03307nas a2200373 a 4500 20260818100104.0 260224s20259999th u ms t 000 eng d .b12479251 AIT ISPR IM no.25-02 Pirunnut Leelamian Enhancing digital self-service funcions in the True app Pathum Thani, Thailand : Asian Institute of Technology, 2025 75 leaves : ill.+ 1 online resource Internship Report ; no. IM-25-02 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. Mobile apps Application software Gap analysis (Planning) Chutiporn Anutariya, Chairperson Vatcharaporn Esichaikul, Examination Committee Sein Minn, Examination Committee AIT Scholarship, Scholarship Donor Asian Institute of Technology. Internship Report ; no. IM-25-02 Full-Text http://203.159.5.9/ait-thesis/Viewer/viewer.php?id=B23624 .b12479251 mnarc a 260303 0 260302 m h a 0 mnarc 67 Barcode : - CREATED : 2026-02-24 RECORD # : i13576239 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 38440 38440 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT ISPR IM no.25-02 2026-08-18 10:01:04 1 2026-08-18 67