Studium Generale ITB: Learning to Adapt and Evolve from Bluebird
BANDUNG. itb.ac.id – The KU-4078 Studium Generale course was held on Wednesday (16/03/2022) and invited the Chief Director of Bluebird Group, Ir. Sigit Priawan Djokosoetono, MBA., as the guest lecturer. In his presentation "Adapting, Evolving and Building the Future", he shared his journey in leading the Bluebird company.
As one of the largest transportation services in the country, Bluebird was established in 1972 by Mutiara Fatimah Djokosoetono, dr. Purnomo Prawiro and dr. Chandra Suharto. They initially started their business with 25 taxis. As time passed, Bluebird emerged as a pioneer in Indonesia’s taxi industry. “Currently, Bluebird has 30,000 fleets, 20,000 drivers, and 48 pools in 16 cities,” Sigit informed.
“Bluebird is supported by its pillars to provide the best quality in its transportation services: brand, people, service, fleet, and safety," he stated. "These pillars are still strongly upheld for 50 years and counting.”
He also said that staff education is vital at Bluebird. Taxi drivers are trained in hospitality, safety, and proper driving skills to give the best service to the passengers.
However, the world is changing. The transportation industry is constantly bombarded with problems, in which the recent one is the pandemic. Despite everything, Bluebird still stands and practices resilience, persistence, and perseverance. Even if the storm remains, Bluebird continues to survive in the future.
Many innovations are developed by Bluebird to adapt to the current conditions. One of them is the invention of zero-emission electric taxis. It is a collaboration between Bluebird and WWF and has proven to reduce fuel usage by 9000 liters. Moreover, Bluebird faces disruptions that hinder it from adjusting to the environment, such as changes in technology, development of service and reservation, payment methods, government regulations, and pricing regime.
Bluebird’s biggest challenge is devising its new pricing regime. Nowadays, many companies implement the “cash burn” strategy. This strategy is difficult for Bluebird to manage because the competition that arises out of it has made many corporations out of business. Furthermore, the COVID19 pandemic in Indonesia heavily impacted the business and economy sectors; it had forced all plans made by Bluebird to be halted. Nonetheless, Bluebird pushes to transform and adapt to the new situation.
Bluebird continues to create and lead a successful, transformative business. “Transformation starts with strengthening the foundation. Next, we must collaborate with other parties and keep our promises to build the future together,” Sigit advised.
Many efforts done by Bluebird are commitments to develop as a taxi company. It is one of the first companies to hold a vaccination program, receive a CHSE certificate, create a systematic protocol, and give emergency mobility to those inflicted with COVID19.
Bluebird also prioritizes human connection as its principle in serving customers. “Taxis are not just about mobility and journey. It is also the comfort and experience for the consumers,” he declared.
Sigit reminisced the stories shared by Bluebird drivers in terms of human connection, such as helping patients in labor and protecting passengers during thug attacks.
Reporter: Yoel Enrico Meiliano (Food Engineering, 2020)
Translator: Ruth Nathania (Environmental Engineering, 2019)
scan for download
