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008			260224s20259999th u ms t 000 eng d
035			_a.b12479251
099		9	_aAIT ISPR IM no.25-02
100	1		_aPirunnut Leelamian
245	1	0	_aEnhancing digital self-service funcions in the True app
260			_aPathum Thani, Thailand : _bAsian Institute of Technology, _c2025
300			_a75 leaves : _bill.+ _e1 online resource
490	1		_aInternship Report ; _vno. IM-25-02
500			_aAn Internship Study submitted in partial fulfillment of the requirements for the degree of Master of Science in Information Management
502			_aInternship Report (M. Sc.) - Asian Institute of Technology, 2025
520			_aThis 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.
650		0	_aMobile apps
650		0	_aApplication software
650		0	_aGap analysis (Planning)
700	0		_aChutiporn Anutariya, _eChairperson
700	0		_aVatcharaporn Esichaikul, _eExamination Committee
700	0		_aSein Minn, _eExamination Committee
710	2		_aAIT Scholarship, _eScholarship Donor
810	2		_aAsian Institute of Technology. _tInternship Report ; _vno. IM-25-02
856	4	0	_3Full-Text _uhttp://203.159.5.9/ait-thesis/Viewer/viewer.php?id=B23624
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902			_a260303
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909			_aBarcode : - _bCREATED : 2026-02-24 _cRECORD # : i13576239 _dLPATRON : 0 _eLCHKIN : - _f# RENEWALS : 0 _g# OVERDUE : 0 _hIUSE3 : 0 _iTOT CHKOUT : 0 _jTOT RENEW : 0
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