From Traditional to Digital: Transforming Local Administrative Organization Workflows in Thailand Through Social Listening Tools

Digital transformation offers transformative potential for public service delivery, yet many local administrative organizations (LAOs) in Thailand struggle with integrating digital tools effectively into their workflows. This study investigates the integration of social listening tools (SLTs) to enhance the efficiency and responsiveness of public service delivery in Thailand’s LAOs. The primary goal is to redesign traditional, manual workflows through the development of a digital-by-design framework, addressing inefficiencies in public engagement and service provision. Employing a mixed-method approach, this research combines interviews and focus groups with municipal staff from four municipalities in Northeast Thailand to identify challenges and co-create solutions. The redesigned workflow integrates digital practices into existing organizational structures and achieves a significant 282% improvement in efficiency, measured in transactions per manpower-hour. Additionally, the new process enhances operational speed, responsiveness, and public engagement. To ensure sustainability, this study recommends a phased implementation strategy and consistent staff training. This research contributes to the public administration literature by providing a practical, scalable framework for digital transformation in local governance. It underscores the potential of SLTs to modernize public sector workflows, enabling more dynamic, responsive, and citizen-centric interactions between LAOs and the communities they serve.