An Internship Study submitted in partial fulfillment of the requirements for the degree of Master of Science in Information Management

Internship Report (M. Sc.) - Asian Institute of Technology, 2025

This final internship report presents an end-to-end customer experience (CX) transformation study for the True App, focusing on identifying critical service gaps and converting them into actionable Feature Requirement Documents (FRDs) to support the organization{u2019}s digital self-service roadmap. The project scope focuses on two core components: (1) a comprehensive gap analysis based on customer pain points, and (2) the development of a 10-FRD portfolio addressing the highest-impact improvement opportunities. The study adopted a mixed-method qualitative approach, including 12 intercept interviews across three age groups and gap scoring across seven high-volume service categories. Key findings reveal that digital literacy significantly influences adoption, with older users showing low awareness, low trust, and reliance on physical channels. Gap analysis identified five persistent issues across the True App: functional incompleteness, limited feature awareness, inconsistent policies between channels, complex navigation, and insufficient data tracking. To address these gaps, the report delivers a structured Gap-to-FRD framework, producing 10 prioritized FRDs covering network status transparency, diagnostic tools, unified package flows, simple add-on flows, device troubleshooting, eSIM activation, and complaint automation. These FRDs collectively serve as the foundation for a scalable CX transformation roadmap and offer design principles for enhancing usability, trust, and operational efficiency. The report concludes with recommendations for the True App{u2019}s future roadmap, including guided onboarding, real-time visibility features, simplified journeys, and a CX analytics dashboard for continuous monitoring.