CUSTOMER JOURNEY MAPPING OF PUBLIC SERVICE ACCESS: THE CASE OF IN-CASH WELFARE BENEFIT DELIVERY FOR INFORMAL LABORS IN MUEANG DISTRICT, PHAYAO PROVINCE
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Abstract
This research aims to elaborate and illustrate customer journey mapping of social welfare service access for informal labors in Mueang district, Phayao province. It considers the customer journey in four dimensions, including policy access, patterns of the journey, touch point with the product and cost of time and expenditure. Being a qualitative research, data were collected through structured interviews and documentary research. Using content analysis, customer journey maps were drawn, and a logical model was created. 14 informal labors in Phayao were purposively and dispersedly selected regarding occupations (3 key groups: agriculture, temporary workers, and freelancers), age (from 20 years old) and gender (both male and female). Consequently, four key findings could be summarized. Firstly, most informal labors could access
at least one social welfare policy. The person with the most access (5 policies) is a 60-year-old married woman working in the agricultural sector with an income of 50,000 baht/year. Secondly, there are three customer journey patterns: offline, online and mixed. Among the three, the
mixed pattern is found the most. Only one person who has had an entirely online journey is a 24-year-old self-employed single man with an income of more than 100,000 baht/year. Thirdly, touch points of the product mostly happen at the stage of perception. This is followed by the
stages of application, benefit claim, contribution payment, and choice assessment, respectively. Lastly, the highest cost of time and expenditure is found at the stage of contribution payment, followed by the stages of application, benefit claim, perception, and choice assessment, respectively
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