture development consulting, training and seminars, benchmarking services, research and development, and the annual Festival Anugrah Layanan awards event. The core technology is ASQI's proprietary certification schema and the ICXI Service Quality Maturity Assessment methodology, supported by a small digital platform operation rather than a software product.

ASQI serves a mixed customer base spanning Indonesian government organizations, corporate enterprises (notably in banking — BCA, BNI, BRI, Hana Bank, Bank Ganesha, ADIRA Finance; logistics — JNE; electronics — Samsung; healthcare — RSCM; and education — MNC University), individual service professionals seeking BNSP credentials, and educational institutions. Pricing is structured per-participant for certification (Rp 3.8M for JSQO online, Rp 5.5M for SSQO offline, Rp 6.5M–7.25M for SQS), per-session for webinars (Rp 125K for ASQI members, Rp 175K for public), and via tiered sponsorship packages (Rp 10M–Rp 100M) for the annual Festival Anugrah Layanan. Go-to-market combines event-driven acquisition (webinars, festivals, certification cohorts) with direct enterprise field sales via WhatsApp and Instagram outreach, delivered through a hybrid online/offline model across 11+ Indonesian regional chapters.

ASQI operates with a 9-person team led by Chairman Rizal Badudu (also CEO of Layanan Prima Indonesia / LPI) and Executive Director Ahmad Arwani Raharjo, supported by a 15-person volunteer advisory and steering committee that includes senior executives from BCA, BNI, ADIRA Finance, and Transvision. The association has no disclosed external funding, parent company, or subsidiary structure, and generates revenue solely from certification fees, webinar registrations, event sponsorships, and enterprise training engagements. Strategic partnerships with ICXI (international CX benchmarking), BNSP (national certification accreditation), LSP MPI (certification delivery), APKASI (municipal government reach), APSI (security guard professionals), and MNC University (educational vertical) form the core of its institutional moat.

Name

Asosiasi Service Quality Indonesia

Legal name

Asosiasi Service Quality Indonesia

Website

https://asqi.or.id

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Asosiasi Service Quality Indonesia (ASQI) is a Jakarta-based non-profit professional association, founded in 2021, that delivers BNSP-accredited service quality certifications (JSQO, SQS, SSQO), training, webinars, and the annual Festival Anugrah Layanan to Indonesian government institutions, enterprises, and individual service professionals across 11+ regional chapters.

Ownership category

akta.pro rank

Product category

Professional Association & Service Quality Certification

NAICS

Educational Services (611), Educational Support Services (611710), Professional Organizations (81392)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYEDAAANAC

Quality, Process Improvement & Lean/Six Sigma Certifications

Education/Adult & Continuing Education/Professional Certification Programs

SECONDARYEDANAIAE

Project, Process & Quality Certification Prep (PMP, PRINCE2, Lean Six Sigma, ITIL)

Education/Tutoring & Test Preparation/Professional Certification & Licensure Exam Prep

Keywords

• Service quality certification
• Professional training programs
• Customer experience standards
• Service culture development
• Benchmarking services

Headquarters

HQ city

Jakarta Selatan

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Certification Training Programs: BNSP-certified training programs for Service Quality professionals including JSQO (Rp 3,800,000 online), SSQO (Rp 5,500,000 offline), and SQS Supervisor training (Rp 6,500,000 hybrid). Revenue generated from participant fees, exam fees, and certification costs.
2. Webinar Fees: Free webinars with optional e-certificates (contribution Rp 25,000) and paid webinars (Member ASQI: Rp 125,000; Umum: Rp 175,000). Generates revenue through registration fees and certificate contributions.
3. Festival Anugrah Layanan Event: Annual award ceremony and festival with company participation fees (Rp 27,500,000 for organizational awards) and sponsorship tiers (Main Sponsor Rp 100,000,000, Co-Sponsor Rp 75,000,000, Supporting Sponsor Rp 30,000,000, In-Kind Sponsor Rp 10,000,000).
4. Service Quality Supervisor Training 2026: February 2026 certification batch priced at Rp 7,250,000 with early bird discount (Rp 500,000) and group discount (Rp 1,400,000 for 3+ persons). Revenue from training and BNSP certification exam fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

ASQI is a professional association that delivers BNSP-accredited service quality certification programs (JSQO, SQS, SSQO), professional training seminars, national webinars, the annual Festival Anugrah Layanan awards event, organizational service quality assessments (via ICXI), research and benchmarking services, and digital CX content to standardize service excellence across Indonesian government institutions, corporations, and individual service professionals.

Product overview

ASQI (Asosiasi Service Quality Indonesia) operates as an association offering a portfolio of interconnected service quality programs rather than a unified software product. Its core offerings include BNSP-accredited certification programs (JSQO, SQS, SSQO), national webinar series, service culture development, research and development, training and seminars, and benchmarking services. The portfolio is complemented by the annual Festival Anugrah Layanan event featuring competitions and awards, and digital content resources covering customer experience topics. All offerings collectively serve to advance service quality standards for individuals and organizations across Indonesian industries.

Differentiator

Problem solved

Functional benefit

Products and services

• BNSP Certification Programs (Service Quality) Nationally accredited certification programs under BNSP (Badan Nasional Sertifikasi Profesi) including JSQO (Junior Service Quality Officer, online, Rp 3,800,000), SSQO (Service Quality Officer, offline, Rp 5,500,000), and SQS Supervisor (hybrid, Rp 6,500,000) under the Customer Relationship Management (CRM) scheme. Targets individuals seeking official competency certificates and organizations wanting certified staff.
• Service Quality Supervisor Training 2026

Quantifiable outcome

• BNSP-recognized certification providing nationally validated competency proof for service quality professionals
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• APKASI (Asosiasi Pemerintah Kota Seluruh Indonesia)coreStrategic or Co-development PartnerMOU signed on May 31, 2021 at APKASI Auditorium. Strategic partnership to promote service quality standards among Indonesian municipal governments. ASQI supports APKASI members in implementing service quality transformation in local government service delivery.
• APSI (Asosiasi Profesional Satpam Indonesia)coreStrategic or Co-development PartnerMOU signed on May 28, 2021 at Swiss Bell Hotel Serpong. Collaboration for developing security guard service competency standards and joint training programs for service excellence.
• ICXI (International Customer Experience Institute)coreStrategic or Co-development PartnerInternational partnership for CX Maturity Index assessment and certification. ASQI is 'In Partnership With' ICXI for delivering international customer experience standards and assessments in Indonesia.
• BNSP (Badan Nasional Sertifikasi Profesi)coreStrategic or Co-development PartnerNational professional certification body providing accreditation for ASQI's JSQO, SQS, and SSQO certification programs. ASQI conducts BNSP-certified examinations and issues nationally recognized service quality certificates.
• LSP MPI (Lembaga Sertifikasi Profesi Manajemen Pelayanan Indonesia)coreStrategic or Co-development PartnerCertification LSP partner for ASQI's Grandfathering program, providing Manager and Master BNSP certifications for service quality professionals. Joint delivery of ASQI-LSP MPI-BNSP certification pathways.
• MNC UniversitycoreStrategic or Co-development PartnerEducational partnership for service quality competency programs. MNC University collaborates with ASQI for improving service quality competencies for lecturers and education staff. MNC University hosts certification training and Festival Anugrah Layanan events.
• KemenluRI (Kementerian Luar Negeri RI)minorStrategic or Co-development PartnerAudiensi (consultation) conducted via Zoom on April 15 and April 23, 2021 to discuss service quality in diplomatic services.
• Ombudsman Republik IndonesiaminorStrategic or Co-development PartnerAudiensi conducted via Zoom on April 30, 2021 to align service quality standards with public service supervision.
• Kemenparekraf (Kementerian Pariwisata dan Ekonomi Kreatif)minorStrategic or Co-development PartnerAudiensi conducted April-May 2021 to discuss service quality standards in tourism and creative economy sectors.
• Layanan Prima Indonesia (LPI)coreStrategic or Co-development PartnerLPI CEO Rizal Badudu serves as Chairman of ASQI. Strategic alignment for service quality excellence programs and benchmarking activities.
• RSCM (Rumah Sakit Cipto Mangunkusumo)minorImplementation/ SI/ Consulting PartnerASQI provided implementation support for Service Quality Transformation at RSCM in August 2021, demonstrating consulting engagement with healthcare institutions.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• APQC (American Productivity & Quality Center): Global benchmarking and knowledge organization for performance excellence. Comparable to ASQI's benchmarking and standards-setting role, but operating at a global scale with a broader process/quality remit.
• Project Management Institute (PMI): Global professional association offering PMP and other widely adopted certifications. Comparable as a large-scale professional certification body with chapters, training, and membership monetization — though PMI focuses on project management rather than service quality.
• American Society for Quality (ASQ): Global quality association offering CQE, CQA, Six Sigma, and quality management certifications. Comparable as a broader quality and process improvement professional association with international reach and a long-established brand.
• EFQM (European Foundation for Quality Management): European quality management foundation promoting the EFQM Model. Comparable as a quality framework and standards body, with an established international assessment and recognition scheme that ASQI's ICXI-linked offering parallels at a national level.

Regional players

• Lembaga Administrasi Negara (LAN): Indonesian government agency for civil servant training and public administration development. Comparable as a public-sector capacity builder, and a potential partner or competitor for ASQI's government service quality training programs.

Direct peers

• Customer Experience Professionals Association (CXPA): Global non-profit membership association for CX professionals, offering CCXP certification and a practitioner community. Directly comparable to ASQI as a CX/service quality professional association delivering certification and community.
• International Customer Experience Institute (ICXI): International CX certification and maturity assessment body that ASQI is 'In Partnership With.' Both deliver CX maturity assessments and certification to enterprises, making it a directly comparable peer at the international standards layer.
• Lembaga Sertifikasi Profesi Manajemen Pelayanan Indonesia (LSP MPI): Indonesian professional certification LSP partnering with ASQI on BNSP certification schemes. Operates in the same service quality certification value chain and could either deepen the partnership or compete as a parallel certifier.
• Layanan Prima Indonesia (LPI): Indonesian service quality consulting and training firm chaired by ASQI's own Chairman (Rizal Badudu). Operates in the same service quality and CX transformation space and shares leadership, making it the most directly comparable peer.

Others

• Customer Contact Week (CCW): Global CX and contact center events organization. Comparable to ASQI's Festival Anugrah Layanan as a CX-focused events business, and a model for scaling enterprise-facing event and content revenue.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asosiasi-service-quality-indonesia
• Instagraminstagram.com/asqi.id

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asosiasi Service Quality Indonesia