Thirteenth International Conference on Design Principles & Practices

Abstract

Customer experience plays an important role for raising the value of brands in Market 4.0 era where on-off line, technology and human, and emotions are co-related to each other. Effective customer experience develops strong customer loyalty. However those who don’t communicate well sometimes have the experience of being rejected. This thesis has analyzed the customer characteristics of the market 4.0 era, and the data from pre-research and proposes a model of customer experience using Omni Channel by applying double diamond model. At the first stage of double diamond phase, customers find that on-off lines world are converging and their experiences are shared, which affects the evaluation of brand value. At the second stage, What is important for brand is ‘experiential connectivity’ which connects customers and brands directly or indirectly. At the third stage, A persona using beauty-brand has set up, which produced ideas that got developed into story boards. At the last stage, the idea that can increases customer experience in beauty brand got visualized as an application by connecting co-off lines. The results of this research may influence the level of satisfaction increase through a effective service strategy which builds customer loyalty.