Customer Journey Mapping of a Public Mobile Application: The Case Study of a State Electricity Enterprise

Abstract

Although electricity enterprises are state-owned and are often monopolies, they face a number of challenges to remain competitive for enhance customer satisfaction. In turn, a number of state electricity enterprises have developed public mobile applications (apps) to meet customer needs. It can be challenging for state enterprises to collect data from citizens in order to design the app's specifications and determine its requirements. The aim of this research is to examine the satisfaction level of state electricity enterprise customers in Thailand by using the Customer Journey Mapping (CJM) technique in order to develop interview questions. The questions are then used to interview target respondents who have used the current version of the mobile application to obtain a satisfaction level and suggestions. Following data collection and triangulation techniques, the research results were utilized to specify Terms of Reference (TOR) for the Thai state electricity enterprises to develop a public mobile application.